Alexander Bleier

Associate Professor of Marketing • Professor

Associate Professor of Marketing

Alexander Bleier is Associate Professor of Marketing at the Frankfurt School of Finance & Management. Prior to joining the Frankfurt School in July 2018, he was an Assistant Professor at Boston College. Alexander Bleier received his Ph.D. from the University of Cologne. Before entering academia, he gained practical experience with two top-management consultancies and a major retail and banking system provider in Germany as well as the German-Argentine Chamber of Industry and Commerce in Buenos Aires, Argentina.

Alexander Bleier’s primary research interests lie at the intersection of digital marketing, customer relationship management, and consumer decision making. A particular focus concerns the investigation of marketing communication and personalization strategies. His work has appeared in leading academic and practitioner journals such as Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Harvard Business Review, and Harvard Business Manager.

Further information available at alexbleier.de.

Management department
Professor
Faculty

PUBLICATIONS

Wies, S., Bleier, A., Edeling, A., 2023. Finding Goldilocks Influencers: how Follower Count Drives Social Media Engagement, Journal of Marketing Vol. 87(3), pp. 383-405.

Wiegand, N., Peers, Y., Bleier, A., 2023. Software Multihoming to Distal Markets: Evidence of Cannibalization and Complementarity in the Video Game Console Industry, Journal of the Academy of Marketing Science Vol. 51(2), pp. 393-417.

Fossen, B., Bleier, A., 2021. Online Program Engagement and Viewer Retention during Television Ads, Journal of the Academy of Marketing Science Vol. 49(4), pp. 743-761.

Beck, J., Rahinel, R., Bleier, A., 2020. Company Worth Keeping: Personal Control and Preferences for Brand Leaders, Journal of Consumer Research Vol. 46(5), pp. 871-886.

Bleier, A., Goldfarb, A., Tucker, C., 2020. Consumer Privacy and the Future of Data-Based Innovation and Marketing, International Journal of Research in Marketing Vol. 37(3), pp. 466-480.

Bleier, A., Harmeling, C., Palmatier, R., 2019. Creating Effective Online Customer Experiences, Journal of Marketing Vol. 83(2), pp. 98-119.

Harmeling, C., Bleier, A., Palmatier, R., 2019. How to Design Product Pages that Increase Online Sales, Harvard Business Review (Digital Article).

Bleier, A., Eisenbeiss, M., 2015. Personalized Online Advertising Effectiveness: the Interplay of What, When, and Where, Marketing Science Vol. 34(5), pp. 669-688.

Bleier, A., Eisenbeiss, M., 2015. The Importance of Trust for Personalized Online Advertising, Journal of Retailing Vol. 91(3), pp. 390-409.

Bleier, A., De Keyser, A., Verleye, K., 2018, Customer Engagement through Personalization and Customization, in: Robert W. Palmatier, V. Kumar, Coleen M. Harmeling (eds): Customer Engagement Marketing, Cham: Palgrave Macmillan, pp. 75-94.

Eisenbeiß, M., Bleier, A., 2012, Customer Relationship Management, in: Joachim Zentes, Bernhard Swoboda, Dirk Morschett, Hanna Schramm-Klein (eds): Handbuch Handel, 2., vollst. überarb. Aufl., Wiesbaden: Springer Gabler, pp. 463-485.

Eisenbeiß, M., Bleier, A., 2017. Lieber nicht zu persönlich werden, Harvard Business Manager (2) pp. 12-13.

Bleier, A., Harmeling, C., Palmatier, R.
Effective Selling on the Web: How Content Factors Influence the Performance of Online Product
INFORMS Society for Marketing Science, 39th Annual ISMS Marketing Science Conference, 2017, Los Angeles.

Bleier, A.
How Firms Can Shape the Shopping Experience for Greater Success in Online Retailing
UCLA Anderson School of Management, 7th Theory + Practice in Marketing Conference, 2017, Charlottesville.

Bleier, A., Ravishanker, N., Reinartz, W., Venketesan, R.
The Role of Attitudinal Information in Managing Customer Loyalty
European Marketing Academy, Annual Conference, 2017, Groningen.

Bleier, A., Harmeling, C., Palmatier, R.
A Cross-Firm, Channel, and Product Analysis of the Effects of Online Content Factors on Business Performance
INFORMS Society for Marketing, 38th Annual ISMS Marketing Science Conference, 2016, Shanghai.

Bleier, A.
Brands as Stewards: the Role of Brand Leadership in the Process of Restoring Control
European Marketing Academy, 45th EMAC Annual Conference, 2016, Oslo.

Beck, J., Bleier, A., Rahinel, R.
By the Grace of Brands: the Role of Brand Leadership in the Process of Restoring Control
Association for Consumer Research, 47th Annual ACR Conference, 2016, Berlin.

Bleier, A.
Eine Cross-Channel Analyse personalisierter Facebook-Werbung
Univ. Passau, 2. Passauer Digital-Marketing-Konferenz, 2016, Passau.

Bleier, A.
Retargeting in Context: How Motive Congruence Drives the Effectiveness of Personalized Online Ads
35th INFORMS Marketing Science Conference, INFORMS Marketing Science Conference, 2015, Baltimore.

Bleier, A.
The Role of Message and Sender in Personalized Online Advertising
INFORMS Marketing Science Conference, Annual Meeting, 2014, Atlanta.

Bleier, A.
When More Isn't Always Better: Determinants of Effectiveness in Personalized Online Advertising
Univ. Passau, 1. Passauer Digital-Marketing-Konferenz, 2014, Passau.

Bleier, A.
The Importance of the Source in Personalized Online Banner Advertising
INFORMS Marketing Science, 34th INFORMS Marketing Science Conference, 2013, Istanbul.

Bleier, A.
Right Ad, Wrong Time?: A Field Experiment on the Effects of Retargeting on Online Shopping Behavior
INFORMS Marketing Science, 34th INFORMS Marketing Science Conference, 2012, Boston.

Bleier, A.
Retargeting - Investigating the Influence of Personalized Banner Advertising on Online Purchase Behavior
INFORMS Marketing Science, 33rd INFORMS Marketing Science Conference, 2011, Houston.

Bleier, A.
Elevating Brands: How Low Control Perpetuates Preferences for Brand Leaders, Boston College, Boston Judgment and Decision Making Day, 2016/04/08, Boston.

Bleier, A.
How Content Factors Influence the Performance of Online Product Listings, Northeastern Univ., 2016/11/29, Boston.

Bleier, A.
How Content Factors Influence the Performance of Online Product Listings, Goethe Univ., Research Talk, 2016/11/02, Frankfurt.

Bleier, A.
How Content Factors Influence the Performance of Online Product Listings, Rotterdam School of Management, Erasmus Research Institute of Management Research Seminar, 2016/09/06, Rotterdam.

Bleier, A.
Online Content Adaptation, Stanford Graduate School of Business, 2016/05/01, Stanford.

Bleier, A.
Successful Advertising with Retargeting: an Analysis of Relevant Factors, AlumniClub University of Passau, Network Meeting, 2013/04/10, Passau.