Prof. Dr. Nadine Walter

Prof. Dr.

Nadine Walter

International Marketing





Dienstag von 8.00 - 09.45 Uhr in Alfaview bitte warten bis sie abgeholt werden und mit Frau Walter in die Unterräume gehen.


(07231) 28-6450


Nadine Walter is Professor of International Marketing at Pforzheim University. After completing her studies in business administration at Mannheim University and earning her MBA at the University of Massachusetts Dartmouth, she worked for six years at the consulting firm McKinsey & Company. Her doctoral thesis addressed standardisation in food marketing, investigating empirically the determinants of success when marketing activities are standardised in firms. Since 2008 she has taught marketing at Pforzheim University, and since 2010 has directed the double-degree programme in business administration and international marketing, serving as the programme‘s dean.
Her research interests are branding (especially international branding and brand experience) and innovative marketing.
She advises companies in the consumer goods industries (especially food, cosmetics, retail) and the industrial goods industry on topics such as brand introduction, price and condition systems, marketing spend effectiveness, sales management, strategy and organisation. In addition, she has taught executive education at the St. Galler Management Institute in Switzerland and has served as Visiting Professor at the Tias School for business and society at Tilburg University in Utrecht.

Nadine Walter has concentrated her research activity in the areas of brand management (including international branding and brand experience) and innovative marketing (including Web 2.0 marketing, new product innovations and marketing to the homosexual community).
In the area of international branding, her focus has been the empirical study of globally standardised versus locally adapted marketing of international brands – and the factors affecting the relative success of these two strategies. In the research area brand experience, her focus has been on the empirical measurement of brand experiences and their impact on customer satisfaction, customer loyalty, and brand value. An additional topic of her current research in the area of brand experience
is the phenomenon of location-bound brand worlds (also known as brandscapes) and their effects on brand awareness.
The area of innovative marketing includes a wide assortment of current research questions, among others, in the areas of Web 2.0 marketing, new product innovations, and marketing to the homosexual community:
• Web 2.0 Marketing: the impact of 2.0 and social media on corporate marketing and the development of strategies to build trust and credibility (for example, through conversational marketing and reverse psychology marketing)
• New Product Innovations: the identification of current trends and challenges for innovation marketing and the development of success factors to help reduce market failures
• Marketing to the Homosexual Community: study of the appeal of the homosexual target audience, empirical comparisons between gay and lesbian consumers, and the empirical analysis of lesbian consumer behaviour (among others, in the area of fashion)

Brand Experience ,  Consumer Good Marketing ,  International Marketing ,  Brand Management ,  Brand Management ,  Marketing

2004 - Dr. rer. pol.
Universität Hamburg

2000 - Diplom-Kauffrau
Universität Mannheim

1998 - MBA
University of Massachusetts, Dartmouth
United States


Teaching Award Pforzheim University (Business School)


Journal article

WALTER, N., ZAGERMANN, L. (2021). Klein gegen Groß – Sollen Marken besser auf Mikro-Influencer oder auf Makro-Influencer im Social Media Marketing setzen? Marke41 (1), pp. 8-14. München.

SANDER, F., FOEHL, U., WALTER, N., DEMMER, V. (2021). Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude. Journal of Brand Management. doi:10.1057/s41262-021-00236-8.

CLEFF, T., WALTER, N., & XIE, J. (2018). The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions. IUP Journal of Brand Management, 15 (1), 7-24.

BREMSER, K., WALTER, N., GOEHLICH, V. (2018). A comparative study on glocal commercial advertisement perceptions - British and French viewers' responses to Red Bull. International Journal of Comparative Management, 1 (4), pp. 333-354.

WALTER, N., & MEISSNER, H. (2017). Customer Co-Creation. Marke41 (6), pp. 24-30. München.

WALTER, N. (2016). Wie Unternehmen ihre Marke zum Erlebnis machen können. Marke41, 1, pp. 62-67.

BRAUN, K., CLEFF, T., & WALTER, N. (2015). Rich, lavish and trendy – is lesbian consumers’ fashion shopping behaviour similar to gay’s? . Journal of Fashion Marketing and Management: An International Journal, 19 (4), 445-466. doi:

CLEFF, T., LIN, I., & WALTER, N. (2014). Can you feel it? The effect of brand experience on brand equity. IUP Journal of Brand Management, XI (2), 7-27.

CLEFF, T., CHU, G., & WALTER, N. (2013). Brand experience‘s influence on customer satisfaction and loyalty: a mirage in marketing research?. International Journal of Management. Research and Business Strategy, 2 (1), 130-144.

CLEFF, T., SPÚLVEDA, C., & WALTER, N. (2011). How Global are Global Brands? An Empirical Brand Awareness and Image Analysis. Journal of Euromarketing, 20 (1), 63-84.

WALTER, N. (2008). Be real - wie Unternehmen authentisch erfolgreich sind. Marke 41 (4), 22-26.

WALTER, N. (2005). Innovatives, strategisches Marketing in der europäischen Nahrungsmittelindustrie. Marke 41, 38 (8), 24-27.

WALTER, N. (2004). Euro-Marketing - wie europäisch ist es wirklich?. Markenartikel (5), 4-12.

WALTER, N., BARRENSTEIN, P., & JUNGHANS, M. (2003). Wachstumshebel Innovation. Lebensmittel Zeitung (German Language), 64.


WALTER, N. (2004). Standardisierung des europäischen Nahrungsmittel-Marketing. Hampp Verlag.

Chapter in Book

CLEFF, T., ELEZI, E., WALTER, N. (2020). Rebranding – A Criteria-Based Analysis and Comparison of the Rebranding Strategies of the Fashion Heritage Brands Burberry and J. Crew. In Barkovic, D. et al. (Eds.), Interdisciplinary Management Research XVI (pp. 366-393). Faculty of Economics, Josip Juraj Strossmayer Univ.

BORCH, M., CLEFF, T., & WALTER, N. (2019). Analyse der Customer Journey und die Ausgestaltung digitaler Touchpoints. Eine empirische Analyse anhand des Sportartikelherstellers Adidas. In Bacher, U. et al. (Eds.), Interdisciplinary Management Research XV (pp. 843-869). Faculty of Economics, Josip Juraj Strossmayer Univ.

CLEFF, T., HANSMANN, L.-M., & WALTER, N. (2018). The quantified self – a theoretical framework and empirical study on marketing opportunities within the self-tracking environment. In Bacher, U. et al. (Eds.), Interdisciplinary Management Research XIV (pp. 1198-1224). Faculty of Economics, Josip Juraj Strossmayer Univ.

CLEFF, T., VAN DRIEL, G., MILDNER, L.-M., & WALTER, N. (2018). Corporate Social Responsibility in the Fashion Industry: How Eco-Innovations Can Lead to a (More) Sustainable Business Model in the Fashion Industry. In Horbach J., Reif C. (Eds.), New Developments in Eco-Innovation Research (pp. 257-275). Springer International Publishing.

WALTER, N. (2017). ebranding im internationalen Kontext. In Theobald, E. (Eds.), Brand Evolution (pp. 215-235). Gabler-Verlag.

CLEFF, T., KLEIN, A., & WALTER, N. (2017). Brand communities in an open innovation environment. In Bacher, U. et al. (Eds.), Interdisciplinary Management Research XIII (pp. 161-196). Faculty of Economics, Josip Juraj Strossmayer Univ.

CLEFF, T., HUIJNEN, M.-A., & WALTER, N. (2016). Do you trust your brand or not? A comparative analysis of the adoption of brand extensions of generation X versus Y in the FMCG Industry. In Bacher, U. et al. (Eds.) (pp. 871-890). Faculty of Economics, Josip Juraj Strossmayer Univ.

CLEFF, T., LORIS, H., & WALTER, N. (2015). Shopping on the go – an analysis of consumers’ intention to use M-Commerce in Germany and Peru. In Barkovic, D./ Runzheimer, B. (Eds.), Interdisciplinary Management Research XI (pp. S. 344-372). Faculty of Economics, Josip Juraj Strossmayer Univ.

WALTER, N., CLEFF, T., DÖRR, S., & VICKNAIR, A. (2013). Brand experience – how it relates to brand personality, consumer satisfaction and consumer loyalty. An empirical analysis of the Adidas brand. In Bacher, U. (Eds.), Interdisciplinary Management Research IX (pp. 731-754). Grafika.

WALTER, N. (2011). eBranding im internationalen Kontext. In Theobald, E./Haisch, P.T. (Eds.), Brand Evolution (pp. 179-196). Gabler.

WALTER, N., CLEFF, T., & FISCHER, L. (2010). The Provincialism of Global Brands. An Empirical Analysis of Brand Equity Differences in Mexico and Germany. In Barkovic, D./Runzheimer, B./Bacher, U./Heinz, K./Lamza, M./Matic, B./ Pap, N. (Eds.), Interdisziplinäre Managementforschung VI (pp. 776-800). Grafika.

WALTER, N. (2010). Herausforderungen und Faktoren für erfolgreiche Neuproduktinnovationen in der Konsumgüterindustrie. In Loock, H./Steppeler, H. (Eds.), Marktorientierte Problemlösungen im Innovationsmarketing (pp. 127-146). Gabler.

WALTER, N., & SALDSIEDER, K. A. (2010). Machtfaktor Konsumentendemokratie - Chancen und Herausforderungen für die Markenführung im Web 2.0. In Görg, Ulrich (Eds.), Erfolgreiche Markendifferenzierung. Strategie und Praxis professioneller Markenführung (pp. 127-148). Gabler-Verlag.

WALTER, N. (2005). Innovatives Marketing - Der Weg aus der Krise in der europäischen Nahrungsmittelindustrie?. In Götte, S./Möbius, M. (Eds.), Marketingmanagement für Entrepreneure (pp. 283 - 296). Verlag Hampp.

WALTER, N. (2004). Markenstandardisierung., in:Zerres, C. und Zerres, M.; Markenforschung - Analyse aktueller Ansätze in Wissenschaft und Praxis (pp. 139-154). Hampp Verlag.

WALTER, N. (2003). Standardisierungskonzepte im Internationalen Marketing. In Zerres, C./Zerres, M. (Eds.), Innovative Ansätze einer marktorientierten Unternehmensführung (pp. 231 - 241). Verlag Hampp.

Article in Proceeding

WALTER, N., & BRAUN, K. (2013). The myth of the rich and trendy homosexual – why gays and lesbians are not an overly attractive target segment for Marketing. In Fakultät für Wirtschaft und Recht der Hochschule Pforzheim (Ed.), 50 Jahre - 50 Thesen, Band 4: Marketing und Management (pp. 29-33).

Academic Papers of Pforzheim University

CLEFF, T., FISCHER, L., SEPÚLVEDA, C., & WALTER, N. (2010). How Global are Global Brands? An Empirical Brand Equity Analysis. ISSN 0946-3755, Pforzheim, Germany.

SALDSIEDER, K. A., & WALTER, N. (2010). Consumer Empowerment – Chancen für die Markenführung im Web 2.0.

WALTER, N. (2009). WOMM, Conversational Marketing oder Reverse Psychology Marketing: Wie Unternehmen authentisch erfolgreich sind.

Completion of a significant consulting activity (produces a verifiable document or product)


Markteintrittsstrategie Personal Health Care Europa


Other administrative responsibility in academic service

since 2019

Mitglied des Fakultätsrates