Prof. Dr. Nadine Walter

Prof. Dr.

Nadine Walter

International Marketing





im W2.4.12


(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 standardization in food marketing. Since 2008, she has taught marketing at Pforzheim University, and since 2010, she has directed the double-degree program Business/International Marketing, serving as the program‘s director. Her research interests are branding, advertising and technology adoption. She advises companies in the consumer goods industries (especially food, cosmetics, retail) and the industrial goods industry in marketing, sales, strategy and organizational topics. In addition, she is active in Executive Education at the St. Galler Management Institute in Switzerland and serves as visiting professor at the Tias School for Business and Society at Tilburg University in Utrecht, the Netherlands.

Nadine Walter has concentrated her research activity in the areas of branding (international branding, brand expe­rience), advertising (international advertising, sustainability advertising, influencer marketing) and technology adoption (payment methods, IVAs).

In the area of international branding her focus has been the empiri­cal study of globally standardized versus locally adapted marketing. In the research area brand experience, she concentrates on the conceptualization and empirical measurement of brand experiences. The area of sustainability advertising includes research on determinants and the effect of different forms of environmental/social advertising. In influencer marketing she focuses on the trustworthiness and authenticity of diverse types of influencer marketing. Technology adoption includes research on different payment methods and the acceptance of Individual Voice Assistants (IVAs) by the consumer.


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., ASGARI, O., CLEFF, T. (2022). What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools. Journal of Marketing for Higher Education, Online. doi:10.1080/08841241.2022.2048430.

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, 28 (4), 429-445. doi:10.1057/s41262-021-00236-8.

WOLBERS, K., WALTER, N. (2021). Silence Is Silver, but Speech Is Golden: Intelligent Voice Assistants (IVAs) and Their Impact on a Brand's Customer Decision Journey with a Special Focus on Trust and Convenience: A Qualitative Consumer Analysis in the Netherlands. IUP Journal of Brand Management, 18 (1), 7-31.

LAKEMANN, F., WALTER, N., CLEFF, T. (2021). The impact of payment methods and payment-related marketing communications on e-commerce retailer trust. An empirical consumer analysis of Indonesian e-commerce start-ups. INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, 16 (4), 352-376. doi:10.1504/IJEB.2021.10041142.

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:http://dx.doi.org/10.1108/JFMM-10-2014-0073.

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

WICKER, A., SANDER, F., WALTER, N. (2022). Sharing is caring: An extended list of motives for participation in collaborative consumption. In Crnkovic, Boris; Cleff, Thomas (Eds.), Interdisciplinary Management Research XVIII (pp. 487-506). Osijek, Croatia; Pforzheim, Germany: Josip Juraj Strossmayer University of Osijek, Faculty of Economics/ Pforzheim University, Business School.

BIENECKER, M., CLEFF, T., WALTER, N. (2022). Organic wine consumption in Germany. An Analysis of Consumer Purchase Intention for Organic wine based on the Theory of Planned Behavior. In Erceg, A., Požega, Ž. (Eds.), Interdisciplinary Management Research (pp. 397-428). Osijek: Faculty of Economics at Josip Juraj Strossmayer University.

WALTER, N. (2022). eBranding im internationalen Kontext. In Theobald, Elke; Gaiser, Brigitte (Eds.), Brand Evolution (pp. 245-261). SpringerGabler.

CLEFF, T., OTTERBACH, M., WALTER, N. (2021). Nachhaltigkeitskommunikation in Social Media. Der Einfluss unterschiedlicher Arten der Nachhaltigkeitskommunikation auf die Glaubwürdigkeit, auf die Werbe-/Markeneinstellung und die Kaufabsicht am Beispiel von Instagram. In Barkovic, D. et al. (Eds.), Interdisciplinary Management Research XVII (pp. 1183-1210). Faculty of Economics, Josip Juraj Strossmayer Univ.

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.



Gutachter "Journal of Brand Management"

United Kingdom

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