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Mafael, Alexander

Assistant Professor
BSc Program in Retail Management

My research focus is on the intersection of consumer behavior in digital environments and the influence of strategic firm actions on consumers. I investigate research questions that are informed by existing managerial problems or by peculiarities in consumer behavior and use consumer-level data to investigate my research questions. Therefore, my dependent variable is usually consumer-centric, e.g., customer-based brand equity, sales, attitudes, and decisions. I often build my methodological framework on the premise of both, secondary and behavioral data, to gain insights that go beyond external validity. Broadly, my work is situated in three areas:

  • Digital Marketing

  • Marketing Strategy

  • Advertising Effectiveness

My research has been published in the Journal of Consumer Psychology, Journal of Advertising, and Journal of Interactive Marketing, among others. I regularly present my research at various international conferences.

Before joining the Stockholm School of Economics in September 2020, I received my PhD from Freie Universität Berlin and my M.Sc. in Management and Marketing and B.Sc. in Business Administration from Freie Universität Berlin. I also spent some time at the University of Stockholm and Copenhagen Business School. When I am not working on my research I help firms from different industries solve analytical problems.

Outside of the office I love to spend time with my family, any type of sports (mostly strength-based, though), taking long walks, and reading.

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