Person

Svenja Gerecht (geb. Hünies)

M.A.

Research Associate

Marketing (MAR)

Address

Building: 3011

Room: 415

Kackertstraße 7

52072 Aachen

Contact

WorkPhone
Phone: +49 241 80 96865

Office Hours

Within lecture period: Tuesday, 10 am -11 am (please register in advance), Outside lecture period: by appointment only
 

Area of responsibility

  • Course: BWL B - Marketing and Procurement (Bachelor); contact person for organizational questions
  • Course: Marketing Management (Master MME-TIME)
  • Course: Marketing Management for Academy (Master MME-PS und MME-CAME)
  • Assistant to the ENACTUS Faculty Advisor
  • Supervision of final theses

Scientific employment

  • Research Associate at the Chair of Marketing (since October 2017)
  • External lecturer for the subject "Buyer and Consumer Behavior" at DHBW Heilbronn (since 2019)
  • Scientific supervisor for theses at DHBW Stuttgart (since 2015) and DHBW Heilbronn (since 2019)
  • Research assistant at the Science-to-Business Marketing Research Centre at Münster University of Applied Sciences (2016)

Education and practical experience

  • Study of International Marketing and Sales (M.A.) at Münster University of Applied Sciences with semester abroad at the University of South Australia, Adelaide (2015-2017)
  • Dual study of Business Administration (B.A.) with focus on Food Management/Food Trade at DHBW Mosbach, Campus Bad Mergentheim (2011-2014)
  • Practical experience in retail (METRO Cash & Carry, Düsseldorf/Dortmund/Hamburg) and management consulting (GMK Markenberatung, Cologne).

Research interests

  • Effects of imperfection on attitude and behavior towards brands and products
  • Anthropomorphization
  • Branding/Brand Management
  • Intercultural Marketing

Publications & Conferences

  • Hünies, S. & Wentzel, D. (2022): “Love You(,) Bunches!? - How the Use of Basic Emotions in Point-of-Sale Communication Drives Consumers' Choice of Imperfect Produce”, forthcoming at the American Marketing Association Winter Academic Conference (Winter AMA), Track Consumer Behavior, Las Vegas, NV.
  • Hünies, S. & Wentzel, D. (2021): “Let's go(,) bananas! - How emotionalized humanization increases consumers' liking of imperfect food produce”, Proceedings of the 2021 AMA Summer Academic Conference, Track Consumer Behavior, Boston, MA.
  • Hünies, S. & Wentzel, D. (2021): "Don’t Trash These Tiny Treasures! – How Humanization and Tailored Communication Enhance Consumers’ Liking of Visually Imperfect Produce", Proceedings of the European Marketing Academy, 50th, (92633).
  • Hünies, S. & Wentzel, D. (2021): “Brand or Blemish? – How Anthropomorphization and Tailored Communication Enhance Consumers’ Liking of Visually Imperfect Produce”, Proceedings of the 2021 AMA Winter Academic Conference, Track Advertising, Promotion and Marketing Communications, St. Pete Beach, Florida.
  • Hünies, S. & Wentzel, D. (2020): "Perfectly Imperfect – The Moderating Role of Product Type and Power Distance Beliefs in Consumers’ Evaluation of Brands Using Atypical Endorsers", Proceedings of the European Marketing Academy, 11th, (83364).
  • Hünies, S. & Wentzel, D. (2020): "Perfectly Imperfect – The Moderating Role of Product Type and Power Distance Beliefs in Consumers’ Evaluation of Brands Using Atypical Endorsers", Proceedings of the European Marketing Academy, 49th, (63644).