Mafael, Alexander

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 informed by existing managerial problems or 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 secondary and primary 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 leading journals, such as the Proceedings of the National Academy of Sciences, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and International Journal of Research in Marketing, among others.

Before joining the Stockholm School of Economics in 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, taking long walks, and reading.