Department of Marketing


Room: SOL/D3.34

Antonia studies consumer behavior in the context of innovation, branding and social media. Some of her projects focus on how consumers respond to marketing stimuli, such as brand names, brand logos and advertising claims, based on current theories from cognitive psychology (e.g., fluency theory). Antonia is also interested in the impact that consumer transformations and new or alternative consumption behaviors have on business and that are shaping and being shaped by societal changes and technological advancements, such as those we can observe on social media. Methodologically, Antonia is pragmatic and uses both quantitative and qualitative methods.

Antonia has initiated the Social Media Research Group at the department whose members investigate social media from different perspectives to foster research collaboration and innovation. She is also part of the Brand Meaning Research Cluster.

From 2012-2015, Antonia held an individual Marie Curie post-doc fellowship, funded by the EU 7th Framework Program. The project investigated experimentally how to compose good brand names for novel products based on theories on information-processing and memory. Antonia received her Ph.D. from the University of St. Gallen, Switzerland. Before entering the scientific world, she worked in PR, sales and marketing in the automotive and software industry.



Primary research areas
  • Consumer behavior within the context of innovation, branding and social media
  • Information processing, fluency theory
  • Consumer transformations, new and alternative consumption behaviors (blogging, sustainable behavior)
Curriculum Vitae
Link to this homepage
  • Marketing Research in Innovation Processes (SMC)

  • Marketing, Creativity, and Innovation (SMC)

  • The power of (marketing) language: How names, frames, and phrases affect our perceptions, judgements, and decisions (elective)

  • Consumer Behavior and Market Analysis (HA Psyk)


Supervision at Bachelor's and Master's level

Publications & dissemination
Antonia Erz; Anna-Bertha Heeris Christensen / Transforming Consumers Into Brands : Tracing Transformation Processes of the Practice of Blogging.
In: Journal of Interactive Marketing, Vol. 43, No. 3, 2018, p. 69-82
Journal article
Karin Tollin; Antonia Erz; Jesper Vej / The Strategic Viewpoints of Innovation and Marketing Teams on the Development of Novel Functional Foods
In: Developing New Functional Food and Nutraceutical Products. ed. /Debasis Bagchi; Sreejayan Nair. London : Academic Press 2017, p. 63-83
Book chapter
Antonia Erz; Richard Gyrd-Jones; Anna-Bertha Heeris Christensen / “I Blog so I Become” : Studying the Transformational Power of Fashion Blogging on Consumer Bloggers’ Self-concepts.
In: Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. . ed. /Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Brussels : European Marketing Academy. EMAC 2016
Article in proceedings
Antonia Erz; Bo T. Christensen / Can You Say My Name? : Effects of Phonological Fluency on Memory of Nonword Brand Names.
Paper presented at The 44th EMAC Annual Conference 2015, 2015
Antonia Erz; Bo T. Christensen / Can You Say My Name? : Effects of Phonological Fluency on Memory of Nonword Brand Names.
Paper presented at French-Austrian-German Workshop on Consumer Behaviour, 2015
Antonia Erz; Bo Christensen / Challenging the Superiority of Phonological Fluency : The Role of Product Context and Competing Fluency in Brand Name Recognition.
In: ACR 2014 Association for Consumer Research North American Conference 2014: Proceedings. . ed. /June Cotte; Stacy Wood; Linda Price. Baltimore : Association for Consumer Research 2014, 3 p.
Conference abstract in proceedings
Antonia Erz; Bo Christensen / Fluency Effects on Brand Name Recognition and Preference : The Role of Product Context.
In: SCP Winter Conference: Proceedings. . ed. /Mark Forehand; Americus Reed. www : Society for Consumer Psychology 2014, 3 p.
Conference abstract in proceedings
Antonia Erz; Bo Christensen / Effects of Ease-of-Pronunciation on Non-Word Memory and Product Judgments
Abstract from The European Association for Consumer Research Conference. EACR 2013, 2013
Conference abstract for conference
Antonia Erz; Bo T. Christensen; Torsten Tomczak / Easy Like a Sunday Morning : How the Fluency of Analogies Affects Innovation Liking.
Abstract from The 40th Advances in Consumer Research North American Conference. ACR 2012, 2012
Conference abstract for conference