Published Projects


Thompson, Craig, Eric Arnould, and Markus Giesler (2013), “Discursivity, Difference, and Disruption: Genealogical Reflections on the CCT Heteroglossia,” Marketing Theory, 13 (June), 149-174. 

Giesler, Markus (2012), “How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of Marketing, 76 (November), 55-68. 


Luedicke, Marius K., Craig J. Thompson and Markus Giesler (2010), "Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict," Journal of Consumer Research, 36 (April), 1016-1032. 

Giesler, Markus (2008), “Conflict and Compromise: Drama in Marketplace Evolution,” Journal of Consumer Research, 34 (April), 739-753. (lead article, based on dissertation thesis). 


Giesler, Markus (2006), “Consumer Gift Systems,” Journal of Consumer Research, 33 (September), 283-290. (based on master thesis). 

 
 
 
 

Copyright © 2014 Markus Giesler. All rights reserved.