Dr. Anna-Maria Strässner

Work at ZHAW

Position

• Lecturer
• Program Lead CAS Digital Brand Management

Focus

• Flexitarianism
• Consumer psychology
• Food decision-making
• Sustainability communication
• Brand Management

Teaching

• Corporate Communication & Brand Management (BSc)
• Marketing Pitch Competition (BSc)
• Marketing Basics (Minor Classes)

Education and Continuing education

Education

• Dr. phil. / Communication Science & Media Research
  University of Zurich
  01 / 2020 - 01 / 2026
• MSc Business Administration Marketing / Marketing
  ZHAW School of Management and Law
  09 / 2016 - 10 / 2018
• BSc Business Psychology / Marketing
  University of Applied Sciences Harz
  09 / 2012 - 06 / 2016

Network

ORCID digital identifier

ORCID ID: 0000-0003-4557-3817

Social media

LinkedIn

Projects

• How does Switzerland cook? / Team member / completed
• Go-to-market pilot study for an innovative locking technology / Project leader / completed
• Product-Market Fit and Revenue Model Evaluation of an event platform / Team member / completed
• Design Thinking Projects 2021 / Team member / completed

Publications

Articles in scientific journal, peer-reviewed

• Strässner, A.-M., & Wirth, W. (2024). Shades and shifts in flexitarian and meat-oriented consumer profiles in a German panel study. Appetite, 197(107298). https://doi.org/10.1016/j.appet.2024.107298
• Strässner, A.-M., & Hartmann, C. (2023). Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale. Appetite, 186(106537). https://doi.org/10.1016/j.appet.2023.106537
• Jahn, S., Furchheim, P., & Strässner, A.-M. (2021). Plant-based meat alternatives : motivational adoption barriers and solutions. Sustainability, 13(23), 13271. https://doi.org/10.3390/su132313271

Other publications

• Strässner, A.-M., Merdzanovic, A., & Suvada, A. (2023). Employer Branding Studie 2023 : Status-quo und Erfolgsfaktoren im Employer Branding bei Schweizer Unternehmen. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-29013
• Merdzanovic, A., Suvada, A., & Strässner, A.-M. (2023). Content Marketing Studie 2023 : Einsatz und Verbreitung des Content Marketing in der Schweiz. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-27635
• Furchheim, P., Vogt, H., Oehninger, F., Lösch, C., Bächler, J. R., Strässner, A.-M., & Rüeger, B. (2023). Swiss Sustainability Benchmark-Studie 2023 : Stellenwert, Kommunikation und Massnahmen. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-2527
• Hüttermann, M., Rüeger, B., Merdzanovic, A., Wyss, S., Bulatovic, A., Strässner, A.-M., & Suvada, A. (2021). Swiss MarTech Studie 2021. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-22593
• Merdzanovic, A., Suvada, A., Bulatovic, A., Wyss, S., & Strässner, A.-M. (2021). Content Marketing Studie 2021 : Einsatz und Verbreitung des Content Marketing in der Schweiz. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-2417

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