Education and Academic Experience

• 2019-2025: Doctoral candidate at the Marketing Department of Freie Universität Berlin
• 2017-2019: Studies at Copenhagen Business School (DK), M.Sc. Brand and Communications Management. Master's thesis titled "It's time to move! A comparison of different reminder contents to increase physical activity most effectively."
• 2018: Study abroad at Brandeis University, Massachusetts (US)
• 2015: ERASMUS study abroad at the University of Gothenburg, Sweden (SWE)
• 2013-2017: Studies at Freie Universität Berlin, B.Sc. Business Administration. Bachelor's thesis titled "Brand Crisis Communication in Different Cultural Contexts."

Professional Experience

• Since April 2025: Freie Universität Berlin – Research Associate (Postdoc)
• 2019-2025: Freie Universität Berlin – Research Associate (Praedoc)
• 2017-2019: KPMG Denmark – Student Assistant Marketing
• 2017: Zalando SE – Intern Local Brand Management Germany
• 2016-2017: KPMG Wirtschaftsprüfungsgesellschaft AG – Working Student Alumni Relations/Management & Client Insights
• 2016: Hopp & Partner Communication Research: Intern Market and Communication Research
• 2014-2015: Envaris GmbH – Working Student Marketing & Sales

Winter Term 2023-24

• Bachelor BWL: Grundlagen des Marketings (Tutorial)
• Master Management & Marketing: Grundlagen der empirischen Forschung (Tutorial)

Summer Term 2023

• Bachelor BWL: Ausgewählte Themen der Marketingforschung "Marketing und Nachhaltigkeit" (Seminar)
• Bachelor BWL: Marketingplanung (Tutorial)

Winter Term 2022-23

• Master Management & Marketing: Grundlagen der empirischen Forschung (Tutorial)

Summer Term 2022

• Bachelor BWL: Marketingplanung (Tutorial)
• Master Management & Marketing: Ausgewählte Themen der Marketingforschung (Seminar)

Winter Term 2021-22

• Bachelor BWL: Grundlagen des Marketings (Tutorial)
• Master Management & Marketing: Käuferverhalten und Marketingkommunikation (Tutorial)

Summer Term 2021

• Bachelor BWL: Marketingplanung (Tutorial)
• Master Management & Marketing: Ausgewählte Themen der Marketingforschung (Seminar)

Winter Term 2020-21

• Bachelor BWL: Grundlagen des Marketings (Tutorial)

Summer Term 2020

• Bachelor BWL: Marketingplanung (Tutorial)
• Bachelor: Marketing-Grundlagen (ABV) (Tutorial)
• Master Management & Marketing: Ausgewählte Themen der Marketingforschung (Seminar)

Winter Term 2019-20

• Bachelor BWL: Business- und Dienstleistungsmarketing (Tutorial)
• Bachelor: Marketing-Grundlagen (ABV) (Tutorial)

Summer Term 2019

• Bachelor BWL: Marketingplanung (Tutorial)

Research Interests

• Sustainable Consumer Behavior
• Message Framing
• Anti-Consumption & Demarketing
• Nudging

Publications

• Vlieger de Oliveira, S.E., Wache, C. & Raithel, S. (2024). The role of possessions for the extended self of sustainability- concerned anti-consumers. AMS Review. https://doi.org/10.1007/s13162-024-00286-6

Conference Proceedings

• Wache, C., Fors, M., & Mafael, A. (2023). Reward or Punish? – How financial incentives interact with regulatory focus to enhance sustainable consumer behavior. Proceedings of the European Marketing Academy, 52nd, (114263)
• Fors, M., Wache, C., Mafael, A.(2022). Brand attitudes versus pro-environmental intentions: The tension brought by financial rewards and penalties. Proceedings of the European Marketing Academy, 51st, (107740)

• Wache, C., Möller, J., Mafael, A., Daumke, V., Fetahi, B., & Melcher, N. (2022). Do Not Buy our Product: Consumers’ Responses towards Green-Demarketing Ad Messages: An Abstract. In: Allen, J., Jochims, B., Wu, S. (eds) Celebrating the Past and Future of Marketing and Discovery with Social Impact. AMSAC-WC 2021. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-95346-1_44

• Wache, C., Möller, J., Mafael, A., Daumke, V., Fetahi, B., & Melcher, N. (2021). Green-Demarketing Advertising: How Consumers Respond to Less is More Messages. Proceedings of the European Marketing Academy, 50th, (93756)

Book Chapters

• Herm, S., Möller-Herm, J., Wache, C., & Mafael, A. (2023). Please Do Not Buy Our Brand—How Consumers Respond to Green-Demarketing Messages. In: Redler, J., Schmidt, H.J., Baumgarth, C. (eds) Forum Markenforschung 2021. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-39568-1_6