2023-06-252023-06-25https://tore.tuhh.de/handle/11420/24255Marko Sarstedt is a Full Professor of Marketing at the Otto- von-Guericke-University Magdeburg (Germany) and Visiting Professor to the Faculty of Business and Law at the University of Newcastle (Australia). He previously was an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University Munich (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision making. His research has been published in journals such as Journal of the Academy of Marketing Science, MIS Quarterly, Long Range Planning, Journal of World Business, and Journal of Business Research. According to the 2012 Handelsblatt ranking, Dr. Sarstedt is among the top five marketing researchers younger than age 40 in Germany.