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Department
Département
Marketing
Teaching areas
Domaine d’enseignement
Customer Experience
Marketing Research
Research areas
Domaine de recherche
Sustainable Marketing
Digital Marketing
International Marketing
Consumer Behavior
Skills
Sustainable Consumption
Digital Marketing
International Marketing
Sustainable Marketing
Consumer Psychology
Sustainable development
Consumer Ethics
Car Sharing
Sharing Economy
Rebound Effects
Marketing
Biography
Biographie
Wassili Lasarov has been a faculty member since 2022. His research focuses on sustainable consumption, artifical intelligence, digital marketing, tourism, and international marketing. He has published in several leading marketing and management journals, including the International Journal of Research in Marketing, Journal of Business Ethics, Journal of Business Research, Tourism Management, Journal of Travel Research, Technological Forecasting and Social Change, and Ecological Economics.
Diplomas
PhD, Business administration, Marketing
Kiel University, Kiel
(2018)
Master of Science, Business administration, Marketing
TU Dresden, Dresden
(2012)
Experiences
IA Coordinator
Audencia Business School, Nantes
Since 2025
Head of Marketing department
Audencia Business School, Nantes
2024 - 2025
Postdoctoral Researcher
Kiel University
2017 - 2022
Visiting Scholar
Grenoble École de Management
2017 - 2017
Research Associate and PhD Student
Kiel University, Kiel
2014 - 2017
Marketing Consultant
GfK SE
2012 - 2014
Publications
Forthcoming
NIBAT I., TRENDEL O., MAI R., KRÜGER T., LASAROV W., HOFFMANN S., (2026). Familiarity Backfire Effects? Disentangling the Competing Effects of Repetition and Fact-Checking Corrections of Brand Misinformation.
International Journal of Research in Marketing
LASAROV W., MAI R., (2025). Exploring the Cognitive and Habitual Tensions in Sustainable Travel Decisions: A Multilevel Analysis of 32 Countries.
Journal of Travel Research
Published
LASAROV W., TRABANDT M., HOFFMANN S., VIGLIA G., (2026). How practitioners can leverage GenAI to bridge the research-practice gap.
Tourism Management, 113 (105309), 1-16
LASAROV W., HOFFMANN S., (2026). Invasive rapid innovation: An introduction and exploration of their acceptance.
Technology in Society, 84, 103118
LASAROV W., HOFFMANN S., DWIVEDI Y., (2026). With a little help from my artificial friend: Functional and parasocial value in ChatGPT use.
Technology in Society, 85, 103220
FERRARA M., LASAROV W., VIGLIA G., (2026). Validating tourism modeling with real data.
Annals of Tourism Research, 117, 104130
TRABANDT M., LASAROV W., MAI R., HOFFMANN S., (2025). How Promoting Access-Based Consumption Provokes Overconsumption.
Psychology and Marketing, 42 (8), 2089-2106
KRÜGER T., HOFFMANN S., MAI R., NIBAT I., LASAROV W., LEE M. S. W., TRENDEL O., (2025). A longitudinal study of consumer animosity: the case of the US presidential elections.
International Marketing Review, 42 (5), 859–886
HOFFMANN S., LASAROV W., REIMERS H., TRABANDT M., (2024). Carbon footprint tracking apps. Does feedback help reduce carbon emissions?.
Journal of Cleaner Production, 434 (1 January 2024), 139981
TRABANDT M., LASAROV W., VIGLIA G., (2024). It's a pleasure to stay sustainably: Leveraging hedonic appeals in tourism and hospitality.
Tourism Management, 103 (August 2024), 104907
HOFFMANN S., LASAROV W., DWIVEDI Y., (2024). AI-empowered Scale Development: Testing the Potential of ChatGPT.
Technological Forecasting and Social Change, 205
KRÜGER T., HOFFMANN S., NIBAT I., MAI R., TRENDEL O., GÖRG H., LASAROV W., (2024). How consumer animosity drives anti-consumption: A multi-country examination of social animosity.
Journal of Retailing and Consumer Services, 81 (November 24)
LASAROV W., HOFFMANN S., MAI R., SCHLEICH J., (2024). Carbon footprint tracking apps: The spillover effects of feedback and goal-activating appeals..
Ecological Economics, 226, 108354
Hoffmann S., Lang N., LASAROV W., Reimers H., (2023). Flying rebound: consequences of the imposed flying sufficiency during the COVID-19 pandemic.
Journal of Sustainable Tourism, 31 (8), 1983-2002
LASAROV W., ORTH U., WIRTZ J., HOLM M., (2023). Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion.
Journal of Business Research, 168 (November 2023), 114201
LASAROV W., Mai R., Hoffmann S., (2022). The backfire effect of sustainable social cues. New evidence on social moral licensing.
Ecological Economics, 195, 107376
Reimers H., LASAROV W., Hoffmann S., (2022). Moral-psychological mechanisms of rebound effects from a consumer-centered perspective: A conceptualization and research directions.
Frontiers in Psychology, 13
Hoffmann S., LASAROV W., Reimers H., (2022). Carbon footprint tracking apps. What drives consumers' adoption intention?.
Technology in Society, 69, 101956
LASAROV W., Hoffmann S., Orth U., (2021). Vanishing Boycott Impetus: Why and How Consumer Participation in a Boycott Decreases Over Time.
Journal of Business Ethics
LASAROV W., Mai R., Krause J. S., Schmidt U., Hoffmann S., (2021). Too Cold to be Skeptical: How Ambient Temperature Moderates the Effects of CSR Communication.
Ecological Economics, 183, 106943
Reimers H., Jacksohn A., Appenfeller D., LASAROV W., Hüttel A., Rehdanz K., Balderjahn I., Hoffmann S., (2021). Indirect rebound effects on the consumer level: A state-of-the-art literature review.
Cleaner and Responsible Consumption, 3, 100032
LASAROV W., Hoffmann S., (2021). Paradoxes Datenschutzverhalten.
HMD Praxis der Wirtschaftsinformatik, 58 (6), 1535-1551
LASAROV W., (2021). Im Spannungsfeld zwischen Sicherheit und Freiheit.
HMD Praxis der Wirtschaftsinformatik, 58 (2), 377-394
REIMERS H., LASAROV W., HOFFMANN S., (2021). Rebound-Effekte – Eine psychologische Erklärung.
WiSt - Wirtschaftswissenschaftliches Studium
LASAROV W., Hoffmann S., (2020). Social Moral Licensing.
Journal of Business Ethics, 165 (1), 45-66
LASAROV W., (2020). Digital Marketing.
WiSt - Wirtschaftswissenschaftliches Studium, 50 (4), 13-18
Hoffmann S., Mai R., LASAROV W., Krause J. S., Schmidt U., (2019). Hungry bellies have no ears. How and why hunger inhibits sustainable consumption.
Ecological Economics, 160, 96-104
LASAROV W., Mai R., García de Frutos N., Egea J. M. O., Hoffmann S., (2019). Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study.
International Journal of Research in Marketing, 36 (2), 281-305
Mai R., Hoffmann S., LASAROV W., Buhs A., (2019). Ethical Products = Less Strong: How Explicit and Implicit Reliance on the Lay Theory Affects Consumption Behaviors.
Journal of Business Ethics, 158 (3), 659-677
Scientific activities
Reviewer for an academic journal
Tourism Management Perspectives
2024
Journal of Economic Behavior and Organization
2024
International Journal of Information Management
2023
Journal of Sustainable Tourism
2023
Marketing Review St. Gallen
2021
Journal of Business Research
2021
Journal of International Marketing
2020
Journal of Business Ethics
2018
Psychology & Marketing
2018
Awards and honors
Certified HE Fellow, 2024
Best Paper Award at the ANZMAC Conference, Track: International and Cross-Cultural Marketing, 2023, 2023
Best Paper Award at the 2022 AMA Winter Academic Conference, Track: Global and International Marketing, 2022
Best Paper Award at the 2021 AMA Winter Academic Conference, Track: Digital and Social Media Marketing, 2021
Faculty Award for the Best Dissertation, Faculty of Business, Economics and Social Sciences, Kiel University, 2019
Young Researcher Award, Scientific Commission of International Management Germany, 2019
Shortlist for the VHB Young Talent Award, German Academic Association for Business Research, 2019
Outstanding Teaching Award for Innovative Teaching: Class of Marketing, 2019
Outstanding Teaching Award for Innovative Teaching: WebQuests in Marketing, 2018
Outstanding Teaching Award for Innovative Teaching: Classroom Experiments, 2017
Outstanding Teaching Award for Innovative Teaching: Lectures 2.0, 2016
Outstanding Teaching Award for Innovative Teaching: The Marketing-Wiki, 2015
Doctoral supervision
(2025) A. BANJO : Developing a tool to Model and mitigating the incongruence between brand activism, and customer perception and patronage in an increasingly polarized business environment..