Prof. Dr. Diana Kolbe

Vita

Prof. Dr. Diana Kolbe is Professor of Marketing at Karlsruhe University of Applied Sciences. Her research and teaching focus on the intersection of Customer Experience, Artificial Intelligence, and data-driven marketing. Prior to joining Karlsruhe University of Applied Sciences, she served as Professor at EGADE Business School and the Tecnológico de Monterrey in Mexico, and earned her Ph.D. in Marketing from the Universitat de València in Spain. Drawing on an international academic career and extensive industry experience in Germany, Spain, and Mexico, she bridges academic excellence with managerial practice. Her mission is to help organizations leverage data, AI, and customer insights to create exceptional customer experiences and drive sustainable business growth.

Teaching

• Marketing Research
• Sustainable Marketing
• Creating Customer Value
• Digital Commerce & Customer Experience Management
• Digital Business Transformation & Strategy

Publications

Fuentes, H., Vera-Martinez, J., & Kolbe, D. (2026). Promoting a green luxury product to belong or to stand out: a concept comparison test approach. Journal of Business Economics and Management, 27(1), 1-15.

Kolbe, D., Mueller, A., & Woerz, B. (2026, June). Emotional Engagement Without Cognitive Uptake: Insights from Testing an AI-Generated Climate Lottery Video. In International Conference on Human-Computer Interaction (pp. 53-67). Cham: Springer Nature Switzerland.

Kolbe, D., Mueller, A., Kliebenstein, S. & Woerz, B. (2026). KI für den Klimaschutz – ClimaClic als zukunftsweisendes Beispiel. In Haneke, U., Trahasch, S., & Zimmer, M., KI in der Unternehmenspraxis, dPunkt Verlag.

Kolbe, D., Mueller, A., & Woerz, B. (2025). Chancen und Risiken des Einsatzes von KI-generierten Inhalten in Dialogmarketingkampagnen - Praxiserfahrungen von Burda Direct. In Breyer-Mayländer, T., Drechsler, D., & Zerres, C., KI-Transformation in Deutschland, UVK Verlag.

Ventre, I., & Kolbe, D. (2025). Impact of consumer interaction on social commerce intention comparing Facebook and Instagram. The International Review of Retail, Distribution and Consumer Research, 35(1), 22-44.

Kolbe, D. & Greschuchna, L. (2025). Enhancing the Omnichannel Retailing Customer Experience in the Pre-Purchase Phase: Evaluation and Im-provement of a Digital Grocery Brochure. In International Conference on Human-Computer Interaction, Gothenburg. Cham:Springer Nature Switzerland.

Kolbe, D. (2025). UX-optimiertes Dialogmarketing: KI-basierte Kampagnenkonzeption für die Klimalotterie ClimaClic. Unternehmen Zukunft “Digitale Geschäftsmodelle und E-Commerce: Potenziale und Herausforderungen der Digitalen Transformation in B2B und B2C”, Unternehmen Zukunft, Offenburg University, Offenburg.

Kolbe, D., Mueller, A., & Woerz, B. (2024). Content Creation with GenAI: Use Case on ClimaClic's Instagram Marketing. In Proceedings of the Upper-Rhine Artificial Intelligence Symposium, Offenburg University, Offenburg.

Vera-Martínez, J., Fuentes, H., & Kolbe, D. (2024). Sustainable behaviors and personality moderating the status goal and purchase intention relationship of luxury brands. Journal of Business Economics and Management, 25(2), 377-395.

Kolbe, D., Müller, A., Demaeght, A., & Woerz, B. (2024). UX-Optimized Lottery Customer Acquisition Processes Through Automated Content Creation: Framework of an Industry-University Cooperation. In International Conference on Human-Computer Interaction, Washington (pp. 200-209). Cham: Springer Nature Switzerland.

Barahona-Abreu, K., Durán Pineda, E. & Kolbe, D, (2024). The impact of sensorial stimuli in an unboxing experience for second-hand online shopping through a neuromarketing approach. In Capítulo Mercadotecnia en el XXVI Congreso Internacional de Investigación en Ciencias Administrativas, Universidad de Tamaulipas, Tampico (Mexico).

Kolbe, D. & Ascanio, M. (2023). Los objetivos de sostenibilidad en la educación superior: Movilidad urbana sostenible aplicado en la Ciudad de México. 9no Congreso de Innovación Educativa (CIIE), Tecnológico de Monterrey, Monterrey.

Fuentes, H., Vera‐Martinez, J., & Kolbe, D. (2023). The role of intangible attributes of luxury brands for signalling status: A systematic literature review. International Journal of Consumer Studies, 47(6), 2747-2766.

Villamediana, J., Küster, I., Vila, N. & Kolbe, D. (2023). Positive and negative customer engagement in the tourism industry: should these constructs be studied separately? In Rather, R. & Ramkissoon, H., Customer Engagement in Tourism Marketing: Current Issues and Challenges, Edward Elgar.

Kolbe, D., Calderón, H., & Frasquet, M. (2021). Multichannel integration through innovation capability in manufacturing SMEs and its impact on performance. Journal of Business and Industrial Marketing,37(1), 115-127.

Kolbe, D., Frasquet, M., & Calderón, H. (2021). The role of market orientation and innovation capability in export performance of small-and medium-sized enterprises: a Latin American perspective. Multinational Business Review, 30(2), 289-312.

Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 1-13.

Kolbe, D. & Kuljis, M. (2020). Social Software y su efecto en el compromiso y la intención de comportamiento de estudiantes en clases en línea. [Poster presentation]. 7mo Congreso de Innovación Educativa (CIIE), Tecnológico de Monterrey (Mexico), Online.

Calderón, H., & Kolbe, D. (2017). Dynamic capabilities of Export Service Providers in the Fruit and Vegetable Sector: Approaches to Overcome Internal Export Barriers. German Journal of Agricultural Economics, 66(4), 234-244.

Calderón, H., & Kolbe, D. (2016). Capacidades dinámicas en el proceso de internacionalización de las empresas de distribución de productos agroalimentarios. Economía agraria y recursos naturales, 16(2), 5-32.