Porträt Theo Lieven

Prof. Dr. em.
Theo Lieven

Associate Professor


Theo Lieven is co-founder of VOBIS Microcomputer AG in Aachen/Germany, which grew to become Europe’s largest PC retailer until the shares were sold to METRO. After the sale, he studied business administration and economics. After receiving his doctorate and habilitation at the University of St. Gallen, he was appointed associate professor of marketing in 2017. His focus in teaching is on product marketing and management. Research interests are in Branding (also Behavioral Branding), Brand Personality, Brand Equity, and in the area of Electric Mobility.


Brand Gender: Increasing Brand Equity through Brand Personality
Cham, 2018.

Theo Lieven
Did Electric Vehicle Sales Skyrocket Due to Increased Environmental Awareness While Total Vehicle Sales Declined during COVID-19?
Sustainability, 2021, Vol. 13, 1–19.

Theo Lieven & Beatrice Hügler
Forecasting the trajectory of electric vehicle sales and the consequences for worldwide CO2 emissions
Journal of Cleaner Production, 2020, Vol. 261, 1–16.

Nele Rietmann, Beatrice Hügler & Theo Lieven
How policy measures succeeded to promote electric mobility – Worldwide review and outlook
Journal of Cleaner Production, 2019, Vol. 206, 66–75.

Nele Rietmann & Theo Lieven
How to create reproducible brand personality scales
Journal of Brand Management, 2017, 24 (6), 592–608.

Theo Lieven
Customers’ choice of a salesperson during the initial sales encounter
Journal of Retailing and Consumer Services, 2016, 32, 109–116.

Theo Lieven
The impact of brand gender on brand equity: Findings from a large-scale cross-cultural study in ten countries
International Marketing Review, 2016, 33 (2), 1–18.

Theo Lieven & Christian Hildebrand
Policy Measures to Promote Electric Mobility – A Global Perspective
Transportation Research Part A – Policy and Practice, 2015, Vol. 82, 79–83.

Theo Lieven
Who will buy electric cars? An empirical study in Germany
Transportation Research Part D, 2011, 16 (3), 236–243.

Theo Lieven, Silke Mühlmeier, Sven Henkel, & Johann F. Waller