Alexander Mafael is Assistant Professor of Marketing at the Center for Retailing, Stockholm School of Economics. His main research interests lie at the intersection of consumer behavior and marketing strategy. Beyond his research interest in product recall management, he examines how firms can manage negative relationship events, such as service or product failures. In addition, his work investigates how firms can deliver advertising content effectively to build brand equity. His research has been published in top-tier academic journals such as the Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Advertising, and the Proceedings of the National Academy of Sciences. He teaches Retail Management Control, Relationship Marketing, and Quantitative Research Methods, and Customer Journey Management at the undergraduate, graduate, doctoral, and executive level.