Mirella Kleijnen obtained her PhD from the Faculty of Economics and Business Administration, Maastricht University, the Netherlands. Her PhD thesis focused on consumer evaluations of mobile service innovations. Her current research interests include customer experience management, adoption versus resistance toward innovation, digital marketing, and more recently health marketing. Her work has been published in several academic journals, among which Journal of the Academy of Marketing Science, Journal of Service Research, International Journal of Management Reviews, Journal of Retailing, Journal of Interactive Marketing, Journal of Medical Internet Research, Journal of Economic Psychology, and Journal of Consumer Affairs. In her research, she actively seeks to bridge theory and practice through various co-operations with business.

She is a passionate teacher and strongly embedded as a lecturer herself within different teaching programs, ranging from basic marketing courses for first year bachelor students to specialized (research-related) topical courses for the master level. She is also actively involved in several part-time programs for professionals. Moreover, as of January 2019, she is the Vice Dean of Education of the School of Business and Economics, Amsterdam.