Research Focuses

Brand Co-Creation 

Digital Technologies as Instruments of Brand Management

Art and Branding

Brand (Orientation)


CSR-Marketing and Brands


B-to-B Branding

Brand Management for Cultural Institutions

Additional Research Focuses:

Co-Branding, Ingredient Branding, Luxury Brands , Personal Comunnication as Brand Communication, Media Brands, Empirical Master Techniques, Implicit and Biometrical Research Methods (e.g. Eye Tracking).