Brand Management

Brands are (one of) the most valuable intangible assets companies have. But what makes brands successful? My research focuses on the psychology of brands and aims at explaining why and how consumers relate to brands.

 

I work on several projects on brand love with Prof. Aaron Ahuvia, PhD, and Prof. Pankaj Aggarwal, PhD. The focus of our work are interpersonal relationship-theories and anthropomorphism.

 

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Featured image: © bedya / Fotolia.com.