Research Projects

Several research projects investigate how influencers become own brands in social media (human branding) and which factors need to be considered by companies when choosing suitable influencers.

Concept of Brain storming, Knowledge sharing between to people head, this was shown through cogwheels transferring from one human brain to other, this also represents creative mind, innovation

Qualitative and quantitative studies in cooperation with the University of Queensland investigate how to improve the knowledge transfer between science and business practice in the field of brand management.

This research project develops a privacy management approach, which gives consumers improved control over their personal data collected by firms for advertising activities.

This DFG research project looks at the question of how economic fluctuations (especially recessions) influence buying behavior of consumers. This question will be answered based on a panel data setincluding 20.000 German households.

This project is located in a DFG research group and investigates how the usage of game-like elements can help to increase the motivation during data collections.

This research projects investigates how scent as a sensory stimulus can influence the different dimensions of trust perception of humans.

Influencer Branding

Science-Practice-Gap in Branding

Online Privacy Customization

Coming Out of a Recession

Gamification

Fragrance and confidence