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Personal profile

Personal profile

I am an Assistant Professor within the Faculty of Engineering Technology (ET) at the Department of Design, Production and Management (DPM) and the Research Chair of Product-Market Relations (PMR).

I have fortified my research profile through comprehensive study and research engagements at both the Hogeschool van Arnhem en Nijmegen (HAN) and Lund University in Sweden, where I earned my doctoral degree in business administration. My dissertation work focused on a stakeholder-oriented approach to understanding brand equity, exploring how multinational corporations can foster brand equity by collaborating with diverse social, political, and business stakeholders.

Beyond academia, I have gained practical experience in Marketing and Brand Management roles across diverse industries. This included crafting effective marketing strategies for various B2B and B2C products, ranging from cosmetics and automotive to industrial valves and market research services.

Research interests

My academic pursuits primarily revolve around the dynamic realm of marketing, encompassing areas such as brand management, international business, and consumer behavior. I also possess a keen focus on investigating the intricate interplay between multinational corporations and the markets they shape. Additionally, my research delves into the realm of stakeholder relationships, exploring engagement and collaborative dynamics.


I am currently engaged in a research initiative in partnership with Hochschule Bremen, City University of Applied Sciences, aimed at delving into the financial resilience of consumers. This endeavor seeks to formulate a comprehensive framework that encompasses not only facets of financial knowledge but also psychological safeguards and risk factors contributing to consumers' financial resilience.

Additionally, I am conducting an experimental study in conjunction with Newport University and Washington State University in the USA, as well as Macromedia University of Applied Sciences in Germany. This study is focused on examining consumer reactions to simulated online privacy breaches in both Germany and the USA.

Furthermore, in collaboration with Macromedia University of Applied Sciences, I am involved in a project centered around place branding. This project entails an exploration of the establishment of a place brand through the cooperative efforts of businesses, governmental entities, and civil society. The case study for this investigation revolves around St. Pauli in Hamburg, Germany.


I am currently responsible for a Brand Managament course in the Master program 'Industrial Design Engineering'.

Education/Academic qualification

PhD, Stakeholder-based Brand Equity (SBBE): A Qualitative Study of Its Development Through Firm-stakeholder Interactions in Emerging Markets, Lund University


Award Date: 18 Oct 2021



Award Date: 3 Nov 2010



Award Date: 28 Oct 2008

External positions

Academic Research Assistant, Hochschule Bremen - City University of Applied Sciences


Academic Research Assistant, Macromedia University of Applied Sciences


Lecturer, Macromedia University of Applied Sciences


Ph. D. Candidate, Lund University



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