The research hub explores the dynamics of consumer behavior, branding and strategic marketing practices in traditional and transformative digital, data-driven and socially conscious settings. Bringing together expertise from marketing, communication, psychology and technological developments, we are committed to advancing knowledge and developing actionable insights relating to marketing strategies, as well as consumer perceptions and decision-making in a wide array of contexts. In doing so, it serves as a hub for innovative marketing research that generates practical insights for businesses, policymakers and society.
Key Research Themes
- Consumer behavior and decision-making
- Psychological and emotional drivers of consumption
- Neuromarketing and applied neurotechnology
- Branding and storytelling
- Strategic and tactical marketing
- AI in marketing, personalization and content creation
- Fashion, tourism, and luxury marketing
- Crisis communication and brand management
- Media narratives and public perception
- Cross-cultural and global marketing communication
- Political and societal impacts of marketing
- Marketing in education, nonprofits and social entrepreneurship
Researchers
- Dr. Elisa Paz
- Dr. Lidiane Nunes de Castro
- Dr. Mitra Naeimi
- Dr. Özgür Selvi-Tasdan
- Dr. Pablo Gilardini Ricci
- Juan Muzio
- Balachandar Kaliappan
- Laura Perez Pérez Silvestre
- Ramin Esmaili
- Timothy Kotowich
- Harseerat Kaur
- Alba Mendoza Camps
- Olga Mitterfellner