we conduct applied research on brand and advertising strategy, and trend analyses. with our research work we aspire to produce useful insights and to develop applicable models that help us better understand and explain branding phenomena.

our research is based on qualitative methods such as case study analysis and grounded theory, collecting data through interviews, observations, focus groups, archival data, and interpretations of existing data. as well as quantitative methods, collecting data through content analysis and surveys.

our work has been published in internationally recognized and well-ranked scientific journals, as well as popular management journals read by professionals and executives.

research projects

Brand Assessment

A science based tool to assess the personality of a brand. Can be used stand-alone or integrated into a Brand Assessment Suite.

7. Nov. 2022

Strategic Framework for Effective Brand Personality Building

In which context does a certain mechanism of persuasion lead to the establishment of a certain brand personality.

1. Aug. 2021

Effective Communication Strategy Using Celebrities

project partner: Cameron School of Business, University of North Carolina, USA

1. Jan. 2020

Authenticity in Advertising Luxury Goods

project partner: Maurice Lacroix

1. Dez. 2016

select publications

Der Prominenten-Faktor

Harvard Business Manager

1. Feb. 2020

Fallstudie: Flaschengold

Harvard Business Manager

1. Apr. 2019

List of relevant publications

Tannert, Walter & Schimmelpfennig, Christian (2020). Erfolgsfaktor Produktmarketing: Kaufmotive in der Elektromobilität mit der richtigen Strategie adressieren. transfer – Zeitschrift für Kommunikation und Markenmanagement, 66(4), pp. 63-67. [VHB: D]

Schimmelpfennig, Christian & Hunt, James (2020). Fifty Years of Celebrity Endorer Research: Support for a Comprehensive Celebrity Endorsement Strategy Framework. Psychology & Marketing, (37)3, pp. 488-505. [ABDC: A, Wie: A , VHB: B, Impact Factor: 2.37]

Schimmelpfennig, Christian (2020). Der Prominenten-Faktor. Harvard Business Manager. Februar 2020.

Schimmelpfennig, Christian (2019). Expertenkommentar zur Marketing Fallstudie. Harvard Business Manager. April 2019.

Schimmelpfennig, Christian (2018). The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements. Journal of Global Marketing, (32)3, pp. 139-153. [ABDC: B, VHB: C, Impact Factor: 1.2]

Schimmelpfennig, Christian (2018). Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing 30(4), pp. 220-234. [ABDC: B, Impact Factor: 1.17]

Schimmelpfennig, Christian & Hollensen, Svend (2016). Significant Decline in Celebrity Usage: A Review. The IUP Journal of Marketing Management, 11(1), pp. 7-19.

Schimmelpfennig, Christian (2015). Brand Image Creation by Means of Ordinary Spokespersons with an Extraordinary Story – An Example of Case Study Research in Marketing.

Hollensen, Svend & Schimmelpfennig, Christian (2015). Developing a glocalisation strategy: Experiences from Henkel’s product launches in the Middle East and Europe. Journal of Brand Strategy, (4)3, pp. 201-211.

Schimmelpfennig, Christian (2015). Ein teurer Fehler. Harvard Business Manager. November 2015. pp. 84-91.

Jenewein, Wolfgang, Kochanek, Thomas, Heidbrink, Markus & Schimmelpfennig, Christian (2014). Learning Collaboration from Tiki-Taka Soccer. Harvard Business Review. July 2014. [ABDC: A]

Schimmelpfennig, Christian & Hollensen, Svend (2014). Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand. Journal of Brand Strategy, 2(4), pp. 366-378.

Hollensen, Svend & Schimmelpfennig, Christian (2013). Selection of Celebrity Endorsers : A case approach to developing an Endorser Selection Process Model. Marketing Intelligence & Planning, 31(1), pp. 88-102. [ABDC: A, Impact Factor: 2.09]