Janina Schaumann

Janina Schaumann

affiliated with the university, Research student

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    Research

    My PhD project focuses on the phenomenon of brand equity and the evaluation of brand strength on a firm-stakeholder relationship level,within the context of the emerging markets of Brazil, Russia, India and China. I aim to reinvestigate the dimensionality of the brand equity phenomenone that has so far only been conceptualized from a firm or customer perspective. This view limits our understand of how strong brands develop into sustainable company assets, as I think that the behavior of diverse external stakeholders (business, social, and political) has an equally profound influence on a brand within a certain market. With my research I contribute to the branding literature and the literature on firm internationalization by introducing the concept of stakeholder-based brand equity, which enables an evaluation of brand strength on a stakeholder-relationship level.

    UKÄ subject classification

    • Business Administration

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