American Marketing Association presents award to research project at the University of Bern
At the American Marketing Association's winter conference in San Diego, which focused on «Creating Value through Marketing Experiences and Interactive Partnerships,» the University of Bern received the "Best Paper Award" in the Branding and Marketing Communication Track category.
The University of Bern received the "Best Paper Award" in the "Branding and Marketing Communications Track" category at the winter conference of the American Marketing Association (AMA) in San Diego on the topic of Creating Value through Marketing Experiences and Interactive Partnerships. Professor Dr. Harley Krohmer, together with his research assistants Lucia Malär and Bettina Nyffenegger, received the prestigious award for their research project. The AMA is a worldwide scientific association in the field of marketing.
Krohmer holds the Chair of Marketing and is Director of the Institute for Marketing and Corporate Management at the University of Bern. He and his colleagues received the award for a study on brand personality. The study examines the effects on success of matching the brand personality with the personality of the consumer.
Krohmer holds the Chair of Marketing and is Director of the Institute for Marketing and Corporate Management at the University of Bern. He and his colleagues received the award for a study on brand personality. The study examines the effects on success of matching the brand personality with the personality of the consumer.
