Brand Ventures

Our Brand Venture Talks bring the best and most well-known researchers from the Top Universities of the world to Innsbruck to enhance knowledge and inspire students, practitioners and our local academic community with insights into and around brands and their audiences.

The Brand Ventures offer practitioners inspiring new ideas, a state-of-the-art knowledge update, a space for networking, and an intellectual outbreak from everyday routines. Students gain extracurricular insights and the opportunity to personally meet with reputed marketing professionals and academics. 


Brand Venture XXV mit Joonas Rokka

zum Thema

“How atmospheres matter for compelling experiences?”

am Freitag, 23.6.2023 um 18:00 Uhr

im HS 3, SOWI- Gebäude, Universitätsstraße 15.


Joonas Rokka is full professor of Marketing at emlyon business school in Lyon, France. Before moving to Lyon, Joonas Rokka worked for NEOMA Business School in France and Aalto University School of Business in Finland, where he received his PhD in Marketing. He also taught at several well-known European research universities and was a visiting scholar at HEC Paris. Joonas Rokka is also founder and current director of the Lifestyle Research Center at emlyon business school - a network of 21 interdisciplinary researchers, who have earned several high-profile European Union and corporate partner-funded research projects to examine the cultural, social, and technological shaping of contemporary lifestyles. Joonas Rokka’s research examines consumer experiences, atmospheres, busy lifestyles, digital technology, and brands. Rokka’s work employs creative qualitative, ethnographic, digital, and visual methodologies. His research has won several awards and has been published in leading journals such as the Journal of Consumer Research and Organization Science, and was featured in international press including BBC, Financial Times, La Tribune, Le Point, and The Conversation. His teaching focuses on strategic branding in luxury, fashion, sports, and tourism marketing, and he regularly works with companies including startups.


Atmospheres, bubbles, and effervescence! What makes up compelling experiences?

Atmosphere has long been recognized as an important branding and marketing tool. But how are compelling atmospheres created and consumed? And can they be designed and managed? This talk explores the notion of atmosphere from a contemporary perspective and offers a framework to explore and understand its dynamics in the context of branded experiences and customer interactions. Joonas Rooka takes us on a journey through many years of ethnographic fieldwork, which he and his research team conducted at the iconic travel resort ClubMed, and explains how the brand facilitates and re-produces convivial atmospheres - a key reason for their loyal customer base. The presentation also highlights common challenges and limits in shaping compelling atmospheres, as well as future perspectives.

Past Brand Ventures 



Brand Venture XXIII



Prof. Hans Baumgartner 

I’m lovin’ it - The intergenerational transmission of brand love

Lecture: 24. 01. 2020

> see photos 


Brand Venture XXII



Dr. Katharina Husemann

"Consumer Deceleration – The Growing Business of Helping Customers Slow Down"

Lecture: 07. 06. 2019

> see photos
Brand Venture XXII gulnur


Prof. Gulnur Tumbat

"Branding Life Risk - The Mount Everest Experience"

Lecture: 25. 01. 2019


> see photos 
Brand Venture XXI Fournier


Prof. Susan Fournier

"Managing Person Brands"

Lecture: 22. 06. 2018 


> see photos
Brand Venture XX  Cova


Prof. Bernard Cova

"The Social Life of Brands"

Lecture: 15. 12. 2017

> see photos
Brand Venture XIX  


Prof. Miguel Brendl

"Improving Negative Brand Image"

 Lecture: 09. 06. 2017 


> see photos 
Brand Venture XVIII  eileen-fischer


Prof. Eileen Fischer

"Cobranding Alliances between Product and Person Brands"  

Lecture: 25. 10. 2016


> see photos 
Brand Venture XVII

Adam Arvidsson


Prof. Adam Arvidsson

"Brands on Social Media. Do People Really Care?"

Lecture: 20. 5. 2016


> see photos
Brand Venture XVI



Prof. Marcel Zeelenberg

"Towards an Economic Psychology of Greed"

Lecture: 22. 01. 2016

> see photos
Brand Venture XV 



Prof. Torsten Ringberg

"Improving a Powertool Brand by Accessing the Subconscious Minds and Subculture of Tradesmen"

Lecture: 19. 06. 2015


> see photos

Brand Venture XIV


Prof. Giana Eckhardt

"The Rise of Inconspicuous Brands“

Lecture: 14. 11. 2014



> see photos

> see video
Brand Venture XIII 

Zachery Estes


 Prof. Zachary Estes

"Attractive and effective brand elements“

Lecture: 04. 04. 2014


> see photos

> see video
 Brand Venture XII Rob Kozinets

Prof. Robert Kozinets

"Social Media Understanding and Small Data"

Lecture: 08. 11. 2013.

> see photos

> see video

Brand Venture XI BV XI


Brand Lab Researchers

"Skulpturen und Gerüchte – eine Markengeschichte in drei Akten“ - Die Essenz aus 4 Jahren Forschung am Brand Lab Innsbruck

Lecture: 11. 06. 2013


> see photos

> see video

 Brand Venture X pauwels

Prof. Koen Pauwels

31. 01. 2013. Lecture: "The Cure for Schizophrenic Marketing: Allocating Marketing Budgets Based on the Full Consumer Journey”

01. 02. 2013. Workshop: “How to Measure and Improve Return on Marketing Investment”

> see photos

> see Video

 Brand Venture IX kotler  Prof. Philip Kotler

12. 11. 2012. Workshop. “Tomorrow Will be Different: Marketing in a Changing Environment”

12. 11. 2012. Lecture. “Moving toward Marketing 3.0: The new marketing in the cultural, spiritual and collaborative spheres”

> see photos

> see video (short)

Brand Venture VIII


Prof. Michael von Brück

"In Search of (Brand) Identity between the Ordinary and the Distinctive"

Lecture: 28. 06. 12

Workshop:29. 06. 12

> see photos

Brand Venture

Prof. Rupert Sheldrake

"Morphic Resonance and the Fields of Body and Mind"

Lecture: 26. 04. 12
Workshop: 27. 04. 12

> see photos

Brand Venture

Prof. Diego Rinallo 

"Branding as Magic"

Lecture: 12. 01. 12
Workshop: 13. 01. 12


> see photos

Brand Venture

Prof. Johan Schouten and Prof. Diane Martin

"The Evolution of a Consumption Community: Lessons from the Harley-Davidson Experience

Lecture: 20. 10. 11
Workshop: 21. 10. 11

> see photos

Brand Venture IV avery

Prof. Jill Avery

"Managing the Dynamics of Consumer-Brand Relationships"

Lecture: 30. 06. 11
Workshop: 01. 07. 11


> see photos

Brand Venture III tellis

 Prof. Gerard Tellis

"Does Online Chatter Matter to Marketers?"

Lecture: 19. 05. 11
Workshop: 20. 05. 11

> see photos

 Brand Venture II arnould

Prof. Eric J. Arnold

"Building Luxury Legitimacy through the Store"

Lecture: 13. 01. 11
Workshop: 14. 01. 11

> see photos

 Brand Venture I & Grand Opening levy

Prof. Sidney J. Levy

"Researching the Brand – Theory and Application"

Lecture: 02. 12. 10
Workshop: 03. 12. 10

> see photos




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