Brand Venturesbl-rssbl-facebook

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.



Das Brand Research Laboratory des Marketing- und Branding Teams lädt Sie recht herzlich zur 

Brand Venture XXIV mit Prof. Mag. Hans Baumgartner, Ph.D. zum Thema I’m lovin’ it - The intergenerational transmission of brand love

am Freitag, 24. Jänner 2020 um 18:00 Uhr

im HS 3, SOWI- Gebäude, Universitätsstraße 15.

Hier geht es zur Anmeldung!



Professor Baumgartner's research interests are in the areas of consumer behavior and research methodology. Substantively, his research is concerned with how consumers form judgments about objects and events and how these judgments influence actual behavior


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

Marketers are very interested in brand love because brand love is a source of brand equity, builds brand loyalty, stimulates positive word of mouth, and insulates brands from the competition. Although researchers have investigated various antecedents of brand love, little is known about intergenerational influences on brand love. In other words, does brand love run in families, and is a consumer’s brand love in part a function of other family members’ brand love? We study this issue using data from a large, nation-wide sample of Turkish families (children, parents, and grandparents) who provided brand love ratings for a total of 58 brands and evaluated these brands on functional and social value. Among the questions studied are whether consumers’ love of brands depends on other generations’ brand love and the functional and social value ascribed to brands by other generations, what patterns of brand love influences exist within families, and whether intergenerational influence varies depending on certain family and product characteristics.


Looking forward to see you at the Brand Venture!

Andrea Hemetsberger, Jonathan Schöps und Carolin Lemoine

For the whole Brand-Lab Team

Past Brand Ventures


Brand Venture XXII



Dr. Katharina Husemann

07. Juni 2019Lecture; "Consumer Deceleration – The Growing Business of Helping Customers Slow Down"

> see photos
Brand Venture XXII gulnur

Prof. Gulnur Tumbat

25. 01. 2019 Lecture; "Branding Life Risk - The Mount Everest Experience"

> see photos 
Brand Venture XXI Fournier

Prof. Susan Fournier

22. 06. 2018 Lecture; "Managing Person Brands"

> see photos
Brand Venture XX  

Prof. Bernard Cova

15.12.2017 Lecture; "The Social Life of Brands"

> see photos
Brand Venture XIX  


Prof. Miguel Brendl

09.06.2017 Lecture; "Improving Negative Brand Image"


> see photos 
Brand Venture XVIII  eileen-fischer


Prof. Eileen Fischer

25.10.2016. Lecture: "Cobranding Alliances between Product and Person Brands"  

> see photos 
Brand Venture XVII

Adam Arvidsson


Prof. Adam Arvidsson

20.5.2016. Lecture: "Brands on Social Media. Do People Really Care?"


> see photos
Brand Venture XVI



Prof. Marcel Zeelenberg

22. 01. 2016. Lecture: "Towards an Economic Psychology of Greed"


> see photos
Brand Venture XV 



Prof. Torsten Ringberg

19. 06. 2015. Lecture: "Improving a Powertool Brand by Accessing the Subconscious Minds and Subculture of Tradesmen"



> see photos

Brand Venture XIV


Prof. Giana Eckhardt

14. 11. 2014. Lecture: "The Rise of Inconspicuous Brands“



> see photos

> see video
Brand Venture XIII 

Zachery Estes

 Prof. Zachary Estes
04. 04. 2014. Lecture: "Attractive and effective brand elements“

> see photos

> see video
 Brand Venture XII Rob Kozinets

Prof. Robert Kozinets

08. 11. 2013. Lecture: "Social Media Understanding and Small Data"

> see photos

> see video

Brand Venture XI BV XI


Brand Lab Researchers

11. 06. 2013. Lecture: "Skulpturen und Gerüchte – eine Markengeschichte in drei Akten“ - Die Essenz aus 4 Jahren Forschung am Brand Lab Innsbruck


> see photos

> see video

 Brand Venture X Philip Kotler

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 Jill 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

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


Nach oben scrollen