Head of Department Marketing & Communication
(Full Professor)
Contact
hjschmidt@ium.monaco.edu
Research interests
Holger J. Schmidt studied at the University of Mannheim and has a PhD in Marketing from the Leibnitz University of Hannover. His research focuses on the nature and design of relationships between brands, consumers, and employees in various contexts. Given his strong background in marketing practice, the practical relevance of marketing research has always been important to him.
Main Publication:
- Lückenbach, F., Schmidt, H. J., & Henseler, J. (2022): Building brand meaning in Social Entrepreneurship Organizations: The social impact brand model. Journal of Brand Management. 30(3), 207-226.
- Redler, J., & Schmidt, H. J. (2022): I know that I know nothing: Exploring the Managerial Relevance of Recent Orientations in Brand Management Research. Journal of Brand Management, 29(5), 498-511.
- Hesse, A., Schmidt, H. J., Bosslet, R., Häusler, M., & Schneider, A. (2022): How posting in social networks affects employee-based brand equity. European Journal of Marketing, 56(7), 1907-1925.
- Schmidt, H. J., & Steenkamp, P. (2022). Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands. Journal of Brand Management, 29(1), pp. 85-110.
- Schmidt, H. J., Ind, N., Guzmán, F., & Kennedy, E. (2021). Sociopolitical activist brands. Journal of Product & Brand Management, 31(1), pp. 40-55.
- Schmidt, H. J., Ind, N., & Iglesias, O. (2021). Internal Branding – In search of a new paradigm: Guest editorial. Journal of Product & Brand Management, 30(6), pp. 781-787.
- Rodrigues, C., & Schmidt, H. J. (2021). How the creative class co-creates a city’s brand identity: A qualitative study. Journal of Creating Value, 7(1), pp. 19-43.
- Hesse, A., Schmidt, H. J., & Baumgarth, C. (2020). How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom. Corporate Reputation Review, 24(4), pp. 191-204.
- Kunz, J., May, S., & Schmidt, H. J. (2020). Luxury and Corporate Social and Sustainable Engagement Current Status and Perspectives for Future Research. Business Research, 13(2), pp. 541-601.
- Baumgarth, C., Boltz, D.-M., Schmidt, H. J., & Roper, St. (2020). Editorial: Fresh perspectives on brand management. Journal of Marketing Management, 36(11–12), pp. 973–980.