Juliane Mathys, Dipl.-Kffr., (born 1982) studied Business Administration at the University of Hamburg. In her Diploma thesis she empirically analyzed consumer preferences for books by applying Hierarchical Bayes modeling. She joined the Graduate School Media & Communication in April 2010 as a stipendiary of the Hamburg State Excellence Initiative. Under the supervision of Prof. Dr. Henrik Sattler, her doctoral thesis focuses on the valuation of brand extensions in the context of hedonic media products.
Keywords: Brand extension, entertainment products, celebrity brands, forward spillover, reciprocal spillover
- Since 04/2010
PhD Student at the Chair of Marketing and Branding (Prof. Sattler) at the University of Hamburg, Member of the Graduate School Media and Communication, Research focus: Valuation of Brand Extensions for Hedonic Media Products.
- 04/2009 – 08/2009
Internship at Beiersdorf, International Market Research Dept. (Consumer & Market Intelligence), Hamburg.
- 10/2005 – 02/2006
Internship at Intergate Immigration, Cape Town, South Africa.
- 10/2002 – 08/2009
Studies of Business Administration at the University of Hamburg, Diploma Thesis: „A Choice-Based Conjoint-Analysis of Individual Consumer Preferences for Books“.