Current research projects
- Consumers` Changing Roles - Entrepreneurial Consumer Tribes
- Authentic Marketing of Open Source Brands - the Case of Mozilla
- Brands as Complex Social Phenomena (together with Hans Mühlbacher
- Brands as Processes (together with Sylvia von Wallpach and Hans Mühlbacher)
- Collective Development and Knowledge Building in Open Source Communities (together with Christian Reinhardt)
- Creative Consumers (together with Robert V. Kozinets)
- Collective Online Collaboration - Exchange and Empowerment in Open Source Communities
- The Self-transformative Power of Brands (together with Melanie Hoppe and Kurt Matzler)
- Fostering Continuity and Renewal in Retail Branding (together with Günther Botschen
- Motivational Directions in Fun-oriented Online Behaviour (together with Oliver Emrich and Thomas Rudolph
- The Meaning of Retro Brands for Young Consumers (together with Christine Kittinger)
- Changing Manifestations of Masculinity - Sensory Aesthetics of the Urban, Fashion-conscious Man (together with Ralf Weinberger)
- Consumer Created Brand Content - Consequences for the Development of Brands (together with Alexander Dresen)