Thesis defence coming up: Three questions for Janina Schaumann

Published: 2021-09-10

After completing the doctoral education PhD student Janina Schaumann will defend her thesis 21 September. Get a quick glimpse of her thesis, experiences and near future.

Hi, Janina! You are about to defend your thesis Stakeholder-based brand equity (SBBE) – A qualitative study of its development through firm-stakeholder interactions in emerging markets. In short, what is your thesis about?

”In my thesis, I take a multi-stakeholder perspective on how brand equity develops by investigating the interactions between the firm and diverse stakeholders. So far we have mainly looked at brand equity as created through diadic relationships (mostly with consumers), while I argue that we need to expand our focus on a more diverse group of business and nonbusiness firm-stakeholder relationships. I introduce the new concept of stakeholder-based brand equity (SBBE), which takes a multi-stakeholder perspective and describes the development of brand equity through a circular process. A particular focus is on firm and stakeholder activities influencing this process and the brand's context.”

In three words, how would you describe your years as a PhD student at LUSEM? 




What are you up to now?

”My goal is to pursue a career in academia and continue my research on SBBE. For instance, I would like to apply the SBBE framework to other organizational/ institutional contexts and markets. I am currently applying for postdoc positions in Sweden and Germany. Wish me luck :).”

Thank you, Janina! Wishing you all the best!

More about Janina

Janina is a PhD student at Department of Business Administration, LUSEM.

Janina's profile in the LU Research Portal

About Janina's defence