Research focus Raithel

The research activities conducted by Dr. Sascha Raithel, Professor, focus on the following areas:

 

Building brands

Branding and advertising

  • Branding strategy
  • Impact on advertising on brand equity
  • Advertising effectiveness and efficiency
  • Optimal advertising budget allocation

 

Monetizing Brands

Marketing/finance interface

  • Monetary evaluation of intangible (market-based) assets
  • Impact of marketing metrics on financial performance, investors, and analysts
  • Impact of reputation on future firm value

 

Preserving brands

Corporate reputation and crisis management

  •  Reputation measurement and management
  • Role of corporate social reporting
  • Corporate social performance as value driver and risk buffer
  • Corporate crisis prevention, preparations, management, and recovery