Malte Christ M.Sc.

Brief portrait

Hello Mr Christ, who are you?
After completing my Bachelor's degree in Business Administration in Mannheim and a Master's degree in Marketing in Giessen, I gained my first professional experience in a media agency for family communication. I then worked for two strategic management consultancies and specialised in the topic of brands in all its facets. Since 2015, I have been researching the fascinating topics of brand and communication at the Chair of Marketing at the Schumpeter School.

Is there a brand that you love?
Yes! I love my VW camper van. I converted it into a campervan myself and have many wonderful experiences with it. In contrast, I have mixed feelings about the VW corporate brand, not least because of its behaviour in the emissions scandal.

What are you currently researching?
I am investigating how brand relationships change in the human life cycle. I am focussing in particular on the role of positive emotions, for example in the context of the development of brand love and in the context of actual brand consumption. There are considerable differences here between the various phases of life. Among other things, we are working on developing guidelines on how and when to use which emotional experiences in a targeted manner to build and maintain brand relationships.

What do you see as the most important challenge for marketing?
People's information overload, combined with the increasing diversification of society and the media, will further increase the complexity of marketing in the future. Companies will have to segment even more precisely in order to reach consumers with strong, emotionally positive and relevant experiences - especially in the digital, but also in the analogue sector.