dr. J.M. Schaumann (Janina)

Assistant Professor
ET-DPM-PMR
j.m.schaumann@utwente.nl
+31534897503
Business card

I am Assistant Professor within the Faculty of Engineering Technology (ET) at the Department of Design, Production and Management (DPM) and the Research Chair of Product-Market Relations (PMR).

I have fortified my research profile through comprehensive study and research engagements at the Hogeschool van Arnhem en Nijmegen (HAN), Macromedia University of Applied Sciences in Hamburg, Hochschule Bremen, and Lund University in Sweden, where I earned my doctoral degree in business administration. My dissertation work focused on a stakeholder-oriented approach to understanding brand equity, exploring how multinational corporations can foster brand equity by collaborating with diverse social, political, and business stakeholders.

Beyond academia, I have gained practical experience in Marketing and Brand Management roles across diverse industries. This included crafting effective marketing strategies for various B2B and B2C products, ranging from cosmetics and automotive to industrial valves and market research services.

My academic pursuits primarily revolve around the dynamic realm of marketing, encompassing areas such as brand management, international business, and consumer behavior. I also possess a keen focus on investigating the intricate interplay between multinational corporations and the markets they shape. Additionally, my research delves into the realm of stakeholder relationships, exploring engagement and collaborative dynamics.

Expertise

  • Social Sciences

    • Emerging Market
    • Stakeholders
    • Transnational Corporation
    • Markets
    • Qualitative Research
    • Stakeholder Engagement
    • Political Actor
    • Economic and Social Development

Organisations

I am an Assistant Professor within the Faculty of Engineering Technology (ET) at the Department of Design, Production and Management (DPM) and the Research Chair of Product-Market Relations (PMR).

I have fortified my research profile through comprehensive study and research engagements at both the Hogeschool van Arnhem en Nijmegen (HAN) and Lund University in Sweden, where I earned my doctoral degree in business administration. My dissertation work focused on a stakeholder-oriented approach to understanding brand equity, exploring how multinational corporations can foster brand equity by collaborating with diverse social, political, and business stakeholders.

Beyond academia, I have gained practical experience in Marketing and Brand Management roles across diverse industries. This included crafting effective marketing strategies for various B2B and B2C products, ranging from cosmetics and automotive to industrial valves and market research services.

Publications

2024

Brand addiction and compulsive buying in female consumers' relationships with food brands (2024)British food journal, 126(3), 1183-1201. Hegner, S., Schaumann, J. M., Francioni, B. & Curina, I.https://doi.org/10.1108/BFJ-05-2023-0355Conceptualizing and Measuring Financial Consumer Resilience (2024)In ACR 2023 (pp. 44-47) (Advances in consumer research; Vol. 51). Schaumann, J. M., Hegner, S., Varmaz, A. & Riebe, K.

2023

Market shaping MNCs in emerging markets - stakeholder engagement and the role of embeddedness (2023)Industrial marketing management, 114, 64-79. Schaumann, J. M. & Tarnovskaya, V.https://doi.org/10.1016/j.indmarman.2023.06.015Conceptualizing and Meassuring Financial Consumer Resilience (2023)[Contribution to conference › Paper] Association of Consumer Research Conference, ACR 2023. Schaumann, J. M., Hegner, S., Varmaz, A. & Riebe, K.Responses to a Simulated Privacy Invasion: Cross-Cultural Comparisons of Invasion and Reward Effects in the US and Germany (2023)[Contribution to conference › Abstract]. Hettche, M., Schaumann, J. M., Kim, D.-H., Riehm , P. & Clayton, M.The St. Pauli Code: Stakeholder engagement and roles in maintaining cultural uniqueness in city branding (2023)In 7th Annual Conference of the International Place Branding Association (IPBA): Place Branding in Times of Criswis and Uncertainty: October 18-20, 2023, Lund University, Campus Helsingborg, Sweden: Book of Abstracts (pp. 84-84). University of Lund. Schaumann, J. & Meißner, S.https://placebranding.org/conferences/

2022

Warum hören Menschen Podcasts? Forschungsstand und Forschungsperspektiven zu den Motiven der Podcast-Nutzung (2022)In Podcasts: Perspektiven und Potenziale eines digitalen Mediums. Springer. Rudeloff, C., Schaumann, J. M. & Wiethe, L.https://doi.org/10.1007/978-3-658-38712-9_16

2021

Stakeholder-based Brand Equity (SBBE): A qualitative study of its development through firm-stakeholder interactions in emerging markets (2021)[Thesis › PhD Thesis - Research external, graduation external]. University of Lund. Schaumann, J. M.https://portal.research.lu.se/en/publications/stakeholder-based-brand-equity-sbbe-how-it-develops-through-firm-

2020

Millennial Leaders' Display of Generational Cohort Stereotypes: A Qualitative Research Approach (2020)Journal of Leadership in Organizations, 2(2), 57-74. Grotkamp, L., Schaumann, J. M. & Riehm , P.https://doi.org/10.22146/jlo.57406

Research profiles

Affiliated study programs

Courses academic year 2024/2025

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

Courses academic year 2023/2024

I am currently engaged in a research initiative in partnership with Hochschule Bremen, City University of Applied Sciences, aimed at delving into the financial resilience of consumers. This endeavor seeks to formulate a comprehensive framework that encompasses not only facets of financial knowledge but also psychological safeguards and risk factors contributing to consumers' financial resilience.

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