Lucia Malär is a Senior Researcher and Lecturer of Marketing at the University of Bern. She holds a PhD in Marketing and teaches Brand Management and seminars on Branding and Luxury Marketing at the University of Bern. Her research interest revolves around consumers’ self-concept, ideals, and brand perception (such as cult brands, family firm brands, and brand personality) in consumer behavior and branding. Her work has been published in international journals such as the Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of the Association of Consumer Research, among others.
Areas of luxury research
Ideals, brand positioning, authenticity, family firm brands
Family firm brands, perceptions of doing good, and consumer happiness
Schellong, M., Kraiczy, N. D., Malär, L., & Hack, A. (2019)
Entrepreneurship theory and practice, 43(5), 921-946.
The Janus Face of Ideal Self-Congruence: Self-Enhancement versus Emotional Distress
Malär, L., Herzog, D., Krohmer, H., & Hoyer, W. (2018)
Journal of the Association of Consumer Research, 3(2), 163-174.
Brand Authenticity: An Integrative Framework and Measurement Scale
Morhart, Felicitas, Malär, Lucia, Guèvremont, Amélie, Girardin, Florent, & Grohmann, Bianca (2015)
Journal of Consumer Psychology, 25 (2), 200-218.
Implementing an Intended Brand Personality: A Dyadic Perspective
Malär, Lucia, Nyffenegger, Bettina, Krohmer, Harley, & Hoyer, Wayne (2012)
Journal of the Academy of Marketing Science, 40 (5), 728-744.
Emotional Brand Attachment and Brand Personality: The Relative Importance of Actual versus Ideal Self
Malär, Lucia, Krohmer, Harley, Hoyer, Wayne, & Nyffenegger, Bettina (2011)
Journal of Marketing, 75 (July), 35-52.
Authenticity in Luxury Branding. Research Handbook on Luxury Branding
Morhart, F., & Malär, L. (2020)
Research Handbook on Luxury Branding, Eds. Morhart, F., Wilcox, K., and Czellar, S.
Markenauthentizität: Konzeption, Messung und Steuerung
Morhart, F., & Malär, L. (2017)
Handbuch Markenführung, Ed. Franz-Rudolf Esch, 1-15.