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Consumer Experiences in the Future: Human or Robot? Robot or Human?

Biography

Columbia Business School
Robert D. Calkins Professor of International Business

Biography

Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in the classroom for the course Corporate Creativity. He has also taught several other courses including Market Innovation, Consumer Behavior, Advertising Management, Nonprofit Marketing, Luxury Goods Marketing as well as the Marketing core course. He has held visiting appointments in China, Germany, Poland, South Korea, and Singapore. Schmitt's research focuses on language in consumer behavior, experiential marketing, brand management and international business. His research has been published in leading marketing and psychology journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: Applied. 

Columbia Caseworks cases

SAP: Building a Leading Technology Brand (Case A) (Chinese Translation) (2009)
Coauthor(s): Bernd Schmitt

Samsung's Next Frontier (Chinese Translation) (2010)
Coauthor(s): Bernd Schmitt

Samsung's Next Frontier (2010)
Coauthor(s): Bernd Schmitt

SAP: Building a Leading Technology Brand (A and B) (2009)
Coauthor(s): Bernd H. Schmitt, David Rogers

Yuhan Kimberly: "Keep Korea Green" (2009)
Coauthor(s): Bernd Schmitt, Dae Ryun Chang

Seoul Philharmonic Orchestra (2008)
Coauthor(s): Hun-Joon Park, Bernd Schmitt

Research

Journal articles

From experiential psychology to consumer experience In Journal of Consumer Psychology (2015)
Coauthor(s): Bernd Schmitt, J. Josko Brakus, Lia Zarantonello

The current state and future of brand experience In Journal of Brand Management (2014)
Coauthor(s): J. Josko Brakus, Bernd Schmitt, Lia Zarantonello

Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency In Journal of Business Research (2014)
Coauthor(s): J. Josko Brakus, Bernd Schmitt, Shi Zhang

How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies In Journal of Advertising Research (2014)
Coauthor(s): Lia Zarantonello, Bernd Schmitt, Kamel Jedidi

Introduction to Theory and Practice In Marketing Science (2014)
Coauthor(s): Hanssens Gupta, John Hauser, Donald Lehmann, Bernd Schmitt

The consumer psychology of customer-brand relationships: Extending the AA Relationship model In Journal of Consumer Psychology (2013)
Coauthor(s): Bernd Schmitt

Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets In International Journal of Research in Marketing (2013)
Coauthor(s): Lia Zarantonello, Kamel Jedidi, Bernd Schmitt

Consumer Experience and Experiential Marketing: A Critical Review In Review of Marketing Research (2013)
Coauthor(s): Bernd Schmitt, Lia Zarantonello

Marketing Function and Form: How Functionalist and Experiential Architectures Affect Corporate Brand Personality In International Journal of Research in Marketing (2013)
Coauthor(s): U Raffelt, Bernd Schmitt, Alan Meyer

The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude In International Journal of Advertising (2013)
Coauthor(s): Lia Zarantonello, Bernd Schmitt

Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations In Journal of Brand Management (2012)
Coauthor(s): Bernd Schmitt, Shi Zhang

The consumer psychology of brands In Journal of Consumer Psychology (2012)
Coauthor(s): Bernd Schmitt

Experience Marketing: Concepts, Frameworks and Consumer Insights In Foundations and Trends in Marketing (2011)
Coauthor(s): Bernd Schmitt

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? In Journal of Marketing (2009)
Coauthor(s): Bernd Schmitt, J. Josko Brakus, Lia Zarantonello

Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals'' Differential Processing In Journal of Consumer Research (2004)
Coauthor(s): Shi Zhang, Bernd Schmitt

Building strong brands in Asia: Selecting the visual components of image to maximize brand strength In International Journal of Research in Marketing (2003)
Coauthor(s): P. Henderson, J. Cote, S. Leong, Bernd Schmitt

Creating Local Brands in Multilingual International Markets In Journal of Marketing Research (2001)
Coauthor(s): Bernd Schmitt, Shi Zhang

Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China In Journal of Cross-Cultural Psychology (2001)
Coauthor(s): J. Aaker, Bernd Schmitt

Books

The changing face of the Asian consumer: Insights and strategies for Asian markets (2013)
Coauthor(s): Bernd Schmitt

Happy customers everywhere: How your business can benefit from the insights of positive psychology (2012)
Coauthor(s): Bernd Schmitt

Handbook on Brand and Experience Management (2009)
Coauthor(s): Bernd Schmitt

Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind. (2007)
Coauthor(s): Bernd Schmitt

Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers. (2003)
Coauthor(s): Bernd Schmitt

There''s No Business That''s Not Show Business: Marketing in an Experience Culture (2003)
Coauthor(s): Bernd Schmitt, Karen Vrotsos

Build your own garage: Blueprints and tools to unleash your company's hidden creativity (2001)
Coauthor(s): Bernd Schmitt, Laura Brown

Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands (1999)
Coauthor(s): Bernd Schmitt

Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image (1997)
Coauthor(s): Bernd Schmitt, Alex Simonson

Chapters

Why the Asian consumer? In The Psychology of Asian Consumers (2014)
Coauthor(s): Bernd Schmitt

Brand Identity: Brand Naming Process and Brand Linguistics in an International Context In Next Practices in Marketing: Brand Management (2012)
Coauthor(s): Bernd Schmitt, Shu Zhang

Brand Experience: Managerial Applications of a New Consumer Psychology Concept In Cracking the Code (2011)
Coauthor(s): J. Josko Brakus, Bernd Schmitt, Lia Zarantonello

Bridging Theory and Practice: A Conceptual Model of Relevant Research In Cracking the Code: Leveraging Consumer Psychology to Drive Profitability (2011)
Coauthor(s): Bernd Schmitt

Managing a customer experience project In Customer experience management: Lessons and insights for the cable industry (2010)
Coauthor(s): Bernd Schmitt

Consumer cognition across cultures In The SAGE handbook of international marketing (2009)
Coauthor(s): Bernd Schmitt, Nader Tavassoli

Strategic corporate re-branding In Contemporary Thoughts on Corporate Branding and Corporate Identity Management (2008)
Coauthor(s): Patrick Cettier, Bernd Schmitt

Phonology and semantics in international marketing: What brand name translations tell us about consumer cognition In Psycholinguistic phenomena in marketing communications (2006)
Coauthor(s): Shi Zhang, Bernd Schmitt

Competitive advantage through customer experience management In Customer experience management. concepts and applications (2005)
Coauthor(s): Bernd Schmitt

From image to experience In Images and the psychology of marketing communciation (2005)
Coauthor(s): Bernd Schmitt

Experience with the customer In Next generation business handbook (2004)
Coauthor(s): Bernd Schmitt

Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen In Total Customer Experience Management: Kundennutzen umfassend erlebbar machen! (2003)
Coauthor(s): Bernd Schmitt

From traditional features-and-benefits marketing to experiential marketing In Handbook of research in international marketing (2003)
Coauthor(s): Bernd Schmitt

Language and culture: a new approach to consumer behavior in international marketing research In State of the art in research in international marketing (2003)
Coauthor(s): Shi Zhang, Bernd Schmitt, Hillary Haley

Linguistic Effects on Consumer Behavior in International Marketing Research In Handbook of Research in International Marketing (2003)
Coauthor(s): Shi Zhang, Bernd Schmitt, Hillary Haley

Branding puts a high value on reputation management In Mastering Risk (2001)
Coauthor(s): Bernd Schmitt

Web-only articles

Visual Identity and Experience Dimensions in the International Luxury Hotel Industry In Chazen Web Journal of International Business (2005)
Coauthor(s): Bernd Schmitt

Case studies

Samsung''s Next Frontier (2010)
Coauthor(s): Bernd Schmitt

Ideas and Insights

Clinton’s 2016 Logo “Fail” Not Likely to Lose Voters (2015)

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