prof. dr. Fred Bronner

Name: Fred E. Bronner
PhD: 1978, University of Amsterdam
MSc: 1971, University of Amsterdam
Main research interests: multimedia synergy, electronic Word-Of-Mouth, economizing strategies of consumers during the economic recession, increasing family democracy and the influence upon advertising (in Dutch: Gezinspraak), brand relationship quality. Fred Bronner tries to bridge the gap between the academic world and commercial research world (theory and practice).
Link: email a.e.bronner@uva.nl; or reach him via Linkedin.com
http://www.uva.nl/profile/a.e.bronner
Research: Recent projects (1) What is the influence of the present worldwide economic crisis upon economizing strategies of consumers (e.g. pruning or cheese-slicing) and via which media do they get ideas about economizing? (2) What is the role of eWOM in consumer decision making, is there a difference between the role of marketer-generated sites versus consumer-generated sites? What are motives for ‘posters’, what are the characteristics of ‘lurkers’? We try to get a better understanding of the content characteristics of eWOM that engender reviews to be a useful source of information. (3) The influence of several factors like package design, negative public relations and advertising upon the brand-relationship quality between consumer and brand (4) Family democracy is increasing, the family can be seen as a DMU, what are the consequences of this development for advertising strategies? (5) Multimedia synergy, which combination should be used in which situation, role of multitasking, media planning strategies
Teaching: supporting the Media Strategy seminar

Publication list of: prof. dr. Fred Bronner
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