She holds a Master's degree in psychology from the University of Mannheim (Germany) as well as a Master’s degree in business from the University of Western Sydney (Australia) and a Ph.D. from the University of Bremen. Lecturing, conducting research, and consulting projects on different continents have raised her interest in the intercultural differences of consumer perceptions of brands with a special focus on the development of consumer-brand relationships. Her work has been published in Marketing Theory, Journal of Brand Management, International Journal of Voluntary and Nonprofit Organizations, or Computers in Human Behaviours among others.