He holds a joint PhD in marketing from the University of Padova (Italy) and ESCP Europe Business School (Berlin, Germany), with the special mention of "Doctor Europaeus". He earned his BSc in economics and management at LUSPIO University (Rome, Italy), his MSc in European business at ESCP Europe Business School (Berlin, Germany) and his MA in management at the University of Trento (Italy). His research, which has been published in recognized scientific journals such as the Journal of Brand Management and the International Journal of Market Research, is primarily focused on international marketing, country of origin, mass customization, e-commerce, and social media. Furthermore, Dr. Aichner is the co-author of the book "Mass Customization: An Exploration of European Characteristics".