Alexander Hahn

Dr. Alexander Hahn is a Professor for Digital Marketing and Communication at Munich Business School (MBS) and a Visiting Professor at Solvay Brussels School Economics & Management since 2015. He collaborates with part-time and full-time MBA students on brand management projects, including development of 10 digital prototypes like chatbots and landing pages, tested with hundreds of users.

• Research focuses on digital brand identity, chatbot tonality's impact on brand perception, and empathic human-computer interaction.
• His 2018 study in Markenartikel provides actionable recommendations for chatbot design, emphasizing user-centric testing and brand compliance.
• Work spans corporate/startup projects, digital transformation, and practical applications of brand management theories.