Daniel Dietrich

Dr. Daniel Dietrich holds the position of Senior Lecturer of Qualitative Research Methods at IMC-HSG (Institute for Market Leading Strategies), part of the University of St. Gallen. His research focuses on brand contestation dynamics, digital disruption in marketing, and consumer-driven brand meaning creation. He explores how stakeholders contest brand meanings through qualitative methodologies, emphasizing brand antifragility frameworks and adaptive branding strategies.

His work spans consumer behavior in emerging technologies (e.g., voice interfaces), luxury retail innovation, and architectural branding. Recent studies address brand resilience against digital disruption, stakeholder conflicts in brand management, and gender differences in goal conflict perception.

Publications highlight themes like contested brand meaning creation, opinion leader influence on brand semantics, and the evolving role of physical touchpoints in luxury retailing. Dietrich’s research bridges theoretical contributions with practical implications for brand strategy development.

He is affiliated with the IMC-HSG research institute, focusing on market-leading strategies and consumer-centric marketing innovations. His contact information includes a St. Gallen office address and phone number, though no email is explicitly provided in available materials.