Johannes Berendt

Prof. Johannes Berendt is a Professor at the Department of Information and Communication within the Faculty of Media, Information, and Design at Hannover University of Applied Sciences and Arts. His research focuses on the psychological and marketing impacts of rivalry in consumer behavior, brand strategy, and sports contexts. Key areas include how acknowledging rivalries reduces fan aggression, enhances brand distinctiveness, and drives message virality. Berendt’s work bridges marketing theory with empirical analysis in sports and consumer goods markets.

His research trends emphasize rivalry’s dual role in both creating conflict and fostering loyalty, particularly in sports fan communities and brand competitions. He investigates how brands can leverage rivalry to strengthen consumer engagement while mitigating negative outcomes like aggression. Notable studies include analyzing German Bundesliga dynamics and brand rivalry narratives in advertising.

Currently based at Expo Plaza 12, Hannover, Berendt’s academic contributions span over a decade, with a focus on empirical studies of consumer identity and market strategies. His office is located in room 2E.3.24, and he can be reached at johannes.berendt@hs-hannover.de.