Verena Batt

Verena Batt serves as a Lecturer and Project Manager at the Institute for Business and Regional Economics (IBR) within the Business School of Lucerne University of Applied Sciences and Arts (HSLU). Her academic journey began with studies in business administration, French, and Spanish at the University of Mannheim, followed by doctoral research at the University of Basel on "Quality of Internal Brand Management." Prior to joining HSLU, she held positions as a postdoctoral researcher at the University of Basel and junior professor of business administration with a focus on marketing at Leuphana University Lüneburg.

Dr. Batt's educational background includes a comprehensive business administration degree complemented by studies in Romance languages. She earned her doctorate from the University of Basel with research focused on internal brand management and employee behavior. Her academic path reflects a strong foundation in both theoretical business concepts and practical applications across multiple industries including consulting, IT, and chemistry.

Her research primarily centers on marketing with a specialized focus on employer branding, consumer behavior, and brand management. Batt investigates how employer brand personality influences job application intentions, develops measurement scales for employer branding, and examines the relationship between corporate social responsibility and brand credibility. Her work bridges theoretical marketing concepts with practical applications in business settings, particularly examining how brands can effectively engage both consumers and employees. She has published extensively in marketing journals and presented at major international conferences including EMAC and AMA.

Dr. Batt's publication record demonstrates consistent research output with a clear trajectory from foundational work on brand management and consumer behavior toward more specialized topics in employer branding and digital marketing innovations. Her 15 most recent publications reveal a strong emphasis on employer branding measurement and applications, while also exploring emerging areas such as NFTs in luxury branding and generative AI in language education.

• Teaching Award from the Faculty of Business and Economics at Leuphana University Lüneburg for Communication Management in the Age of Social Media (2018)
• Most Outstanding Reviewer, Track Services Marketing for Review Conference Papers (2017)
• Brand Association Science Award for Dissertation (2014)

As a reviewer for academic journals including "Die Unternehmung" and the Open Education Platform for Management Schools, and as a member of the European Marketing Academy and the Association of University Professors of Business Administration, Batt contributes significantly to the academic community. Her teaching responsibilities at HSLU span Business Psychology and Business Administration programs, covering marketing, statistics, and methodology courses. She leads multiple research projects including Automated Talent Recruiting, Psychosocial healthcare for refugees, and Time Banks as retirement provision in Switzerland, demonstrating her commitment to both theoretical research and practical applications that address contemporary business challenges.