MUHLBACHER, HANS

École

IUM-Marketing & Communication

Email

hmuhlbacher@monaco.edu

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MUHLBACHER, HANS

Last update on 02/28/2026

Publications

Customer experiences in three different types of luxury retail stores – A comparative study

Customer experiences in three different types of luxury retail stores – A comparative study

Co-creation or Co-destruction? Value-based Brand Formation

Building and sustaining resilient luxury service ecosystems

The experience of luxury craftsmanship – a strategic asset for luxury experience management

Corporate Brand Management from a Co-creative Perspective

Corporate Brand Management from a Co-creative Perspective

Co-creation or Co-destruction? Value-based Brand Formation

Brand identity dynamics - reinforcement or destabilisation of a sport brand identity through the introduction of esports?

Dynamic Collaboration between Small and Medium-Sized Enterprises from Highly Dissimilar Markets

The evolution of luxury service ecosystems: L'art de vivre in the billionaires' playground

Esport Extensions of Football Brands: Stakeholder Co-creation in Action

Markendehnung mit e-sports: Starkungsmittel oder Spaltpilz?

Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores

Real and Virtual Sports: Identity Dynamics Induced Through the Introduction of Esport by a Sport Brand

Brand management: Unveiling the delusion of control

Comment développer des marques fortes ? Une approche par les configurations des associations de la marque

From Zero-Sum to Win-Win - Organisational Conditions for Successful Shared Value Strategy Implementation

Home in the re-making: Immigrants transcultural experiencing of home

Komplexe Probleme – Einfache Lösungen? Plädoyer für qualitative vergleichende Analysen in der Marketingforschung; Complex Problems – Unique Solutions? Need for Qualitative Comparative Analyses in Marketing Research

Esport Extensions of Football Brands: Stakeholder Co-creation in Action

Experiences in directly operated luxury brand stores

Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque

Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque

Co-creating stakeholder and brand identities: Introduction to the special section

Drivers of brand strength: Configural paths to strong cognitive brand equity

One pie, many recipes: Alternative paths to high brand strength