Bernd Schmitt

Robert D. Calkins Professor of International Business

Marketing

Faculty Director

Center on Global Brand Leadership

Diplom, University of Heidelberg, 1984; PhD, Cornell, 1988

Joined CBS in 1988

Download Curriculum Vitae (PDF)

Bernd Schmitt

Office
510 Uris

Phone
212-854-3468

E-mail
bhs1@columbia.edu

Fax
212-854-3762

Teaching and research interest

Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in the classroom for the course Corporate Creativity. He has also taught several other courses including Market Innovation, Consumer Behavior, Advertising Management, Nonprofit Marketing, Luxury Goods Marketing as well as the Marketing core course. He has held visiting appointments in China, Germany, Poland, South Korea, and Singapore. Schmitt's research focuses on language in consumer behavior, experiential marketing, brand management and international business. His research has been published in leading marketing and psychology journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: Applied.

Chapters

Why the Asian consumer? In The Psychology of Asian Consumers (2014)
Author(s): Bernd Schmitt

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Brand Identity: Brand Naming Process and Brand Linguistics in an International Context In Next Practices in Marketing: Brand Management (2012)
Author(s): Bernd Schmitt, Shu Zhang

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Brand Experience: Managerial Applications of a New Consumer Psychology Concept In Cracking the Code (2011)
Author(s): J. Josko Brakus, Bernd Schmitt, Lia Zarantonello

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Bridging Theory and Practice: A Conceptual Model of Relevant Research In Cracking the Code: Leveraging Consumer Psychology to Drive Profitability (2011)
Author(s): Bernd Schmitt

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Managing a customer experience project In Customer experience management: Lessons and insights for the cable industry (2010)
Author(s): Bernd Schmitt

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Consumer cognition across cultures In The SAGE handbook of international marketing (2009)
Author(s): Bernd Schmitt, Nader Tavassoli

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Strategic corporate re-branding In Contemporary Thoughts on Corporate Branding and Corporate Identity Management (2008)
Author(s): Patrick Cettier, Bernd Schmitt

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Phonology and semantics in international marketing: What brand name translations tell us about consumer cognition In Psycholinguistic phenomena in marketing communications (2006)
Author(s): Shi Zhang, Bernd Schmitt

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Competitive advantage through customer experience management In Customer experience management. concepts and applications (2005)
Author(s): Bernd Schmitt

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From image to experience In Images and the psychology of marketing communciation (2005)
Author(s): Bernd Schmitt

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Experience with the customer In Next generation business handbook (2004)
Author(s): Bernd Schmitt

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Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen In Total Customer Experience Management: Kundennutzen umfassend erlebbar machen! (2003)
Author(s): Bernd Schmitt

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From traditional features-and-benefits marketing to experiential marketing In Handbook of research in international marketing (2003)
Author(s): Bernd Schmitt

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Language and culture: a new approach to consumer behavior in international marketing research In State of the art in research in international marketing (2003)
Author(s): Shi Zhang, Bernd Schmitt, Hillary Haley

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Linguistic Effects on Consumer Behavior in International Marketing Research In Handbook of Research in International Marketing (2003)
Author(s): Shi Zhang, Bernd Schmitt, Hillary Haley

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Branding puts a high value on reputation management In Mastering Risk (2001)
Author(s): Bernd Schmitt

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Journal articles

Introduction to Theory and Practice In Marketing Science (2014)
Author(s): Hanssens Gupta, John Hauser, Donald Lehmann, Bernd Schmitt

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The consumer psychology of customer-brand relationships: Extending the AA Relationship model In Journal of Consumer Psychology (2013)
Author(s): Bernd Schmitt

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Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets In International Journal of Research in Marketing (2013)
Author(s): Lia Zarantonello, Kamel Jedidi, Bernd Schmitt

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Consumer Experience and Experiential Marketing: A Critical Review In Review of Marketing Research (2013)
Author(s): Bernd Schmitt, Lia Zarantonello

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Marketing Function and Form: How Functionalist and Experiential Architectures Affect Corporate Brand Personality In International Journal of Research in Marketing (2013)
Author(s): U Raffelt, Bernd Schmitt, Alan Meyer

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The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude In International Journal of Advertising (2013)
Author(s): Lia Zarantonello, Bernd Schmitt

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Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations In Journal of Brand Management (2012)
Author(s): Bernd Schmitt, Shi Zhang

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The consumer psychology of brands In Journal of Consumer Psychology (2012)
Author(s): Bernd Schmitt

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Experience Marketing: Concepts, Frameworks and Consumer Insights In Foundations and Trends in Marketing (2011)
Author(s): Bernd Schmitt

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Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? In Journal of Marketing (2009)
Author(s): Bernd Schmitt, J. Josko Brakus, Lia Zarantonello

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Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing In Journal of Consumer Research (2004)
Author(s): Shi Zhang, Bernd Schmitt

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Building strong brands in Asia: Selecting the visual components of image to maximize brand strength In International Journal of Research in Marketing (2003)
Author(s): P. Henderson, J. Cote, S. Leong, Bernd Schmitt

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Creating Local Brands in Multilingual International Markets In Journal of Marketing Research (2001)
Author(s): Bernd Schmitt, Shi Zhang

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Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China In Journal of Cross-Cultural Psychology (2001)
Author(s): J. Aaker, Bernd Schmitt

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CaseWorks

Samsung's Next Frontier: Spring 2010
Author(s): Bernd Schmitt

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SAP: Building a Leading Technology Brand: Fall 2009
Author(s): Bernd H. Schmitt, David Rogers

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Yuhan Kimberly: "Keep Korea Green": Spring 2009
Author(s): Bernd Schmitt, Dae Ryun Chang

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Seoul Philharmonic Orchestra: Summer 2008
Author(s): Hun-Joon Park, Bernd Schmitt

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Books

The changing face of the Asian consumer: Insights and strategies for Asian markets (2013)
Author(s): Bernd Schmitt

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Happy customers everywhere: How your business can benefit from the insights of positive psychology (2012)
Author(s): Bernd Schmitt

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Handbook on Brand and Experience Management (2009)
Author(s): Bernd Schmitt, David Rogers

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Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind. (2007)
Author(s): Bernd Schmitt

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Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers. (2003)
Author(s): Bernd Schmitt

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There's No Business That's Not Show Business: Marketing in an Experience Culture (2003)
Author(s): Bernd Schmitt, David Rogers, Karen Vrotsos

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Build your own garage: Blueprints and tools to unleash your company's hidden creativity (2001)
Author(s): Bernd Schmitt, Laura Brown

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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands (1999)
Author(s): Bernd Schmitt

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Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image (1997)
Author(s): Bernd Schmitt, Alex Simonson

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Forthcoming Articles

Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency In Journal of Business Research (2018)
Author(s): J. Josko Brakus, Bernd Schmitt, Shi Zhang

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How to Advertise and Impact the Brand? An Analysis of Advertising Appeals in Countries at Different Levels of Development In Journal of Advertising Research (2012)
Author(s): Lia Zarantonello, Bernd Schmitt, Kamel Jedidi

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