Club member Bianca Ziegler is currently studying for her Doctorate in Business Administration at Henley Business School. Part of her research involves exploring Brand Experiences in Luxury Car Brand Communities. Her main objective is to understand how Porsche Club members with different personality traits interact with the Porsche brand, build individual customer journeys and form brand experiences.
This research aims to:
- Understand what motivates Porsche Club members to engage with the Porsche brand.
- Identify meaningful interactions between the Porsche Club members and the Porsche brand.
- Assess the importance and impact of events on the relationship with the brand (before and during the COVID-19 pandemic).
- Link distinct personality trait with brand experiences.
This is the first part of a two-stage study, forming part of her Doctorate. The research is not sponsored by any company or organisation.
To fulfil her research, Bianca would like to invite Club members participate in a Teams or Skype video interview of about 30 minutes.
All research findings will be anonymous, and your identification will remain confidential at all stages of the research.
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