Brand Culture and Corporate Culture

Research Activities

    • Participating observations at "VW Pentecost Meeting" ("VW Pfingsttreffen") in Bautzen, Germany (10.05.2008)
    • Autonews Wörthersee (23.05.2008)
    • Participating observations at the meeting of the "Original Golf I Interessengemeinschaft" (19.7.2008)
    • Participating observations at the VW meeting in Blasen (Lausitz), Germany (25.7.2008)
    • Qualitative interviews with Golf 5 GTI drivers (August 2008)
    • Participating observations at the excursion of the "Stammtisch des Golf 5 GTI Forums Berlin-Brandenburg (August 2008) 
    • Participating observations at the "Bulli Stammtisch" of the "VW-Bus Freunde Berlin-Brandenburg" (2008/2009)
    • Participating observations at Volkswagen AG in Wolfsburg (February - April 2009)
    • Qualitative interviews with representatives of Volkswagen AG (February - April 2009)
    • Participating observations at the Techno Classica 2009 in Essen, Germany (April 2009)
    • Participating observations at the meeting of the "Golf 5 GTI Forum" and qualitative interviews with its members in Geiselwind, Germany (April 2009)
    • Qualitative content analysis of 200 websites of German-speaking car communities (February - June 2009)
    • Discourse analysis of all printed VW Golf and VW Golf GTI advertisements between 1974 and 2009 (May - December 2009)
    • Discourse analysis of 300-600 articles about the VW Golf and the VW Golf GTI in the German automotive magazines 'Gute Fahrt', 'Auto Bild', and 'Auto, Motor und Sport' between 1974 and 2009 (May - December 2009)
    • Discourse analysis of photographs and stories of VW customers about the Golf and the Golf GTI from the years 1974 till 2009 (May - December 2009)