Empathy and success

Motivation and background of the research work

Development of empathic brand management, in particular an empathic brand experience model. This is based on the perspective of the company and brand as a dynamic process and the result of the interdependencies of all stakeholder groups, as is already practised in some areas of business management, for example in the integration of customers in product development or in the linking of merchandise management systems in logistics.

The development of an empathic brand experience model should draw on key findings of empathy research from psychology and neurology and be based on recognized brand management approaches. Empathy is to be identified as a success factor in brand management, in particular the management of brand experience.

Project objectives

Analysis and systematization of the scientific basis of neurology and psychology as well as findings from business practice on the conditions, mechanisms and effects of empathic perception and empathic behaviour.

Development of an extended definition of success

Deduction of approaches for a practice-oriented use of the findings of empathy research, specifically:

Systematic presentation of possibilities for the development of empathic perception and behavior patterns, taking into account an extended definition of success, with the following focus:

(1) Presentation of a framework for the application of empathic language

(2) Development of a framework of mental development of empathy

(3) Development of an empathic brand experience model (systematic)

Objectives with regard to the way in which the research results are developed and presented: high degree of connectivity to central theories and models of marketing as well as to marketing practice.

Project procedure

• Development of the central hypotheses
• Cross-disciplinary research into the state of research on empathy, particularly in psychology and neurology, on the relevance, conditions, mechanisms and effects of empathy (meta-analysis)
• Exchange with interdisciplinary experts from research, teaching and practice
• Targeted and systematic structuring of the results for practical application
• Development of a brand experience model that combines recognized marketing theories and models with research results on empathy from psychology and neurology

Innovation

The aim is to develop an approach to brand management (brand experience model) whose success is based on positive cooperation between all stakeholders involved and which inherently takes into account the interests of all those involved, with the aim of increasing the success (in the broader sense) of all those involved. (Strategic and operational realization of a win-win perspective for brand management, especially the management of brand experience.