At Brand University, we are committed to addressing societal and economic challenges through transdisciplinary and application-oriented research in brand management and design research. Combining scientific rigor with practical relevance, our work focuses on knowledge transfer and innovation in research and teaching.
The Brand University Working Paper Series showcases current research and design projects by professors and outstanding students. The series promotes academic exchange by presenting ongoing work and new ideas in the fields of branding, consumer behavior, and design.
Edited by Prof. Yonca Limon-Calisan, all papers undergo an independent peer-review process to ensure scientific quality and methodological rigor.
BU Working Paper Series No. 1
How Brand Teasing Works Across Different Cultures
Published: 11 November 2025
This study explores how provocative and self-ironic advertising (“brand teasing”) is perceived in Germany, Japan, and the UAE, and examines its effects on brand perception, brand trust, and perceptions of humor and provocation.
Written by Robert Daniel, edited by Prof. Dr. Yonca Limon-Calisan.
BU Working Paper Series No. 2
Published: 11 May 2026
This study explores how artificial intelligence (AI) is integrated into creative processes in branding agencies, with a focus on corporate design. Based on qualitative expert interviews from Hamburg-based agencies and grounded in the AI Acceptance Model (AIAM) as an extension of TAM3, it examines applications, opportunities, and challenges of AI use in practice.
Written by Prof. Ansgar Eidens, edited by Prof. Dr. Yonca Limon-Calisan.
Contact Details
Prof. Dr. Yonca Limon-Calisan