Prof. Dr. Fernando Fastoso

I hold the Chair in Brand Management for Luxury and High-Value Brands at Pforzheim University. My Chair is the first at a German university devoted to luxury marketing. I am also a speaker and consultant. 

My background is multicultural and I am fluent in English, German and Spanish. 

Most recently, I contributed to articles on luxury topics that appeared in the  French press – Le Figaro, Le Parisien –, in the Spanish El Mundo, in the Swiss Neue Zürcher Zeitung as well as in the German press: Der Spiegel,   

Süddeutsche Zeitung, FAZ, Manager Magazin, Deutsche Welle, Deutschlandfunk Wirtschaft,  Deutschlandfunk Kultur and   

BR2 Kulturwelt.  In addition, Porsche interviewed me on luxury, the metaverse and Gen Z for their Annual and Sustainability Report 2022.

You can also read, hear or watch earlier interviews with me on luxury in the following print, TV, radio and online German media outlets: Der Spiegel, WirtschaftsWoche, Die Zeit, Die Welt, FAZ, and ARD. Outside of Germany: Neue Zürcher Zeitung, Salzburger Nachrichten, Puls24 and ItaliaOggi.

My expertise lies in the areas of cross-cultural and luxury brand marketing. 

My research focuses on how consumers interact with brands when those brands cross national borders (consumer psychology) and how companies can best adapt their strategies in response to consumer needs (brand marketing strategy). 

I joined Pforzheim University after holding academic positions at the Universities of York and Bradford in the UK for fifteen years. 

 
Before becoming an academic, I worked for a decade as account executive and strategic planner for the DDB global communications network in Germany. 

 
In those roles I advised global clients in the FMCG (e.g., Henkel laundry detergents, Bahlsen), luxury (KPM Berlin), and services sectors (e.g., Metro AG and Deutsche Bank Leasing). 

My research has been published in high quality academic journals (VHB-A and B; ABS/AJG3, 4, 4*) including the Journal of International Business Studies, Journal of International Marketing, Journal of Business Research, Journal of Business Ethics, British Journal of Management, Journal of International Management, Psychology&Marketing, and International Marketing Review. 

I was Associate Editor of the International Marketing Review for ten years. I am now  in the Editorial Boards of the Journal of Advertising Research, the International Journal of Advertising, and the International Marketing Review. 

e-mail me at:

fernando.fastoso@icloud.com

Follow me on: https://www.linkedin.com/in/fernando-fastoso-phd-1928881/

My website at Pforzheim University:

https://www.hs-pforzheim.de/en/profile/fernandofastoso