Professor of Brand Management for Luxury and
High-value Brands. Speaker. Consultant.
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.
I regularly feature as an expert on luxury in the press. In Germany: Handelsblatt, Die Zeit
Die Zeit (II), WirtschaftsWoche, Der Spiegel, Süddeutsche Zeitung, and SWR TV. Outside of Germany: Le Figaro, Le Parisien, El Mundo.
You can also read or watch interviews with me here: Die Zeit, Der Tagesspiegel, NZZ Bellevue, Der Spiegel, WirtschaftsWoche, Die Welt, ARD, and Neue Zürcher Zeitung. I was also interviewed for the Porsche Annual and Sustainability Report 2022.
My expertise lies in the areas of cross-cultural and luxury brand marketing.
Currently, I am particularly interested in why so many non-rich consumers desire and often buy luxury brands. My research has also shed light onto 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:
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