Felicitas Morhart

Felicitas has been voted among the “top 40 under 40” by the Swiss business magazine Bilanz and twice among the Top 100 Women in Switzerland by the magazine Women in Business. Her way into luxury research is deeply rooted in her penchant for beautiful surroundings, soulful music, and sensuality. Her personal brand symbol is the Pink Panther.

Felicitas’ research lies at the intersection of marketing and leadership and mainly deals with the question of how the interaction with brands contributes to people’s meaning and identity expression. Exemplary are her seminal work on behavioral branding, brand-specific leadership and brand authenticity. In her current research she concentrates on luxury branding, status consumption, and materialism in the light of societal, technological and environmental disruption.

https://journals.sagepub.com/doi/abs/10.1509/jmkg.73.5.122

https://www.sciencedirect.com/science/article/abs/pii/S1057740814001089

https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21285