1. Bern University of Applied Sciences
  2. Bern Academy of the Arts
  3. About HKB
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Dr. Clemens Ammann

Profile

Dr. Clemens Ammann Dozent

Contact

Links

  • Address Berner Fachhochschule
    Business School
    Institut Marketing & Global Management
    Brückenstrasse 73
    3005 Bern

Activities

  • Lecturer in Marketing

  • Head of the CAS in Marketing

Teaching

  • Bachelor of Science (BSc) in Betriebsökonomie

  • Bachelor of Science (BSc) in International Business Administration

  • CAS Marketing

  • Marketing Strategy, Market Research, GenAI (CAS Marketing)

  • BMAR Marketing

  • IMAR Marketing (on an interim basis)

  • SP04 Junior Agency Award

Research

  • Brand Management

  • Consumer-based Strategies

  • Generative AI

CV

  • Dr. Clemens Ammann is a Lecturer at Bern University of Applied Sciences, where he teaches marketing and leads the CAS Marketing program. His doctoral research at the University of Bern examined why consumers defend brands against online criticism, a question at the heart of brand and reputation management. He brings the same evidence-based approach to his teaching, drawing on his applied work in marketing strategy and market research, and increasingly on how generative AI is reshaping the field.
  • Alongside his teaching, he is Co-CEO at Flybridge, a strategic partner for market research and marketing rooted in the University of Bern, where he helps organisations turn academic research into practical strategy and position their brands for the long term.
  • 2025– Lecturer in Marketing Bern University of Applied Sciences (BFH)
  • 2024– Co-CEO Flybridge
  • 2024– Research Associate University of Bern (Department of Marketing)
  • 2022– Lecturer IMU Marketing Executive Education (University of Bern)
  • 2023–2024 Programme Director, CAS Marketing Management and Sales IMU Marketing Executive Education (University of Bern)
  • 2021–2024 Head of Consulting Academic Alpha AG (now Flybridge)
  • 2022–2024 Postdoctoral Researcher University of Bern (Department of Marketing)
  • 2016–2021 Research Assistant, Doctoral Researcher and Consultant University of Bern (Department of Marketing)
  • 2016–2021 Programme Coordinator IMU Marketing Executive Education (University of Bern)
  • 2014–2016 Student Research Assistant University of Bern (Department of Marketing)
  • 2014–2016 Student Research Assistant University of Bern (Department of Organisation)
  • 2014 Market Research Intern Mobiliar AG
  • 2019–2022 CAS in Higher Education Teaching University of Bern
  • 2016–2021 Dr. rer. oec. University of Bern

Publications

  • Balazs, A.-M., Malär, L., Krohmer, H., Plociennik, T., & Ammann, C. (2026, June 2–5). AI-free signalling and the emergence of brand psychē in consumer judgement. 55th EMAC Annual Conference, Bath, United Kingdom.

  • Balazs, A.-M., Krohmer, H., Hediger, A., & Ammann, C. L. (2025, Mai). The path to implementation - A strategic framework for generative AI implementation. 54th EMAC Annual Conference, Pozuelo de Alarcón, Madrid, Spain.

  • Matzinger, J., Ammann, C. L., & Krohmer, H. (2025, Mai). Expectations, blame and betrayal: Exploring the dichotomous impact of brand purpose on consumer forgiveness in times of criticism. 54th EMAC Annual Conference, Pozuelo de Alarcón, Madrid, Spain.

  • Matzinger, J. T., Ammann, C. L., Näpfli, S. N., & Krohmer, H. (2024, Februar). The Double-Edged Sword of Brand Purpose in Times of Criticism: Fostering a Protective Halo and Precipitating Expectations. In American Marketing Association Conference.

  • Matzinger, J. T., Ammann, C. L., Krohmer, H., Hediger, A., & Näpfli, S. N. (2023, Mai). Investigating the True Effect of Corporate Reputation on Firm Performance: Disentangling the Measurement Jungle. In European Marketing Academy Conference.

  • Ammann, C. L., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2020, Mai). A Typology of Consumer Brand Defenders: When Egoists, Justice Fighters and Brand Fans Defend your Brand. In European Marketing Academy 2020 Annual Conference, Budapest, Hungary.

  • Ammann, C. L., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2020, Februar). A Typology of Consumer Brand Defenders. In 2020 AMA Winter Academic Conference, San Diego, CA.

  • Ammann, C. L., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2019, Mai). What Drives Consumers to Defend Your Brand Against Criticism? Egoistic versus Altruistic Motives. In 48th Annual Conference of the European Marketing Academy, Hamburg, Germany.