Dr. Fred Bronner

Biography

Fred Bronner obtained his degree in Political Science from the University of Amsterdam in 1971, specializing in research methods and techniques. He began his career at the market research agency Veldkamp, where he served as General Director from 1987 to 2002. Bronner remained closely connected to the University, completing his dissertation under the supervision of Prof. Dr. Rob Mokken on the topic of political preferences and decision-making processes. In 2002, he was appointed Full Professor of Communication Science at the University of Amsterdam, where he focused on Media Advertising Research. His inaugural lecture, titled 'Gezinspraak' (Family Speak), examined the implications of increasing democratization within families on commercial communications. He was named Emeritus Professor in 2012 and is an Honorary Fellow at ASCoR (Amsterdam School of Communication Research). Throughout his career, Bronner has aimed to bridge the gap between theory and practice, and his work spans various influential journals in the fields of market research and advertising. He has received numerous awards, including the Hans du Chatinierprijs and the MOA Oeuvre Award, recognizing his contributions to market research and innovative media studies. His current research interests include electronic Word-Of-Mouth (eWOM), consumer behavior, and the impact of multimedia on decision-making processes.

Research Interests

Experience

Awards