Ronald is a PhD candidate at the Utrecht University of Applied Science in knowledge centre Strong Economic and Creative City and University of Twente. Within the research group Marketing, Market research and Innovation he conducts a study to the role of human values within the behaviour between brands and consumers.
He also teaches consumer behaviour at the Utrecht University of Applied Science and Advertising and Consumer Psychology at the University of Twente. Besides, he teaches occasionally at different universities such as the University of Amsterdam, the VUA, and the university of Leuven.
Ronald studied the aspect Brand Personalities and better tools to measure these in order to develop his concept of the Brand Persona for a longer time. He has been involved with managing brands since 1982.First in advertising management for top 25 brands in the Netherlands and Europe followed by positions in Heineken as Global Advertising Manager, Global Marketing Director Heineken brand, Global Director Corporate Marketing, Commercial Director (Vietnam) and Managing Director (Netherlands Antilles, Bahamas, Lebanon).
Ronald holds a recent Masters in Communication Science of the University of Twente and lectures in the subjects of marketing, marketing communications and consumer behaviour. He is an appreciated marketing blogger for the Adformatie group, holds a position on the supervisory board of a Dutch family company and is involved with marketing development at Science Rockstars and Madeforwebacademy.com. His academic interests are in the subjects of consumer brand relationships, branding, persuasion en virality in social networks.