Univ.-Prof. Dr. Andrea Hemetsberger

 

Professor of Branding

University of Innsbruck School of Management
Department of Strategic Management, Marketing and Tourism

Universitätsstr. 15
Room o.3.27
6020 Innsbruck
Austria / Europe
phone: +43 (0) 512/507 7213
email: andrea.hemetsberger@uibk.ac.at 
http://hemetsberger.cc

 hemetsberger
Vita:

I got my first degree as a teacher in home economics at the Institute for Pedagogical Studies in Innsbruck before I engaged in my studies in Business Management at the Leopold-Franzens University of Innsbruck. After a two-year project for the Austrian Chamber of Commerce I started working part-time and lecturing at the former Department of Marketing and Retailing. Since 1993 I am Assistant Professor and finished my doctorate in 1997. In 2000 I was granted a Marie-Curie fellowship from the European Commission and spent a year at the department of Marketing at Tilburg University, Tilburg, The Netherlands. After finishing my Habilitation thesis in 2006 I was visiting researcher at the Schulich School of Business, York University in Toronto, Kanada and visiting professor at the Ecole Supérieur des Economiques et Commerciales, Paris, France. I am regular guest professor at the Université Paris-Dauphine in Paris since 2008.

Since April 2011, I am Professor for Branding at the Department of Strategic Management, Marketing & Tourism.

Area of Research:

My research revolves around Branding, Creative Consumer Crowds, and the Free Software and the Open Source movement in particular. Currently, I am researching issues of authenticity with community created brands like these.  Another project investigates their common creative practices and how these are dramatically altering our understanding of production, consumption, and innovation in the postindustrial economy.

In the area of consumer psychology I am currently involved in projects around consumer brand passion, brand experience and self transformation, and how this all relates to consumption behavior, evangelism, innovation, and ritual practices.

I am also deeply involved in research on branding, brand identification, and in brands as complex social phenomena, in particular.

Every once and a while I am doing 'fun projects' related to most recent branding and consumer phenomena, for instance non-traditional gender consumption, or consumer luxuries.


Methodology:
Grounded Theory, In-depth Interviewing, qualitative and quantitative content analysis, discourse analysis, rarely SEM, and experiments.

Theory:
Consumer Culture Theoretics, Collective Action Theory, Activity Theory, Social Practice Theory

Research projects:
 
Selected Publications:
  • Bauer, Martina, Sylvia von Wallpach and Andrea Hemetsberger (2011), “ ‘My little luxury’ – a consumer-centered, experiential view, ” Marketing Journal of Research and Management, 38/1, 57-66.
  • Roland Schroll, Andrea Hemetsberger, and Johann Füller. (2011), “Fine Feathers Make Fine Birds - Community Brands and Branded Communities,” Advances in Consumer Research, Vol. 38.
  • Ralf Weinberger and Andrea Hemetsberger (2011), “Men, Bags, and the City – Male’s Adoption of Non-Traditional Gender Aesthetics,” Advances in Consumer Research, Vol. 38.
  • Hemetsberger, Andrea and Christian Reinhardt (2009), "Collective Development in Open-Source Communities: An Activity Theoretical Perspective on Successful Online Collaboration," Organization Studies, Vol. 30, 9, 987-1008.
  • Kozinets, Robert V., Andrea Hemetsberger and Hope J. Schau (2008), "The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing," Journal of Macromarketing, Vol. 28, 4, 339-354.
  • Pichler, Elisabeth A. and Andrea Hemetsberger (2008), "Driven by Devotion - How Consumers Interact with their Objects of Devotion," Advances in Consumer Research, 35, Vol. 35, 439-443.
  • Hemetsberger, Andrea and Christian Reinhardt (2006), "Learning and Knowledge-building in Open-Source Communities: a social-experiential approach," Management Learning, 37(2), 187-214.
  • Hemetsberger, Andrea and Georg Godula (2007), "Virtual Customer Intgration in New Product Development in Industrial Markets - The QLL-Framework," Journal of Business to Business Marketing, 14(2), Vol.14, 2, 1-40.
  • Pichler, Elisabeth A. and Andrea Hemetsberger (2007), "Hopelessly Devoted to You - Towards and Extended Conceptualization of Consumer Devotion," Advances in Consumer Research, Vol.34, 194-199.
  • Andrea Hemetsberger (2008), "Consumers' Changing Roles - from Creative Communities to Entrepreneurial Tribes," European Advances in Consumer Research, Milan, 2007, Vol.8, 345-346.
  • More...
Memberships:
  • Association for Consumer Research (ACR)
  • European Marketing Academy (EMAC)
  • Marie-Curie Fellowship Association (MCFA)
  • Verband der Hochschullehrer für Betriebswirtschaft (VHB)
Links:

to diploma theses, courses and office hours