Philipp Jaufenthaler, PhD

Philipp.jaufenthaler@uibk.ac.at

Research Interests:

• Family Firm Branding
• Stakeholder Marketing
• Brand Localness
• Consumer Reactions to AI-based Content
• Effects of Humanization 
   

 Journal Publications:

• Jaufenthaler, P., Kallmuenzer, A., Kraus, S., & De Massis, A. (2025). The Localness Effect of Family Firm Branding on Consumer Perceptions and Purchase Intention: An Experimental Approach. Journal of Small Business Management, 63(2), 590-619.
• Jaufenthaler, P., Schroll, R., & Grewal, D. (2024). Consumer Responses to CSR News of Family Business Brands:  An Experimental Approach.  Family Business Review,  37(4),  431- 448.
• Schöps, J. D., & Jaufenthaler, P. (2024). Semantic Network Analysis in Consumer and Marketing Research: Application Areas in Phygital Contexts. Qualitative Market Research: An International Journal, 27(3), 495-514.
• Jaufenthaler, P., Koll, O., Lude, M., & Prügl, R. (2023). Country Differences in Family Firm Reputation: An Exploration in Germany, India, and the United States. Family Business Review, 36(4), 352-374.
• Jaufenthaler, P. (2023). Beauty Lies in the Eye of the Beholder: Consumers' and Jobseekers' Interpretations of the Family Business Brand. Journal of Product & Brand Management, 32(5), 697-712.
• Jaufenthaler, P. (2023). A Safe Haven in Times of Crisis: The Appeal of Family Companies as Employers Amid the COVID-19 Pandemic. Journal of Family Business Strategy, 14(1), 100520.

 

Conference Contributions:

• Schaible, M., Prügl, R., Jaufenthaler, P., & Lude, M. (2025). The Uniqueness Fallacy – Experimental Evidence on the Diminishing Power of the Family Business Branding Signal. International Family Enterprise Research Academy, 2025, Zadar, Croatia.
• Jaufenthaler, P., Grohs, R., & Koll, O. (2025). Destination Saudi: How Transfers to Emerging Leagues Impact the Image of Football Player Brands. Academy of Marketing Science Conference, 2025, Montreal, Canada.
• Jaufenthaler, P., & Scott, T. J. (2024). The Reputation of Business Families: Introducing the Business Family Brand. International Family Enterprise Research Academy, 2024, Lisbon, Portugal.
• Jaufenthaler, P., & Schöps, J. D. (2023). Semantic Network Analysis in Consumer Research. Association for Consumer Research Conference, 26-28, 2023, Seattle, USA.
• Jaufenthaler, P., & Schroll, R. (2022): We are Family! Why and When Communicating Family Ownership Enhances Consumer Responses. Association for Consumer Research Conference, 2022, Denver, USA.
• Schroll, R., & Jaufenthaler, P. (2022): How, Why, and When Family Firm Branding Affects Consumer Responses. Brand Camp, Obergurgl, Austria.
• Jaufenthaler, P., Koll, O., Lude, M., & Reinhard Prügl (2020), The Brand Association FAMILY FIRM: Common, yet perceived as unique, often misunderstood and culturally prejudiced. Brand Camp, Obergurgl, Austria.
• Jaufenthaler, P., & Schroll, R. (2020): Humanizing the Family Business: When is Communicating Family-ownership Beneficial?. Association for Consumer Research Conference, Paris, FranceJaufenthaler, P. (2019): The Perception of Family Businesses around the Globe: A Cross-cultural Study. French-Austrian-German Workshop on Consumer Behavior, Nancy, France.

Teaching:

• Multi-channel Distribution and Price Mangement (Master Marketing and Branding)
• Strategic Marketing, Value Creation and Value Delivery (Bachelor Management and Economics)
• Strategy & Marketing (Bachelor Management and Economics)
• Seminar with Bachelor's Thesis (Bachelor Management and Economics)

Education:

• PhD (Management)
• Master (Strategic Management)
• Bachelor (Management and Economics)

Research Grants:

• Early Stage Funding (2024): 3.290€
• Austrian Research Association (ÖFG) Grant for 'International Communication' (2023): 1.500€
• Staff Mobility Grant (2023): 1.800€
• EXCHANGE Program 'Outgoing Junior Researcher' (2023): 1.500€
• Mountain Agriculture Research Unit Research Grant (2020): 910€
•  Austria Research Promotion Agency Innovation Voucher (2019): 12.500€
•  D. Swarovski KG Research Grant (2019): 4.000€

Research Awards

• Family Firm Institute (FFI): Best International Dissertation Award in Family Firm Research (2024)
• Rudolf Sallinger Award for Outstanding Research on Socio-Economic Issues in Family Businesses (2024)
• Tyrol Chamber of Commerce Research Award (2024)
• Best Student Paper Award University of Innsbruck (2024)