Team

 

 
 
Andrea Hemetsberger
 
  Professor of Branding
 

 

Andrea is Professor of Branding, Academic Director of the Brand Research Laboratory and Speaker of the interdisciplinary research area EPoS (Economy, Politics & Society)  at the University of Innsbruck. Her research revolves around branding and brands as mediators; moments of luxury; brand experiences and self transformation; consumers' pursuit of being different; creative consumer online crowds, e.g. the Free Software and the Open Source movement; visual brand rhetorics on social media, and charismatic brand leadership. Andrea has published her research in the Journal of Consumer Research, Organization Studies, Journal of Macromarketing, Journal of Business Research, European Journal of Marketing, Consumption, Markets & Culture, Management Learning, Entrepreneurship and Regional Development, among others.

 
 
Christian
 
Post-doc Researcher
 

Christian studied business administration with a focus on marketing at the University of Innsbruck and Hanken (Helsinki). Today he works as a marketing consultant, lecturer and post-doc researcher. His main research area is enthusiastic consumers and revolves around how consumer culture is shaped by digital media and how this affects shared value creation and market dynamics. Methodologically, he focuses on digital and qualitative research methods. Christian has published his research in Organization Studies, Management Learning and European Journal of Marketing, among others.

 

Ramona

Research and Teaching Assistant
 

Ramona is PhD candidate in the field of consumer culture theory (CCT). In her dissertation she focuses on the relevance of consumer emotions in contemporary consumer society. Ramona is currently working on research projects that explore the relevance of consumer emotions and their management in the context of ski schooling, adventure tourism and true crime consumption. In her projects she draws on a variety of qualitative methods such as in-depth interviews, video-ethnographic methods or consumer diaries.

 

jonathan-schoeps

Research and Teaching Assistant
 

Jonathan specializes in market and consumer research in digital contexts. His research is characterized by the use of a wide variety of methods - from traditional qualitative to more recent approaches, i.e., digital methods, and context-wise denters on digital market system dynamics, fashion consumption, and body culture. Jonathan has published his research in the European Journal of Marketing, Consumption Markets & Culture, and Advances in Consumer Research.

 
 
Sarah Schwarz
 
Research and Teaching Assistant
 

After studying International Economic and Business at the University of Innsbruck and the Wilfrid Laurier University in Canada, Sarah Schwarz joined the marketing and branding team in April 2019. Her research interests revolve around consumer behavior, specifically consumer culture theory (CCT). She draws upon qualitatively oriented methods such as in-depth interviews, projective techniques, netnographic investigations and content analyses to study how digital nomads’ consumption manifests in experiences of luxury, sustainability, sociality, and materiality.

 

Verena Wieser

Assistant Professor
 

Verena Wieser studied International Business Administration at the University of Innsbruck and the Carleton University (Canada). After her graduation in April 2008 she worked in the field of sports event management for several years. She joined the department of marketing as a doctoral candidate in October 2011 and received her PhD in 2015. Her research interest focuses on moralism in branding and consumer research, collective skill aquisition, and charismatic brand leadership.

 
 
stephanie-kogler
Post-doc Researcher
 

Stephanie is a post-doctoral researcher in the Branding Team. She studied International Economic and Business Studies at the University of Innsbruck and at NEOMA Business School in Rouen (France). She gained professional experience at Abercrombie & Fitch and joined the Marketing and Branding Team as a PhD Candidate in October 2016. From 2018 - 2019 she has been a visiting PhD student at the Lifestyle Research Center, EMLYON Business School (France) and received her PhD in 2021. Stephanie's research focuses on consumer culture, branding and digital media. She explores how visual content online, specifically on Instagram, influences and shapes brands and branding. Methodologically, she engages in creative visual research methods to explore the visual co-construction of brands online. Stephanie has published her research in Consumption Markets & Culture and in Advances in Consumer Research. 

 

Carolin Lemoine

Office Assistant
 

Carolin Lemoine joined the Branding Team in 2013.

 Brand Lab Affiliates

 

Oliver Koll

Professor of Marketing
 

Oliver Koll is Professor of Marketing at the Department of Strategic Management, Marketing and Tourism, University of Innsbruck. Oliver's research focuses on techniques to understand brand meaning and how consumer brand meaning relates to managerially relevant brand outcomes, like trust, recommendation or purchasing. He also investigates how channel strategies, in particular the entry into discount channels, affect the equity of brands. His publications include outlets like The Journal of the Academy of Marketing Science, the European Journal of Marketing and Psychology & Marketing.

luedicke
 
Reader in Marketing
Marius Lüdicke is an Associate Professor / Reader at Bayes Business School and an expert in brand strategy. He has been the founding Director of the Brand Research Laboratory from Mai 2010 until Mai 2013. His research explores social conflicts that originate from consumers' struggling with ecological consumption, diversity, and immigration. His studies have been published in the Journal of Consumer Research, Psychology & Marketing, Long Range Planning, Consumption Markets & Culture, the Journal of Macromarketing, Marketing JRM, Journal of Business Research, and the Journal of Consumer Policy. 

 

grohs

Professor of Sport Management
 

Reinhard Grohs is Professor at the Privatuniversität Schloss Seeburg. Reinhard’s research applies innovative quantitative techniques in the fields of branding and marketing communication, particularly in sports sponsorship. His research has been published in outlets like International Marketing Review and Schmalenbach Business Review and was covered by national and international magazines and newspapers.

Katharina Husemann
 
Senior Lecturer in Marketing
 
Katharina Husemann is a senior lecturer in Marketing at King’s Business School, King’s College London. Her research programme is embedded in the field of consumer culture theory and aims at exploring consumer experiences of, or consumer responses to, a globalized, accelerated, and digitalized consumer culture that contemporary Western societies have developed into. Her studies have been published in the Journal of Consumer Research, Psychology & Marketing, Long Range Planning, Consumption Markets & Culture, the Journal of Macromarketing, Marketing JRM, Journal of Business Research, and the Journal of Consumer Policy. 




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