Dr. Sylvia von Wallpach

Assistant Professor

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

 

Universitaetsstr. 15
Room o.3.28
6020 Innsbruck
Austria / Europe
phone: +43 (0) 512/507 7204
email: sylvia.von-wallpach@uibk.ac.at

 

von-wallpach
Vita:

Sylvia studied International Business in Innsbruck and at the University of Western Sydney, Australia . She did her majors in Marketing and Human Resource Management. Since January 2006, Sylvia is member of the marketing team. In her cumulative doctoral thesis "A Multi-Stakeholder Approach to Brand Meaning" (2009) Sylvia focused on the development, measurement and outcomes of brand meaning among different stakeholder groups. In autumn 2008, Sylvia was a visiting scholar at Boston College, MA.

 

 Areas of Research:

Sylvia's main focus of interest is on multi-stakeholder branding and brands as social processes. In her research Sylvia focuses (a) on the negotiation of brand meaning and identity in stakeholder networks (b) on various brand meaning retrieval techniques and (c) on the impact of actual stakeholder brand meaning on attitudinal and behavioural variables.

 

Method Focus:
Qualitative methods including narrative interviews, storytelling, observation, document analysis as well as social discourse analysis and interaction analysis; free elicitation technique; various quantiative methods.

 

Theoretical Focus:
Branding, Organisation, and Stakeholder Theory
Cognitive and Social Psychology, Identity Theories

 

Projects:
  • Multi-stakeholder brand co-creation
  • Cognitive brand meaning representation and retrieval (multi-stakeholder focus)
  • A stakeholder-centered concept of luxury 

 

 Research Grants & Awards:

LFU (Leopold Franzens University of Innsbruck) Best Student Paper Award 2011

Project: Koll, Oliver; von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-Method Research on Consumer-Brand Associations: Comparing Free Associations, Storytelling, and Collages. Psychology and Marketing, 27 (6): 584-602.

TIM - Triconsult Award for Innovative Market Research 2011, 2nd rank

Project: Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors

Aktion D. Swarovski & Co 2010 - Förderungsbeiträge für die Leopold-Franzens Universität Innsbruck      

Project: Enacted Brand Identity: A Multiple Stakeholder Identity Perspective

Aktion D. Swarovski & Co 2009 - Förderungsbeiträge für die Leopold-Franzens Universität Innsbruck      

Project: Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors

Dissertation scholarship „Forschungsstipendium des ‚Vereins zur Förderung der wissenschaftlichen Ausbildung und Tätigkeit von Südtirolern an der Landesuniversität Innsbruck                                         

Project: Internal Branding

 

 Publications:

Refereed journal articles:

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2011). My little luxury - A consumer-centered experiential view. Marketing Journal of Research and Management, 1/11: 57-67.

Koll, Oliver; von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-Method Research on Consumer-Brand Associations: Comparing Free Associations, Storytelling, and Collages. Psychology and Marketing, 27 (6): 584-602.

Koll, Oliver; von Wallpach, Sylvia (2009). One Brand Perception? Or Many? The Heterogeneity Of Intra-Brand Knowledge. Journal of Product and Brand Management, Vol. 18 (5): 338-345.

 

Unpublished Dissertation

von Wallpach, Sylvia (2009). A Multi-Stakeholder Approach to Brand Meaning. Cumulative Dissertation, University of Innsbruck.

 

Refereed conference proceedings and presentations: 

Koll, Oliver; von Wallpach, Sylvia (2011). Managing stakeholder brand knowledge: Consensus and match with desired brand knowledge. Proceedings of the 40th EMAC, Ljubliana

Hemetsberger, Andrea; von Wallpach, Sylvia (2011). Multi-stakeholder brand identity. Proceedings of the 40th EMAC, Ljubliana.

von Wallpach, Sylvia; Kreuzer, Maria (2011). Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors. Symposium "Now I see what you mean: Emerging methodologies for revealing consumer's brand meanings", Society of Consumer Psychology Conference 2011, Atlanta.

Vallaster, Christine; von Wallpach, Sylvia (2011). Brand meaning co-creation of newcomers: a founder's perspective. 7th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Oxford.

von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors. KAMS Global Marketing Conference 2010, Tokyo.

von Wallpach, Sylvia, Hoppe, Melanie (2010). Multi-Stakeholder Brand Orientation. 6th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Barcelona.

Koll, Oliver, von Wallpach, Sylvia (2010). How facets of unaided brand knowledge affect consumer response. Proceedings of the 39th EMAC, Kopenhagen, Denmark.

Vallaster, Christine; von Wallpach, Sylvia; de Chernatony, Leslie (2010). Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning. Proceedings of the 39th EMAC, Kopenhagen, Denmark.

Vallaster, Christine; von Wallpach, Sylvia; de Chernatony, Leslie (2010). The struggle for corporate legitimacy: A discursive inquiry into multi-stakeholder brand meaning co-creation. 6th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Barcelona. 

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2010). Everyday luxuries - A consumer-centered view of luxury. French-German-Workshop on Consumer Behaviour 2010, Saarbrücken.

Von Wallpach, Sylvia; Woodside, Arch (2009). Organizational science theory of realized internal branding. Proceedings of the 38th EMAC, Nantes, France.

Koll, Oliver; von Wallpach, Sylvia (2008). Brand Meaning across Cultural and Organizational Boundaries. In: Proceedings of the 2008 AMS Cultural Perspectives in Marketing Conference, New Orleans, LA.

Koll, Oliver; von Wallpach, Sylvia (2008). Do they think what we want them to think? - Evaluating the fit between brand identity and reputation across multiple stakeholders. 4th International Colloquium of AM's Brand, Corporate Identity and Reputation Special Interest Group, Atlanta.

Koll, Oliver; Hemetsberger, Andrea; Pichler, Elisabeth A.; von Wallpach, Sylvia (2007). The Nature and Social Dynamics of Brand Interest Groups. Proceedings of the Thought Leaders International Conference on Brand Management 2007, Birmingham. CD-ROM.

von Wallpach, Sylvia; Koll, Oliver (2007). The formation of Brand Reputation: A Stakeholder perspective. Proceedings of the Thought Leaders International Conference on Brand Management 2007, Birmingham. CD-ROM.

von Wallpach, Sylvia; Koll, Oliver (2007). Stakeholder Brand Reputations: What do they have in common? Proceedings of the 36th EMAC, Reykjavik University,  Iceland, p. 286.

Vallaster, Christine; de Chernatony, Leslie; von Wallpach, Sylvia (2006). Weblogs: How they contribute to co-construct a corporate brand: The case of Gate Gourmet. Proceedings of the Thought Leaders International Conference on Brand Management 2006, Birmingham.

 

Book chapters: 

von Wallpach, Sylvia; Woodside, Arch (2010). Surfacing Executives' Interpretations of Self and the Roles of Co-Workers in Enacting Front and Back Stage Strategies. In: Arch Woodside (ed.), Case Study Research: Theory, Methods and Practice. Bingley, UK: Emerald Group Publishing Limited, pp. 157-188.

von Wallpach, Sylvia; Woodside, Arch (2009). Theory and Practice of Enacted Internal Branding: The Case of an Austrian B2B Company. In: Mark S. Glynn and Arch G. Woodside (eds.), Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises, Vol. 15 of Advances in Business Marketing and Purchasing, Bingley. UK: Emerald Group Publishing Limited, pp.389-428.

Mühlbacher, Hans; von Wallpach, Sylvia (2007). Wenn Markenwerte das Organisationsgeschehen leiten. In: Böhnisch, Wolf. R.; Reber, Gerhard, Leichtfried, Gerlinde; Hechenberger, Doris (Hrsg.): Werteorientierte Unternehmensführung in Theorie und Praxis II. Frankfurt am Main: Peter Lang Verlag, S. 175-204.

More...

 

Practical Experience:

 

 

 

 

Further Information:

Here you find Sylvia's current Diploma thesis topics and Courses.