Sabrina Gabl, PhD

Research Affiliate

Faculty of Business and Management
Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15
Raum o.3.29
6020 Innsbruck
Austria / Europe
phone: +43 (0) 512/507 72553


Sabrina Gabl

In 2011 Sabrina graduated from the University of Innsbruck with a 'Magister Degree' (equivalent to a Master's Degree) in Business Administration. She majored in Marketing and Strategic Management and joined the Marketing and Branding Team as a PhD Candidate in October 2011. In the course of her English studies, where she specialized in English literature, Sabrina studied a semester at Birmingham City University (UK). During the summer term 2015, Sabrina has been on a research visit at Copenhagen Business School (DK). Sabrina's contract ended in April 2016 and she finished her PhD dissertation in August 2016.


Sabrina is interested in different kinds of complex phenomena in branding and consumer research that involve paradoxes, multiplicities, and contradictions. She applies organizational and sociological theories such as institutional theory, paradox theory, and convention theory to disentangle these complexities and make them accessible for research. Sabrina conducts interpretative, qualitative research (e.g., netnography, interviews, archival data research) and investigates contexts such as Mozilla, Google, or the discourse surrounding the controversial merger of two ski areas.


  • Gabl, Sabrina (2015),"Mobilizing the Responsible Consumer: Multi-Level Risk Narratives in Subpolitical Debates," in NA - Advances in Consumer Research, Vol. 42, eds. Kristin Dahl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, 339-45.
  • Stoeckl, Verena, Sabrina Gabl, Sylvia von Wallpach, and Andrea Hemetsberger (2014), "Discursive Brand Solidarisation - An Action Net Perspective," in EMAC Conference Proceedings, Vol. 43.
  • Gabl Sabrina, Verena Stoeckl, and Andrea Hemetsberger (2013), “The Two Sides of the Gold Medal: Paradoxes of the Olympic Experience,” in NA - Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research, 367-72.
  • Gabl, Sabrina, and Andrea Hemetsberger (2012), "Collective Authentication," in NA - Advances in Consumer Research, Vol. 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN: Association for Consumer Research, 553-60.

Conference Presentations

  • Gabl, Sabrina, Verena Stoeckl, and Andrea Hemetsberger (2016), “Public Brand Auditing: A Convention Theory Perspective on Brand Evaluation,” Consumer Culture Theory Conference 2016, Lille, France. Full Paper. (Presentation in July 2016)
  • Gabl, Sabrina (2015), "Negotiating Governance Legitimacy: How Actors Produce a Multiplicity of Justifications to Subvert or Sustain Legitimacy," 31st EGOS Conference, Athens, Greece. Full Paper.
  • Gabl, Sabrina, Verena Stoeckl, Sylvia von Wallpach und Andrea Hemetsberger (2014), French-Austrian-German Workshop 2014, Paris, France.
  • Gabl, Sabrina (2013), “Metamarketing,” Brand Camp 2013, Obergurgl, Austria. Abstract.

Research Grants

  • Marietta Blau Grant (awarded December 2014)
    Research grant targeted at "highly qualified doctoral candidates" and funded by the OeAD-GmbH on behalf of and financed by the Austrian Federal Ministry of Science, Research and Economy (BMWFW)
  • Aktion D. Swarovski & Co 2013 - Research funding for the Leopold-Franzens University of Innsbruck; Project: "One for all and all for the brand": Paradoxes and solidarity in brand action nets
  • University of Innsbruck Research Grant for Young Scholars/Förderstipendium der Universität Innsbruck

International Doctoral Seminars

Teaching and other Responsibilities

  • teaching winter term 2015/16: Strategy, Information and Value-Creation Processes (branding and innovation part)
  • summer term 2016: external lecturer at FH Salzburg
  • teachings in the past: Strategy and Marketing (seminar), Bachelor Seminar, coordinating company projects (LFU Unit of Further Education and Willi Dungl)
  • supervising bachelor and master theses
  • member of appointment committee (professor of marketing)
  • reviewing (e.g., FAG workshop, CCT conference, ZfP)
  • organizing Brand Ventures


  • Association for Consumer Research (ACR)
  • European Marketing Association (EMAC)
  • European Group for Organizational Studies (EGOS)

Practical Experiences

  • ACC, Innsbruck, Austria
  • Swarovski, Wattens, Austria