Dr. Reinhard Grohs

Assistant Professor

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

Universitaetsstrasse 15
Room o.3.25
6020 Innsbruck
email: reinhard.grohs@uibk.ac.at
Phone: +43 (0) 512 507 7210





Reinhard Grohs studied International Business Administration at the University of Vienna and at Monash University in Melbourne, Australia. In 2004 he finished his doctoral dissertation on sponsorship effects on consumer behavior. From 1999 to 2009 he worked at the Department of Marketing at the University of Vienna and at the University of Otago in New Zealand. Since 2009 Reinhard has been Assistant Professor at the Brand Research Laboratory and the Department of Strategic Management, Marketing and Tourism at the University of Innsbruck. He researches and teaches sports marketing, branding and marketing communication, and the development and application of quantitative methods in these areas. A main research focus is on the marketing communication tool (sport) sponsorship, especially with regard to its impact on consumers.

For a more detailed vita please have a look here:   (german);   (english)


Research Areas:

  • Sports Marketing
  • Sponsorship
  • Quantitative Methods
  • Branding


Responsibilities at University:

  • Study program coordinator for Master in Strategic Management.
  • Conceptualisation and execution of various marketing courses in the areas marketing communications, event marketing, market research, segmentation, principles of marketing, management science, consumer behaviour, sports marketing, sponsorship, advanced marketing analysis, research methods, research and methodology.
  • Lecturer at Fachhochschul-Studiengang für Internationale Wirtschaftsbeziehungen in Eisenstadt, at Fachbereich für Kommunikationswissenschaften der Universität Salzburg, and for the Master in Tourismusmanagement at FH Krems.
  • Supervision of Master thesis candidates at the University of Vienna, the University of Applied Sciences in Eisenstadt and the University of Otago.
  • Business projects with companies and event organisers (Liebherr Verkehrstechnik, Life Ball, etc.); supervision of students engaged in business projects (University of Otago).
  • Reviewer for Australasian Marketing Journal, Journal of Business Research, Journal of the Global Academy of Marketing Science, Marketing - Journal of Research and Management, Schmalenbach Business Review, Social Sciences and Humanities Research Council of Canada, Spectrum der Sportwissenschaften, ANZAM 2004, ANZMAC 2005-2008, EMAC 2007.




Grohs, R. (2008): Sponsoring und Eventmarketing: Wirkungen auf den Konsumenten, VDM Verlag: Saarbrücken

Refereed journal articles:

Grohs, R., Wagner, U., Steiner, R. (2012): An Investigation of Children’s Ability to Identify Sponsors and Understand Sponsorship Intentions, Psychology & Marketing, 29 (11), 907-917

Grohs, R., Reisinger, H. (forthcoming): Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement, accepted for publication in Journal of Business Research

Grohs, R., Wagner, U. (2011): Erkennen und verstehen Kinder kontextverbundene Markenpräsentationen? Marketing ZFP – Journal of Research and Management, 33 (1), S. 7-18

Grohs, R., Ebster, C., Kummer, C. (2009): „An meinen Fähigkeiten als Liebhaber habe ich schon gelegentlich gezweifelt“ – Die Messung sozial erwünschten Antwortverhaltens, Marketing ZFP, 31 (2), S. 87-100

Fam, K.-S., Grohs, R. (2007): Cultural Values and Effective Executional Techniques in Advertising: A Cross-country and Product Category Study of Urban Young Adults in Asia, International Marketing Review, 24 (5), 519-538, Paper was nominated by Emerald as the Top 10 article out of 450 for the month of November 2007

Grohs, R., Reisinger, H., Kappler, S. (2006): Wirksamkeit von Sozio-Sponsorings: Die Bedeutung der Höhe der Sponsoring-Ausgaben und der Auffälligkeit der Inszenierung, der markt, 45 (2), 77-87

Grohs, R., Reisinger, H. (2005): Image Transfer in Sports Sponsorships – An Assessment of Moderating Effects, International Journal of Sports Marketing and Sponsorship, 7 (1), 42-48

Grohs, R., Wagner, U., Vsetecka, S. (2004): Assessing the Effectiveness of Sport Sponsorships – An Empirical Examination, Schmalenbach Business Review, 56 (2), 119-138

Refereed conference proceedings and presentations:

Wolfsteiner, E., Grohs, R. (2011): (In)correct Sponsor/Ambusher (Non)identification: An Experiment, 40th EMAC Conference, Ljubljana, Slovenia, May 24-27 2011

Grohs, R. (2011): Sportsponsoring: Wissenschaftliche Perspektiven aus der Sicht des Marketing, 1. Innsbrucker Sportökonomie und –management Symposium, Innsbruck, Austria, March 17 2011

Woisetschläger, D., Grohs, R., Reisinger, H. (2011): Neglected Consequences of Sponsorship Deal Terminations: An Empirical Examination, 1st Brand Camp, Obergurgl, Austria, February 27 – March 2 2011

Grohs, R., Wagner, U., Steiner, R. (2010): Children’s Sponsorship Recognition and Understanding, French-Austrian-German Workshop on Consumer Behaviour, Saarbrücken, Germany, September 30 – October 1 2010

Grohs, R., Reisinger, H. (2010): Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement, Fourth German-French-Austrian Conference on Quantitative Marketing, Vienna, Austria, September 16-18 2010

Reisinger, H., Grohs, R., Woisetschläger, D. (2008): Adverse Sponsorship Effects: Observations and Remedies, Proceedings of the ANZMAC Conference 2008, University of Western Sydney, Sydney, Australia, December 1-3 2008