Univ.-Prof. Dr. Andrea Hemetsberger 


Professor of Branding


Academic Director of the Brand Research Laboratory (Brand Lab)

Speaker of the Research Area EPoS Economy, Politics & Society 


University of Innsbruck Faculty of Business and Management
Department of Strategic Management & Marketing                               

Universitätsstr. 15
Room o.3.24
6020 Innsbruck
Austria / Europe
phone: +43 (0) 512/507 72550
email: andrea.hemetsberger@uibk.ac.at 

 Andrea Hemetsberger

I graduated in home economics at the Institute for Pedagogical Studies in Innsbruck and in Business Management at the Leopold-Franzens University of Innsbruck. After a two-year project for the Austrian Chamber of Commerce I was working and lecturing at the former Department of Marketing and Retailing before I finished my doctorate in 1997. In 2000 I was granted a Marie-Curie fellowship from the European Commission and spent a year at the department of Marketing at Tilburg University, Tilburg, The Netherlands. After finishing my Habilitation thesis in 2006 I was visiting researcher at the Schulich School of Business, York University in Toronto, Kanada and visiting professor at the Ecole Supérieur des Economiques et Commerciales, Paris, France. I am guest professor at the Université Paris-Dauphine in Paris, and guest lecturer at the International Luxury MBA at the ESSEC business school, since 2008.

From May 2010 to December 2020 I was speaker of the interdisciplinary research platform Organizations & Society at the University of Innsbruck; since April 2011 Professor of Branding at the Department of Strategic Management & Marketing, and academic director of the Brand Research Laboratory Brand Lab at the University of Innsbruck. I served as Head of the Department of Strategic Management, Marketing and Tourism from January 2016 to December 2020. In January 2021, I was elected speaker and member of the managing team of the new interdisciplinary Research Area EPoS - Ecomomy, Politics & Society.

Area of Research:

My research revolves around Branding; Brand Performativity; Brands as Social Representations and Social Mediations; Visual Brand Representation on Social Media; Luxury Experiences; Everyday Luxuries and Identity Construction; Consumers' Pursuit of Being Different (Anders-sein); Charismatic Brand Leadership; Marketing Paradoxes, Tensions and Change in the Free Software and the Open Source field; Brand Legitimization of Google; and Traditional Alpfoodways as Intangible Cultural Heritage.

Interpretive Studies, Phenomenology, Netnography, Visual Analysis

Consumer Culture Theoretics, Social Representations & Social Mediation Theory, Performativity Theory, Action Nets, Activity Theory, Convention Theory, and more.

Research projects and interests:
Selected Publications:
  • Wieser, Verena E., Marius K. Lüdicke and Andrea Hemetsberger (accepted manuscript), “Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace,” Journal of Consumer Research
  • Schwarz, Sarah and Andrea Hemetsberger (2020), “A Luxury Moment to Go, Please – Toward a Paradoxical View of Luxuriousness Among Cosmopolites,” NA Advances of Consumer Research, Paris online conference, 2020.
  • Von Wallpach, Sylvia, Andrea Hemetsberger, Thyra U. Thomsen and Russel W. Belk (2020), “Moments of Luxury – A Phenomenological View of the Essence of Luxury Experience,” Journal of Business Research, 116, 491-502.
  • Schöps, Jonathan, Stephanie Kogler and Andrea Hemetsberger (2020). “(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages,” Consumption, Markets & Culture, 23 (2), 195-213.
  • Verena E. Wieser, Andrea Hemetsberger and Marius K. Lüdicke (2019), “Protest Rhetoric’s Appeal: How Moral Entrepreneurs Recruit the Media into Moral Struggles,” in Simone Schiller-Merkens and Philip Balsinger (eds.) The Contested Morality of Markets, Research in the Sociology of Organizations, Chapter 8, 151–166.
  • Hemetsberger, Andrea, Maria Kreuzer and Melanie Klien (2019), “From Caterpillar to Butterfly: Experiencing Spirituality via Body Transformation,” special issue on ‘Consuming the Spiritual’, Journal of Marketing Management, 35(5-6), 540-564.
  • Ladstätter, Florian, Andreas Plank and Andrea Hemetsberger (2018), “The Merits and Limits of Making Do: Bricolage and Breakdowns in a Social Enterprise,” Entrepreneruship & Regional Development, 30 (3-4), 283–309.
  • Jonathan Schöps, Philipp K. Wegerer and Andrea Hemetsberger (2017), “Brand-mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - The Case of American Apparel,” in NA - Advances in Consumer Research 45, forthcoming.
  • Von Wallpach, Sylvia, Andrea Hemetsberger and Peter Espersen (2017), “Performing identities: Processes of brand and stakeholder identity co-construction,” Journal of Business Research, 70, 443–452.
  • Sabrina Gabl, Verena Wieser and Andrea Hemetsberger (2016), “Public Brand Auditing: A Pathway to Brand Accountability,” in Nil Özçağlar-Toulouse , Diego Rinallo , Russell W. Belk (ed.) Consumer Culture Theory  (Research in Consumer Behavior, Volume 18) Emerald Group Publishing Limited, 147 – 167. (Literati Award 2017)
  • Andrea Hemetsberger, Sylvia von Wallpach and Martina Bauer (2015), “Women in Transition - consumption narratives of first-time motherhood,” NA-Advances in Consumer Research, Vol.43, Duluth, MN: Association for Consumer Research.
  • Gabl, Sabrina, Stöckl, Verena and Andrea Hemetsberger. (2013) “The Two Sides of the Gold Medal: Paradoxes of The Olympic Experience,” NA-Advances in Consumer Research, Vol.41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research.
  • Hemetsberger, Andrea (2013), “Crowdsourcing,” In: Russell W. Belk and Rosa Llamas (eds.), The Digital Consumer, New York: Routledge Companion Series, 159-170.
  • Hemetsberger, Andrea, Bauer, Martina, von Wallpach, Sylvia and Katrin Broger (2012), “’On transit’ – Changes in Consumer-Brand Relationships During Transition from Student to Professional Life, Marketing Journal of Research and Management, Vol.35 (1), 40-49.
  • Andrea Hemetsberger, Sylvia von Wallpach and Martina Bauer (2012), “Because I’m Worth It – Luxury and the Construction of Consumers’ Selves,” Advances in Consumer Research, Vol. 40.
  • Gabl, Sabrina and Andrea Hemetsberger (2012), “Collective Authentication,” Advances in Consumer Research, Vol. 40.
  • Hemetsberger, Andrea and Ralf Weinberger (2012), “In Pursuit of Being Different,” Advances in Consumer Research, Vol. 40.
  • Bauer, Martina, Sylvia von Wallpach and Andrea Hemetsberger (2011), “ ‘My little luxury’ – a consumer-centered, experiential view, ” Marketing Journal of Research and Management, 38/1, 57-66.
  • Roland Schroll, Andrea Hemetsberger, and Johann Füller. (2011), “Fine Feathers Make Fine Birds - Community Brands and Branded Communities,” Advances in Consumer Research, Vol. 38.
  • Ralf Weinberger and Andrea Hemetsberger (2011), “Men, Bags, and the City – Male’s Adoption of Non-Traditional Gender Aesthetics,” Advances in Consumer Research, Vol. 38.
  • Hemetsberger, Andrea and Christian Reinhardt (2009), "Collective Development in Open-Source Communities: An Activity Theoretical Perspective on Successful Online Collaboration," Organization Studies, Vol. 30, 9, 987-1008.
  • Kozinets, Robert V., Andrea Hemetsberger and Hope J. Schau (2008), "The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing," Journal of Macromarketing, Vol. 28, 4, 339-354. 


  • Dr. Otto Seibert Prize

  • Shelby Hunt Award 2012 for the most frequently cited paper in the Journal of Macromarketing, 2007-2012.

  • Emerald Literati Award for the Outstanding Author Contribution 2017 , together with Sabrina Gabl and Verena Wieser 
Link to Master and Diploma theses:

Master and Diploma theses

  • Association for Consumer Research (ACR)
  • European Marketing Academy (EMAC)
  • Marie-Curie Fellowship Association (MCFA)
  • Verband der Hochschullehrer für Betriebswirtschaft (VHB)

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