Dr. Maria Kreuzer

Research Assistant

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

Universitaetsstr. 15
Raum o.3.33
6020 Innsbruck
Austria / Europe
email: maria.kreuzer@uibk.ac.at

Tel: +43 512 507 7201

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Vita:

From 2002 to 2007 Maria Kreuzer studied International Business Administration at the University of Innsbruck and the Trinity College in Dublin (2004) . She specialized in Marketing and Corporate Finance and joined the Marketing Team in October 2007. In her cumulative doctoral thesis "Understanding Consumer Embodied Brand Knowledge" (2011) Maria focused on researching and understanding multi-sensory and situation-sensitive consumer brand knowledge. 

 

Areas of Research 

  • Multi-sensory and situation-sensitive brand knowledge of consumers 
  • Multi-sensory and situational brand experience 
  • Embodied Cognition Theory

Method Focus 

  • Qualitative Methods especially projective techniques, elicitation techniques, narrative interviews and storytelling. 

 

Practical Experiences:

Publications:

Journal articles:

von Wallpach, Sylvia; Kreuzer, Maria (2012). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Journal of Business Research, Special Issue on Advancing Research Methods in Marketing. Published online. www.multisensorysculpting.com

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.

 

Conference proceedings:

Kreuzer, Maria and von Wallpach, Sylvia (2012). Comparing uni-sensory versus multi-sensory methods for embodied brand knowledge retrieval. Proceedings of the 41st EMAC 2012, Lisbon.

Koll, Oliver; Kreuzer, Maria (2011). Low Stability of Brand Associations – Are Method and Context To Blame? Proceedings of the AMA Winter Marketing Educators' Conference 2011, Austin.

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.

Kreuzer, Maria (2010). Adidas: A Loyal Friend or an Imposed Companion? A Metaphorical Approach for Understanding Situation-dependent Embodied Brand Knowledge of Consumers. Proceedings of the 39th EMAC, Copenhagen 2010, CD-ROM.

Kreuzer, Maria (2010). An Embodied Cognition Approach to the Study of Consumer Brand Knowledge. Doctoral Colloquium, Marketing Trends Conference, Venice, 2010.

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

 

Awards:

Preis der deutschen Marktforschung 2012 - Best Paper

Project: von Wallpach, Sylvia and Kreuzer, Maria. Multi-sensory sculpting (MSS): Die Erhebung multi- sensorischen Markenwissens anhand dreidimensionaler Skulpturen.

 www.multisensorysculpting.com

 

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