Dr. Verena Wieser

Assistant Professor

(Maiden Name: Verena Stöckl)

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

Universitaetsstr. 15
Raum o.3.26
6020 Innsbruck
Austria / Europe
phone: +43 (0) 512/507 72554
email: verena.stoeckl@uibk.ac.at

Verena Stöckl

Verena studied International Business Administration at the University of Innsbruck and the Carleton University (Canada). After her graduation in April 2008 she worked in the field of sports event management for several years. She joined the department of marketing in October 2011.


Publications and Refereed Conference Proceedings

  • Stoeckl, Verena E. and Marius K. Luedicke (forthcoming), “Doing Well while Doing Good? An Integrative Review of Marketing Criticism and Response,” Journal of Business Research, Special Issue on Positive Marketing.
  • Stoeckl, Verena E. (2014), “Lonely Rebel or Pioneer of the Future? Towards an Understanding of Stakeholder Framing of Activist Brands,” in NA - Advances in Consumer Research, Vol. 42, forthcoming.
  • Stoeckl, Verena E., Sabrina Gabl, Sylvia von Wallpach, and Andrea Hemetsberger (2014), “Discursive Brand Solidarisation - An Action Net Perspective,” Conference Proceedings of the 43rd EMAC Conference, Valencia, Spain, Vol. 43, forthcoming.
  • Stoeckl, Verena E. and Marius, K. Luedicke (2013), “Where Marketing Causes Trouble”, Humanistic Marketing, ed. Richard J. Varey and Michael Pirson, Hampshire, UK: Palgrave Macmillan, 19-28.
  • Gabl, Sabrina, Stoeckl, Verena E., and Andrea Hemetsberger (2013), “The Two Sides of the Gold Medal: Paradoxes of the Olympic Experience,” in NA - Advances in Consumer Research, Vol. 41, forthcoming.
  • Stoeckl, Verena E., Luedicke, Marius K., and Katharina C. Husemann (2012), “Exchange or Exploitation? A Meta-Analytical Review of Social Conflicts between Marketers and Consumers”, Conference Proceedings of the 41st EMAC Conference, Lisbon, Portugal.

Conference Presentations

  • Pristach, Matthias, Stoeckl, Verena E., and Reinhard Grohs (2014), „Mehr als Eventsponsoring: Wertschöpfungspraktiken am Beispiel des Freeride World Qualifiers in Hochfügen,“ 4. Innsbrucker Sportökonomie- und Management Symposium, Innsbruck, Österreich.
  • Stoeckl, Verena E. and Marius Luedicke (2011), “Changing the World with (of) Marketing?“, Positive Marketing Conference, New York, USA.


Research Grants

  • Aktion D. Swarovski & Co 2013, Research Funding at the Leopold-Franzens University of Innsbruck for the project "One for all and all for the brand": Paradoxes and Solidarity in Brand Action Nets (Stoeckl, Verena E., Gabl, Sabrina, vonWallpach, Sylvia, and Andrea Hemetsberger)
  • Aktion D. Swarovski & Co 2013, Research Funding at the Leopold-Franzens University of Innsbruck for the project “Brand Analysis 3.0: How to Analyze Moral Conflicts that Jeopardize a Company’s Brand Asset” (Husemann, Katharina C., Stoeckl, Verena E. and Marius K. Luedicke)
  • University of Innsbruck Research Grant for Young Scholars/Förderstipendium der Universität Innsbruck



  • The Franco Nicosia ACR Best Competitive Paper Award presented by the Jagdish Sheth Foundation for the paper “Lonely Rebel or Pioneer of the Future? Towards an Understanding of Stakeholder Framing of Activist Brands”; 42nd Association for Consumer Research Conference in Baltimore, USA (2014)

International Workshops and Doctoral Seminars

European Consumer Culture Theorizing Doctoral Seminar Series:

  • “Qualitative Methods and Research Design,” October 2014, SKEMA Business School, Lille (France)
  • "Consumption, Markets and Culture,” May 2013, Bilkent University, Ankara (Turkey)
  • “Consumption Theory: Canon of Classics,” December 2012, University of Southern Denmark, Odense (Denmark)



  • Association for Consumer Research (ACR)
  • European Marketing Academy (EMAC)


Teaching and Additional Activities

  • “Value Creation and Value Delivery Processes” (Bachelor Program, Course Coordinator), “Strategy and Marketing” (Bachelor Program, Course Lecturer)
  • Supervision of bachelor, diploma, and master theses

Supervision Activities

  • Bachelor and Master Theses in the Area of Consumer Culture Theory
  •  Main areas of interests:
    • Branding/Marketing: Moralism in Branding (brand case studies); Market (R)Evolutions (market crisis/brand crisis)
    • Consumer Research: Consumption skills (sports contexts); extra-ordinary consumption experiences (mega-events contexts)

Management Activities

  • Coordinator of the bi-annual workshops of the Marketing Club “Freundeskreis Innsbrucker Marketer“
  • Coordinator of various business projects (e.g., BOE Parking, LFU Unit for Further Education)


Practical Experience

  • Deutscher Fußballbund, Frankfurt am Main, Germany
  • UEFA, Euro 2008 SA, Nyon, Switzerland
  • Swarovski Business Unit Architecture, Wattens, Austria (EUROMOBIL)
  • WKÖ, Office Atlanta, USA (Volunteer)
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