Dr. Sylvia von Wallpach

Sylvia von Wallpach is a former member of our marketing team here at the University of Innsbruck. In 2014, Sylvia joined the marketing team at the Copenhagen Business School in Denmark.

To reach her, please use the following links:
homepage: www.cbs.dk/en/staff/svw.marktg
email:  svw.marktg@cbs.dk

 

 

von-wallpach
Vita:

Sylvia studied International Business in Innsbruck and at the University of Western Sydney, Australia. She did her majors in Marketing and Human Resource Management.

Since January 2006, Sylvia is member of the marketing team. In her cumulative doctoral thesis "A Multi-Stakeholder Approach to Brand Meaning" (2009) Sylvia focused on the development, measurement and outcomes of brand meaning among different stakeholder groups.

During her doctoral studies, Sylvia was a visiting scholar at Boston College, MA (autumn 2008).

From September 2011 to January 2013 Sylvia was Visiting Scholar at the Department of Marketing of Copenhagen Business School, Denmark and Erwin Schrödinger Post-doctoral Fellow (March 2012-January 2013). 

 Areas of Research:

Sylvia's main focus of interest is on multi-stakeholder branding and brands as social processes. In her research Sylvia focuses (a) on the negotiation of brand meaning and identity in stakeholder networks (b) on various brand meaning retrieval techniques and (c) on the impact of actual stakeholder brand meaning on attitudinal and behavioural variables.

Method Focus:
Qualitative methods including narrative interviews, storytelling, observation, document analysis as well as social discourse analysis and interaction analysis; free elicitation technique; various quantitative methods.

Theoretical Focus:
Branding, Organisation, and Stakeholder Theory
Cognitive and Social Psychology, Identity Theories 

 

Projects:
  • Multi-stakeholder brand co-creation
  • Cognitive brand meaning representation and retrieval (multi-stakeholder focus)
  • Consumer life transitions, identity work and luxury perception

 

 Research Grants & Awards:

Research funding via the "Translational research program" (Land Tirol)                                                        Project: "Employer branding as communicative interface between employers and employees".                    (with Manfred Auer, Mike Peters, Gabriela Edlinger and Andreas Mölk)            

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                        (with Verena Stöckl, Sabrina Gabl, Andrea Hemetsberger)

HYPO Tirol Bank Research Award 2013                                                                                                        Project: "Employee during the day, consumer at night: How multiple stakeholder roles impact brand meaning" (with Maria Kreuzer and Martina Bauer)

Nomination by the FWF Austrian Science Fund as Top Young Austrian Researcher 2013 (35 nominees from all disciplines under the age of 35) http://derstandard.at/1369361893590/Wie-Oesterreich-forscht-und-foerdert

Young Researcher Award 2013 of the "Wissenschaftliche Kommission Marketing im Verband der Hochschullehrer für Betriebswirtschaft e. V.". Project: von Wallpach, Sylvia; Kreuzer, Maria (2012). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Journal of Business Research. www.multisensorysculpting.com 

German Market Research Award / 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.

Erwin Schrödinger Fellowship Abroad, March 2012 - Januar 2013                                                                 Project: Multi-stakeholder brand identity co-creation                                                                               Research institution abroad: Copenhagen Business School, Denmark

Research funding by the "Verein Südtiroler Bildungszentrum Genossenschaft-Sozialunternehmen und Südtiroler Bildungszentrum-Forum zur Kultur- und Spracherhaltung 2012"

Foreign exchange scholarship by the University of Innsbruck 2012

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        (with Maria Kreuzer)

HYPO Tirol Bank Research Award 2011                                                                                                     Project: A consumer-centered conceptualization of luxury and its meaning for the self                              (with Martina Bauer and Andrea Hemetsberger)

Research Funding by the "Verein Südtiroler Bildungszentrum Genossenschaft-Sozialunternehmen und Südtiroler Bildungszentrum-Forum zur Kultur- und Spracherhaltung 2011"

Aktion D. Swarovski & Co 2010 - Research funding for the Leopold-Franzens University of Innsbruck               Project: Enacted Brand Identity: A Multiple Stakeholder Identity Perspective (with Melanie Zaglia)

Aktion D. Swarovski & Co 2009 - Research funding for the Leopold-Franzens University of Innsbruck               Project: Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors        (with Maria Kreuzer and Christine Kittinger)

Dissertation scholarship 2006-2009 „Forschungsstipendium des ‚Vereins zur Förderung der wissenschaftlichen Ausbildung und Tätigkeit von Südtirolern an der Landesuniversität Innsbruck'"                                       Project: Internal Branding 

 

 Publications:

Refereed journal articles:

Koll, Oliver; von Wallpach, Sylvia (forthcoming). Intended brand associations: Do they really drive consumer response? Journal of Business Research, published online.

von Wallpach, Sylvia; Kreuzer, Maria (2013). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Journal of Business Research, Special Issue on Advancing Research Methods in Marketing. Volume 66, Issue 9, pp. 1325-1331. www.multisensorysculpting.com 

Vallaster, Christine; von Wallpach, Sylvia (2013). An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research, Special Issue on Virtual Dialogue. Volume 66, Issue 9, pp. 1505-1515.

Hemetsberger, Andrea; Bauer, Martina; von Wallpach, Sylvia; Broger, Katrin (2013). "On Transit" - Changes of Role Identity and Consumer-Brand Relationships during Transition from Student to Professional Life. Marketing ZFP - Journal of Research and Management, 1/13, 40-49.

 Hemetsberger, Andrea; von Wallpach, Sylvia; Bauer, Martina (2012). ‘Because I’m worth it’ – Luxury and the construction of consumers’ selves. Advances in Consumer Research, Vancouver.

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2011). My little luxury - A consumer-centered experiential view. Marketing ZFP - Journal of Research and Management, 1/11: 57-67.

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.

Koll, Oliver; von Wallpach, Sylvia (2009). One Brand Perception? Or Many? The Heterogeneity Of Intra-Brand Knowledge. Journal of Product and Brand Management, Vol. 18 (5): 338-345.

 

Unpublished Dissertation:

von Wallpach, Sylvia (2009). A Multi-Stakeholder Approach to Brand Meaning. Cumulative Dissertation, University of Innsbruck.

 

Refereed conference proceedings and presentations: 

von Wallpach, Sylvia; Bauer, Martina; Hemetsberger, Andrea (2013). ‘All in good time’: Narratives of luxury experience in transition to motherhood. Proceedings of the European Conference of the Association for Consumer Research, Barcelona.

von Wallpach, Sylvia; Hemetsberger, Andrea; Kornum, Niels (2013). Understanding processes of multi-stakeholder brand-interessement. Proceedings of the 42nd European Marketing Academy Conference, Istanbul.

Hemetsberger, Andrea; von Wallpach, Sylvia (2013). Brands as Action Nets. Proceedings of the 42nd European Marketing Academy Conference, Istanbul.

Kreuzer, Maria; von Wallpach, Sylvia; Bauer, Martina (2013). Employee during the day, consumer at night. How multiple stakeholder roles impact brand meaning. Proceedings of the 42nd European Marketing Academy Conference, Istanbul.

von Wallpach, Sylvia; Kreuzer, Maria (2013). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Presentation during the "43. Jahrestagung der Wissenschaftlichen Kommission Marketing im Verband der Hochschullehrer für Betriebswirtschaft e. V."; Frankfurt am Main, 17.-19.1.2013. 

von Wallpach, Sylvia (2013). Organizational brand identity co-creation: An action net approach. Extended Abstract. Proceedings of the 8th Global Brand Conference of the AM’s Brand, Corporate Identity and Reputation Special Interest Group, Porto.

von Wallpach, Sylvia; Kornum, Niels (2013). Understanding multi-stakeholder brand co-creation networks: An intersubjective perspective. Extended Abstract. Proceedings of the 8th Global Brand Conference of the AM’s Brand, Corporate Identity and Reputation Special Interest Group, Porto.

von Wallpach, Sylvia; Kreuzer, Maria; Bauer, Martina (2013). Employee during the day, consumer at night. How multiple stakeholder roles impact brand meaning. Abstract. Brand Camp 2013, Obergurgl.

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

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2012). Luxury & Myself – How luxury experiences contribute to consumer selves. Proceedings of the 41st EMAC 2012, Lisbon.

Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia (2012). The impact of brand consensus on brand response – Do homogeneous brand associations benefit the brand? Proceedings of the 41st EMAC 2012, Lisbon.

von Wallpach, Sylvia; Hemetsberger, Andrea (2012). Brands as Action Nets. Poster presentation. 41st EMAC 2012, Lisbon.

von Wallpach, Sylvia; Kreuzer, Maria (2012). Multi-sensory sculpting (MSS): Die Erhebung multi-sensorischen Markenwissens anhand dreidimensionaler Skulpturen. Proceedings des 47. Kongresses der Deutschen Marktforschung. Berlin.

Broger, Katrin; Hemetsberger, Andrea; Bauer, Martina; Sylvia von Wallpach (2012). "On Transit" - Changes of Role Identity and Consumer-Brand Relationships during Transition from Student to Professional Life. Proceedings of the French-Austrian-German Workshop on Consumer Behavior 2012, Innsbruck.

Koll, Oliver; von Wallpach, Sylvia (2011). Managing stakeholder brand knowledge: Consensus and match with desired brand knowledge. Proceedings of the 40th EMAC, Ljubliana

Hemetsberger, Andrea; von Wallpach, Sylvia (2011). Multi-stakeholder brand identity. Proceedings of the 40th EMAC, Ljubliana.

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.

von Wallpach, Sylvia; Kreuzer, Maria (2011). Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors. Abstract. Brand Camp 2011, Obergurgl (Austria).

Vallaster, Christine; von Wallpach, Sylvia (2011). Brand meaning co-creation of newcomers: a founder's perspective. 7th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Oxford.

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

von Wallpach, Sylvia; Hoppe, Melanie (2010). Multi-Stakeholder Brand Orientation. 6th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Barcelona.

Koll, Oliver; von Wallpach, Sylvia (2010). How facets of unaided brand knowledge affect consumer response. Proceedings of the 39th EMAC, Kopenhagen, Denmark.

Vallaster, Christine; von Wallpach, Sylvia; de Chernatony, Leslie (2010). Social Discourse Theory and Inquiry into Multi-Stakeholder Co-Creation of Brand Meaning. Proceedings of the 39th EMAC, Kopenhagen, Denmark.

Vallaster, Christine; von Wallpach, Sylvia; de Chernatony, Leslie (2010). The struggle for corporate legitimacy: A discursive inquiry into multi-stakeholder brand meaning co-creation. 6th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Barcelona. 

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2010). Everyday luxuries - A consumer-centered view of luxury. French-German-Workshop on Consumer Behaviour 2010, Saarbrücken.

von Wallpach, Sylvia; Woodside, Arch (2009). Organizational science theory of realized internal branding. Proceedings of the 38th EMAC, Nantes, France.

Koll, Oliver; von Wallpach, Sylvia(2008).Brand Meaning across Cultural and Organizational Boundaries. In: Proceedings of the 2008 AMS Cultural Perspectives in Marketing Conference, New Orleans, LA.

Koll, Oliver; von Wallpach, Sylvia (2008). Do they think what we want them to think? - Evaluating the fit between brand identity and reputation across multiple stakeholders. 4th International Colloquium of AM's Brand, Corporate Identity and Reputation Special Interest Group, Atlanta.

Koll, Oliver; Hemetsberger, Andrea; Pichler, Elisabeth A.; von Wallpach, Sylvia (2007). The Nature and Social Dynamics of Brand Interest Groups. Proceedings of the Thought Leaders International Conference on Brand Management 2007, Birmingham. CD-ROM.

von Wallpach, Sylvia; Koll, Oliver (2007). The formation of Brand Reputation: A Stakeholder perspective. Proceedings of the Thought Leaders International Conference on Brand Management 2007, Birmingham. CD-ROM.

von Wallpach, Sylvia; Koll, Oliver (2007). Stakeholder Brand Reputations: What do they have in common? Proceedings of the 36th EMAC, Reykjavik University,  Iceland, p. 286.

Vallaster, Christine; de Chernatony, Leslie; von Wallpach, Sylvia (2006). Weblogs: How they contribute to co-construct a corporate brand: The case of Gate Gourmet. Proceedings of the Thought Leaders International Conference on Brand Management 2006, Birmingham.

 

Book chapters: 

von Wallpach, Sylvia; Woodside, Arch (2010). Surfacing Executives' Interpretations of Self and the Roles of Co-Workers in Enacting Front and Back Stage Strategies. In: Arch Woodside (ed.), Case Study Research: Theory, Methods and Practice. Bingley, UK: Emerald Group Publishing Limited, pp. 157-188.

von Wallpach, Sylvia; Woodside, Arch (2009). Theory and Practice of Enacted Internal Branding: The Case of an Austrian B2B Company. In: Mark S. Glynn and Arch G. Woodside (eds.), Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises, Vol. 15 of Advances in Business Marketing and Purchasing, Bingley. UK: Emerald Group Publishing Limited, pp.389-428.

Mühlbacher, Hans; von Wallpach, Sylvia (2007). Wenn Markenwerte das Organisationsgeschehen leiten. In: Böhnisch, Wolf. R.; Reber, Gerhard, Leichtfried, Gerlinde; Hechenberger, Doris (Hrsg.): Werteorientierte Unternehmensführung in Theorie und Praxis II. Frankfurt am Main: Peter Lang Verlag, S. 175-204.

 

More...

 

Practical Experience:

 

 

 

 

Further Information:

Here you find Sylvia's current Diploma thesis topics and Courses.