Dr. Sylvia von Wallpach

Assistant Professor

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

 

Universitaetsstr. 15
Room o.3.28
6020 Innsbruck
Austria / Europe
phone: +43 (0) 512/507 7204
email: sylvia.von-wallpach@uibk.ac.at

 

 

von-wallpach
Vita:

Sylvia is currently an Erwin Schrödinger Fellow and Visiting Scholar at the Department of Marketing of Copenhagen Business School, Denmark. 

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. In autumn 2008, Sylvia was a visiting scholar at Boston College, MA.

 

 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 quantiative 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)
  • A stakeholder-centered concept of luxury  

 

 Research Grants & 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

Erwin Schrödinger Fellowship Abroad, March 2012 - Januar 2013

    Project: Multi-stakeholder brand identity co-creation

Research institution abroad: Copenhagen Business School, Denmark

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

Forschungsförderungspreis 2011 der HYPO Tirol Bank

Project: A consumer-centered conceptualization of luxury and its meaning for the self

Aktion D. Swarovski & Co 2010 - Förderungsbeiträge für die Leopold-Franzens Universität Innsbruck      

Project: Enacted Brand Identity: A Multiple Stakeholder Identity Perspective

Aktion D. Swarovski & Co 2009 - Förderungsbeiträge für die Leopold-Franzens Universität Innsbruck      

Project: Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors

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:

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 

Vallaster, Christine; von Wallpach, Sylvia (2012). An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research, Special Issue on Virtual Dialogue. Accepted for publication.

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2011). My little luxury - A consumer-centered experiential view. Marketing 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: 

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.

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

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

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

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

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

von Wallpach, Sylvia and 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.

Vallaster, Christine and 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 and Kreuzer, Maria (2010). Multi-sensory sculpting (MSS): Eliciting brand knowledge via three-dimensional metaphors. KAMS Global Marketing Conference 2010, Tokyo.

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

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

Vallaster, Christine and 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 and 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, and Hemetsberger, Andrea (2010). Everyday luxuries - A consumer-centered view of luxury. French-German-Workshop on Consumer Behaviour 2010, Saarbrücken.

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

Koll, Oliver and 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 and 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., and 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 and 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 and 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, and 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 and 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 and 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 and 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.

 

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Practical Experience:

 

 

 

 

Further Information:

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