Dr. Verena Wieser

Assistant Professor

(Maiden Name: Verena Stöckl)

University of Innsbruck - Faculty of Business and Management

Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15
Raum o.3.26
6020 Innsbruck
Austria / Europe
email: verena.wieser@uibk.ac.at

Verena Wieser



Verena studied International Business Administration at the University of Innsbruck and the Carleton University (Canada). Before she joined the branding research group in October 2011, Verena had worked in the fascinating field of international sports event management for several years. In summer 2015 Verena graduated with her doctoral thesis on "Marketing and Moralism: Conceptual and Empirical Advances" and now continues to follow her passion of doing research, teaching, and holding and organizing talks and workshops in the areas of Branding, Sports Marketing, and Consumer Culture Theory.


Selected Publications


Riehle, Ramona, Verena E. Wieser, and Andrea Hemetsberger (2023), ““We truly love what we do”: The Tribal Consumer Inside Passionate Service Employees.” Journal of Service Research, Online First  [https://doi.org/10.1177/109467052312049].

Brugger, Teresa and Verena E. Wieser (2022), “The Iconization of Greta Thunberg: The Role of Myths in Co-Creating a Person Brand,” in: Research Handbook on Brand  Co-creation: Theory, Practice, and Ethical Implications,” ed. Stefan Markovic,  Richard Gyrd-Jones, Sylvia von Wallpach, and Adam Lindgreen, Cheltenham, UK: Edward Elgar Publishing.

Wieser, Verena E., Luedicke, Marius K., and Andrea Hemetsberger (2021), “Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace,” Journal of Consumer Research, 48(4), 731-51.

Grohs, Reinhard, Verena E. Wieser, and Pristach, Matthias (2020), “Value Cocreation at Sport Events,” European Sport Management Quarterly, 20/1, 69-87.

Wieser, Verena E., Hemetsberger, Andrea, and Marius K. Luedicke (2019), “Protest Rhetoric’s Appeal: How Brands as Moral Entrepreneurs Recruit the Media into Moral Struggles,” The Contested Morality of Markets: Research in the Sociology of Organizations, ed. Simone Schiller-Merkens and Philip Balsiger, Bingley, UK: Emerald Publishing Limited.

Gabl, Sabrina, Wieser, Verena E., and Andrea Hemetsberger (2016), “Public Brand  Auditing: A Pathway to Brand Accountability,” Research in Consumer Behavior, 18, 147-167.

Stoeckl, Verena E. and Marius K. Luedicke (2015), “Doing Well while Doing Good? An Integrative Review of Marketing Criticism and Response,” Journal of Business Research, 68, 2452-2463.

Stoeckl, Verena E. (2014), “Lonely Rebel or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands,” in NA – Advances in Consumer Research, Vol. 42.

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.

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

Research Grants

  • Young scholars support fund 2016 of the University of Innsbruck for the project “Overcoming Fear, Failure and Frustration: A Video-graphic Analysis of the Consumption Skill Acquisition Experience” (Wieser, Verena E. and Niklas Woermann).
  • Bank Austria Foundation Research Support Funds 2017 for the project “Consumption Skill Acquisition: Insights from the Skiing Service Scape” (Wieser, Verena E. and Niklas Woermann).
  • Research funding by the D. Swarovski KG 2013 “One for all and all for the brand": Paradoxes and Solidarity in Brand Action Nets” (Stoeckl, Verena E. Gabl, Sabrina, von Wallpach, Sylvia and Andrea Hemetsberger).
  • “Brand Analysis 3.0: How to Analyze Moral Conflicts that Jeopardize a Company’s Brand Asset” (Husemann, Katharin, Stoeckl, Verena E. and Marius K. Luedicke).


  • Emerald Literati Network Award for the 2017 Outstanding Author Contribution for the paper Gabl, Stoeckl, and Hemetsberger (2016), “Public Brand Auditing: A Pathway to Brand Accountability”, Research in Consumer Behavior, 18, 147-167.
  • The Franco Nicosia ACR Best Competitive Paper Award presented by the Jagdish Sheth Foundation for the publication: Stoeckl, Verena (2014), “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
Teaching and Management Activities:

Teaching and Course Coordination Activities

  • Masters’ Program Marketing and Branding: Market Research: Qualitative Methods, Intercultural Brand Building, Marketing Ethics (Strategic Marketing and Branding, Scientific Research)
  • Bachelor Program Management and Economics: Value Creation and Value Delivery Processes, Strategy and Marketing
  • Coordinator of various in-class-business projects and company visits (e.g., SCOTT Sports, Recheis, Swarovski Optics, Lindner Traktoren, Hilti AG, Woll Bier, BOE, EKIZ, Further Education Unit University of Innsbruck)
  • Supervisor of bachelor, diploma, and master theses

Management Activities

  • Associate Dean of Studies Masters Program Master Marketing and Branding (from October 2023 onwards)
  • Associate Dean of Studies Masters Program Master in Strategic Management (August 2020 - February 2021)
  • Co-chair of the scientific conferences "Brand Camp 4" and "Brand Camp 5”
  • Coordinator of the Brand Venture Talks XX and XIX
  • Former coordinator and now participating member of the Marketing Club “Freundeskreis Innsbrucker Marketer“

Practical Experience

  • FIFA Women's World Cup 2011, German Football Federation, Frankfurt am Main, Germany
  • UEFA Euro 2008, Salzburg, Austria/Nyon, Switzerland
  • London Organising Committee of the Olympic Games, London, UK
  • ATP Generali Open Kitzbühel, Austria
  • Swarovski Business Unit Architecture, Wattens, Austria (Euromobil)
  • WKÖ, Office Atlanta, USA (Volunteer)
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