Philipp K. Wegerer, PhD

Assistant Professor

Faculty of Business and Management
Department of Strategic Management, Marketing and Tourism
Universitaetsstr. 15
Room: 3.21
6020 Innsbruck 

Phone: +43 (0) 512/507 72555



Philipp holds academic degrees in Political Science (BA), Organization Studies (MSc.) and Management (PhD.) from the University of Innsbruck. His research interests are brands and how they mediate social and organizational processes.


You find most of my publications on my researchgate account. Do not hesitate to contact me if you can not find or access a specific publication. 

  • Wegerer, P.K. (2018). Brands as Mediators: A differentiated view on Brand-Mediation Processes. The University of Innsbruck, Innsbruck (Dissertation).   
  • Wegerer, P. K., & Munro, I. (2017). The ethics of ambivalence in corporate branding. Organization. (online first).   

  • Wegerer, P. (2017). Corporate Branding as a Source for Employees’ Moral Identity Work. N.A. ACR Proceedings, San Diego.   

  • Schöps, J., Wegerer, P. K., & Hemetsberger, A. (2017). Brand-mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - The Case of American Apparel. N.A. ACR Proceedings. San Diego.   

  • Botschen, G., & Wegerer, P. K. (2017). Brand-driven Retail Format Innovation: A conceptual Framework. Journal of Retail and Distribution Management. International Journal of Retail and Distribution Management. 45(7/8), 874-891.  

  • Wegerer, P. K. (2015). Bicycling in Urban Landscape: Exploring Discursive, Cultural and Spatial Dynamics. In: Cities as Multiple Landscapes. Campus Verlag, Innsbruck.     


Conference Proceedings
  • Schöps, J. D., & Wegerer, P. K. (2017). Market-mediated ideological edge-work: The visual representation of gender by the fashion brand American Apparel. FAG Workshop. Vienna.

  • Botschen, G., & Wegerer, P. K. (2016). Drivers of Brand Resonance (DBR): A Practical Tool for Governing Enduring Brand- Stakeholder Relationships. 11th Workshop on Organizational Change and Development, Vienna.

  • Wegerer, P. K., Stöckl, V., & Gabl, S. (2015). Contesting Space. ACR Conference 2015, San Diego.   

  • Wegerer, P. K. (2015). The Visual Mode of Meaning Construction: Stakeholder Framing of the Bicycle Discourse in Austrian Cities. In K. Huseman & R. Gross (Eds.), Brand Camp (Vol. 6). Innsbruck: University of Innsbruck.

  • Wegerer, P. K. (2013). Exploring the unconscious Dynamics between Corporate Brands and Organizational Identity: A case study on the Austrian Chocolatier ZOTTER. EGOS Conference, 1–26.


Public Talks 
  • Wegerer, Philipp K. 2015. The spatial transformation of cities: The case of Innsbruck. Velocity Conference. Nantes.

  • Wegerer, Philipp K. 2016. Was ist nur los mit unserer Jugend? (Studiogast), Radio Tirol, 19. April 2016.

  • Wegerer, Philipp K. 2016. Wie der Radtrend unsere Städte verändert. (Vortrag) Haus der Begegnung, Innsbruck, 11.Februar 2016.

  • Wegerer, Philipp K. 2016. Das Auto im Rückwärtsgang: Erkenntnisse aus der Konsumforschung. (Vortrag) Imst, 17.Februar 2016.

  • Wegerer, Philipp K. 2016. Das Auto im Rückwärtsgang: Erkenntnisse aus der Konsumforschung. (Vortrag) Wörgl, 7. März 2016.

  • Wegerer, Philipp K. 2016. „Die Macht des Diskurses: Wie Radfahren in der Öffentlichkeit dargestellt wird.“ (Workshop) Wien, 11. März 2016.

  • Bartos, Melanie & Wegerer, Philipp K. 2015. Nicht ohne Mein Rad. Wissenswert: Magazin der Leopold Franzens Universität, Innsbruck, 6. Oktober 2015.

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