Publications

Diamantopoulos A, Sarstedt M, Fuchs C, Wilczynski P, Kaiser S. Guidelines for Choosing Between Multi-Item and Single-Item Scales for Construct Measurement: A Predictive Validity Perspective. Journal of the Academy of Marketing Science. 2012 May;40(3):434-449. Epub 2012 Feb 14. doi: 10.1007/s11747-011-0300-3

Fuchs C, Diamantopoulos A. Customer-Perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers. Journal of Product Innovation Management. 2012 Mar;29(2):229-244. Epub 2012 Jan 20. doi: 10.1111/j.1540-5885.2011.00892.x

Grohs R, Reisinger H, Haas J. Children's Understanding of Product Placement. In Proceedings of the 41st EMAC Conference. Unknown publisher. 2012

Auer-Srnka K , Reisinger H, Bauer M. Effects of Functional and Emotional Cues in Advertising on Consumers' Brand Knowledge. In Global Marketing Conference Proceedings. Unknown publisher. 2012

Auer-Srnka K, Gaubinger K, Schweitzer F. Effects of Recession on Consumer Attitudes towards Environmentally-friendly Products. In Tagungsband zum 6. Forschungsforum der Österreichischen Fachhochschulen. Unknown publisher. 2012

Reisinger H, Grohs R. Sponsorship of televised sport events: an analysis of mediating effects on sponsor image. In Quantitative Marketing and Marketing Management. Unknown publisher. 2012. p. 467-483

Ebster C, Reisinger H. Studying Business Administration in Vienna: the perception of alternative educational institutions by freshmen now and then. In Quantitative Marketing and Marketing Management. Unknown publisher. 2012. p. 587-599

Bauer M, Auer-Srnka K. The Life Cycle Concept in Marketing Research. Journal of Historical Research in Marketing. 2012;4(1):68-96. doi: 10.1108/17557501211195073

Fuchs C, Schreier M. Customer Empowerment in New Product Development. Journal of Product Innovation Management. 2011;28(1):17-32.

Auer-Srnka K. Die Shopping-Träume der Best Ager. In Ladenbau- und Ladenmarketing-Lexikon. Unknown publisher. 2011

Griessmair M, Strunk G, Auer-Srnka K. Dimensional Mapping: Applying DQR and MDS to Explore the Perceptions of Seniors' Role in Advertising. Psychology & Marketing. 2011;28(10):1061-1086. doi: 10.1002/mar.20428

Reisinger H, Grohs R, Woisetschläger D. Negative Effects of Sports Team Sponsorship and their Attenuation: A Social Identity Perspective. Journal of Advertising Research. 2011.

Fuchs C, Diamantopoulos A. Evaluating the Effectiveness of Brand Positioning Strategies from a Consumer Perspective. European Journal of Marketing. 2010 Nov 16;44(11/12):1763-1786. doi: 10.1108/03090561011079873

Fuchs C, Prandelli E, Schreier M. The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand. Journal of Marketing. 2010 Jan;74(1):65-79. doi: 10.1509/jmkg.74.1.65

Auer-Srnka K, Grohs R, Thelen E. Antecedents and Consequences of Utilitarian and Hedonic Shopping Value. In 39th EMAC Conference, June 1�]4, Copenhagen. Unknown publisher. 2010

Bauer M, Reisinger H , Auer-Srnka K. Household Structure and Dynamic Movements: A Life Cycle Perspective. In Proceeding of the 39th EMAC Conference. Unknown publisher. 2010

Auer-Srnka K, Griessmair M. Mixed Methods-Designs: Die Multidimensionale Skalierung (MDS) als Technik an der Schnittstelle qualitativer und quantitativer Forschung. Zeitschrift für Betriebswirtschaft. 2010;80(5):31-57.

Auer-Srnka K, Riefenthaler H. Verantwortung braucht Management: Ansätze zur Verankerung verantwortlichen Handelns in Organisationen. In Meier U, Sill B, editors, Führung Macht Sinn: Ethos und Ethik für Entscheider in Wirtschaft, Gesellschaft und Kirche. Regensburg: Verlag Friedrich Pustet. 2010. p. 185 - 195

Wagner U, (ed.), Reisinger H, (ed.), Schwand C, (ed.). Fallstudien aus der österreichischen Marketingpraxis 5: Ein Arbeitsbuch zu den Grundzügen des Marketing. Unknown publisher, 2009. 304 p.

Auer-Srnka KJ. Mixed Methods. In Baumgarth C, Eisend M, Evanschitzky H, editors, Empirische Mastertechniken: Eine anwendungsorientierte Einführung für die Marketing- und Managementforschung. 2009. p. 457-490