Publications

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

Wagner U , Reisinger H, Schuster M. Modelling Concepts of Non-purchase Behaviour for Low-Involvement Goods. In Cheng Kong GSB Marketing Research Forum. Unknown publisher. 2009

Auer-Srnka K. Qualitative und kombinierte Methoden in der wissenschaftlichen Marketingforschung: Theoretische Betrachtung und Literaturanalyse. der markt - Journal für Marketing. 2009;48(1-2):7-20. doi: 10.1007/s12642-009-0002-2

Franke N, Reisinger H, Hoppe D. Remaining Within-Cluster Heterogeneity: A Meta Analysis of the "Dark" Side of Clustering Methods. Journal of Marketing Management. 2009;25(3-4):273-293.

Auer-Srnka K, Meier-Pesti K, Griessmair M. Ältere Menschen als Zielgruppe der Werbung: Eine explorative empirische Studie zu Wahrnehmung und Selbstbild der "Best Ager" sowie stereotypen Vorstellungen vom "Alt-sein" in jüngeren Altersgruppen. der markt - Journal für Marketing. 2008;47(186):99-115. doi: 10.1007/BF03159733

Schreier M, Fuchs C. Company Designers Versus Users Through the Customer Lens: Who Holds More Creative Potential? In Brown T, editor, Marketing theory and applications. Vol. 19. Chicago: American Marketing Association (AMA). 2008. p. 197-198. (AMA Winter Educators' Conference).

Auer-Srnka K , Reisinger H. Developing Brand Knowledge: The Effects of Functional and Emotional Cues in Advertising. Journal of the Academy of Marketing Science. 2008.

Reisinger H , Auer-Srnka K. Developing Brand Knowledge: The Effects of Functional and Emotional Cues in Advertising. Unknown publisher. 2008.

Grohs R, Reisinger H. Einflussgrößen auf den Imagetransfer im Sponsoring. Zeitschrift für betriebswirtschaftliche Forschung. 2008.

Koeszegi S, Auer-Srnka K. Erratum on: "From Words to Numbers" published in Schmalenbach Business Review Vo. 59. Schmalenbach Business Review (SBR). 2008.

Auer-Srnka K. The Impact of Perceived Retail Environment on Customer Satisfaction and Buying Behavior: Developing a Comprehensive Conceptual Model. In Proceedings of the 2008 Global Conference. Unknown publisher. 2008

Auer-Srnka K. Understanding Moral Arguments in Intercultural Communication: An Empirical Study on Supra-Cultural Differences in Moral Reasoning in Business - Hofstede vs. Huntington. In Proceedings of the 2008 Global Conference. Unknown publisher. 2008

Fuchs C, Diamantopoulos A. A Consumer-Derived Measure of Brand Positioning Effectiveness: Development and Validation. In Proceedings of the 13th Biennial World Marketing Congress, (July 11-14, 2007, Verona, Italy). Unknown publisher. 2007

Reisinger H, Grohs R, Eder M. Adverse Effects of Sponsorship. In Engilbertsson HÖ, editor, Proceedings of the 36th EMAC - European Marketing Conference in Reykjavik. Unknown publisher. 2007

Fuchs C, Diamantopoulos A. Consumers' Perceptions of Brand Positioning Strategies: Insights into Categorization Processes and Nature of Associations. In Proceedings from the 36th EMAC Conference. Unknown publisher. 2007

Auer-Srnka K, Gegez E, Arzova SB. Cultural Differences in Moral Reasoning - A Content Analysis and Comparison of Austrian and Turkish Decision-Makers' Ethical Evaluations. In Steagall J, Nowak AZ, Baliamoune-Lutz M, editors, Global Economy - How It Works: Different Cases, Different Results. Unknown publisher. 2007

Reisinger H , Wagner U. Einsatzmöglichkeiten für statistische Methoden in der Marktforschung. In Handbuch der Marktforschung. Facultas. 2007. p. 217-222

Ebster C, Reisinger H. Erfolg durch Schönheit - warum sich körperliche Attraktivität im Verkauf auswirkt. Wirtschaftspsychologie Aktuell. 2007;(4):38-40.

Fuchs C, Diamantopoulos A. Evaluating the Effectiveness of Brand Positioning Strategies: A Consumer Perspective. In Dixon AL, Machleit KA, editors, 2007 American Marketing Association Winter Educators's Conference - Marketing Theory. Chicago: Unknown publisher. 2007. p. 89-89