ao. Univ.-Prof. Dr. Heribert Reisinger

Oskar-Morgenstern-Platz 1, 1090 Vienna

Room 05.620

Phone +43 1 4277 38015


office hours: by appointment


Studies, graduation and doctorate at the Vienna University of Economics and Business. Habilitation at the University of Vienna (Business Administration). Winner of the Kardinal-Innitzer-Förderungspreis 2001 for the cumulative habilitation thesis. External lectureships at the University of Bielefeld, University of Salzburg and FH Eisenstadt. Study program director of the Faculty of Economics 2010-2012.

Research Focus

  • Quantitative Marketing-Management
  • Marketing Communication
  • Market Research


  • Grohs, R., Reisinger, H., Woisetschläger, D. (2015): "Attenuation of Negative Sponsorship Effects in the Context of Rival Sports Teams' Fans", in: European Journal of Marketing, 49 (11/12), S. 1880-1901.
  • Grohs, R., Reisinger, H. (2014): "Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement", in: Journal of Business Research, 67, S. 1018-1025.
  • Wagner, U., Reisinger, H., Gausterer, K. (2001): "Die Bestimmung des Markenwechselverhaltens mit Hilfe von Querschnittsdaten", in: Zeitschrift für Betriebswirtschaft, 71 (10), S. 1113-1130.
  • Reisinger, H., Dockner, E., Baldauf, A. (2000): "Examining the Interaction of Marketing and Finance Decisions in a Dynamic Environment", in: OR Spektrum, 22, S. 159-171.

Inquiries Doctorate

  • Submission of CV and 2-3 page concept incl. bibliographical references
  • Only one topic proposal possible


Showing entries 1 - 20 out of 40



Wolfsteiner E, Grohs R, Reisinger H. The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude. Journal of Business Research. 2021 Jan;124:770-779. Epub 2019 Apr 2. doi: 10.1016/j.jbusres.2019.03.017


Glaser M, Reisinger H. Branding the Story: Avoiding Ad-Product Detachment in Narrative Ads. In Proceedings for the 49th EMAC Conference . Budapest. 2020


Glaser M, Reisinger H. This is Personal Now: Comparing the Use of Celebrities and Unknown Actors in Narrative Advertisements. In Proceedings of the French-Austrian-German Workshop on consumer Behavior. 2019

Glaser M, Reisinger H. Narrative Advertising and Implicit Persuasion: The Loss of Persuasive Potential. In Proceedings for the 48th EMAC Conference 2019, Hamburg. 2019


Reisinger H, Grohs R, Bachner K. Sponsorship and Rival Groups: Positive and Negative Effects, Attenuation, and the Role of Stimulus Scope. In Proceedings for the 47th EMAC Conference 2018. Glasgow. 2018

Reimann O, Wagner U, Reisinger H. The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding. In Proceedings of the 47th EMAC Conference 2018. Glasgow. 2018


Reimann O, Wagner U, Reisinger H. The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequency Within a Brand. In Martínez-López FJ, Gázquez-Abad JC, Ailawadi KL, Yagüe-Guillén MJ, editors, Advances in National Brand and Private Label Marketing. Barcelona: Springer. 2017. p. 55 - 63


Reisinger H, Mayerhofer W, Milchram-Pinter M. Der Einsatz prominenter Produktbefürworter in der Werbung: Eine empirische Studie. In Konsumentenverhalten: Basis für Kommunikation und Markenführung. New Business Verlag. 2015. p. 166-173

Wolfsteiner E, Grohs R, Reisinger H. The Impact of Different Ambush Marketing Disclosure Strategies on Brand Attitude. In Collaboration in Research, Proceedings 44th EMAC Conference. Leuven. 2015


Grohs R, Reisinger H. Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement. Journal of Business Research. 2014 May;67(5):1018 - 1025. Epub 2013 Aug 22. doi: 10.1016/j.jbusres.2013.08.008


Grohs R, Wolfsteiner E, Reisinger H. Consumer Attitudes toward Sponsors vs. Ambushers. In Proceedings 42nd EMAC Conference. 2013


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

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


Showing entries 1 - 20 out of 40