ao. Univ.-Prof. Dr. Heribert Reisinger
Oskar-Morgenstern-Platz 1, 1090 Vienna
Room 05.620
Phone +43 1 4277 38015
e-mail heribert.reisinger@univie.ac.at
office hours: by appointment
Vita
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
Research-Highlights
- 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
Publications
2023
Glaser M, Reisinger H, Florack A. You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements. Journal of Advertising. 2023 Nov 27. Epub 2023 Nov 27. doi: 10.1080/00913367.2023.2275773
2022
Glaser M, Reisinger H. Don't Lose Your Product in Story Translation: How Product-Story Link in Narrative Advertisements Increases Persuasion. Journal of Advertising. 2022;51(2):188-205. Epub 2021 Oct 19. doi: 10.1080/00913367.2021.1973623
2021
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
2020
Glaser M, Reisinger H. Branding the Story: Avoiding Ad-Product Detachment in Narrative Ads. In Proceedings for the 49th EMAC Conference . Budapest. 2020
2019
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
2018
Reimann O, Wagner U, Reisinger H. Consumers' perception of Celebrity Endorsement and Celebrity Co-Branding: Similarities and Differences. In Brand Camp 4. Obergurgl University Center. 2018
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
2017
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
2015
Grohs R, Reisinger H, Woisetschläger D. Attenuation of Negative Sponsorship Effects in the Context of Rival Sports Teams' Fans. European Journal of Marketing. 2015;49(11/12):1880-1901. doi: 10.1108/EJM-01-2013-0010
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
2014
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
2013
Grohs R, Reisinger H, Wolfsteiner E, Haas J. At What Age and How Does Understanding of Product Placement Develop? Marketing ZFP - Journal of Research and Management. 2013;35(1):22-31.
Grohs R, Wolfsteiner E, Reisinger H. Consumer Attitudes toward Sponsors vs. Ambushers. In Proceedings 42nd EMAC Conference. 2013
2012
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