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

Studium, Sponsion und Promotion an der Wirtschaftsuniversität Wien. Habilitation an der Universität Wien (Betriebswirtschaftslehre). Gewinner des Kardinal-Innitzer-Förderungspreises 2001 für die kumulative Habilitationsschrift. Externe Lehraufträge an der Universität Bielefeld, Universität Salzburg und FH Eisenstadt. Studienprogrammleiter der Fakultät für Wirtschaftswissenschaften 2010-2012.

Forschungsschwerpunkte

Quantitatives Marketing-Management
Marketing-Kommunikation
Marktforschung

Research-Highlights

Glaser, M., Reisinger, H. (2022): "Don't Lose Your Product in Story Translation: How Product-Story Link in Narrative Advertisements Increases Persuasion", in: Journal of Advertising, 51 (2), S. 188-205.
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.

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Publikationen

2024

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. 2024;53(4):568-587. 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 Okt 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, Hrsg., Advances in National Brand and Private Label Marketing. Barcelona: Springer. 2017. S. 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. S. 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 Mai;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. S. 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. S. 587-599