ao. Univ.-Prof. Mag. Dr. Katharina J. Auer-Srnka

Sprechstunde nach Vereinbarung.


Vita


Personal Information

Born in Vienna (1972); married; two children (2009, 2013).
Studies of International Business Administration at University of Vienna and Ecole Superieure de Commerce de Paris (ESCP) (1991-96)

 

Academic Development

since 2019 Tenured Professor, University of Vienna | Faculty of Business Economics & Statistics.

2017-19    Managing Director at Parentstoday GmbH.

2015         Professorship of Marketing ('Ruf'), University of Salzburg | School of Law, Department of Business & Economic Sciences - declined.

2013-16    Parental Leave.

2012         Visiting Professor of Marketing, University of Salzburg | School of Law, Department of Business & Economic Sciences.

2010-12    Parental Leave.

2009         Swarovski Crystal Professor in Multi-cultural Brand ResearchUniversity of Innsbruck | Department of Marketing, Branding & Retailing.

2006-08    Associate Professor, University of Vienna | Faculty of Business, Economics & Statistics.

2006    Habilitation, University of Vienna | Faculty of Social & Economic Sciences.

2003-06    Visiting Professor of MarketingUniversité Libre de Bruxelles | Solvay Business School, MBA Program.

2000         Doctoral Degree in Social and Economic Sciences, University of Vienna.

1997         Pre-Doc Position, University of Vienna | Faculty of Social & Economic Sciences, Deparment of Marketing.

1996         Lecturer in Marketing, University of Vienna | Faculty of Social & Economic Sciences. 

1994        Research Assistant of Prof. Dr. Dr. h.c. Leszek Balcerowicz | Professor of Economics, later Vice-Prime Minister, Minister of Finance, & President of the National Bank of Poland, Institute for Human Sciences, Vienna.
 

International Academic Experience

2006      Guest Lecturer at the Coggin College of Business, University of North Florida, USA;
2005      Visiting Researcher at the University of Otago, Dunedin/New Zealand;
2001-02 Research Fellow at the Institute of Marketing and Retailing at the University of St. Gallen.


Forschungsschwerpunkte

  • Marketing & Consumer Behavior

  • Psychology in Marketing 
    - Consumer Quality-of-Life over Life Course
    - Balancing Needs over Consumers' Life Domains
    - Work-Life Balance, Well-being & Employer Branding

  • Mixed Research Methods

Research-Highlights

  • Srnka, K. und Koeszegi, J. (2007): "From Words to Numbers - How to Transform Qualitative Data into Meaningful Quantitative Results", in: Schmalenbach Business Review, 59 (1), S. 29-57.
  • Srnka, K. J. (2007): "Integration qualitativer und auantitativer Forschungsmethoden: Der Einsatz integrierter Forschungsdesign als Möglichkeit der Theorieentwicklung in der Marketingforschung als betriebswirtschaftliche Disziplin", in: Marketing - Zeitschrift für Forschung und Praxis, 29 (4), S. 247-260.
  • Auer-Srnka, K. J. (2009): "Qualitative und kombinierte Methoden in der wissenschaftlichen Marketingforschung: Theoretische Betrachtung und Literaturanalyse", in: der markt - Journal für Marketing, Special Issue: Qualitative Marketing-Forschung - Konzeptionelle Entwicklungen und Methodische Trends, 48, S. 7-20.
  • Auer-Srnka, K. J. und Griessmair, M. (2010): "Mixed Methods-Designs: Die Multidimensionale Skalierung (MDS) als Technik an der Schnittstelle qualitativer und quantitativer Forschung", in: Zeitschrift für Betriebswirtschaft, 80 (5), S. 31-57.

Publikationen

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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


2011


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


2010


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


2009


2008


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, Hrsg., Global Economy - How It Works: Different Cases, Different Results. Unknown publisher. 2007


Auer-Srnka K. Hypothesen und Vorwissen in der qualitativen Marktforschung. in Buber R, Holzmüller H, Hrsg., Qualitative Marktforschung: Theorie, Methode, Analyse. Springer Gabler. 2007. S. 159-172 doi.org/10.1007/978-3-8349-9258-1_10


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