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

  • 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.

Anfragen Doktorat

  • Übersendung CV und 2-3seitiges Konzept inkl. Literaturangaben
  • Nur ein Themenvorschlag möglich

Publikationen

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2022


2021


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


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


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


2013


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


2011


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