Department of Marketing

von Wallpach
Professor with special responsibilities

Room: SOL/C3.29

Sylvia achieved her doctoral degree at the University of Innsbruck (Austria), where she also held different academic positions between 2006 and 2014. She gained international experience as visiting scholar at Boston College (MA, USA) and as Erwin Schrödinger Post-Doctoral Fellow at Copenhagen Business School (Denmark).

Sylvia’s main research interests are in the fields of branding, interpretative consumer research, and qualitative method development. Her research has been published in renowned academic journals (e.g., Tourism Management, Journal of Business Ethics, Journal of Business Research, Psychology and Marketing,) and has been awarded international prices (e.g., Social Science Space Impact Contest winner 2020; Young Researcher Award 2013 of the "Wissenschaftliche Kommission Marketing im Verband der Hochschullehrer für Betriebswirtschaft e. V."; German Market Research Award 2012).

Sylvia shows active engagement in the international academic community as Associate Editor for Marketing at the European Management Journal, as organizer/chair of the EMAC Climber Community (, as co-chair of the French Austrian German Workshop on Consumer Behavior, and as regular reviewer for various marketing journals.

Primary research areas
  • Brands as social, processual phenomena
  • Multi-stakeholder brand co-creation
  • Brand experience
  • Cognitive brand representation and retrieval
  • Brand relationships and identity work over the life course and in life transitions
  • Experiential luxury and brands
  • Qualitative method development and comparison
Administrative tasks

Link to this homepage

Courses for CBS students

  • Applied Strategic Brand Management (summer term – blended course)
  • New Frontiers in Branding: From static to dynamic branding approaches (winter term - online course)
  • Perspectives in Strategic Brand Management (winter term – blended course)

Courses for CBS staff

  • Crash Course in Online Learning Activities (for CBS staff – see


  • Supervision of Master and PhD theses related to the above stated areas of primary research interest.
  • Supervision of Assistant Professors in the CBS Assistant Professor Program (APP)


Other teaching activities
  • Teaching accreditation: HEA Senior Fellow (SFHEA)


Selected publications

Leban, M., Uth Thomsen, T, von Wallpach, S. & Voyer, B.G. (forthcoming). Constructing personas: How high-net-worth social media influencers reconcile ethicality and living a luxury lifestyle. Journal of Business Ethics.

Uth Thomsen, T., Holmqvist, J., von Wallpach, S., Hemetsberger, A. & Belk, R.W. (2020). Conceptualizing unconventional luxury. Journal of Business Research, 116(8), 441-445.

von Wallpach, S., Hemetsberger, A., Uth Thomsen, T. & Belk, R.W. (2020). Moments of luxury: A qualitative account of the experiential essence of luxury. Journal of Business Research, 116(8), 491-502.

Zenker, S., von Wallpach, S., Braun, E. & Vallaster, C. (2019). How the refugee crisis impacts the decision structure of tourists: A cross-country scenario study. Tourism Management, 71(April), 197-212.

Vallaster, C. & von Wallpach, S. (2018). Brand strategy co-creation in a nonprofit context: A strategy-as-practice approach. Nonprofit and Voluntary Sector Quarterly, 47(5), 984-1006.

Wider, S., von Wallpach, S. & Mühlbacher, H. (2018). Brand management: Unveiling the delusion of control. European Management Journal, 36(3), 301-305.

von Wallpach, S., Hemetsberger, A. & Espersen, P. (2017). Performing identities: Processes of brand and stakeholder identity co-construction. Journal of Business Research, 70C, 443-452.

von Wallpach, S., Voyer, B., Kastanakis, M. & Mühlbacher, H. (2017). Co-creating stakeholder and brand identities: Introduction to the special section. Journal of Business Research, 70C, 395-398.

Koll, O. & von Wallpach, S. (2014). Intended brand associations: Do they really drive consumer response? Journal of Business Research, 67(7), 1501–1507.

von Wallpach, S. & Kreuzer, M. (2013). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Journal of Business Research. 66(9), 1325-1331.

Vallaster, C. & von Wallpach, S. (2013). An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research, 66(9), 1505-1515.

Koll, O., von Wallpach, S. & Kreuzer, M. (2010). Multi-method research on consumer-brand associations: Comparing free associations, storytelling, and collages. Psychology and Marketing, 27(6), 584-602.

Publications sorted by:
Marina Leban; Thyra Uth Thomsen; Sylvia von Wallpach; Benjamin G. Voyer / Constructing Personas : How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle.
In: Journal of Business Ethics, Vol. 169, No. 2, 3.2021, p. 225-239
Journal article > peer review
Thyra Uth Thomsen; Jonas Holmqvist; Sylvia von Wallpach; Andrea Hemetsberger; Russel W. Belk / Conceptualizing Unconventional Luxury
In: Journal of Business Research, Vol. 116, 2020, 5 p., p. 441-445
Editorial > peer review
Sylvia von Wallpach; Andrea Hemetsberger; Thyra Uth Thomsen; Russel W. Belk / Moments of Luxury : A Qualitative Account of the Experiential Essence of Luxury.
In: Journal of Business Research, Vol. 116, 8.2020, p. 491-502
Journal article > peer review
Melvin Prince; Attila Yaprak; Mark Cleveland; Mark A.P. Davies; Alexander Josiassen; Andrea Nechtelberger; Martin Nechtelberger; Dayananda Palihawadana; Walter Renner; Sona Chovanova Supekova; Sylvia Von Wallpach / The Psychology of Consumer Ethnocentrism and Cosmopolitanism : A Five-country Study of Values, Moral Foundations, Gender Identities and Consumer Orientations.
In: International Marketing Review, Vol. 37, No. 6, 2020, p. 1013-1049
Journal article > peer review
Sebastian Zenker; Sylvia von Wallpach; Erik Braun; Christine Vallaster / How the Refugee Crisis Impacts the Decision Structure of Tourists : A Crosscountry Scenario Study.
In: Tourism Management, Vol. 71, 4.2019, p. 197-212
Journal article > peer review
Christine Vallaster; Sylvia von Wallpach / How to Cocreate Your Nonprofit Brand with Your Stakeholders
In: Nonprofit Quarterly, Vol. 26, No. 2, 2019, p. 24-28
Journal article
Minas Kastanakis; Sarah Robinson; Yannis Tsalavoutas; Mario Fernando; Claudia Jonczyk; Uriel Stettner; Ioannis Thanos; Barak Aharonson; Kristina Potočnik; Haina Zhang; Antonia Erz; Sylvia von Wallpach; Andreas Diedrich; Christopher R. Leupold; Liz Breen / Making a Difference : Thoughts on Management Scholarship from the Editorial Team.
In: European Management Journal, Vol. 37, No. 3, 2019, 6 p., p. 245-250
Sylvia von Wallpach; Maria Kreuzer / Multi-Sensory Sculpting® (MSS) : Die Erhebung multi-sensorischen Markenwissens anhand von Skulpturen.
In: Transfer - Werbeforschung & Praxis, Vol. 65, No. 1, 2019, p. 57-60
Journal article
Sylvia von Wallpach; Maria Kreuzer / Tapping Embodied Brand Knowledge : A Comparison of Visual versus Multisensory Retrieval Methods.
In: TransVisuality: The Cultural Dimension of Visuality: Volume III: Purposive Action - Design and Branding. . ed. /Anders Michelsen; Frauke Wiegand. Liverpool : Liverpool University Press 2019, p. 235-250
Book chapter > peer review
Sylvia von Wallpach; Richard Gyrd-Jones; Stefan Markovic / Brand Co-creation : Innovation Opportunities and Ethical Challenges. Special Interest Group Proposal.
In: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . ed. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Brussels : European Marketing Academy. EMAC 2018, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings > peer review
More results... (total 81 results)
Academic Interests

Research Projects
Outside activities
  • Member of the independent evaluation board of the Chamber of Commerce of Bolzano (Italy)