Institut for Afsætningsøkonomi

von Wallpach
Professor MSO

Kontor: SOL/C3.29

Sylvia opnåede sin doktorgrad ved University of Innsbruck (Østrig), hvor hun også havde forskellige akademiske stillinger mellem 2006 og 2014. Hun fik international erfaring som gæsteforsker ved Boston College (MA, USA) og som Erwin Schrödinger postdoktor ved Copenhagen Business School (Danmark).

Sylvias vigtigste forskningsinteresser ligger inden for branding, fortolkende forbrugerforskning og kvalitativ metodeudvikling. Hendes forskning er blevet offentliggjort i kendte akademiske tidsskrifter (f.eks. Tourism Management, Journal of Business Ethics, Journal of Business Research, Psychology and Marketing) og er blevet tildelt internationale priser (f.eks. Social Science Space Impact Contest-vinder 2020; Young Researcher Award 2013 af "Wissenschaftliche Kommission Marketing im Verband der Hochschullehrer für Betriebswirtschaft e. V."; German Market Research Award 2012).

Sylvia viser aktivt engagement i det internationale akademiske samfund som associeret redaktør for marketing i European Management Journal, som arrangør/formand for EMAC Climber Community ( community), som medformand for den franske østrigske tyske workshop om forbrugeradfærd og som fast korrekturlæser for forskellige marketingtidsskrifter.

Primære forskningsområder
  • 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
Link til denne hjemmeside

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)
Udvalgte publikationer

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.

Publikationer sorteret efter:
Oliver Koll; Sylvia von Wallpach; Boris Uzelac / Stakeholder-oriented Brand Management : A Venn-diagram Approach to Monitor Brand Associations.
I: European Management Journal, Vol. 41, Nr. 3, 6.2023, s. 437-444
Tidsskriftartikel > peer review
Sarah Schwarz; Andrea Hemetsberger; Sylvia von Wallpach / When Less is More : Understanding Luxury in Mobility Contexts.
Abstract from 4th Brand Meaning Network Meeting, 2023
Konferenceabstrakt til konference > peer review
Sarah Robinson; Maral Muratbekova-Touron; Christian Linder; Ricarda B. Bouncken; Melike N. Findikoglu; Massimo Garbuio; Martina Hartner-Tiefenthaler; Ioannis C. Thanos; Barak S. Aharonson; Andreas Strobl; Haina Zhang; Antonia Erz; Sylvia von Wallpach; Pinar Bayhan Karapinar; Andreas Diedrich; Eve Saint-Germes; Rosanna Cole / 40th Anniversary Editorial : Looking Backwards to Move Forward in Management Research.
I: European Management Journal, Vol. 40, Nr. 4, 2022, 8 s., s. 459-466
Sylvia von Wallpach; Andrea Hemetsberger / Brands in Action : Understanding Corporate Branding Dynamics from an Action Net Perspective.
I: The Routledge Companion to Corporate Branding. red. /Oriol Iglesias; Nicholas Ind; Majken Schultz. Abingdon : Routledge 2022, s. 111-130 (Routledge Companions in Business, Management and Marketing)
Bidrag til bog/antologi > peer review
Stefan Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen / Preface
I: Research Handbook on Brand Co-creation: Theory, Practice and Ethical Implications. . red. /Stefan Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen. Cheltenham : Edward Elgar Publishing 2022, s. xxiv–xxxiv
Stefan Markovic (Redaktør) ; Richard Jones (Redaktør) ; Sylvia von Wallpach (Redaktør) ; Adam Lindgreen (Redaktør) / Research Handbook on Brand Co-Creation : Theory, Practice and Ethical Implications.
Cheltenham : Edward Elgar Publishing 2022, 448 s.
Antologi > peer review
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.
I: Journal of Business Ethics, Vol. 169, Nr. 2, 3.2021, s. 225-239
Tidsskriftartikel > peer review
Annemette Kjærgaard; Thyra Uth Thomsen; Sylvia von Wallpach / Transformations towards Blended Learning : Key Issues to Address.
I: Handbook of Teaching and Learning at Business Schools: A Practice-based Approach. . red. /Thyra Uth Thomsen; Adam Lindgreen; Annemette Kjærgaard; Eleri Rosier; Aybars Tuncdogan. Cheltenham : Edward Elgar Publishing 2021, s. 115–122
Bidrag til bog/antologi > peer review
Thyra Uth Thomsen; Jonas Holmqvist; Sylvia von Wallpach; Andrea Hemetsberger; Russel W. Belk / Conceptualizing Unconventional Luxury
I: Journal of Business Research, Vol. 116, 2020, 5 s., s. 441-445
Leder > 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.
I: Journal of Business Research, Vol. 116, 8.2020, s. 491-502
Tidsskriftartikel > peer review
Flere resultater ...(i alt 88 )
  • Member of the independent evaluation board of the Chamber of Commerce of Bolzano (Italy)