svwmarktg

Department of Marketing

Sylvia
von Wallpach
Professor MSO
,
Dr.


Kontor: SOL/C3.29
Tel:
+4538152191
E-mail: svw.marktg@cbs.dk
Præsentation

Sylvia achieved her doctoral degree at the University of Innsbruck (Austria), where she also worked as an Associate Lecturer and Research Assistant (2006 to 2009) and as an Assistant Professor of Marketing (2009 to 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 / method comparison. Her research has been published in renowned academic journals (e.g., Journal of Business Research, Psychology and Marketing, European Management Journal) and has been awarded international prices (e.g., German Market Research Award 2012, Young Researcher Award 2013 of the "Wissenschaftliche Kommission Marketing im Verband der Hochschullehrer für Betriebswirtschaft e. V.").

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 (http://www.emac-online.org/r/default.asp?iId=FMHLEJ), as co-chair of the French Austrian German Workshop on Consumer Behavior, and as regular reviewer for various marketing journals.

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
www.cbs.dk/staff/svwmarktg
Vejledning

Teaching activities
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)

For CBS staff:
• Crash Course in Online Learning Activities (for CBS staff – see teach.cbs.dk)
• Self-Paced Module in Blended Learning (for CBS staff – see teach.cbs.dk)

Supervision
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

Kreuzer, Maria; Mühlbacher, Hans; von Wallpach, Sylvia (forthcoming). Home in the re-making: Immigrants' transcultural experiencing of home. Journal of Business Research. Published online.

Wider, Serena; von Wallpach, Sylvia; Mühlbacher, Hans (2018). Brand management: Unveiling the delusion of control. European Management Journal. Published online.

Vallaster, Christine; von Wallpach, Sylvia; Zenker, Sebastian (2017). The interplay between urban policies and grassroots city brand co-creation and co-destruction during the refugee crisis: Insights from the city brand Munich (Germany). Cities, 24.7.2017, pp. 1-8.

von Wallpach, Sylvia; Hemetsberger, Andrea; Espersen, Peter (2017). Performing identities: Processes of brand and stakeholder identity co-construction. Journal of Business Research, 70C, pp. 443-452.

von Wallpach, Sylvia; Voyer, Ben; Kastanakis, Minas; Mühlbacher, Hans (2017). Co-creating Stakeholder and Brand Identities: Introduction to the Special Section. Journal of Business Research, 70C, pp. 395-398.

Koll, Oliver; von Wallpach, Sylvia (2014). Intended brand associations: Do they really drive consumer response? Journal of Business Research, Vol. 67, No. 7, 2014, p. 1501–1507.

von Wallpach, Sylvia; Kreuzer, Maria (2013). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Journal of Business Research, Special Issue on Advancing Research Methods in Marketing. Volume 66, Issue 9, pp. 1325-1331. www.multisensorysculpting.com

Vallaster, Christine; von Wallpach, Sylvia (2013). An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research, Special Issue on Virtual Dialogue. Volume 66, Issue 9, pp. 1505-1515.

Hemetsberger, Andrea; von Wallpach, Sylvia; Bauer, Martina (2012). ‘Because I’m worth it’ – Luxury and the construction of consumers’ selves. Advances in Consumer Research, Vancouver.

Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (2011). My little luxury - A consumer-centered experiential view. Marketing ZFP - Journal of Research and Management, 1/11: 57-67.

Koll, Oliver; von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-Method Research on Consumer-Brand Associations: Comparing Free Associations, Storytelling, and Collages. Psychology and Marketing, 27 (6): 584-602.

Koll, Oliver; von Wallpach, Sylvia (2009). One Brand Perception? Or Many? The Heterogeneity Of Intra-Brand Knowledge. Journal of Product and Brand Management, Vol. 18 (5): 338-345.

Publikationer sorteret efter:
2019
Sebastian Zenker; Sylvia von Wallpach; Erik Braun; Christine Vallaster / How the Refugee Crisis Impacts the Decision Structure of Tourists : A Crosscountry Scenario Study.
I: Tourism Management, Vol. 71, 4.2019, s. 197-212
Tidsskriftartikel > peer review
2018
Sylvia von Wallpach; Richard Gyrd-Jones; Stefan Markovic / Brand Co-creation : Innovation Opportunities and Ethical Challenges. Special Interest Group Proposal.
I: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . red. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Glasgow : European Marketing Academy. EMAC 2018, 1 s.
Konferenceabstrakt i proceedings > peer review
Serena Wider; Sylvia von Wallpach; Hans Mühlbacher / Brand Management : Unveiling the Delusion of Control.
I: European Management Journal, Vol. 36, Nr. 3, 6.2018, s. 301-305
Tidsskriftartikel > peer review
Christine Vallaster; Sylvia von Wallpach / Brand Strategy Co-creation in a Nonprofit Context : A Strategy-as-practice Approach.
I: Nonprofit and Voluntary Sector Quarterly, Vol. 47, Nr. 5, 2018, s. 984–1006
Tidsskriftartikel > peer review
Serena Wider; Stefan Markovic; Sylvia von Wallpach / Brand Value Co-destruction in Collective Digital Discourse : A Case Study.
Abstract from 13th Global Brand Conference 2018, 2018
Konferenceabstrakt til konference > peer review
Maria Kreuzer; Hans Mühlbacher; Sylvia von Wallpach / Home in the Re-making : Immigrants' Transcultural Experiencing of Home.
I: Journal of Business Research, Vol. 91, 2018, s. 334-341
Tidsskriftartikel > peer review
Serena Wider; Andrea Lucarelli; Sylvia von Wallpach / Mediation as a Multi-dimensional Process of Brand-related Interaction
Abstract from 49th Annual Conference of the Association for Consumer Research. ACR 2018, 2018
Konferenceabstrakt til konference > peer review
Stefan Markovic; Sylvia von Wallpach; Richard Gyrd-Jones / Multi-stakeholder Knowledge Sharing and Brand Co-creation : Ethical Considerations.
I: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . red. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Glasgow : European Marketing Academy. EMAC 2018, 1 s.
Konferenceabstrakt i proceedings
Christine Vallaster; Sylvia von Wallpach; Sebastian Zenker / The Interplay Between Urban Policies and Grassroots City Brand Co-creation and Co-destruction During the Refugee Crisis : Insights From the City Brand Munich (Germany).
I: Cities, Vol. 80, 10.2018, s. 53-60
Tidsskriftartikel > peer review
2017
Sylvia von Wallpach; Benjamin Voyer; Minas Kastanakis; Hans Mühlbacher / Co-creating Stakeholder and Brand Identities : Introduction to the Special Section.
I: Journal of Business Research, Vol. 70, 2017, s. 395–398
Leder > peer review
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