Petra Riefler

Petra Riefler is a full professor of marketing and innovation at the University of Natural Ressources and Life Sciences, Vienna. She holds a Habilitation in Business (BWL) and a PhD in Management (specialization in International Marketing) from the University of Vienna. She was a Fulbright scholar at Kenan-Flagler Business School (University of North Carolina, USA) and visiting scholar at Cass Business School (City University, London). She worked as project manager and consultant in the marketing research industry. Her research area is consumer behavior and branding. Her substantive work focuses on local/regional/global branding strategies from a consumer perspective, consumers’ attitude towards green marketing claims, and the role of brand authenticity in consumers’ decision making. Her methodological work relates to scale development and formative measurement models. She and her co-authors published their work in a number of international journals including Journal of International Business Studies, International Journal of Research in Marketing, and Journal of International Marketing

career

• 2022 - Head of the Institute for Marketing & Innovation, BOKU
• 2019 - Member of the Senate, BOKU
• 2018 - 2020 Head of the Institute for Marketing & Innovation, BOKU
• 2018 - Professorship at the Institute for Marketing & Innovation, BOKU
• 2018 - T2S Doctoral School (BOKU), Associated Principal Investigator
• 2016 - 2016 Habilitation (Venia Docendi) in Business Administration | University of Vienna Title: “The Role of Brand Globalness in Re-Localizing Consumer Markets” External reviewers: Dan Bello (Georgia State, US), Sabine Benoit (Roehampton, UK), and David Griffith (Lehigh, US)
• 2016 - 2017 Head of Studies | Bachelor program Business Consulting | University of Applied Sciences Wiener Neustadt
• 2016 - 2017 University Assistant | Chair of International Marketing | University of Vienna
• 2015 - Lecturer at the RWTH Aachen, Germany | Doctoral course on structural equation models
• 2014 - 2014 Fulbright Guest Professorship | Kenan-Flagler Business School, University of North Carolina
• 2008 - 2008 Completion of PhD Management (with distinction) | University of Vienna Title: “Consumer Attitudes towards buying other countries' products: Conceptual and Empirical Insights into Consumer Animosity, Consumer Affinity, and Consumer Cosmopolitanism” External reviewers: Hartmut Holzmüller (TU Dortmund, GER) and George Balabanis (CASS Business School, UK)
• 2008 - 2009 Project Manager International Market Research | marketmind, Vienna
• 2007 - 2007 Research stay | Cass Business School, City University | London

awards

• 2022 Hans B Thorelli Award; Awarded by the Journal of International Marketing for the most significant and long-term contribution to international marketing theory or practice
• 2018 2018 Emerald Literati Network, Outstanding Reviewer for International Marketing Review
• 2016 Emerald Literati Network 2016 Awards for Excellence, Outstanding Reviewer for International Marketing Review
• 2014 Fulbright Scholarship awarded by the Austrian-American Educational Commission (AAEC)
• 2014 Recognition award of the Bank Austria Prize for the promotion of innovative research projects
• 2013 Susan P. Douglas Award for the Best Conference Paper on International Marketing
• 2012 Business Administration Handelsblatt Ranking | Top 100 business administration researchers under the age of 40 in German-speaking countries
• 2012 Emerald Outstanding Author Contribution Award
• 2011 Highly commended winner of the 2010 Emerald/EFMD Outstanding Doctoral Research Awards (category: Marketing Research)
• 2010 Best Paper Award, Global Brand Management Conference, Istanbul
• 2008 Emerald Outstanding Paper Award, International Marketing Review

expertise

sustainable consumer behavior; Sufficient consumption & renunciation; consumer perception of product attributes; measurement theory; structural equation models; Regional and international brand strategies;

Functions/memberships in scientific societies

• 2018 - Austrian Society for Agricultural Economics (ÖGA) board member
• 2015 - European Marketing Academy (EMAC) delegate (s).
• 2012 - Association of University Teachers for Business Administration (VHB) Member