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Master Theses

If you are interested in writing your Master Thesis at our chair, please read the following documents:

Current Diplomanden
Aigner LeaExploring the Role of Loss Aversion for Consumers' Choice of Global and Local Brands
Angeli AlvaMarketing Strategies of Green Born Globals

Bico LejlaThe Acculturation of Immigrants and their Customer Participation in Services
Burduli Nino"Reverse" Brand Origin Effects: Consumer Abstractions of Brands' Stereotypes into Country Sterotype
Goletiani TeonaThe Role of Salespeople Stereotypes on the Effectiveness of Customer Orientation
Hagen SantinaConsumer Acculturation and Customers' Participation in Public Services
Ibishi ArberesheEU Identity and Product Preferences: The Case of Immigrants
Ivanova EvelinConsumer Culture Positioning and Brand Schema Evaluations: The Role of In-group/Out-group Bias
Koposov DanilaIdentity Salience and In-Group/Out-Group Products: Investigating the Crossover Role of the EU Identity
Liang XuCorporate Irresponsibility and Brand Stereotypes: Consumer Perceptions of Fashion Brands in China
Luburic GoranConsumer Xenocentrism and Ethnocentrism as Drivers of Brand Stereotypes
Maack Mariel
Do Xenocentrism and Ethnocentrism Lead to Dysfunctional Brand Behavior
Missbrandt KerstinExploring the Influence of Language on Product Packaging on Consumer Behavior
Nguyen LinhBrand and Brand Buyer Stereotypes versus Consumers' Need for Uniqueness as Drivers of Consumer-Brand Identification
Nienhoff IsabelCSR Activities and Consumer Behaviour: The Role of Brand Stereotypes in Influencing Consumer Outcomes 
Öztürk ÖzgürMaximizing Customer Satisfaction While Minimizing Food Waste-Less Production Approach in the Food Service Sector
Pacyna VictorAnchoring, Complementing, and Balancing Country Stereotype Dimensions in Brand Communications
Pantoja Mora Jorge
Consumer Acculturation and Customer Perspective - A two-sided Analysis
Petricková LindaIntercultural Service Encounters: An Empirical Study

Petrychenko AnastasiyaRelationship between Consumer Disidentification and Consumer Xenocentrism and their Impact on Willingness to Pay
Rad JuliaIngredient Branding: Cross-Cultural Implications for Buyer-Seller Relationship
Richter MoritzThe Limbic Approach in Scientific Research: Investigating the Academic Use of the Limbic Map in Consumption with Austrian Consumers
Scherer Nathalie
Impact of Xenocentrism and Ethnocentrism on Decision Making Choices
Shurmelova TamaraMigrants' Acculturation and Their Participation in Services - An Observation in the Health Services Context
Steiner CatherineUse of COO Strategies by Brands in Their Online Communication
Takács MónikaLoss Aversion in Reference-dependent Choices for Global and Local Brands
Topuzoglu ElenaStereotyping Sales People Types using Stereotype Content Model
Wang QuanThe Interplay between Country Stereotype Dimensions and the Role of Country-Related Affect in shaping Consumer Behavior

Completed Master Theses
Staudinger AnnaBrand Love and its antecedent Anthropomorphism: A cross-cultural context2019
Greiner UteBrand Globalness and Localness as a Driver for Bundling Decisions2019
Bindhammer LorenzThe Effect of Perceived Globalness/Localness on Product Bundle Preferences: Exploring Configurational Assymmetry and Dominance2019
Romanyuk AndrianaThe Impact of Customer Coproduction of Services on Subjective Well-Being of Immigrants in Austria2019
Dachs-Wiesinger JuliaDo Ethnocentrism and Xenocentrism Lead to Irrational Consumer Behavior? Empirical Evidence from Austrian Consumers2018
Davydova OlgaThe Impact of Consumer Xenocentrism on the Purchase of Genuine and Counterfeits Brands2018
Erdbrügger JenniferStereotype Content Model: Tourism Destination Image from a Marketing Perspective2018
Gálová MarianaStereotypes in Global Branding: Impact on Emotions and Purchase Intention2018
Milivojevic DraganaThe Impact of Xenocentrism on Foreign Brand Purchase: Exploring the Role of Consumer Animosity2018
Mucha JosefThe Role of European Identity in Consumer Purchase Behavior2018
Radovic Nina Foreign Brands and Preference of Consumer Culture Positioning: The Interplay of Incongruity and Consumer Characteristics2018
Saracevic SelmaBrand Buyer Stereotypes: Is Need for Uniqueness More Important than Stereotypes in Brand Evaluation and Choice?2018
Shaoguang LiumanDomestic Intercultural Service Encounters: The Role of Country Stereotypes in Customer Attributions2018
Liu LucyThe Impact of Regret Anticipation on Consumers' Choice between Global and Local Brands2017
Glaser MatthiasDissociated-harmonious COO-products: A Disadvantage?2017
Köller ChristinaMultiple Location Specific Identities: The Interaction of Multiple Identities and their Brand Origin Effects 2017
Vittur IrinaEmotions Generated by Country Stereotypes and their Impact on Consumer Behavior2016
Kirchhofer MichaelaDisentangling the Effects of Brand- and Consumer Characteristics on Brand Evaluation2016
Netopilova MartinaBeing or Becoming a Global Consumer? An Investigation of Antecedents to Global Consumer Dispositions2016
Adamson GemmaConjoint Analysis: Local versus Global Brands: Does the Local/ Global Attribute Play a Significant Role for Consumers in the Purchasing Decision Process?2014
Biath RichardGlobal vs. Local Brand Consumer Evaluations: A Multi-Category Experimental Investigation in a Recently Graduated Developed Country2014
Katholnig SimonaThe Effects of Perceived Authenticity on Consumers' Response to Brands: Evidence from an Emerging Market2014
Konstantinova GerganaThe Impact of Authentic Brand Stories on Brand Perceptions and Consumer Behavior2014
Suljkanovic DijanaAuthenticating Global and Local Brands - The Effects of Authentic Brand Stories on Willingness to Pay, Purchase Intention and Brand Choice2014
Swoboda KristofConceptualization of Employee Brand Building Behaviors2014
Obradović JelenaConsumer Perspective: Does Brand Globalness Really Matter?2013
Patak PeterIntercultural Service Encounter: Theoretical and Managerial Perspective2013
Steyer AlexandraFeedback Effects of Service Extensions on the Parent Product Brand Image - Do Service Evaluations Matter?2013
Wahl AlexanderConsumer's Country-of-Origin Knowledge and Implicit Country-Cue Usage2013
Walzl KatharinaFeedback Effects of Service Extensions on the Parent Product Brand Image -The Differences Between Product und Service Brand Extensions and the Main Drivers of Feedback Effects in the Service Context2013
Wanke-Jellinek AmelieFeedback Effects of Service Extensions on the Parent Product Brand Image - An Investigation of a FMCG Brand2013
Zwinger Johannes
The Effects of Perceived Authenticity and Perceived Globalness on the Willingness to Pay of Consumers2013
Eberl MaximilianCountry Image and Consumer's Willingness to Pay2012
Milchram ChristineConsumer Culture Positioning in Advertising and Ad-Brand Incongruity2012
Schneeberger SonjaCorporate Social Responsibility and the Willingness to Pay of Consumers2012
Bichler Barbara
Service Rocovery Experiences and the Reformulation of Buyer-Seller Relationships: An Empirical Investigation2011
Frigo PaulEmbedding the Country-of-Origin in the Corporate Brand Name: An Empirical Study2011

Moser Katrin

Towards a Theoretical Understanding of How Emotions Fuel Consumer Aggression: The Case of Humiliating Service Experience


Kraxner BarbaraMeasuring Consumer Willingness-to-Pay for "Made in EU" products2010
Adrian SigrunDeveloping an Interactive Clustering Approach to Maximize Marketing Mix Effectiveness2009
Burger KarinCountry Affect: Scale Development and Validation2009
Kirchengast ChristianAirlines and Country-of-Origin from a European perspective2009
Schischlik NicoleThe Country Image-Outcome Variable Link: The Moderating Role of Human Personality2009
Schwaha StefanForecasting Willingness-to-Pay With Direct Price Elicitation: The Moderating Role of Consumer Characteristics2009
Wastian UrsulaThe Country-of-Origin Effects in Consumer Brand Perception and Brand Evaluation Processes: A Qualitative Study2009
Fritsch ElisabethThe Concept of National Identity: An In-Depth Analysis of Its Nature and Impact on Consumer Behaviour2008
Grillmair JuliaEvaluating the Impact of Other Customers on Service Experiences - A Replication and Extension2008
Pöstion AnitaInsights Into Consumers' Perceptions of Global and Local Brands2008
Roitner AndreasCompetitive Intelligence in Austria: An Empirical Study2008
Schein MichaelaExploring Online Surveys - Open Source Survey Tools Evaluation and Comparison with an Application Study on Online Survey Methodology2008
Scheithauer AstridAn Empirical Documentation of Positioning Practices Used by Global Brands2008
Schiefer JohannesGlobal and Local Brand Positioning: A Company and Consumer Perspective2008
Blaha SusannaThe Consumer Xenocentrism Scale: An Assessment of its Validity and Reliability on an Austrian Sample2007
Oberecker EvaConsumer Affinity: Conceptualization and Exploratory Insight2007
Schreiner KathrinThe Influence of Culture on Cognitive-Emotive Processes during Service Recovery Encounters: An Empirical Investigation2007
Egger BarbaraThe Impact of Consumer Ethnocentrism and Consumer Cosmopolitanism on Consumption Behaviour2006
Fritsch-Richter HerbertMeasuring Consumer Animosity of Austrian Consumers Towards the United States2006
Geisler BerndInternational Customer Segmentation and External Partners2006
Gruber BarbaraCarrying out International Customer Segmentation - Internally versus Externally2006
Hennebichler PeterCountry of Origin Knowledge: An Investigation of Consumers' Brand Origin Recognition Accuracy2006
Jevdjenic RodoljubConcept Testing within New Product Development: Applied to a Mobile Phone for the Grey Market2006

Institut für Betriebswirtschaftslehre
Lehrstuhl für Internationales Marketing

Oskar-Morgenstern-Platz 1
1090 Wien
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F: +43-1-4277-38034
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