Department für Wirtschafts- und Sozialwissenschaften
Institut für Marketing & Innovation
1180 Wien, Austria
Tel.: + 43 1 47654-73511
Fax: + 43 1 47654-73509
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 (for details, see Publications).
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