Dr. Oliver Koll

 

 

 Vita:

Oliver Koll has earned an MBA at the A.B. Freeman School of Business at Tulane University and a PhD in Marketing at the Leopold-Franzens-University in Innsbruck. From 1996 to 2001 he was a member of the marketing faculty at Leopold-Franzens-University while working on his PhD thesis "Stakeholder Responsiveness and Organizational Effectiveness" (Chairs: Hans Mühlbacher, Innsbruck and Arch Woodside, Boston College). After a year at HEC Montreal he became Managing Partner at a marketing strategy consultancy in Innsbruck. He returned to the marketing group as a post-doctoral fellow in March 2006.

 

 Area of Research:

In his research Oliver studies brands from a stakeholder perspective. Why brands might matter to various stakeholders, how they interpret brand, whether organizations consciously build stakeholder-oriented brands, and how (consistently or inconsistently) stakeholders perceive brands, are issues he investigates.

Besides he also looks at the relationship between brand and store by investigating the effect of brand listings at discounters on consumer behavior (store choice, store switching) und attitude (brand meaning).

 

 Recent Publications:

Oliver Koll, Andreas Plank

Context Stability and Repurchasing: Why Shoppers Choose the Same Brand on the Next Trip

Journal of Retailing, 2022

 

Oliver Koll, Koen Pauwels

Why brands grow: the powers of differentiation and penetration

Management and Business Review, 2022

 

Oliver Koll, Sylvia von Wallpach, Boris Uzelac

Stakeholder-Oriented Brand Management: A Venn-Diagram Approach to Monitor Brand Association

European Management Journal, 2022

 

ns Mühlbacher, Karine Raies, Reinhard Grohs, Oliver Koll Drivers of Brand Strength: Configural Paths to Strong Cognitive Brand Equity Journal of Business Research, 2016, Vol 69 (8), 2774-2780

 

Hans Mühlbacher, Karine Raies, Reinhard Grohs, Oliver Koll
One Pie, Many Recipes: Alternative Paths to High Brand Strength
Journal of Business Research, 2016, Vol 69 (6), 2244-2251

 

Bas Hillebrand, Paul Driessen, Oliver Koll
Stakeholder Marketing: Theoretical Foundations and Required Capabilities
Journal of the Academy of Marketing Science, 2015, Vol 43 (4), 411-428 

 

Oliver Koll, Sylvia von Wallpach
Intended Brand Associations: Do they Really Drive Brand Response?
Journal of Business Research, 2014, Vol 67 (7), 1501-1507

 

Barbara Deleersnyder, Oliver Koll
Destination Discount: A sensible road for national brands?
European Journal of Marketing, 2012, Vol 46 (9), 1150-1170