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Publications

• Riehle, Ramona, Verena E. Wieser, and Andrea Hemetsberger (2024), ““We Truly Love What We Do”: The Tribal Consumer Inside Passionate Service Employees,” Journal of Service Research. Online First. 
• Schwarz, Sarah and Christiane Aufschnaiter (forthcoming), "Pop-Up Lifestyle: The Case of Co-Living/Working in Nomadism," NA - Advances in Consumer Research, Vol. 52. 
• Aufschnaiter, Christiane, Sarah Schwarz, and Cristel Russell (forthcoming), "The Art of Traveling Minds: Imagining Home Consumption," NA - Advances in Consumer Research, Vol. 52. 
• Schöps, Jonathan D., Sarah Schwarz, and Veronika Rojkowski (2024), "Memetic Logics of Participation: Fitness Body Culture on Instagram," Marketing Theory, 24(1), 65–89. 
• Klingler, M., Markus Schermer, Andrea Hemetsberger, Rike Stotten, and Clemens Maaß (2023), „Uncovering the Sociomaterial Assemblage of a Culinary Heritagization: The Wildschönauer Krautinger Schnapps,“ Journal of Rural Studies, 103.
  
• Schwarz, Sarah, Christiane Aufschnaiter and Andrea Hemetsberger (2023), “Social Linking Practices in Physical Distance: The Material Constitution of Sociality,” Marketing Theory, 23(2), 321–42.
• Ugne Greivyte and Andrea Hemetsberger (2022), “In Limbo: Liminality Narratives of Young Adults Returning to the Family Home,” NA Advances in Consumer Research Volume 45, eds., Duluth, MN: Association for Consumer Research, Denver, 2022.
• Hemetsberger, Andrea, Maria Kreuzer and Hans Mühlbacher (2022), “Co-creation or Co-destruction? Value-based Brand Formation,” in Stefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach and Adam Lindgreen (eds.) Research Handbook on Brand Co-creation: Theory, practice, and ethical implications, Edward Elgar, 92–106.
• Von Wallpach, Sylvia and Andrea Hemetsberger (2022), “Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective,” in Iglesias Oriol, Nicholas Ind and Majken Schultz (eds.) The Routledge Companion to Corporate Branding.
• Schöps, Jonathan D., Christian Reinhardt, and Andrea Hemetsberger (2022), “Sticky market webs of connection – human and nonhuman market co-codification dynamics across social media,” European Journal of Marketing, 56 (13), 78–104.
• Schwarz, Sarah and Christiane Aufschnaiter (2022), “Brand Nomadicity: Redefining Consumer-Brand Relationships in Liquid Modernity,” NA - Advances in Consumer Research, 50.
• Aufschnaiter, Christiane, Sarah Schwarz, and Andrea Hemetsberger (2021), “Anchors on the Move: Digital Nomads’ Solid Footholds in Liquidity,” NA - Advances in Consumer Research, 49, 27–31.
• Wieser, Verena E., Marius K. Lüdicke, and Andrea Hemetsberger (2021), “Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace,” Journal of Consumer Research, 48 (4), 731–751. https://doi.org/10.1093/jcr/ucab035 (see also our JCR blog entry at: https://consumerresearcher.com/charisma)
• Brugger, Teresa and Verena E. Wieser (2021), “The Iconization of Greta Thunberg: The Role of Myths in Co-Creating a Person Brand,” Brand Co-creation: Theory, Practice, and Ethical Implications,” ed. Stefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach, and Adam Lindgreen, Cheltenham, UK: Edward Elgar Publishing.
• Rojkowski, Veronika and Jonathan D. Schöps (2021), “Assembling Fitness on Instagram – A Critical Visual Content Analysis of Consumer-Generated Content,” in NA - Advances in Consumer Research, 49, 292–295.
• Schöps, Jonathan D., Stephanie Kogler, and Andrea Hemetsberger (2021), “(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages,” in Johan Hagberg and Hans Kjellberg (eds.) Digitalized Markets, London, UK: Routledge.
• Schwarz, Sarah (2021), " ‘Going’ Green? Nomadic Consumers’ Paradoxical Journey Toward Sustainability," NA - Advances in Consumer Research, 49, 60–64.
• Schwarz, Sarah and Andrea Hemetsberger (2020), “A Luxury Moment to Go, Please – Toward a Paradoxical View of Luxuriousness Among Cosmopolites,” NA - Advances in Consumer Research, 48, 121–25.
• Von Wallpach, Sylvia, Andrea Hemetsberger, Thyra U. Thomsen, and Russel W. Belk (2020), “Moments of Luxury – A Phenomenological View of the Essence of Luxury Experience,” Journal of Business Research, 116, 491–502.
• Schöps, Jonathan D., Stephanie Kogler, and Andrea Hemetsberger (2020). “(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages,” Consumption, Markets & Culture, 23 (2), 195–213.
• Schöps, Jonathan D. (2020), “Consuming Commodified Bodies - Performative (Re-)embodiment of Digital Corporeal Consumption,” in NA - Advances in Consumer Research, 48, 115–20.
• Grohs, Reinhard, Verena E. Wieser, and Pristach, Matthias (2020), “Value Cocreation at Sport Events,” European Sports Management Quarterly, 20/1, 6987.
• Verena E. Wieser, Andrea Hemetsberger, and Marius K. Lüdicke (2019), “Protest Rhetoric’s Appeal: How Moral Entrepreneurs Recruit the Media into Moral Struggles,” in Simone Schiller-Merkens and Philip Balsinger (eds.) The Contested Morality of Markets, Research in the Sociology of Organizations, Chapter 8, 151–66.
• Hemetsberger, Andrea, Maria Kreuzer, and Melanie Klien (2019), “From Caterpillar to Butterfly: Experiencing Spirituality via Body Transformation,” special issue on ‘Consuming the Spiritual’, Journal of Marketing Management, 35(5-6), 540–64.
• Wieser, Verena E., Hemetsberger, Andrea, and Marius K. Luedicke (2019), “Protest Rhetoric’s Appeal: How Brands as Moral Entrepreneurs Recruit the Media into Moral Struggles,” The Contested Morality of Markets: Research in the Sociology of Organizations, ed. Simone Schiller-Merkens and Philip Balsiger, Bingley, UK: Emerald Publishing Limited.
• Kogler, Stephanie (2019), "How Employees Embody the Brand," NA - Advances in Consumer Research, 47, 403–7.
• Kogler, Stephanie (2018), "How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister," NA - Advances in Consumer Research, 46, 406–12.
• Ladstätter, Florian, Andreas Plank, and Andrea Hemetsberger (2018), “The Merits and Limits of Making Do: Bricolage and Breakdowns in a Social Enterprise,” Entrepreneurship & Regional Development, 30 (3-4), 283–309.
• Wegerer, Philipp K. and Ian Munro (2018), “Ethics of ambivalence in corporate branding,” Organization, 25(6), 695-709.
• Wegerer, Philipp K. (2018), “Ethical branding as a discoursive resource for employee identity work: A case study,” German Journal of Human Resource Management, 32(2), 102–19.
• Schöps, Jonathan D. (2018), "Consuming Commodified Selves - Accelerated Identity Co-construction Dynamics Through Fashion Performances on Instagram," in NA - Advances in Consumer Research, 46, 434–9.
• Schöps, Jonathan David, Philipp K. Wegerer, and Andrea Hemetsberger (2017), “Brand-mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - The Case of American Apparel,” in NA - Advances in Consumer Research, 45, 474–8.
• Von Wallpach, Sylvia, Andrea Hemetsberger, and Peter Espersen (2017), “Performing identities: Processes of brand and stakeholder identity co-construction,” Journal of Business Research, 70, 443–52.
• Gabl, Sabrina, Wieser, Verena E., and Andrea Hemetsberger (2016), “Public Brand Auditing: A Pathway to Brand Accountability,” Research in Consumer Behavior, 18, 147-67.
• Stoeckl, Verena E. and Marius K. Luedicke (2015), “Doing Well while Doing Good? An Integrative Review of Marketing Criticism and Response,” Journal of Business Research, 68, 2452-63.
• Stoeckl, Verena E. (2014), “Lonely Rebel or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands,” in NA - Advances in Consumer Research, Vol. 42.