Andreas Strebinger
Associate Professor
Office: Atkinson College, 235
Phone: 416-736-2100 Ext: 30590
Email: strebing@yorku.ca
Media Requests Welcome
I strive to give both my research and my courses a strong link to real-world application and encourage students to actively bring in their own experiences and thoughts. My courses are challenging but - as I hope - rewarding in terms of the learning experience and a good stepping stone for a strong career in Marketing.
For the practical aspects of my teaching, I bring in experiences from my consulting, Executive Training and Collaborative Research in Canada, Germany, Austria, The Netherlands, Switzerland and China with partner and client companies ranging from medium-sized local companies to global leaders.
Courses I have taught in the past comprise Marketing (Introductory and Intermediate), Brand Management, Advanced Brand Management, Market Research, International/Global Marketing, Management & International Business, Cross-Cultural Management, Consumer Behavior, Marketing, Advertising, and Statistics.
My research and much of my practical work focus on the difficult challenges in Brand Management:
- managing brands across countries (e.g., global brand positioning)
- managing brands across diverse product categories within a country (e.g., Brand Portfolio Management, Brand Hierarchies/Brand Architecture)
- managing brands across offline and online channels (e.g., digital branding and the orchestrated design of Branding, IT structure, e-commerce, digital customer relationship)
- managing brands across heterogeneous target groups within a country (e.g., Multi-Cultural/Ethnic marketing; branding across B2B and B2C target audiences)
Current and part research collaborations: e.g., University of Frankfurt (Germany), University of International Business and Economics (Beijing), Tokyo Metropolitan University, University of London (UK), Ohio State University, University of Melbourne (Australia) Major current research projects • Multi-ethnic Advertising in North America, Europa, and Asia • Effects of Corporate Endorsement of CPG Product Brands on Product Brand Evaluation by Consumers in Canada and Austria • Consumer Optimal Distinctiveness in Online and Offline Environments and its effects on Brand-Community Engagement and Identification Methodological Interests: Conjoint Analysis, Multi-Level Modeling, Hierarchical Bayes, Experimental Research, qualitative research Over 80 publications: 5 books on brand management and country-of-origin effects, 11 articles in peer-reviewed journals (e.g. Journal of Business Research, Journal of Global Marketing, European Journal of Marketing, Information Systems Journal, Journal of Brand Management), 9 chapters in scholarly books, 26 papers in refereed conference proceedings, 30+ articles in trade publications
Degrees
PhD, Vienna University of Economics and Business Administration, AustriaMBA, Vienna University of Economics and Business Administration, Austria
Community Contributions
I enjoy supporting not-for-profit organizations in pro-bono collaborative research work (e.g., UNICEF Canada). I am honoured to have the opportunity to serve as a director of the YUFA Foundation and as a Trustee of the YUFA Trust Fund.
Research Interests
Current Research Projects
ATK Fellowship
Strebinger, Andreas (2011), Brand Architecture – Strategies between a house of brands and a branded house and between local and global brands, 2nd Edition, Wiesbaden (Germany): Gabler Edition Wissenschaft [in German].
Zednik, Anita and Andreas Strebinger (2005), Brand Management Tools: Categorization and Positioning of the Brand Management Tools Offered by Advertising Agencies, Strategic Consultants and Market Research Companies, 2nd Ed., Wiesbaden (Germany): Deutscher Universitätsverlag [in German].
Strebinger, Andreas, Thomas Otter and Judith Glück (2001), Principles of Correspondence Analysis. Vienna: Management Book Service [in German].
Strebinger, Andreas (2001), The Advantage of Market Leaders in Consumer Brand Assessment: Heuristic Purchasing Decisions as a Function of Consumer Involvement, Product Knowledge and Brand Consciousness, Vienna: Facultas [in German].
Schweiger, Günter, Gereon Friederes, Andreas Strebinger, Ingrid Rehrl and Thomas Otter (1995), Made in Austria – An Asset for Austrian Brands, Vienna: Austrian Federal Economic Association [in German].
Strebinger, Andreas (2007), “Brand Architecture Strategy and Strategic Brand Concept: The B.A.S.E. Model,” in: Psychologie der Markenführung, Florack, Arnd, Scarabis, Martin and Ernst Primosch, eds, 92-112. Munich: Vahlen [in German].
Schweiger, Günter and Andreas Strebinger (2007), “Product and Brand Image,” in Marktpsychologie, L. v. Rosenstiel and D. Frey, eds, 347-374. Göttingen, Germany: Hogrefe [in German].
Strebinger, Andreas and Thomas Otter (2006), “Who Believes in the Quality of National Brands? On the Structure of Consumer Brand Consciousness,” in Werbe- und Markenforschung, A. Strebinger, W. Mayerhofer and H. Kurz, eds. Wiesbaden (Germany): Gabler [in German].
Strebinger, Andreas and Günter Schweiger (2003), "More, less, or the right ones? On the Private Label Strategy of Food Retailers," in Jahrbuch Vertriebs- und Handelsmanagement 2003, R. Olbrich, D. Ahlert and H. Schröder, eds, 69-83. Frankfurt a.M., Germany: Deutscher Fachverlag [in German].
Schweiger, Günter and Andreas Strebinger (2003), "Sustainable Branding Strategies for Food Retailers," in Jahrbuch der Handelsforschung 2003: Neue Erkenntnisse für Praxis und Wissenschaft des Handels, V. Trommsdorff, ed. Cologne, Germany: Forschungsstelle für den Handel [in German].
Schweiger, Günter, Gereon Friederes and Andreas Strebinger (1995), "Consumer Reactions to the Outsourcing of the Production of Well-Known Brands: An Adaptive Conjoint Analysis in 16 Product Categories," in Marketingprobleme: Innovative Lösungsansätze aus Forschung und Praxis, D. Baier and R. Decker, eds, 187-196. Regensburg, Germany: S. Roderer Verlag [in German].
Schweiger, Günter, Gereon Friederes, Andreas Strebinger, and Thomas Otter (1995), “The Importance of a Product´s Country of Origin in Consumer Evaluation and its Significance in Factory Location Decisions”, in Sicherung der Wettbewerbsfähigkeit durch Marketing, G. Schweiger, H. Mühlbacher, G. Stürmer and R. Wödlinger, eds, 395-438. Linz, Austria: Universitätsverlag Rudolf Trauner [in German].
Strebinger, Andreas, Xiaoling Guo, Ferdinand Klauser, and Peter Grant-Hay (2018), "Is Multi-Ethnic Advertising a Globally Viable Strategy for a Western Luxury Car Brand? A Multi-Method Cross-Cultural Study", Journal of Business Research, 82, 1, 409-416.
Strebinger, Andreas and Alexander Rusetski (2016): "Prioritizing Geo-References: A Content Analysis of the Websites of Leading Global Luxury Fashion Brands", Journal of Global Marketing, 29, 5, 282-297, DOI: 10.1080/08911762.2016.1185562.
Strebinger, Andreas (2014), "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy", European Journal of Marketing, Vol. 48 Iss: 9/10, pp.1782-1804. Elected as one of three "Highly Recommended Papers 2014" by the Editorial Board of the Journal.
Zednik, Anita and Andreas Strebinger (2008): “Brand-Management Models of major consulting firms, advertising agencies and market research companies: a categorisation and positioning analysis of models offered in Germany, Switzerland and Austria”, in The Journal of Brand Management, 15, 5, 301-311.
Treiblmaier, Horst and Andreas Strebinger (2008), “The Effect of E-Commerce on the Integration of IT Structure and Brand Architecture," in: Information Systems Journal, 18, 5, 478-498.
Treiblmaier, Horst and Andreas Strebinger (2006), "B2C e-Commerce as a Driver of Simultaneous Changes in IT Structure and Brand Architecture," in: Wirtschaftsinformatik, 46, 2, 87-95 [in German].
Strebinger, Andreas and Günter Schweiger (2006), “Six Common Pitfalls in Brand Architecture Management,“ in: Jahrbuch der Absatz- und Verbrauchsforschung, 52, 3, 242-264 [in German].
Strebinger, Andreas and Horst Treiblmaier (2006), "The Impact of Business to Consumer ECommerce on Organizational Structure, Brand Architecture, IT-Structure and their Interrelations," in: Schmalenbach Business Review, 58, 1, 81-113.
Schweiger, Günter, and Andreas Strebinger (eds), Electronic Proceedings of the Conference on Brand Research. Vienna University of Economics and Business Administration 2005 [in German and English].
Strebinger, Andreas (2005), "In the Jungle of Brand Equity Measurement: A Hands-On Guide,“ Markenartikel, 67, 5, 37-40 (part 1) and 67, 6, 50-53 (part 2) [in German].
Stromer, Karin and Andreas Strebinger (2005): “Positive Effects of a Broad Product Portfolio on Consumer Brand Perception: The Knorr Case,” in transfer Werbeforschung & Praxis (nonrefereed part), 50, 4, 15-23 [in German].
Strebinger, Andreas and Horst Treiblmaier (2004), "E-Adequate Branding: Building Offline and Online Brand Structure within a Polygon of Interdependent Forces," in: Electronic Markets, 14 (July), 153-164.
Zednik, Anita, and Andreas Strebinger (2004), Efficient Brand Management, in: Marketingjournal, Special Issue on Efficiency in Marketing, p. 16-20.
Strebinger, Andreas (2004), "The Effects of an Exposure to the Product Portfolio of a Brand on its Flagship Products and Brand Extendibility," in: Die Unternehmung, 58, 279-300 [in German].
Schweiger, Günter, Andreas Strebinger, Thomas Otter and Gereon Friederes (2002), “Cognitive Brand Structure in the Consumers' Minds – from the Manager's Drawing Board to Reality”, Fukuoka University Review of Commercial Sciences, Vol. XLVI, 3-4 (March), 439-455 [in German].
Strebinger, Andreas (2001), "Brand Personality and Self Enhancement: The Role of Image Congruity in Brand Choice," in: transfer - Werbeforschung & Praxis, 46, 19-24. [in German]
Strebinger, Andreas, Sabine Hoffmann, Günter Schweiger and Thomas Otter (2000), "Conjoint- Analysis und Hemisphericity: The Effect of Presentation Format and Involvement on Predictive Validity," in: Marketing ZFP, 22, 1, 55-74 [in German].
Strebinger, A. 2006 “Brand Architecture Management in Tourism Marketing”, Speech held at the Expert Talks Series of the Austrian Association for Applied Tourism Research, Vienna [in German].
Strebinger, A. 2005 “Brand Architecture: Some Common Pitfalls”, Colloquium on Advertising and Sales Management, Austrian Advertising Association, Vienna [in German].
Strebinger, A. 2004 “Brand Management Tools”, CEMS Knowledge Forum, Vienna [in German].
Strebinger, Andreas and Horst Treiblmaier (2004), "L’effet du e-commerce entre entreprises et consommateurs sur la structure de l’organisation, l’architecture de marques, la structure IT et sur leurs relations," Paper presented at the 2ème Journée de Recherche AFM-IRG "Les Marques" of the Association Française de Marketing, Paris [in French].
Strebinger, A. 2004 “Measuring the Impact of the Corporate Brand on Product Brand Evaluation Using CBCHB”, Paper presented at the Workshop on Conjoint Applications: Hierarchical Bayes and Finite Mixtures, Bern, Switzerland 2004.
Schweiger, Günter, Andreas Strebinger, Carsten Baumgarth, Tobias Langner, Franz-Rudolf Esch, Franziska Völckner and Marina Dabic (2004), "Special Topic Workshop on Brand Research: Empirical Studies on Brand Architecture and the Implementation of Brand Extensions in Packaging and Brand Communication," in Betriebswirtschaftslehre und gesellschaftliche Verantwortung: Proceedings zur 66. Wissenschaftlichen Jahrestagung des Verbands der Hochschullehrer für Betriebswirtschaft, Ursula Schneider and Peter Steiner, eds, 328-332. Graz, Austria: Karl-Franzens Universität Graz [in German].
Baumgarth, Carsten and Andreas Strebinger (2004), “The Importance of Fit in Brand Leveraging: Towards a Generalized Theory of Fit,” in Betriebswirtschaftslehre und gesellschaftliche Verantwortung: Proceedings zur 66. Wissenschaftlichen Jahrestagung des Verbands der Hochschullehrer für Betriebswirtschaft, Ursula Schneider and Peter Steiner, eds, 136-139. Graz, Austria: Karl-Franzens Universität Graz [in German].
Strebinger, Andreas and Thomas Otter (2001), "Double Heterogeneity in Brand Consciousness," in Environment and Wellbeing, Conference Proceedings of the XXVI Colloquium on Research in Economic Psychology, Adrian J. Scott, ed, 290-293. Bath (UK).
Strebinger, Andreas (2001), "Extending Dual-Process Models: The CASCADES Model," in European Advances in Consumer Research, Andrea Gröppel-Klein and Franz-Rudolf Esch, eds, 48-50. Valdosta, GA: Association for Consumer Research.
Strebinger, A. 2001 "Extending Dual-Process Models: The CASCADES Model," presentation at the European Conference of the Association for Consumer Research, as a part of a specialized workshop on “Consumer Information Processing”, Berlin 2001.
Strebinger, Andreas (2000), "Dual-Process Models: Overview, Critical Assessment and Further Development," in Proceedings of the XXV Annual Colloquium on Research of Economic Psychology and SABE 2000 Conference, Erik Hölzl, ed, 425-429. Vienna: University of Vienna.
Strebinger, Andreas, Sabine Hoffmann, Günter Schweiger and Thomas Otter (2000), "Verbal Versus Pictorial Stimuli in Conjoint Analysis: The Moderating Effect of Involvement and Hemisphericity," in Enhancing Knowledge Development in Marketing, 2000 AMA Educators´ Proceedings, Gregory T. Gundlach and Patrick E. Murphy, eds, 182-188. Chicago: American Marketing Association.
Otter, Thomas and Andreas Strebinger (1998), "Estimating Conjoint-Partworth Variation Using a Random Coefficient Model and the Kalmanfilter," in Proceedings of the Marketing Exchange Colloquium, Lou Pelton and Peter Schnedlitz, eds, 211-220. Chicago: American Marketing Association.
Strebinger, Andreas, Ferdinand Klauser, Peter Grant-Hay, Guo, Xiaoling (2016), Is Multi-Ethnic Advertising a Viable Strategy for Global Luxury Brands? A Mixed-Method Study in Four Countries. Paper presented at the 2016 European International Business Associaton (EIBA) Conference in Vienna, December 2016.
Strebinger, Andreas; Rusetski, Alex (2015), Prioritizing Geo-Referencing: The Case of Global Luxury Fashion Brands, paper presented at the 2015 European International Business Association (EIBA) Conference, December 2015.
Strebinger, Andreas, Ferdinand Klauser Peter Grant-Hay, Guo, Xiaoling (2015), Consumer Thoughts on Multi-Ethnic Advertising of Global Luxury Brands: Comparing Chinese and Japanese Immigrants in Canada to Consumers in China and Japan, paper accepted for presentation at the 2015 Royal Bank International Research Seminar on Multi-Ethnic Advertising, Montreal, September 2015.
Strebinger Andreas (2014), Corporate Endorsement - Who Cares? Endorsement Type and Consumer Needs as Moderators of the Effect of Token Endorsement on the Evaluation of Established Product Brands, presented at the Brands and Brand Relationships Conference 2014, Boston University, May 2014.
Strebinger, Andreas and Alexander Rusetski (2013), Are Global Brands Presenting Themselves as Global to Their Global Audience? Evidence from the Websites of 15 Leading Global Luxury Brands (Extended Abstract), forthcoming in Proceedings of the IISES Conference, Prague, September 2013.
Strebinger, Andreas, Alexander Rusetski and Thomas Foscht (2012), Use of Country of Brand Origin, Brand Westernness and Brand Globalness in Positioning of Global Luxury Brands, Extended Abstract. in: Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Adelaide, December 2012.
Strebinger, Andreas (2011), Industry, Company- and Portfolio-Level Drivers of Manifest Branding Strategy: An Empirical Study in a European Market (Extended Abstract), Proceedings of the 2011 Winter Conference of the American Marketing Association (Austin, TX).
Foscht, Thomas Foscht, Marion Brandstaetter, Bernhard Swoboda, Cesar Maloles, and Andreas Strebinger (2010), Consumer Evaluations of Private Label Extensions: An exploratory study in the FMCG categories, Proceedings of the 2010 Global Marketing Conference, Tokyo.
Strebinger, Andreas (2010), Does the perceived globalness of a brand enhance quality and prestige perceptions of consumers (Abstract), Proceedings of the 6th International Conference: Thought Leaders in Brand Management, Lugano, Switzerland, 2010
Strebinger, Andreas (2009), A critical review of empirical evidence and theoretical explanations as well as suggestions for future research, 3rd International Conference on Brand Research, Vienna, Austria, September 2009.
Dabic, Marina, Guenter Schweiger and Strebinger Andreas (2008), A Model of the Customers’ Perceived Costs and Benefits of Product Customization in the Car Market, Proceedings of the 2008 American Marketing Summer Conference, AMA: Chicago.
Dabic, Marina, Günter Schweiger und Andreas Strebinger (2007), Consumer Preference for Mass-Customized Products: A Cost-Benefit Approach Using Structural Equation Modeling, Proceedings of The 2007 World Conference on Mass Customization & Personalization (MCPC), MIT Boston / HEC Montreal [Extended Abstract].
Treiblmaier, Horst und Andreas Strebinger (2006), The Effect of E-Commerce on the Integration of IT Structure and Brand Architecture: Evidence from Austria, in: Proceedings of the 2006 Summer Conference of the American Marketing Association, Chicago [Extended Abstract].
Strebinger, Andreas and Horst Treiblmaier (2006), E-Commerce and Integration Efforts in Brand Architecture and IT Structure: Evidence from Austria [Extended Abstract], in Proceedings of the 2006 AMA Summer Educators´ Conference. Chicago: American Marketing Association.
Schweiger, Günter, Marina Dabic and Andreas Strebinger (2004), Brand architecture - The View of Practitioners, Paper Presented at the 2004 Marketing Science Conference. Rotterdam: Marketing Science Institute.
Strebinger, Andreas (2004), "How Brands Guide Innovation – and leave room for the Schumpeterian entrepreneur (extended abstract)," in Advances in Consumer Research, Barbara E. Kahn and Mary Frances Luce, eds, 240. Valdosta, GA: Association for Consumer Research.
Strebinger, Andreas (2004), "Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model," in Advances in Consumer Research, Barbara E. Kahn and Mary Frances Luce, eds, 656-661. Valdosta, GA: Association for Consumer Research.
Strebinger, Andreas (2004), "The Effects of an Exposure to the Product Portfolio of a Brand on its Flagship Products and Brand Extendibility," in: Die Unternehmung, 58, 279-300 [in German].
Strebinger, Andreas, Günter Schweiger and Thomas Otter (1998), "Brand Equity and Consumer Information Processing: A Proposed Model," in Proceedings of the Marketing Exchange Colloquium (Addendum), Lou Pelton and Peter Schnedlitz, eds. Chicago: American Marketing Association.
I strive to give both my research and my courses a strong link to real-world application and encourage students to actively bring in their own experiences and thoughts. My courses are challenging but - as I hope - rewarding in terms of the learning experience and a good stepping stone for a strong career in Marketing.
For the practical aspects of my teaching, I bring in experiences from my consulting, Executive Training and Collaborative Research in Canada, Germany, Austria, The Netherlands, Switzerland and China with partner and client companies ranging from medium-sized local companies to global leaders.
Courses I have taught in the past comprise Marketing (Introductory and Intermediate), Brand Management, Advanced Brand Management, Market Research, International/Global Marketing, Management & International Business, Cross-Cultural Management, Consumer Behavior, Marketing, Advertising, and Statistics.
My research and much of my practical work focus on the difficult challenges in Brand Management:
- managing brands across countries (e.g., global brand positioning)
- managing brands across diverse product categories within a country (e.g., Brand Portfolio Management, Brand Hierarchies/Brand Architecture)
- managing brands across offline and online channels (e.g., digital branding and the orchestrated design of Branding, IT structure, e-commerce, digital customer relationship)
- managing brands across heterogeneous target groups within a country (e.g., Multi-Cultural/Ethnic marketing; branding across B2B and B2C target audiences)
Current and part research collaborations: e.g., University of Frankfurt (Germany), University of International Business and Economics (Beijing), Tokyo Metropolitan University, University of London (UK), Ohio State University, University of Melbourne (Australia) Major current research projects • Multi-ethnic Advertising in North America, Europa, and Asia • Effects of Corporate Endorsement of CPG Product Brands on Product Brand Evaluation by Consumers in Canada and Austria • Consumer Optimal Distinctiveness in Online and Offline Environments and its effects on Brand-Community Engagement and Identification Methodological Interests: Conjoint Analysis, Multi-Level Modeling, Hierarchical Bayes, Experimental Research, qualitative research Over 80 publications: 5 books on brand management and country-of-origin effects, 11 articles in peer-reviewed journals (e.g. Journal of Business Research, Journal of Global Marketing, European Journal of Marketing, Information Systems Journal, Journal of Brand Management), 9 chapters in scholarly books, 26 papers in refereed conference proceedings, 30+ articles in trade publications
Degrees
PhD, Vienna University of Economics and Business Administration, AustriaMBA, Vienna University of Economics and Business Administration, Austria
Community Contributions
I enjoy supporting not-for-profit organizations in pro-bono collaborative research work (e.g., UNICEF Canada). I am honoured to have the opportunity to serve as a director of the YUFA Foundation and as a Trustee of the YUFA Trust Fund.
Research Interests
Current Research Projects
-
Project Type:
Funded
Funders:
ATK Fellowship
All Publications
Strebinger, Andreas (2007), “Brand Architecture Strategy and Strategic Brand Concept: The B.A.S.E. Model,” in: Psychologie der Markenführung, Florack, Arnd, Scarabis, Martin and Ernst Primosch, eds, 92-112. Munich: Vahlen [in German].
Schweiger, Günter and Andreas Strebinger (2007), “Product and Brand Image,” in Marktpsychologie, L. v. Rosenstiel and D. Frey, eds, 347-374. Göttingen, Germany: Hogrefe [in German].
Strebinger, Andreas and Thomas Otter (2006), “Who Believes in the Quality of National Brands? On the Structure of Consumer Brand Consciousness,” in Werbe- und Markenforschung, A. Strebinger, W. Mayerhofer and H. Kurz, eds. Wiesbaden (Germany): Gabler [in German].
Strebinger, Andreas and Günter Schweiger (2003), "More, less, or the right ones? On the Private Label Strategy of Food Retailers," in Jahrbuch Vertriebs- und Handelsmanagement 2003, R. Olbrich, D. Ahlert and H. Schröder, eds, 69-83. Frankfurt a.M., Germany: Deutscher Fachverlag [in German].
Schweiger, Günter and Andreas Strebinger (2003), "Sustainable Branding Strategies for Food Retailers," in Jahrbuch der Handelsforschung 2003: Neue Erkenntnisse für Praxis und Wissenschaft des Handels, V. Trommsdorff, ed. Cologne, Germany: Forschungsstelle für den Handel [in German].
Schweiger, Günter, Gereon Friederes and Andreas Strebinger (1995), "Consumer Reactions to the Outsourcing of the Production of Well-Known Brands: An Adaptive Conjoint Analysis in 16 Product Categories," in Marketingprobleme: Innovative Lösungsansätze aus Forschung und Praxis, D. Baier and R. Decker, eds, 187-196. Regensburg, Germany: S. Roderer Verlag [in German].
Schweiger, Günter, Gereon Friederes, Andreas Strebinger, and Thomas Otter (1995), “The Importance of a Product´s Country of Origin in Consumer Evaluation and its Significance in Factory Location Decisions”, in Sicherung der Wettbewerbsfähigkeit durch Marketing, G. Schweiger, H. Mühlbacher, G. Stürmer and R. Wödlinger, eds, 395-438. Linz, Austria: Universitätsverlag Rudolf Trauner [in German].
Strebinger, Andreas (2011), Brand Architecture – Strategies between a house of brands and a branded house and between local and global brands, 2nd Edition, Wiesbaden (Germany): Gabler Edition Wissenschaft [in German].
Zednik, Anita and Andreas Strebinger (2005), Brand Management Tools: Categorization and Positioning of the Brand Management Tools Offered by Advertising Agencies, Strategic Consultants and Market Research Companies, 2nd Ed., Wiesbaden (Germany): Deutscher Universitätsverlag [in German].
Strebinger, Andreas, Thomas Otter and Judith Glück (2001), Principles of Correspondence Analysis. Vienna: Management Book Service [in German].
Strebinger, Andreas (2001), The Advantage of Market Leaders in Consumer Brand Assessment: Heuristic Purchasing Decisions as a Function of Consumer Involvement, Product Knowledge and Brand Consciousness, Vienna: Facultas [in German].
Schweiger, Günter, Gereon Friederes, Andreas Strebinger, Ingrid Rehrl and Thomas Otter (1995), Made in Austria – An Asset for Austrian Brands, Vienna: Austrian Federal Economic Association [in German].
Strebinger, Andreas, Xiaoling Guo, Ferdinand Klauser, and Peter Grant-Hay (2018), "Is Multi-Ethnic Advertising a Globally Viable Strategy for a Western Luxury Car Brand? A Multi-Method Cross-Cultural Study", Journal of Business Research, 82, 1, 409-416.
Strebinger, Andreas and Alexander Rusetski (2016): "Prioritizing Geo-References: A Content Analysis of the Websites of Leading Global Luxury Fashion Brands", Journal of Global Marketing, 29, 5, 282-297, DOI: 10.1080/08911762.2016.1185562.
Strebinger, Andreas (2014), "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy", European Journal of Marketing, Vol. 48 Iss: 9/10, pp.1782-1804. Elected as one of three "Highly Recommended Papers 2014" by the Editorial Board of the Journal.
Zednik, Anita and Andreas Strebinger (2008): “Brand-Management Models of major consulting firms, advertising agencies and market research companies: a categorisation and positioning analysis of models offered in Germany, Switzerland and Austria”, in The Journal of Brand Management, 15, 5, 301-311.
Treiblmaier, Horst and Andreas Strebinger (2008), “The Effect of E-Commerce on the Integration of IT Structure and Brand Architecture," in: Information Systems Journal, 18, 5, 478-498.
Treiblmaier, Horst and Andreas Strebinger (2006), "B2C e-Commerce as a Driver of Simultaneous Changes in IT Structure and Brand Architecture," in: Wirtschaftsinformatik, 46, 2, 87-95 [in German].
Strebinger, Andreas and Günter Schweiger (2006), “Six Common Pitfalls in Brand Architecture Management,“ in: Jahrbuch der Absatz- und Verbrauchsforschung, 52, 3, 242-264 [in German].
Strebinger, Andreas and Horst Treiblmaier (2006), "The Impact of Business to Consumer ECommerce on Organizational Structure, Brand Architecture, IT-Structure and their Interrelations," in: Schmalenbach Business Review, 58, 1, 81-113.
Schweiger, Günter, and Andreas Strebinger (eds), Electronic Proceedings of the Conference on Brand Research. Vienna University of Economics and Business Administration 2005 [in German and English].
Strebinger, Andreas (2005), "In the Jungle of Brand Equity Measurement: A Hands-On Guide,“ Markenartikel, 67, 5, 37-40 (part 1) and 67, 6, 50-53 (part 2) [in German].
Stromer, Karin and Andreas Strebinger (2005): “Positive Effects of a Broad Product Portfolio on Consumer Brand Perception: The Knorr Case,” in transfer Werbeforschung & Praxis (nonrefereed part), 50, 4, 15-23 [in German].
Strebinger, Andreas and Horst Treiblmaier (2004), "E-Adequate Branding: Building Offline and Online Brand Structure within a Polygon of Interdependent Forces," in: Electronic Markets, 14 (July), 153-164.
Zednik, Anita, and Andreas Strebinger (2004), Efficient Brand Management, in: Marketingjournal, Special Issue on Efficiency in Marketing, p. 16-20.
Strebinger, Andreas (2004), "The Effects of an Exposure to the Product Portfolio of a Brand on its Flagship Products and Brand Extendibility," in: Die Unternehmung, 58, 279-300 [in German].
Schweiger, Günter, Andreas Strebinger, Thomas Otter and Gereon Friederes (2002), “Cognitive Brand Structure in the Consumers' Minds – from the Manager's Drawing Board to Reality”, Fukuoka University Review of Commercial Sciences, Vol. XLVI, 3-4 (March), 439-455 [in German].
Strebinger, Andreas (2001), "Brand Personality and Self Enhancement: The Role of Image Congruity in Brand Choice," in: transfer - Werbeforschung & Praxis, 46, 19-24. [in German]
Strebinger, Andreas, Sabine Hoffmann, Günter Schweiger and Thomas Otter (2000), "Conjoint- Analysis und Hemisphericity: The Effect of Presentation Format and Involvement on Predictive Validity," in: Marketing ZFP, 22, 1, 55-74 [in German].
Strebinger, A. 2006 “Brand Architecture Management in Tourism Marketing”, Speech held at the Expert Talks Series of the Austrian Association for Applied Tourism Research, Vienna [in German].
Strebinger, A. 2005 “Brand Architecture: Some Common Pitfalls”, Colloquium on Advertising and Sales Management, Austrian Advertising Association, Vienna [in German].
Strebinger, A. 2004 “Brand Management Tools”, CEMS Knowledge Forum, Vienna [in German].
Strebinger, Andreas and Horst Treiblmaier (2004), "L’effet du e-commerce entre entreprises et consommateurs sur la structure de l’organisation, l’architecture de marques, la structure IT et sur leurs relations," Paper presented at the 2ème Journée de Recherche AFM-IRG "Les Marques" of the Association Française de Marketing, Paris [in French].
Strebinger, A. 2004 “Measuring the Impact of the Corporate Brand on Product Brand Evaluation Using CBCHB”, Paper presented at the Workshop on Conjoint Applications: Hierarchical Bayes and Finite Mixtures, Bern, Switzerland 2004.
Schweiger, Günter, Andreas Strebinger, Carsten Baumgarth, Tobias Langner, Franz-Rudolf Esch, Franziska Völckner and Marina Dabic (2004), "Special Topic Workshop on Brand Research: Empirical Studies on Brand Architecture and the Implementation of Brand Extensions in Packaging and Brand Communication," in Betriebswirtschaftslehre und gesellschaftliche Verantwortung: Proceedings zur 66. Wissenschaftlichen Jahrestagung des Verbands der Hochschullehrer für Betriebswirtschaft, Ursula Schneider and Peter Steiner, eds, 328-332. Graz, Austria: Karl-Franzens Universität Graz [in German].
Baumgarth, Carsten and Andreas Strebinger (2004), “The Importance of Fit in Brand Leveraging: Towards a Generalized Theory of Fit,” in Betriebswirtschaftslehre und gesellschaftliche Verantwortung: Proceedings zur 66. Wissenschaftlichen Jahrestagung des Verbands der Hochschullehrer für Betriebswirtschaft, Ursula Schneider and Peter Steiner, eds, 136-139. Graz, Austria: Karl-Franzens Universität Graz [in German].
Strebinger, Andreas and Thomas Otter (2001), "Double Heterogeneity in Brand Consciousness," in Environment and Wellbeing, Conference Proceedings of the XXVI Colloquium on Research in Economic Psychology, Adrian J. Scott, ed, 290-293. Bath (UK).
Strebinger, Andreas (2001), "Extending Dual-Process Models: The CASCADES Model," in European Advances in Consumer Research, Andrea Gröppel-Klein and Franz-Rudolf Esch, eds, 48-50. Valdosta, GA: Association for Consumer Research.
Strebinger, A. 2001 "Extending Dual-Process Models: The CASCADES Model," presentation at the European Conference of the Association for Consumer Research, as a part of a specialized workshop on “Consumer Information Processing”, Berlin 2001.
Strebinger, Andreas (2000), "Dual-Process Models: Overview, Critical Assessment and Further Development," in Proceedings of the XXV Annual Colloquium on Research of Economic Psychology and SABE 2000 Conference, Erik Hölzl, ed, 425-429. Vienna: University of Vienna.
Strebinger, Andreas, Sabine Hoffmann, Günter Schweiger and Thomas Otter (2000), "Verbal Versus Pictorial Stimuli in Conjoint Analysis: The Moderating Effect of Involvement and Hemisphericity," in Enhancing Knowledge Development in Marketing, 2000 AMA Educators´ Proceedings, Gregory T. Gundlach and Patrick E. Murphy, eds, 182-188. Chicago: American Marketing Association.
Otter, Thomas and Andreas Strebinger (1998), "Estimating Conjoint-Partworth Variation Using a Random Coefficient Model and the Kalmanfilter," in Proceedings of the Marketing Exchange Colloquium, Lou Pelton and Peter Schnedlitz, eds, 211-220. Chicago: American Marketing Association.
Strebinger, Andreas, Ferdinand Klauser, Peter Grant-Hay, Guo, Xiaoling (2016), Is Multi-Ethnic Advertising a Viable Strategy for Global Luxury Brands? A Mixed-Method Study in Four Countries. Paper presented at the 2016 European International Business Associaton (EIBA) Conference in Vienna, December 2016.
Strebinger, Andreas; Rusetski, Alex (2015), Prioritizing Geo-Referencing: The Case of Global Luxury Fashion Brands, paper presented at the 2015 European International Business Association (EIBA) Conference, December 2015.
Strebinger, Andreas, Ferdinand Klauser Peter Grant-Hay, Guo, Xiaoling (2015), Consumer Thoughts on Multi-Ethnic Advertising of Global Luxury Brands: Comparing Chinese and Japanese Immigrants in Canada to Consumers in China and Japan, paper accepted for presentation at the 2015 Royal Bank International Research Seminar on Multi-Ethnic Advertising, Montreal, September 2015.
Strebinger Andreas (2014), Corporate Endorsement - Who Cares? Endorsement Type and Consumer Needs as Moderators of the Effect of Token Endorsement on the Evaluation of Established Product Brands, presented at the Brands and Brand Relationships Conference 2014, Boston University, May 2014.
Strebinger, Andreas and Alexander Rusetski (2013), Are Global Brands Presenting Themselves as Global to Their Global Audience? Evidence from the Websites of 15 Leading Global Luxury Brands (Extended Abstract), forthcoming in Proceedings of the IISES Conference, Prague, September 2013.
Strebinger, Andreas, Alexander Rusetski and Thomas Foscht (2012), Use of Country of Brand Origin, Brand Westernness and Brand Globalness in Positioning of Global Luxury Brands, Extended Abstract. in: Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Adelaide, December 2012.
Strebinger, Andreas (2011), Industry, Company- and Portfolio-Level Drivers of Manifest Branding Strategy: An Empirical Study in a European Market (Extended Abstract), Proceedings of the 2011 Winter Conference of the American Marketing Association (Austin, TX).
Foscht, Thomas Foscht, Marion Brandstaetter, Bernhard Swoboda, Cesar Maloles, and Andreas Strebinger (2010), Consumer Evaluations of Private Label Extensions: An exploratory study in the FMCG categories, Proceedings of the 2010 Global Marketing Conference, Tokyo.
Strebinger, Andreas (2010), Does the perceived globalness of a brand enhance quality and prestige perceptions of consumers (Abstract), Proceedings of the 6th International Conference: Thought Leaders in Brand Management, Lugano, Switzerland, 2010
Strebinger, Andreas (2009), A critical review of empirical evidence and theoretical explanations as well as suggestions for future research, 3rd International Conference on Brand Research, Vienna, Austria, September 2009.
Dabic, Marina, Guenter Schweiger and Strebinger Andreas (2008), A Model of the Customers’ Perceived Costs and Benefits of Product Customization in the Car Market, Proceedings of the 2008 American Marketing Summer Conference, AMA: Chicago.
Dabic, Marina, Günter Schweiger und Andreas Strebinger (2007), Consumer Preference for Mass-Customized Products: A Cost-Benefit Approach Using Structural Equation Modeling, Proceedings of The 2007 World Conference on Mass Customization & Personalization (MCPC), MIT Boston / HEC Montreal [Extended Abstract].
Treiblmaier, Horst und Andreas Strebinger (2006), The Effect of E-Commerce on the Integration of IT Structure and Brand Architecture: Evidence from Austria, in: Proceedings of the 2006 Summer Conference of the American Marketing Association, Chicago [Extended Abstract].
Strebinger, Andreas and Horst Treiblmaier (2006), E-Commerce and Integration Efforts in Brand Architecture and IT Structure: Evidence from Austria [Extended Abstract], in Proceedings of the 2006 AMA Summer Educators´ Conference. Chicago: American Marketing Association.
Schweiger, Günter, Marina Dabic and Andreas Strebinger (2004), Brand architecture - The View of Practitioners, Paper Presented at the 2004 Marketing Science Conference. Rotterdam: Marketing Science Institute.
Strebinger, Andreas (2004), "How Brands Guide Innovation – and leave room for the Schumpeterian entrepreneur (extended abstract)," in Advances in Consumer Research, Barbara E. Kahn and Mary Frances Luce, eds, 240. Valdosta, GA: Association for Consumer Research.
Strebinger, Andreas (2004), "Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model," in Advances in Consumer Research, Barbara E. Kahn and Mary Frances Luce, eds, 656-661. Valdosta, GA: Association for Consumer Research.
Strebinger, Andreas (2004), "The Effects of an Exposure to the Product Portfolio of a Brand on its Flagship Products and Brand Extendibility," in: Die Unternehmung, 58, 279-300 [in German].
Strebinger, Andreas, Günter Schweiger and Thomas Otter (1998), "Brand Equity and Consumer Information Processing: A Proposed Model," in Proceedings of the Marketing Exchange Colloquium (Addendum), Lou Pelton and Peter Schnedlitz, eds. Chicago: American Marketing Association.
