strebing


Andreas Strebinger

School of Administrative Studies

Associate Professor

Office: Technology Enhanced Learning Building, 2045
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)
More...

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, Austria
MBA, 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

Marketing , Culture and Cultural Studies, Brand Management, Digital Marketing, Marketing Research, Marketing Analytics

Current Research Projects


    See more
    Funders:
    ATK Fellowship
Books

Publication
Year

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].

2011

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].

2006

Strebinger, Andreas, Thomas Otter and Judith Glück (2001), Principles of Correspondence Analysis. Vienna: Management Book Service [in German].

2001

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].

2001

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].

1995

Book Chapters

Publication
Year

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].

2007

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].

2007

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].

2006

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].

2003

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].

2003

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].

1995

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].

1995

Journal Articles

Publication
Year

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.

2018

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.

2016

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.

2014

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.

2008

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.

2008

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].

2006

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].

2006

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.

2006

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].

2005

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].

2005

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].

2005

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.

2004

Zednik, Anita, and Andreas Strebinger (2004), Efficient Brand Management, in: Marketingjournal, Special Issue on Efficiency in Marketing, p. 16-20.

2004

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].

2004

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].

2002

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]

2001

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].

2000

Conference Papers

Publication
Year

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].

2006

Strebinger, A. 2005 “Brand Architecture: Some Common Pitfalls”, Colloquium on Advertising and Sales Management, Austrian Advertising Association, Vienna [in German].

2005

Strebinger, A. 2004 “Brand Management Tools”, CEMS Knowledge Forum, Vienna [in German].

2004

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].

2004

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.

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].

2004

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].

2004

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).

2001

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.

2001

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.

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.

2000

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.

2000

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.

1998

Conference Proceedings

Publication
Year

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.

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.

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.

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.

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.

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.

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).

2011

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.

2010

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

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.

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.

2008

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].

2007

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].

2006

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.

2006

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.

2004

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.

2004

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.

2004

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].

2003

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.

1998



Upcoming Courses

Term Course Number Section Title Type
Winter 2020 AP/ADMS2200 3.0 Q Introductory Marketing BLEN
Winter 2020 AP/ADMS2200 3.0 R Introductory Marketing BLEN
Winter 2020 AP/ADMS4285 3.0 M Brand Management BLEN
Winter 2020 AP/ADMS4285 3.0 X Brand Management BLEN


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, Austria
MBA, 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

Marketing , Culture and Cultural Studies, Brand Management, Digital Marketing, Marketing Research, Marketing Analytics

Current Research Projects


    Project Type: Funded
    Funders:
    ATK Fellowship

All Publications


Book Chapters

Publication
Year

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].

2007

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].

2007

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].

2006

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].

2003

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].

2003

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].

1995

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].

1995

Books

Publication
Year

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].

2011

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].

2006

Strebinger, Andreas, Thomas Otter and Judith Glück (2001), Principles of Correspondence Analysis. Vienna: Management Book Service [in German].

2001

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].

2001

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].

1995

Journal Articles

Publication
Year

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.

2018

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.

2016

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.

2014

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.

2008

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.

2008

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].

2006

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].

2006

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.

2006

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].

2005

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].

2005

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].

2005

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.

2004

Zednik, Anita, and Andreas Strebinger (2004), Efficient Brand Management, in: Marketingjournal, Special Issue on Efficiency in Marketing, p. 16-20.

2004

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].

2004

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].

2002

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]

2001

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].

2000

Conference Papers

Publication
Year

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].

2006

Strebinger, A. 2005 “Brand Architecture: Some Common Pitfalls”, Colloquium on Advertising and Sales Management, Austrian Advertising Association, Vienna [in German].

2005

Strebinger, A. 2004 “Brand Management Tools”, CEMS Knowledge Forum, Vienna [in German].

2004

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].

2004

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.

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].

2004

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].

2004

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).

2001

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.

2001

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.

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.

2000

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.

2000

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.

1998

Conference Proceedings

Publication
Year

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.

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.

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.

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.

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.

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.

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).

2011

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.

2010

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

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.

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.

2008

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].

2007

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].

2006

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.

2006

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.

2004

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.

2004

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.

2004

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].

2003

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.

1998



Upcoming Courses

Term Course Number Section Title Type
Winter 2020 AP/ADMS2200 3.0 Q Introductory Marketing BLEN
Winter 2020 AP/ADMS2200 3.0 R Introductory Marketing BLEN
Winter 2020 AP/ADMS4285 3.0 M Brand Management BLEN
Winter 2020 AP/ADMS4285 3.0 X Brand Management BLEN