Professur für Sportmanagement

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Univ.-Prof. Dr. Reinhard Grohs

Professor für Sportmanagement

Telefon: +43 6212 2626-43
E-Mail: reinhard.grohs@uni-seeburg.at

LIVE-Video mit Univ.-Prof. Dr. Reinhard Grohs

Professur in Zahlen

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Publikationen
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Forschungs- und Praxisprojekte
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Aktuelle Kooperationen
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Betreute Dissertant:innen

Teammitglieder und betreute Dissertant:innen

Jill Paarsch

Externe Dissertantin

Herausforderungen und Chancen für innovatives Sportsponsoring: Virtuelle Werbung und personalisierte Werbebotschaften

Tanja Kantelhardt

Interne Dissertantin

Einfluss von Emotionen auf den Alkoholkonsum bei Sportevents

Martin Kaswurm

Externer Dissertant

Andreas Gollhofer

Externer Dissertant

Alexandra Mandl

Externe Dissertantin

Karin Foidl-Mehrländer

Externe Dissertantin

Employer attractiveness in tourism – a social identity perspective on attracting and retaining employees

Profil der Professur

  • Sportmarketing und Sponsoring
  • Quantitative Verfahren im Schnittpunkt der Marken- und Kommunikationsforschung

Master und Doktorat:

  • Forschungskolloquium im Doktorat (Privatuniversität Schloss Seeburg)
  • Introduction to Quantitative Methods (International University of Monaco)
  • Applied Quantitative Methods (International University of Monaco)
  • Advanced Quantitative Methods (International University of Monaco)
  • Research Seminar in Marketing Communication (University of Lorraine)
  • Evaluation of Marketing Communication (University of Lorraine)
  • Forschungsseminar Schwerpunkt Sportmanagement (Privatuniversität Schloss Seeburg)
  • Internationales Sportmarketing und Sponsoring (Privatuniversität Schloss Seeburg)
  • Management Research (Universität Innsbruck)
  • Brand Research (Universität Innsbruck)
  • Marketingkommunikation (Universität Wien)
  • Empirische Sponsoringforschung (Universität Salzburg)
  • Quantitative Data Analysis (University of Otago)
  • Quantitative Research Methods (University of Otago)
  • Marktforschung (Universität Wien)
  • Segmentierung (Universität Wien)

Bachelor:

  • Bachelor Thesis Seminar (Privatuniversität Schloss Seeburg)
  • Fallstudienseminar: Anwendung quantitativer Methoden im Sport- und Eventmanagement (Privatuniversität Schloss Seeburg)
  • Marketing im Sportmanagement (Privatuniversität Schloss Seeburg)
  • Forschungsseminar im Sport- und Eventmanagement (Privatuniversität Schloss Seeburg)
  • Einführung in das Studium Sport- und Eventmanagement (Privatuniversität Schloss Seeburg)
  • Mathematik für das Sport- und Eventmanagement (Privatuniversität Schloss Seeburg)
  • Sport and Event Marketing (University of New Orleans; Summer School)
  • Segmentation, Targeting, Positioning (Universität Wien)
  • Business Project (supervision) (University of Otago)
  • Consumer Behaviour (University of Otago)
  • Sports Marketing (University of Otago)
  • Eventmarketing (Universität Wien)
  • Modellgestützte Unternehmensplanung (FH Eisenstadt)
  • Grundlagen des Marketing (Universität Wien)
  • Evaluierung der Sportstrategie Niederösterreich 2020:  Teilprojekt Markenevaluierung
  • Conference (Co-)Chair of Brand Camp 1 (2011), 2 (2013), 3 (2015), 4 (2018), 5 (2022), and 6 (2024)
  • Conference (Co-)Chair of Sport Marketing and Sponsorship Conference (2016)
  • Member of the scientific committee of various sport management and marketing conferences
  • Member of the editorial review board of Journal of Advertising Research (since 2023)
  • Member of the editorial board of International Journal of Sport Management and Marketing (since 2023)
  • Ad hoc Reviewer für mehr als 30 Marketing- und Sportmanagement Journale, Konferenzen und wissenschaftliche Ausschreibungen
  • Advisor, examiner, reviewer, chair and committee member for PhD theses, Habilitations- and Berufungsverfahren
  • Christoph Pachucki: Social Media Storytelling in Tourism Destinations: An Empirical Investigation of the Storyteller as a Narrative Element and Crisis-Induced Changes in Destination Social Media Content

Über Univ.-Prof. Dr. Reinhard Grohs

Reinhard Grohs ist seit 1. September 2014 Inhaber der Professur für Sportmanagement an der Privatuniversität Schloss Seeburg. Er studierte Internationale Betriebswirtschaft an der Universität Wien und der Monash University in Melbourne und schloss sein Doktorat 2004 ab. Von 1999 bis 2014 arbeitete er am Department of Marketing an der Universität Wien, an der University of Otago in Neuseeland sowie am Brand Research Laboratory und am Institut für Strategisches Management, Marketing und Tourismus der Universität Innsbruck, wo er 2014 auch habilitiert wurde. Seine Forschungsschwerpunkte liegen in der Anwendung von quantitativen Verfahren im Schnittpunkt der Marken- und Kommunikationsforschung, insbesondere im Sportmarketing und Sponsoring.

Seine Studien wurden in anerkannten Fachzeitschriften im Marketing (z.B. European Journal of Marketing, International Journal of Advertising, International Marketing Review, Journal of Advertising, Journal of Business Research, Psychology & Marketing) ebenso wie in den drei Top-Journalen im Sportmanagement (European Sport Management Quarterly, Journal of Sport Management, Sport Management Review) veröffentlicht und in nationalen und internationalen Medien wie ORF, ARD, Deutschlandfunk, Die Presse und Die Welt zitiert.

Meine Film-Empfehlung

Moneyball

Publikationen und Transferleistungen der Professur

  • Grohs, R., Wieser, V., & Pristach, M. (2020). Value cocreation at sport events, European Sport Management Quarterly, 20(1), 69-87

  • Grohs, R. (2016). Drivers of brand image improvement in sports-event sponsorship. International Journal of Advertising, 35(3), 391-420

  • Grohs, R., Reisinger, H., & Woisetschläger, D. (2015). Attenuation of negative sponsorship effects in the context of rival sports teams’ fans. European Journal of Marketing, 49(11/12), 1880-1901

  • Grohs, R., Wagner, U., & Steiner, R. (2012). An investigation of children’s ability to identify sponsors and understand sponsorship intentions. Psychology & Marketing, 29(11), 907-917

Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2021). No story without a storyteller: The impact of the storyteller as a narrative element in online destination marketing. Journal of Travel Research, https://doi.org/10.1177/00472875211046052.

Wolfsteiner, E., Grohs, R., & Reisinger, H. (2021). The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude. Journal of Business Research, 124, 770-779.

Hohenberger, C., & Grohs, R. (2020). Old and exciting? Spontaneous trait transference and sport sponsorship effects on brand age and brand personality. Sport Management Review, 23(3), 469-481.

Grohs, R., Wieser, V., & Pristach, M. (2020). Value cocreation at sport events, European Sport Management Quarterly, 20(1), 69-87.

Carrillat, F., & Grohs, R. (2019). Can a replacing sponsor benefit? Consumer responses toward a new sponsor in the context of a sponsorship change. European Journal of Marketing, 53(12), 2481-2500.

Schroll, R., & Grohs, R. (2019). Uncertainty in pre-release advertising. Journal of Advertising, 48(2), 167-180.

Koll, O., Raies, K., Grohs, R., & Mühlbacher, H. (2018). Qu’est-ce qu’une marque forte? Une approche par les configurations des associations de la marque. Décisions Marketing, 92(Octobre-Décembre), 97-113.

Hofer, K. M., & Grohs, R. (2018). Sponsorship as an Internal Branding Tool and Its Effects on Employees’ Identification with the Brand. Journal of Brand Management, 25(3), 266-275.

Husemann, K. C., Eckhardt, G. M., Grohs, R., & Saceanu, R. E. (2016). The Dynamic Interplay between Structure, Anastructure and Antistructure in Extraordinary Experiences. Journal of Business Research, 69(9), 3361-3370.

Mühlbacher, H., Raies, K., Grohs, R., & Koll, O. (2016). Drivers of Brand Strength: Configural Paths to Strong Cognitive Brand Equity, Journal of Business Research, 69(8), 2774-2780.

Grohs, R. (2016). Drivers of Brand Image Improvement in Sports-event Sponsorship, International Journal of Advertising, 35(3), 391-420.

Grohs, R., Raies, K., Koll, O., & Mühlbacher, H. (2016). One Pie, Many Recipes: Alternative Paths to High Brand Strength, Journal of Business Research, 69(6), 2244-2251.

Grohs, R., Reisinger, H., & Woisetschläger, D. (2015). Attenuation of Negative Sponsorship Effects in the Context of Rival Sports Teams’ Fans, European Journal of Marketing, 49(11/12), 1880-1901.

Wolfsteiner, E., Grohs, R., & Wagner, U. (2015). Memory Effects of Different Relational Links between Brands and Sponsored Events. Psychology & Marketing, 32(10), 1031-1048.

Wolfsteiner, E., Grohs, R., & Wagner, U. (2015). What Drives Ambush Marketer Misidentification. Journal of Sport Management, 29(2), 137-154.

Grohs, R., & Reisinger, H. (2014). Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement. Journal of Business Research, 67(5), 1018-1025.

Grohs, R., Reisinger, H., Wolfsteiner, E., & Haas, J. (2013). At What Age and How Does Understanding of Product Placement Develop? Marketing ZFP – Journal of Research and Management, 35(1), 22-31.

Gazley, A., Krisjanous, J., Fam, K.-S., & Grohs, R. (2012). Like It or Not: Differences in Advertising Likeability and Dislikeability within Asia. Asia Pacific Journal of Marketing and Logistics, 24(1), 23-40.

Grohs, R., Wagner, U., & Steiner, R. (2012). An Investigation of Children’s Ability to Identify Sponsors and Understand Sponsorship Intentions. Psychology & Marketing, 29(11), 907-917.

Fam, K.-S., Grohs, R., & Waller, D. (2011). Effects of Disliked Executional Techniques in Advertising: A Five-country Comparison. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24, 69-89.

Grohs, R., & Wagner, U. (2011). Erkennen und verstehen Kinder kontextverbundene Markenpräsentationen? Marketing ZFP – Journal of Research and Management, 33(1), 7-18.

Grohs, R., Ebster, C., & Kummer, C. (2009). „An meinen Fähigkeiten als Liebhaber habe ich schon gezweifelt“ – Die Messung sozial erwünschten Antwortverhaltens. Marketing ZFP – Zeitschrift für Forschung und Praxis, 31(2), 87-100.

Fam, K.-S., & Grohs, R. (2007). Cultural Values and Effective Executional Techniques in Advertising: A Cross-country and Product Category Study of Urban Young Adults in Asia. International Marketing Review, 24(5), 519-538.

Grohs, R., Reisinger, H., & Kappler, S. (2006). Wirksamkeit von Sozio-Sponsorings: Die Bedeutung der Höhe der Sponsoring-Ausgaben und der Auffälligkeit der Inszenierung. der markt, 45(2), 77-87.

Grohs, R., & Reisinger, H. (2005). Image Transfer in Sports Sponsorships – An Assessment of Moderating Effects. International Journal of Sports Marketing and Sponsorship, 7(1), 42-48.

Grohs, R., Wagner, U., & Vsetecka, S. (2004). Assessing the Effectiveness of Sports Sponsorships – An Empirical Examination. Schmalenbach Business Review, 56(2), 119-138.

Srnka, K. J., Grohs, R., & Eckler, I. (2003). Increasing Fundraising Efficiency by Segmenting Donors. Australasian Marketing Journal (AMJ), 11(1), 70-86.

Wagner, U., Grohs, R., & Stadler, E. (2001). Einige Überlegungen zur Preisbildung im österreichischen Lebensmitteleinzelhandel im Zuge der Umstellung auf den Euro. der markt, 40(2-3), 110-120.

Woisetschläger, D. M., Backhaus, C., Grohs, R., & Koll, O. (2019). Positionierung im Wettbewerb. Markenartikel, 8, 18–21.

Konferenzbeiträge (Proceedings und Präsentationen)

Grohs, R., Koll, O., & Lintumäki, P. (2023). Ethnocentrism, global connectedness, and foreign country affinity shape foreign sport league consumption through (home and foreign) team identification and league quality perceptions. NASSM 2023 Conference, Montreal, Canada, May 31-June 3 2023

Grohs, R., Koll, O., & Lintumäki, P. (2023). Drivers of foreign soccer league consumption. 12. Innsbrucker Sportökonomie und -management Symposium, Obergurgl, Austria, April 6-8 2023

Uhrich, S., Grohs, R., & Königstorfer, J. (2022). A framework of customer-to-customer interactions in the sport fan context. 30th EASM Conference, Innsbruck, Austria, September 5-8 2022

Grohs, R., Reisinger, H., & Zabara, N. (2022). Effects of sponsorship exposure and sponsor placement on sponsor image. 7th French-Austrian-German Workshop on Consumer Behaviour, Saarbrücken, Germany, July 3-7 2022

Scholl-Grissemann, U., Grohs, R., & Pachucki, C. (2022). Social media marketing communication of tourism destinations before and during COVID-19: An application of media richness theory. Proceedings of the 51st EMAC Conference, Budapest, Hungary, May 24-27 2022

Stäbler, S., & Grohs, R. (2022). Impact of sponsorship announcements on consumer brand perception and stock return. Brand Camp 5, Obergurgl, Austria, March 31-April 2 2022

Grohs, R., Backhaus, C., Koll, O., & Woisetschläger, D.M. (2022). Markenassoziationen von Fußballvereinen: Einflussgrößen und Konsequenzen. 11. Innsbrucker Sportökonomie und -management Symposium, Innsbruck, Austria, March 3 2022

Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2021). Who Is the better storyteller? The impact of storytellers in destination social media posts on sharing of social media content. Proceedings of the 50th EMAC Conference, Madrid, Spain, May 25-28 2021 (virtual)

Grohs, R., Backhaus, C., Koll, O., & Woisetschläger, D.M. (2021). Markenassoziationsnetzwerke von Sportteams am Beispiel der Deutschen Fußball-Bundesliga. 10. Innsbrucker Sportökonomie und -management Symposium, Innsbruck, Austria, March 4 2021

Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2020). Stories need storytellers: The impact of storyteller as a narrative element in tourism destination marketing. TTRA 2020 European Chapter Conference, Innsbruck, Austria, September 28-30 2020

Grohs, R., Backhaus, C., Koll, O., & Woisetschläger, D.M. (2020). Drivers of attitudes toward sport teams for fans and non-fans. Proceedings of the 49th EMAC Conference, Budapest, Hungary, May 26-29 2020 (canceled due to COVID-19)

Wolfsteiner, E., Grohs, R., & Garaus, M. (2020). Brand associative networks in an event context: Drivers of favorability and strength. Brand Camp 5, Obergurgl, Austria, March 12-14 2020 (canceled due to COVID-19)

Grohs, R., Woisetschläger, D.M., Backhaus, & C., Koll, O. (2019). Brand associations in professional team sports. 6th French-Austrian-German Workshop on Consumer Behaviour, Nancy, France, November 20-22 2019

Grohs, R., & Mertens, H. (2019). How do sponsorships affect employees of large versus small companies? 27th EASM Conference, Seville, Spain, September 3-6 2019

Backhaus, C., Grohs, R., Koll, O., & Woisetschläger, D.M. (2019). Brand associations in professional team sports: A re‐conceptualization. 6th International Consumer Brand Relationship Conference, Cancun, Mexico, May 19-21 2019

Gollhofer, A., & Grohs, R. (2019). Outsourcing of sport sponsorships: The role of dynamic capabilities of sponsors and sponsees. 9. Innsbrucker Sportökonomie und -management Symposium, Innsbruck, Austria, March 7 2019

Grohs, R., Pristach, M., & Wieser, V. (2018). How sport events create value. 26th EASM Conference, Malmö, Sweden, September 5-8 2018

Koll, O., Grohs, R., Raies, K., & Mühlbacher, H. (2018). Asymmetric drivers of high and low brand equity. Proceedings of the 47th EMAC Conference, Glasgow, Scotland, May 29-June 1 2018

Reisinger, H., Grohs, R., & Bachner, K. (2018). Sponsorship and rival groups: Positive and negative effects, attenuation, and the role of stimulus scope. Proceedings of the 47th EMAC Conference, Glasgow, Scotland, May 29-June 1 2018

Grohs, R., & Husemann, K.C. (2018). Service providers’ role in the cocreation of extraordinary experiences. Brand Camp 4, Obergurgl, Austria, April 5-7 2018

Wolfsteiner, E., Grohs, R., & Reisinger, H. (2018). The impact of different ambush marketing disclosure strategies on sponsor and ambusher brand attitude. Sport Marketing and Sponsorship Conference, San Diego, USA, March 8-10 2018

Koll, O., Grohs, R., Mühlbacher, H., & Raies, K. (2018). High equity brands don’t need many, favorable, unique, and shared associations. AMA Winter Marketing Educators Conference, New Orleans, USA, February 23-25 2018

Grohs, R., & Schneider, S. (2017). Leveraging sponsorships with advertising: Affiliation or contribution? 2017 ANZMAC Conference, Melbourne, Australia, December 2-6 2017

Grohs, R., & Ruggiero, M. (2017). Affiliation vs. contribution: Sponsorship communication effects on consumer response. 25th EASM Conference, Bern, Switzerland, September 5-8 2017

Schroll, R., & Grohs, R. (2017). Differential effects of uncertainty in new product preannouncements. AMA Summer Marketing Educators Conference, San Francisco, USA, August 4-6 2017

Grohs, R., & Schroll, R. (2017). Construal level theory explains consumer response to uncertainty in new product preannouncements. Proceedings of the 46th EMAC Conference, Groningen, The Netherlands, May 23-26 2017

Grohs, R., & Wieser V. (2017). Blame Games im Kontext der FIFA-Krise. 7. Innsbrucker Sportökonomie und -management Symposium, Innsbruck, Austria, March 16 2017

Grohs, R., & Mutschler, M. (2016). Reasons for sport sponsorship breakdowns. 24th EASM Conference, Warsaw, Poland, September 7-10 2016

Hofer, K.M., & Grohs, R. (2016). Drivers of employees’ organizational identification and commitment in the context of sport sponsorship. 2016 AMS 19th World Marketing Congress, Paris, France, July 20-22 2016

Koll, O., Mühlbacher, H., Raies, K., & Grohs, R. (2016). Brand association patterns driving high brand strength. 2016 AMS 19th World Marketing Congress, Paris, France, July 20-22 2016

Hofer, K.M., & Grohs, R. (2016). Drivers of employees’ organizational identification and commitment in the context of sport sponsorship. Proceedings of the 45th EMAC Conference, Oslo, Norway, May 24-27 2016

Mutschler, M., & Grohs, R. (2016). Alles hat ein Ende: Gründe für die Beendigung von Sportsponsorings. 6. Innsbrucker Sportökonomie und -management Symposium, Innsbruck, Austria, March 17 2016

Schroll, R., & Grohs, R. (2016). Positive effects of uncertainty in new product preannouncements. 2016 AMA Winter Marketing Academic Conference, Las Vegas, NV, USA, February 26-28 2016

Grohs, R., & Wolfsteiner, E. (2015). How and why brands benefit from sport events. French-Austrian-German Workshop on Consumer Behaviour, Bayreuth, Germany, November 26-27 2015

Mühlbacher, H., Raies, K., Grohs, R., & Koll, O. (2015). Does context matter? The stability of association patterns driving high brand strength. French-Austrian-German Workshop on Consumer Behaviour, Bayreuth, Germany, November 26-27 2015

Husemann, K.C., Eckhardt, G.M., Grohs, R., & Saceanu, R.E. (2015). The dynamic interplay between structure, anastructure and antistructure in extraordinary experiences. 2015 North American Conference of the Association for Consumer Research, New Orleans, LA, USA, October 1-4 2015

Schroll, R., & Grohs, R. (2015). Reconsidering uncertainty in preannouncements. 2015 North American Conference of the Association for Consumer Research, New Orleans, LA, USA, October 1-4 2015

Grohs, R., & Herbst, C. (2015). Spillover effects in a team-league context. 23rd EASM Conference, Dublin, Ireland, September 9-12 2015

Grohs, R., Raies, K., Koll, O., & Mühlbacher, H. (2015). One pie, many recipes: Alternative paths to high brand strength. 2015 Global Entrepreneurship and Innovation in Management (GEIM) Conference, Taichung, Taiwan, July 29-31 2015

Mühlbacher, H., Raies, K., Grohs, R., & Koll, O. (2015). Drivers of brand strength: Interaction patterns of brand association characteristics. 2015 GIKA-Europe Annual Conference, Valencia, Spain, July 14-16 2015

Grohs, R., & Wolfsteiner, E. (2015). How brands establish associations with sport events. Proceedings of the 44th EMAC Conference, Leuven, Belgium, May 26-29 2015

Wolfsteiner, E., Grohs, R., & Reisinger, H. (2015). The impact of different ambush marketing disclosure strategies on brand attitude. Proceedings of the 44th EMAC Conference, Leuven, Belgium, May 26-29 2015

Schroll, R., & Grohs, R. (2015). Positive effects of uncertainty in preannouncements. Proceedings of the 44th EMAC Conference, Leuven, Belgium, May 26-29 2015

Wolfsteiner, E., Grohs, R., & Reisinger, H. (2015). How ambush marketing disclosure works: The impact of different disclosure strategies on brand attitude. Brand Camp 3, Obergurgl, Austria, March 20-22 2015

Glatzmaier, A., & Grohs, R. (2015). Effekte von Sponsoring-Beendigungen: Ein Experiment am Beispiel des FC Bayern München. 5. Innsbrucker Sportökonomie und –management Symposium, Innsbruck, Austria, February 26 2015

Grohs R., & Köhler A. (2014). Auswahl von Sportsponsoring-Engagements mit Hilfe der Conjoint Analyse. 15. Kongress der Österreichischen Sportwissenschaftlichen Gesellschaft, Innsbruck, Austria, November 27-29 2014

Grohs, R., & Koll, O. (2014). Uniqueness and (false) consensus: Two important facets of brand associations? AMA Summer Marketing Educators Conference, San Francisco, USA, August 1-3 2014

Schroll, R., & Grohs, R. (2014). Reconsidering uncertainty in preannouncements. AMA Summer Marketing Educators Conference, San Francisco, USA, August 1-3 2014

Schroll, R., Hribar, A., Wieder, L., & Grohs, R. (2014). An investigation of the positive effects of uncertainty in preannouncements. 21st International Product Development Management Conference, Limerick, Ireland, June 14-17 2014

Schroll, R., & Grohs, R. (2014). Come and see what we’ve found: Reconsidering uncertainty in preannouncements. Proceedings of the 43rd EMAC Conference, Valencia, Spain, June 3-6 2014

Husemann, K.C., Grohs, R., & Saceanu, R.E. (2014). Pilgrimages betwixt and between: Constructing extraordinary experiences between antistructure and structure. French-Austrian-German Workshop on Consumer Behavior, Paris, France, April 24-25 2014

Pristach, M., Stöckl, V., & Grohs, R. (2014). Mehr als Event-Sponsoring: Wertschöpfungspraktiken am Beispiel des Freeride World Qualifiers in Hochfügen. 4. Sportökonomie und -management Symposium, Innsbruck, Austria, March 6 2014

Grohs, R., Köpfer, K.L., & Woisetschläger, D.M. (2013). An examination of conditions that moderate negative effects of sponsorship terminations on fan attitudes toward the former sponsor. World Marketing Congress, Melbourne, Australia, July 17-20 2013

In der Wiesche, J., Grohs, R., & Fischer, G. (2013). The use of images in informational websites: Effects on trust, browsing behavior, and memory. Proceedings of the 42nd EMAC Conference, Istanbul, Turkey, June 4-7 2013

Grohs, R., Reisinger, H., & Wolfsteiner, E. (2013). Consumer attitudes toward sponsors vs. ambushers. 7th International Research Days on Marketing Communications, Wolfsburg, Germany, April 18-19 2013

Grohs, R., Reisinger, H., Wolfsteiner, E., & Haas, J. (2012). Children’s understanding of product placement. French-Austrian-German Workshop on Consumer Behaviour, Innsbruck, Austria, November 29 – December 1 2012 (Best Paper Award)

Wolfsteiner, E., Grohs, R., & Wagner, U. (2012). An experimental investigation of sponsorship effectiveness in the presence of ambush marketing. Research Conference in Sport Marketing: Focus on Sponsorship, Portland, Oregon, USA, June 21-22 2012

Grohs, R., Reisinger, H., & Haas, J. (2012). Children’s understanding of product placement. Proceedings of the 41st EMAC Conference, Lisbon, Portugal, May 22-25 2012

Wolfsteiner, E., Grohs, R., & Wagner, U. (2012). Sponsorship effects in the presence of ambush marketing. 6th International Research Days on Marketing Communications, Nancy, France, March 29-30 2012

Grohs, R., & Ruggiero, M. (2012). Leveraging sport sponsorships: Effects of contribution vs. affiliation approaches on consumer attitudes toward the sponsor. 2. Innsbrucker Sportökonomie und -management Symposium & 4th International Sport Business Symposium, Innsbruck, Austria, January 12 2012

Grohs, R., & Ruggiero, M. (2011). Communicating sponsorships: Affiliation vs. contribution. 2011 ANZMAC Conference, Perth, Australia, November 28-30 2011

Wolfsteiner, E., & Grohs, R. (2011). (In)correct sponsor/ambusher (non)identification: An experiment. Proceedings of the 40th EMAC Conference, Ljubljana, Slovenia, May 24-27 2011

Grohs, R. (2011). Sportsponsoring: Wissenschaftliche Perspektiven aus der Sicht des Marketing. 1. Innsbrucker Sportökonomie und -management Symposium, Innsbruck, Austria, March 17 2011

Woisetschläger, D., Grohs, R., & Reisinger, H. (2011). Neglected consequences of sponsorship deal terminations: An empirical examination. Brand Camp 1, Obergurgl, Austria, February 27 – March 2 2011

Wolfsteiner, E., & Grohs, R. (2011). (In)correct sponsor/ambusher (non)identification: An experimental approach. Brand Camp 1, Obergurgl, Austria, February 27 – March 2 2011

Grohs, R., Wagner, U., & Steiner, R. (2010). Children’s sponsorship recognition and understanding. French-Austrian-German Workshop on Consumer Behaviour, Saarbrücken, Germany, September 30 – October 1 2010

Grohs, R., & Reisinger, H. (2010). Sponsorship effects on brand image: The role of exposure and activity involvement. Fourth German-French-Austrian Conference on Quantitative Marketing, Vienna, Austria, September 16-18 2010

Grohs, R., Wagner, U., & Steiner, R. (2010). Child’s play? An investigation into children’s ability to identify sponsors and understand sponsorship intentions. Fourth German-French-Austrian Conference on Quantitative Marketing, Vienna, Austria, September 16-18 2010

Reisinger, H., Grohs, R., & Woisetschläger, D. (2010). Adverse sponsorship effects: Observations and remedies. Fourth German-French-Austrian Conference on Quantitative Marketing, Vienna, Austria, September 16-18 2010

Gazley, A., Krisjanous, J., Fam, K.-S., & Grohs, R. (2010). Like it or not: Ad likeability and dislikeability in Asia. 2010 Global Marketing Conference, Tokyo, Japan, September 9-12 2010

Sheu, H., Grohs, R., & Auer-Srnka, K.J. (2010). HIV prevention in schools by empowerment. Poster at the EUFEP-Kongress, Baden, Austria, June 16-18 2010

Auer-Srnka, K.J., Grohs, R., & Thelen, E. (2010). Relationships between orientation, convenience, atmosphere, shopping value and behaviour: Conceptual model and empirical evidence. Proceedings of the 39th EMAC Conference, Copenhagen, Denmark, June 1-4 2010

Grohs, R., Wagner, U., & Steiner, R. (2010). Drivers of correct sponsor identification for children. Proceedings of the 39th EMAC Conference, Copenhagen, Denmark, June 1-4 2010

Grohs, R., Wagner, U., & Steiner, R. (2010). Children’s sponsorship perceptions and sponsor awareness. 5th International Research Days on Marketing Communications, Nancy, France, March 25-26 2010

Reisinger, H., Grohs, R., & Woisetschläger, D. (2008). Adverse sponsorship effects: Observations and remedies. 2008 ANZMAC Conference, Sydney, Australia, December 1-3 2008

Srnka, K.J., Grohs, R., & Schnessl, N. (2008). The impact of perceived retail environment on customer satisfaction and buying behavior: Developing a comprehensive conceptual model. 2008 Global Marketing Conference, Shanghai, China, March 20-23 2008

Reisinger, H., Grohs, R., & Eder, M. (2007). Adverse effects of sponsorship. Proceedings of the 36th EMAC Conference, Reykjavik, Iceland, May 22-25 2007

Grohs, R., & Steffen, M. (2005). Correct sponsor memorisation: Drivers and moderators. 2005 ANZMAC Conference, Perth, Australia, December 5-7 2005

Grohs, R., & Reisinger, H. (2005). Image transfer in sponsorships – An assessment of moderating effects. Proceedings of the 34th EMAC Conference, Milan, Italy, May 24-27 2005

Grohs, R., & Reisinger, H. (2004). Assessing the effectiveness of sponsorships: The impact of event related factors. Proceedings of the 33rd EMAC Conference, Murcia, Spain, May 18-21 2004

Grohs, R., & Reisinger, H. (2004). An assessment of factors driving the strength of image transfer in sports sponsorships – Conceptual analysis and empirical study. 1st French International Research Day on Marketing Communications, Nancy, France, March 26 2004

Grohs, R., Wagner, U., & Vsetecka, S. (2003). Assessing the effectiveness of sport sponsorships – An empirical examination. 2nd International Conference on Research in Advertising, Amsterdam, The Netherlands, June 16-17 2003

Grohs, R., Srnka, K.J., & Eckler, I. (2002). Increasing the efficiency of fundraising by better understanding the donor – Results of an empirical study on the impact of socio-demographics on individual charitable giving. Proceedings of the 31st EMAC Conference, Braga, Portugal, May 28-31 2002

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