Schloss Seeburg

Univ.-Prof. Dr. Reinhard Grohs

Professor für Sportmanagement
Studiengangsleiter für Sport- und Eventmanagement

Schwerpunkte

  • Sportmarketing
  • Sportsponsoring
Als PDF zum Download
Persönliche Angaben
14.10.1974 Geboren in Wien (Österreich)
Akademischer Werdegang
Seit 2014 Professor für Sportmanagement an der Privatuniversität Schloss Seeburg, Österreich
2014 Habilitation im Bereich Betriebswirtschaftslehre an der Universität Innsbruck, Österreich
2009-2014 Assistant Professor am Brand Research Laboratory und am Institut für Strategisches Management, Marketing und Tourismus der Universität Innsbruck, Österreich
2006-2009 Assistant Professor am Lehrstuhl für Marketing, Universität Wien, Österreich
2005 Lecturer am Lehrstuhl für Marketing der University of Otago, Neuseeland
2004 Doktorat der Wirtschaftswissenschaften (Dr.), Universität Wien, Österreich.
1999-2004 Assistant Professor am Lehrstuhl für Marketing, Universität Wien, Österreich
1999 Magister der Wirtschaftswissenschaften an der Universität Wien, Österreich
Unterrichtstätigkeiten an anderen Institutionen
International University of Monaco: DBA, University of Lorraine: Master Program in Marketing, University of New Orleans: Summer School in Innsbruck, University of Applied Sciences Eisenstadt: Internationale Wirtschaftsbeziehungen, University of Vienna: MBA General Management, University of Applied Sciences Krems: Tourismusmanagement, University of Salzburg: Fachbereich für Kommunikationswissenschaften
Gutachtertätigkeiten
Asia Pacific Journal of Marketing and Logistics, Australasian Marketing Journal, Cogent Psychology, der markt – Journal für Marketing, European Journal of Marketing, European Sport Management Quarterly, International Journal of Human Resource Management, International Journal of Retail & Distribution Management, International Journal of Sport Management and Marketing, International Journal of Sports Marketing and Sponsorship, Journal of Advertising, Journal of Brand Management, Journal of Business Research, Journal of Marketing Management, Journal of the Global Academy of Marketing Science, Marketing Review St. Gallen, Marketing ZFP – Journal of Research and Management, Marketing Intelligence and Planning, Psychology & Marketing, Schmalenbach Business Review, Social Sciences and Humanities Research Council of Canada, Spectrum der Sportwissenschaften, Sport Marketing Quarterly, The Olympic Studies Centre Advanced Olympic Research Grant Program

Veröffentlichungen in referierten Fachzeitschriften / Refereed journal publications

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.

Sonstige Fachzeitschriften

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

Referenzierte Konferenzbeiträge

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. (2020). Drivers of attitudes toward sport teams for fans and non-fans. Proceedings of the 49th EMAC Conference, Budapest, Hungary, May 26-29 2020 (abstract published, conference canceled due to COVID-19).

Weitzl, W. J., Hutzinger, C., Einwiller, S., & Grohs, R. (2019). Intervening failure attribution perceptions and NWOM with online service recovery actions. Proceedings of the 2019 American Marketing Academy (AMA) Winter Academic Conference, Austin, United States of America.

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