Christine Vallaster

Christine Vallaster
Fachhochschule Salzburg · Faculty of Business and Social Sciences

About

76
Publications
36,065
Reads
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2,152
Citations
Introduction
Christine Vallaster currently works at the University of Applied Sciences in Salzburg (Austria) and heads the group in Marketing & Relationship Management. She is also associated with the controlling & accounting department at the University of Armed Forces in Munich. Christine's research focuses evolves around Branding, Sustainability and Strategy.
Additional affiliations
September 2015 - present
Universität der Bundeswehr München
Position
  • Senior Researcher
Description
  • www.mymarketingworld.at
August 2015 - December 2017
Universität der Bundeswehr München
Position
  • Senior Researcher
March 2008 - August 2015
University of Liechtenstein
Position
  • Privatdozentin

Publications

Publications (76)
Chapter
More and more corporate brands are adopting a stronger ethical and/or responsible brand identity as a result of increasing consumer pressure. The literature has labelled them conscientious brands or brands that do good, and has partially described their processes. However, it is widely unclear if and how these corporate brands facilitate societal t...
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Online shops have become increasingly interactive, using different technologies to create virtual experiences that attempt to simulate a realistic product experience. We explore the impact of high sensory enabling (HSE) virtual product presentation modes using state-of-the-art virtual reality (VR) technology that allows consumers to imitate natural...
Chapter
Familienunternehmen sind bei der Einführung technologischer Innovationen eher zurückhaltend, doch die digitale Transformation ist voll im Gange und stellt viele Unternehmen vor große Herausforderungen. da sie die das operative Geschäft aber auch das Geschäftsmodell möglicherweise radikal verändert. Aktuelle Daten zeigen, dass österreichische Famili...
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The identity of sustainable entrepreneurs progresses and is primed by certain identity dimensions, including society, community, or competition as their frames of references, their social motivation and their self-evaluation. Because sustainable entrepreneurs aim to achieve the goals of generating profit and create social and/or ecological value at...
Article
Abstract Purpose: Increasingly complex societal challenges call for new, innovative solutions that social hybrid business models can provide. Social supermarkets (SSMs) are one example offering access to affordable food to people living in poverty while reducing food waste of nearby retailers. Finding the “right” location is an essential part of th...
Article
Diese Literaturanalyse beschäftigt sich mit dem Stand der Forschung zum Einsatz von Augmented Reality (AR) und Virtual Reality (VR) im stationären, kleinstrukturierten Einzelhandel. Zwar steigt die Zahl der wissenschaftlichen Beiträge, die den Einsatz dieser Digitalisierungstools untersuchen, aber der spezifische Kontext eines KMU im Einzelhandel w...
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Obwohl zum Teil großzügig finanziell gefördert, war der Einsatz von digitalen Medien an Hochschulen im deutschsprachigen Raum vor der Covid-19-Krise sehr beschränkt. Die Gründe dafür sind vielfältig, darunter auch mangelnde Akzeptanz seitens der Lehrenden, aber auch der Studierenden. Einschränkungen der persönlichen Kontakte durch Covid-19 erforder...
Article
Geschäftsmodelle mit Sinn gehen über die reine Gewinnmaximierung hinaus und stiften Wert für Kunden, die Gesellschaft und den Planeten. In diesem Beitrag werden Sozialmärkte als Form einer Purpose-driven Organisation vorgestellt. Sozialmärkte bieten nicht mehr zum Verkauf geeignete, aber dennoch genussfähige Lebensmittel an. Darüber hinaus setzen s...
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Editors' note: This article was adapted from "Brand Strategy Co-Creation in a Nonprofit Context: A Strategy-as-Practice Approach" (Nonprofit and Voluntary Sector Quarterly 47, no. 5, October 2018), as part of NPQ's partnership with NVSQ to provide the sector with a research-to-practice bridge (and vice versa)
Article
Regular for-profit companies might claim social and environmental goals, beyond their primary economic objectives, but sustainability-driven for-profit hybrids explicitly design and implement their organizational activities to pursue social, environmental and economic goals equivalently, which typically generates tensions, inherent to their hybrid...
Chapter
Gerade in Service- und B2B-Unternehmen wird die Marke durch das Verhalten der Mitarbeiter für den Kunden erlebbar. Mitarbeiter müssen deshalb zu Markenbotschaftern werden. Führungskräfte spielen in diesem Prozess eine Schlüsselrolle. Es gilt deshalb aufzuzeigen, wie Führungskräfte den Prozess der internen Markenbildung erfolgreich initiieren und be...
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The current refugee crisis has broad ramifications for societies. In the domain of tourism, such socio-political or human-made disasters raise questions about security, but may also affect perceptions of a destination's openness and hospitality. This paper discusses the relative importance of security and openness in terms of destination image and...
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CfP for a SUSTAINABILITY SI on "Sustainable Development in Small and Medium-sized Enterprises" Deadline for manuscript submissions: 30 April 2019
Article
Entrepreneurship is the focus of great interest not only in business practice, but in academic instruction and science as well. Embedded in the dynamic context of today’s global environment, entrepreneurship raises an array of ethical questions. Over the course of addressing these, the study of the intersection between ethics and entrepreneurship h...
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Purpose The purpose of this paper is to give an up-to-date assessment of key topics and methods discussed in the current literature on responsible entrepreneurship. In the past years, sustainable development itself has become a more popular and important topic in the academic literature and hence the field of sustainable entrepreneurship has become...
Book
Efforts to establish the measurement and control of sustainability have produced notable tools, but those instruments lack applicability in practice. Increasing the level of standardization of such tools also seems difficult to achieve, because the contexts surrounding the focal organizations differ considerably. Therefore, what we need is a system...
Article
Literature increasingly acknowledges stakeholders’ voluntary involvement in formerly internal processes and structures of nonprofit organizations. This article contributes to extant literature by investigating how stakeholders get involved in and co-create brand strategy, a core intangible asset for nonprofit organizations. To this end, the article...
Conference Paper
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Die vorliegende Arbeit untersucht den Einfluss einer immersiven Produktdarstellung in Virtual Reality (VR) auf die Präsenz sowie die Kaufintention. Es wurden zwei unterschiedliche E-Commerce Webshops programmiert, welche jeweils sechs idente Produkte der gleichen Pro-duktkategorie anbieten. Im Rahmen einer Vorstudie konnten insgesamt 74 Probanden e...
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Die Autoren illustrieren an einem Praxisbeispiel, welche Rolle die emotionale Intelligenz im gesellschaftlichen Kontext und im Diskurs mit Vertretern von öffentlichen Institutionen spielt.
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With the global financial system having undergone vast changes since the financial crisis of 2007, scientific research concerning the investor’s point of view on sustainable investments has drastically increased. However, there remains a lack of research focused on the entrepreneur’s angle regarding sustainable oriented investments. The aim of this...
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Nanotechnology is increasingly being employed in the areas of food production and packaging. While there exists considerable research that analyses consumer trust and perception of nanotechnology use in the food sector, the B2B sector has widely been neglected. This research project analyzes the influence of perceived quality and psychological fact...
Article
Up till now, only few researchers have looked at the dynamics that develop when citizens' collective actions co-create and eventually co-destruct a city brand. This research paper analyzes the interplay between urban policies and grassroots city brand development during the refugee crisis that had its peak in autumn 2015 in Germany. We chose the ci...
Article
A growing number of companies focus not just on generating economic value but on expanding their perspective, including social, human, and environmental aspects. Historically, companies mainly included corporate social responsibility (CSR) in their activities in economically promising times. But can CSR be applied in economically difficult times, to...
Article
Despite an increase of contributions towards brand orientation, contemporary theory widely lacks answers as to the 'extent' and 'the ways' in which organisational structure and geographical culture influence this process. In this paper, the perspective that individuals, organisations and societies have particular histories and cultures that affect...
Conference Paper
Full-text available
please go to http://www.mymarketingworld.at/index.php/2016/06/15/konferenzbesuch-von-fachbereichsleitung-christine-vallaster-an-der-universitaet-essex-uk/
Chapter
Nanotechnology is increasingly being employed in the areas of food production and packaging. While there exists considerable research that analyses consumer trust and perception of nano-technology use in the food sector, the B2B sector has widely been neglected. This research project analyzes the influence of perceived quality and psychological fac...
Conference Paper
In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning co-creation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning cocreation is a fluid, social phenomenon that involves practices which are determined by the...
Conference Paper
Today’s economy is increasingly determined by the existence and growth of small and medium sized enterprises (SMEs). Several studies, however, report a relatively low survival rate of SMEs compared to more established and matured companies (Castellanos, 2001; Ropega, 2011), implying a high rate of SMEs entering a business crisis. In this vein, the...
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Brand research increasingly recognizes the active role of multiple stakeholders in co-creating brand meaning and the importance of new social media supporting stakeholders in their co-creation efforts. However, empirical insights into the social process of online multi-stakeholder brand meaning co-creation are so far missing. This study contributes...
Article
This article examines internal brand building, which is defined as the alignment of a corporation and employees around a brand. The notion of social interactions may provide a valuable perspective on brand-related interactive space, in which top management communicates brand-related information to employees and employees share brand-related informa...
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This article investigates the linkages between brand authenticity, brand trust, and SME growth from a CEO perspective. Brand authenticity is operationalized as consisting of three factors: brand consistency, brand customer orientation, and brand congruency. The hypotheses derived in this paper will be tested with new measures and data from 285 Germ...
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Wie die regionale Verankerung mit dem Shared-Value Ansatz verbunden wird und die Wettbewerbsfähigkeit positiv beeinflusst.
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Wenn der Kunde nicht zahlen will Zwei junge Gründer stecken in der Falle: Seit Monaten arbeiten sie an einem Softwareprojekt für eine Klinik, ihren einzigen großen Kunden. Doch der hält sich nicht an Vereinbarungen. So langsam geht dem Start-up das Geld aus.
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One of the persistent problems facing strategy-as-practice research has been the question of strategy formation and its underlying dynamics. Although strategy-as-practice research has identified the importance of shifting the focus of analysis from the individual towards the social level, and of adopting a dynamic view, researchers still struggle w...
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Corporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when having to decide on how to tackle CSR in a way that benefits both the corporate brand and society at...
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Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-bas...
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Small enterprise growth is at the heart of entrepreneurship research. While in most cases growth is welcome, its management brings about major challenges. The main focus of this article is on showing the relationship between a firm's corporate branding practices, its entrepreneurial behaviours and impact on perceived brand authenticity during phase...
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The dynamics and internal roots of reputation are also emphasized by Fisher-Buttinger and Vallaster in their article “Corporate Branding and Corporate Reputation – divided by a shared purpose?” Increasingly, corporate reputation as well as corporate branding address the entire universe of internal and external stakeholders what raises the question...
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„And the winner is ...“. Angespannt verfolgt Dr. Dirk Haft, CEO des Münchner Unternehmens Attocube Systems AG, die Verlautbarung ... „die Cytonet GmbH & Co. KG, Weinheim“. „Schade“, denkt sich Haft und schaut sich um, „die in orange gehaltene Dekoration des prunkvoll geschmückten Saales in der Alten Oper Frankfurt hätte gut zu unserem Logo gepasst....
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Zusammenfassung Innerhalb kürzester Zeit hat sich im Internet eine große Bandbreite von Online-Communities entwickelt, als fester Bestandteil der Beziehungswelt vieler Kunden. Unternehmen können für die Markenführung der Zukunft das Thema Online-Communities nicht mehr ausklammern, finden sich aber häufig im Internetdschungel (noch) nicht zurecht. U...
Article
Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, intera...
Chapter
The expression ‘brand ambassador’ appears more and more frequently in both marketing literature and business practice. However, there could not be a broader spectrum of meanings associated with it. While there is agreement that ‘brand ambassador’ is intended to embrace a wider meaning around the behaviours of a person who acts in support and on beh...
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Purpose – This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within the context of the challenges that the global knowledge‐based business environment poses to organisations of differing sizes. Design/methodology/approach – The authors...
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The composition of teams is becoming increasingly culturally diverse, foremost as a result of international business and globalisation. We view culture as “;a complex, abstract, and pervasive matrix of social elements which functions as an all-encompassing form or pattern for living by laying out a predictable world in which an individual is firmly...
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Purpose – The paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and outlining why and how leadership is important throughout the internal brand building process. The study aims to expand the domain of corporate branding by inclu...
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Purpose – Sets out to report on lessons learned by carrying out a concept test in Thailand. Where appropriate, aims to compare the adopted approach with the “regular” way by which the reported company assesses the potentials of new products. Based on these reflections, the authors seek to identify future research directives and develop managerial i...
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Contemporary marketing literature describes brand creation from either a company perspective, or from the consumer's side. We argue that this rather dualistic restriction on either the organization as the dominant driver in establishing brands or the focus on consumers' reaction to marked objects largely ignores the possibility that a more varied g...
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In this article we report findings from three longitudinal studies carried out to understand the social interactive processes in multicultural groups observed in their organizational settings. Its aim was to explore the dynamics of cognitive, affective and communicative aspects during the development of a shared understanding. In particular, crysta...
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The aim of this contribution is to analyze the development of a corporate brand in the early phases of start-ups. In particular, this paper looks at processes that occur due to decisions regarding corporate culture, corporate behavior, corporate design and corporate communication. Start-ups or new business ventures provide a specific context to res...
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Employees are a critically important constituent of the service brand and being ultimately responsible for delivering its promise. As such they need a shared understanding of their service brand's values, along with strong commitment and identification, to encourage brand supporting behaviour. This internal brand building process becomes more chall...
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Fühlen und wissen alle Beteiligten, far was die Marke steht, was der Kern der Unternehmensmarke, also ihre Identität ist? Häufig leider nicht. Genau dies ist aber in vielen Geschäftsfeldern entscheidend. Bei jedem Kunden-Mitarbeiter-Kontakt bietet sich die Chance, die Marke, das Produkt und den Nutzen dem Kunden zu vermitteln. Anderenfalls läuft da...
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Um einer Marke Leben einzuhauchen, müssen Beschäftigte ein gemeinsames Markenverständnis entwickeln und sich mit der Marke identifizieren (vgl. de Chematony, 2001 b; LePla/Parker, 1999, Macrae, 1999; Mitchell, 2002). Das erzeugt Vertrauen und Orientierung; einer abstrakten unternehmerischen Markenstrategie wird konkrete Gestalt verliehen. Ist dies...
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In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely lacks an understanding of how employees from different cul...
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Hindsight bias occurs when people tend to falsely believe, after the fact, that they knew the answer to a question beforehand. Given the tendency for people to say 'I already knew that' after being presented with new information, it would appear that the hindsight bias has the potential to significantly compromise the value of a communication. To o...
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Group decisions have taken a prominent part in strategic decision making but managerial research still lacks techniques to study these interpersonal processes comprehensively. Assuming that efficient decision making depends on shared cognitive structures within groups, an approach to analyze these structures and the affective and communicative dime...
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Attempts to demonstrate how a shared vision amongst group members is developed. Endeavours to understand the process through which members of a multicultural group, Asian and Western, develop and sustain a consensus, the way they interpret, give meaning and make sense of what went on during the process of strategic decision making. Explores the cro...
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In the literature it is possible for doctoral candidates to find a broad range of guidelines on how to write a successful doctoral thesis. For example, in 1999 the Australasian Marketing Journal published an article on a structured approach to presenting doctoral theses, with an in-depth examination of the sections that are expected to appear in a...
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A journey in search of intercultural research in Hong Kong (China) has highlighted some fundamental differences between research conducted in Asia and previous projects in Europe with regard to the conceptual approach to field research. This paper is intended to present an experience rather than a research report. In particular, it will describe in...

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