Prof. Christiane Aufschnaiter, Bakk. Phil. PhD

Head of Department & Studies +43 512 2070 - 4200 christiane.aufschnaiter@mci.edu

Head of Studies Business Administration Online, Academic Director General Management, Professor in Marketing & Consumer research, research in the field of Branding / Consumer Culture Theory

Professional work experience

04/2023 - present
Academic Director BA (CE) General Management - MCI The Entrepreneurial School
09/2022 - present
Head of Studies & Deputy Head of Department Business Administration Online - MCI The Entrepreneurial School
03/2021 - present
Project coordination MCI eStudy - MCI The Entrepreneurial School
09/2020 - 08/2022
Lecturer - MCI The Entrepreneurial School
01/2017 - 08/2020
Teaching & Research Assistant - MCI The Entrepreneurial School
05/2014 - 12/2016
Marketing Manager - karriere.at Informationsdienstleistung GmbH
B2B Marketing, Product Marketing, Event Marketing
12/2011 - 04/2014
Project Manager at the Export Center - Upper Austria Economic Chamber
Communication & PR, Consulting, Event Management

Education

02/2019 - 04/2023
University of Innsbruck
Doctoral Programme "Organizing the Digital"
10/2017 - 04/2023
PhD - University of Innsbruck
PhD Program Management - Focus: Branding
10/2008 - 11/2011
Bakk. Phil. - University of Innsbruck
Russian
08/2007 - 06/2008
- - Uppsala University
Exchange student - International Economics and Business Studies
10/2005 - 10/2010
Mag. - University of Innsbruck
International Economics and Business Studies

Teaching (faculty internships etc.)

07/2024 - present
MCI The Entrepreneurial School
Marketing & Sales (MBA General Management Raiffeisen)
11/2023 - present
MCI The Entrepreneurial School
Marketing & Kommunikation (Zertifikatslehrgang "Green Transition & ESG Management)
09/2021 - present
MCI The Entrepreneurial School
Self-management & Leadership (MA Corporate Governance & Finance Online)
10/2020 - present
MCI The Entrepreneurial School
Marketing & Sales (BA Business Administration Online) Digital Marketing (BA Business Administration Online) Academic Coaching (BA Business Administration Online) Digital Competence & Self-management (BA Business Administration Online)
10/2018 - 07/2022
MCI Entrepreneurial School
Applied Project / Master Thesis Coaching (MA Corporate Governance & Finance Online)
09/2017 - 07/2020
MCI Entrepreneurial School
Marketing I (BA Betriebswirtschaft Online / BA Business Administration Online) Marketing II (BA Betriebswirtschaft Online / BA Business Administration Online)

Practice related research and developmental project

12/2018 - 08/2020
MCI Entrepreneurial School
Digitization strategy & change in the field of craft businesses

Competitive Research Award

10/2024 - 10/2024
Award for Research and Innovation a MCI / awarded by Stadt Innsbruck
Award for achievements in research
01/2011 - 12/2011
University of Innsbruck
Grant of achievement
01/2010 - 12/2010
University of Innsbruck
Grant of achievement
01/2009 - 12/2009
University of Innsbruck
Grant of achievement

Further education & Training

2021 - 2021
Innsbruck University
Digital Methods Workshop
2019 - 2019
Innsbruck University
Digital Methods Workshop
2019 - 2019
Harvard Business School
Teaching with Cases Online
2019 - 2019
MCI Management Center Innsbruck
Writing for the Web
2019 - 2019
FHK
Kompetenzorientiert Prüfungen gestalten
2018 - 2018
MCI Management Center Innsbruck
Focus English for Lecturers
2017 - 2017
MCI Management Center Innsbruck
Didaktik und Flipping the Classroom
2017 - 2017
MCI Management Center Innsbruck
Qualitative Sozialforschung
2017 - 2017
MCI Management Center Innsbruck
Webinare planen und gestalten
2017 - 2017
MCI Managment Center Innsbruck
Sakai Basics & Advanced
2017
Österreichische Fachhochschul Konferenz / MCI
Higher education didactics
2017 - 2017
MCI Management Center Innsbruck
Adobe Connect Basics & Advanced
2017 - 2017
MCI Management Center Innsbruck
Prüfen mit Rubrics
2017 - 2017
MCI Management Center Innsbruck
TC Exam Schulung

Peer reviewed journal article

Schwarz, S., Aufschnaiter, C. & Hemetsberger, A. (2022) Social linking practices across physical distance: The material constitution of sociality. Marketing Theory 23(2): 321-342. https://doi.org/10.1177/14705931221137732

Research monographs

Aufschnaiter, C. (2023). Consuming Materiality in the Digital Age (Doctoral Dissertation). Innsbruck: University of Innsbruck.

Chapters in books

Aufschnaiter, C. (2024). Materiality. In J. Gollnhofer, R. Hofstetter & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp.201-203). Cheltenham, UK: Edward Elgar Publishing Limited.
Aufschnaiter, C. (2024). Digital Consumption. In J. Gollnhofer, R. Hofstetter & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp. 148-150). Cheltenham, UK: Edward Elgar Publishing Limited.
Aufschnaiter, C. (2024). Consumer-Object Relations. In J. Gollnhofer, R. Hofstetter & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp. 97-98). Cheltenham, UK: Edward Elgar Publishing Limited.
Pammer, M., Waldegger, J., & Aufschnaiter, C. (2021). Handwerk digital: Kulturwandel als Erfolgsfaktor. In SRH Fernhochschule (Eds.), Vernetzte Arbeitswelt - Der digitale Arbeitnehmer (pp. 61-77). Springer.

Peer reviewed academic/professional meeting proceedings

Schwarz, S. & Aufschnaiter, C. (2022). Brand Nomadicity: Redefining Consumer-Brand Relationships in Liquid Modernity. In Chen, H., Eckhardt, G., & Hamilton, R. (eds.)., NA-Advances in Consumer Research (Vol. 50, pp. 18.23). Duluth: Association for Consumer Research.
Aufschnaiter, C., Schwarz, S. & Hemetsberger, A. (2021). Anchors on the Move: Digital Nomads' Solid Footholds in Liquidity. In Bradford, T. W., Keinan, A., & Thomson, N. (Eds.), NA-Advances in Consumer Research (Vol. 49, pp. 27-31). Duluth: Association for Consumer Research.
Aufschnaiter, C. (2020). Consumer Creativity: Materializing the Moleskine Notebook in Digital Space. In J. Argo, T. M. Lowrey, & H. J. Schau (Eds.), NA-Advances in Consumer Research (Vol. 48, pp. 26-30). Duluth: Association for Consumer Research.

Presentation of a paper at a conference, workshop or seminar

Aufschnaiter, C. & Schwarz, S. (2024). Pop-up Lifestyle: The Case of Outsite, Co-Living and Working in Cosmopolitanism. Paper presented at ACR Conference, Paris.
Aufschnaiter, C., Schwarz, S. & Russell, C.A. (2024). The Art of Traveling Minds: Imagining Home Consumption. Paper presented at ACR Conference, Paris.
Aufschnaiter, C., Schwarz, S. & Russell, C.A. (2024). Home is Where the Wi-Fi Connects: Nomadic Professionals and Their Spaces. Paper presented at CCT Conference, San Diego
Aufschnaiter, C. & Schwarz, S. (2024). Venturing Into Social And Material Territories - An Ethnography on "The Digital Nomad Village." Paper presented at CCT Conference, San Diego
Aufschnaiter, C. & Schwarz, S. (2024). The New Homefront: Nomadic Lifestyles and Spatial Belonging. Paper presented at the Brand Camp Conference, Obergurgl/Austria.
Aufschnaiter, C., Schwarz, S. & Russell, C. (2023) Beyond the Physical: A Spatial and Temporal Framework of Consumption in Mobility. Working Paper presented at the Consumer Culture Theory conference, Lund.
Pammer, M., Aufschnaiter, C., Bernsteiner, R., Ploder, C. (2023). Online Planspiel für Prozessmanagement. Paper presented at the Learntec Convention, Karlsruhe
Schwarz, S. & Aufschnaiter, C. (2022). Brand Nomadicity: Redefining Consumer-Brand Relationships in Liquid Modernity Paper presented at the annual conference of the Association for Consumer Research.
Aufschnaiter, C. & Schwarz, S. (2022). Breaking Branding Boundaries: The Materialization of Brands Between Liquidity and Solidity. Working Paper presented at the Consumer Culture Theory conference, Online Conference.
Aufschnaiter, C. & Schwarz, S. (2022). The Constitution of Brands as Solid Anchors and Liquid Motors: A Moleskine Case". Working Paper presented at the Brand Camp Conference, Obergurgl/Austria.
Aufschnaiter, C., Schwarz, S. & Hemetsberger, A. (2021). Anchors on the Move: Digital Nomads' Solid Footholds in Liquidity. Paper presented at the annual conference of the Association for Consumer Research.
Aufschnaiter, C. (2020, October). Consumer creativity: Materializing the Moleskine notebook in digital space. Paper presented at the annual conference of the Association for Consumer Research, Online Conference

Supervised bachelor theses

Hupfauf Katrin (2025): From Values to Action: The Impact of Eco-Labels in Promoting Sustainable Grocery Shopping in Austria
Fischer von Edelau Victoria (2024): The Impact of Influencer Marketing on Consumers' Tourism Destination Choice: The Case of South Tyrol, Italy
Walch Magnus (2024): Consumer Preferences in the Ski Purchasing Process: The Role of Distribution Channels
Gitzl Isabel (2024): Konsumverhalten in der Sharing Economy: Motivatoren für die Nutzung von Secondhand-Plattformen
Runggaldier Carmen (2024): The Role of Instagram in Empowering Italian Female Biathletes to Inspire Tomorrow's Champion
Bertagnolli Barbara (2024): Mythos Berg: Emotionale Markenführung und die anhaltende Wirkung des Bergmotivs in der Bergsportartikelbranche
Braitmaier Robin (2023): Influencer-Marketing: Identifikation und Analyse der Kommunikationsstrategien von Social-MediaInfluencer:innen
Trautner Lydia (2023): Social Media und Employer Branding: Eine Analyse des Onlinemarketings für die österreichische Hotellerie
Daum Tanja (2022): The Role of YouTube Influencers Regarding the Promotion of Sustainable Clothing Consumption Behaviors of Young People
Insam Sophia (2022): Consumption Practices: How do Women's Consumption Practices Change Once They Become Mothers?
Strolz Laura (2022): Influencer Marketing: Charakteristika erfolgreicher Markenbotschafterinnen und -botschafter im Skisport
Peherstorfer Jakob (2022): Deep Talk vs. Deep Learning: Der Einfluss von künstlicher Intelligenz auf die wahrgenommene Servicequalität von Banken
Hollestelle Wout (2021): Nudging Online Consumers: Discovering why Personalized Outbound Communication Influences Digital Consumption (Conversion Rates)
Gomille Theresia (2021): Stationärer Lebensmitteleinkauf: Aufrechterhaltung und Stärkung des persönlichen Kundenservice in Zeiten der Digitalisierung
Insam Silvia (2021): Don't Buy This Jacket: Consumers' Clothing Habits, Motivations, and Willingness to Change in Order to Protect the Environment
Unterdorfer Robert (2021): Dynamische Preisstrategien für Tagesskipässe: Akzeptanz und wahrgenommene Preisfairness im österreichischen Skisektor
Pfeiffer Philipp (2021): Building and Sustaining Customer Trust on Instagram During the Pandemics: A Netnography on Non-Vital Health Brands and Service Providers in German Speaking Countries
Steigauf Peter (2021): PR Communication of Food Retailers in the Course of the COVID-19 Pandemic: A Qualitative Study Focused on the Status Quo and Future Developments Within CSR Topics
Rasner Nicole (2021): The Perception of Gender-Based Pricing in Austria
Wallner Laura Maria (2021): Genderspezifische Unterschiede in den Positionierungsstrategien von Spitzensportler/innen auf Instagram
Kainzbauer Katharina (2021): Die Auswirkung von Regionalität auf das Konsumverhalten von Fleischalternativen
Galluseder Julia (2021): Rethinking the Role of the Human Resources Department During a Change Management Process
Osafanmwen Bright Osayuwa (2021): The Application Of Social Media As A Marketing Tool For Start-up Entrepreneurs In Nigeria
Kohlbacher Barbara (2021): Steigerung des Markenwertes eines neu eingeführten Fast Moving Consumer Goods mithilfe von Social Media
Ladstätter Anna (2021): Nachhaltigkeitskommunikation der Lebensmittelbranche auf Instagram in Österreich
Ortlieb Nina (2020): Dynamische Preisstrategien für Skipässe: Eine Analyse der Potentiale für österreichische Skigebiete
Koller Michael (2020): Der Apothekenmarkt im Wandel - die Bedeutung des Customer Relationship Managements für die pharmazeutische Industrie
Calzavara Matteo (2020): Alexa, can I trust you? A Qualitative Analysis on the Influence of Privacy and Security Concerns on the Usage of Amazon Echo
Gstaltner Lukas (2020): Product Endorsements by Professional Triathletes: The Influence of Professionals on the Buying Behavior of Recreational Athletes
Nocker Clemens (2020): It's All About Branding! Visueller Wiedererkennungswert von Kopf- und Flaschensponsorings im FIS Skiweltcup
Mitterrutzner Andrea (2020): Overtourism durch Instagrammability - Auswirkungen auf die Hotellerie in Südtirol
Krexner Magdalena (2019): Green Marketing: Nachhaltige Produktpolitik in der österreichishcen Naturkosmetikbranche
Blunder Lukas (2019): Das Massenwerbemedium Plakat im Wandel der Zeit
Hafele Claudia (2019): Mitarbeiter/innen als Markenbotschafter/innen im Social Web - eine Analyse der Südtiroler Dienstleistungsbranche
Stricker Alexandra (2019): Gender Diversity als Instrument einer erfolgreichen Employer Branding Strategie

Supervised master theses

Steigauf Peter (2023): The Role of Sustainability Marketing in Driving Airline Brand Loyalty: A Qualitative Study Investigating Short-Haul Leisure Travel in Europe
Eckert Thomas (2020): The Value of CSR in the Snowboard Industry