Asst. Prof. Philipp Wegerer, PhD

Leave of Absence +43 512 2070 - 3328 philipp.wegerer@mci.edu

Professional work experience

02/2018 - 03/2019
Research Associate (post-doc) - Institut of strategic Management, Marketing & Tourism, University of Innsbruck
Research in the fields of Brand Management, Digitalization and Consumer Research Teaching Brand Management and Marketing
01/2014 - 02/2018
Research Assistant - Institut for strategic Management, Marketing & Tourism, University of Innsbruck
Dissertation "Brands as Mediators" Research and teaching in the fields of Brand Management und Consumer Research

Education

08/2013 - 02/2018
PhD - University of Innsbruck
PhD Management
10/2010 - 02/2013
MSc - University of Innsbruck
Organization Studies
08/2006 - 08/2010
BA - University of Innsbruck
Political Science

Peer reviewed journal article

Stadler, R., Wegerer, P., & Nadegger, M. (2025, in press). The Potential of Collaborative Autoethnography for Event Research. Event Management
Nadegger, M. & Wegerer, P.K. (2024). Rhythms of repetition and disturbance: Reimagining business-as-usual in the Antropocene. Organization (online first). http://doi.org/10.1177/13505084241303098
Volo, S. & Wegerer, P.K. (2023). Assemblage theory in tourism. Annals of Tourism Research. 100, 103567.
Wegerer, P. K. & Nadegger, M. (2020). It’s time to act! Understanding online resistance against tourism development projects, Journal of Sustainable Tourism, DOI: 10.1080/09669582.2020.1853761
Wegerer, P.K. (2021). Doing Van Life: A Social Practice Perspective on Traveling with a Camper Van. NA - Advances in Consumer Research, 49, 51-54.
Wegerer, P. (2020). Understanding Consumer Activism in Digital Environments. NA - Advances in Consumer Research, 48, 164-167.
Wegerer, P., & Munro, I. (2018). Ethics of ambivalence in corporate branding. Organization, 25(6), 695–709.
Wegerer, P. K. (2018). Ethical branding as a discoursive resource for employee identity work: A case study. German Journal of Human Resource Management, 32(2), 102–119.
Schöps, J. , Wegerer, P., & Hemetsberger, A. (2017) Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - the Case of American Apparel. NA - Advances in Consumer Research Volume 45, 474-478. http://www.acrwebsite.org/volumes/1024479/volumes/v45/NA-45
Botschen, G. & Wegerer. P. K., (2017) Brand-driven retail format innovation: a conceptual framework. International Journal of Retail & Distribution Management, 45(7/8), 874-891.

Editorial-reviewed journal

Nadegger, M., Bosio, B., Wegerer, P. K., Haselwanter, S., Untersteiner, J. (2020). #mitabstandnah – Eine Hashtag-Analyse der Tiroler Tourismusverbände in Corona-Zeiten. Tourismus Wissen Quarterly, 21(6), 222-227.

Research monographs

Wegerer, P. (2017) Brands as Mediators: A Differentiated View on Brand-Mediation Processes [Dissertation]. Innsbruck. University of Innsbruck.

Chapters in books

Stadler, R. & Wegerer, P. (2024). Becoming, being… belonging? – Using collaborative autoethnography to explore community events and festivals. In A. Jepson, R. Stadler, & T. Walters (Eds.), Reimagining Community Festivals and Events: Critical and Interdisciplinary Perspectives (pp. 183-203). Routledge.
Wegerer, P.K. & Nadegger, M. (2021). Zeit zu handeln - Digitaler Widerstand gegen touristische Entwicklungsprojekte. In: U. Rußmann, et al. (Hrsg.). Zukunft Verantwortungsvoll gestalten. Springer. 10.1007/978-3-658-36861-6
Nadegger, M., Bosio, B., Haselwanter, S., Untersteiner, J. & Wegerer., P. (2021). Social-Media-Kommunikation in der Covid-19-Krise. Eine Instagram-Analyse der Tiroler Tourismusverbände. In: Bieger, T., Beritelli, P., & Laesser, C. (Hrsg.). Krisenmanagement und Zukunftsstrategien für den alpinen Tourismus. Schweizer Jahrbuch für Tourismus 2020/21. Berlin: ESV
Wegerer, P. K. (2015). Bicycling in Urban Landscape: Exploring Discursive, Cultural and Spatial Dynamics. In C. Antenhofer, Bischof, G., Dupont R. L., Leitner, U., (Eds.), Cities as Multiple Landscapes (1st ed., pp.251-277). Campus Verlag.

Peer reviewed academic/professional meeting proceedings

Wegerer, P. et al. (2018, October 19- 24). Brands as Mediators [paper presentation & special session chair]. NA - Advances in Consumer Research 46, 352 - 356. https://bit.ly/2SNbQiU
Wegerer, P. (2017) Corporate Branding as a Source For Employees' Moral Identity Work. NA - Advances in Consumer Research Volume 45, 489-492.

Presentation of a paper at a conference, workshop or seminar

Wegerer, P. (2024). Understanding Van Life: A Social Practice Perspective. Consumer Culture Theory Conference. 12. July 2024. San Diego. (Working Paper)
Stadler, R., Wegerer, P., & Nadegger, M. (2024, June 17-20). “I need to just keep running” - navigating the field in collaborative autoethnographic event research [Conference presentation]. Event Management Conference, Orlando, Florida, USA.
Nadegger, M. & Wegerer, P. (2024). Locked-in repetition and fleeting moments of difference. A rhythmanalytical perspective on business-as-usual in the Anthropocene. Paper presented at the VHB Jahrestagung 2024 "Entrepreneurship. Digitalisierung. Nachhaltigkeit. BWL im Dreiklang der gesellschaftlichen Transformation". Mar 6-8, 24. Lüneburg, Germany.
Wegerer, P (2023). Full-time Van Life: A Practice Theory Perspective [Poster Presentation). DGT Jahrestagung, Innsbruck. https://www.dgt.de/veranstaltungen/dgt-jahrestagung-2023/
Wegerer, P.K. (2023, July 13). Compositional Analysis: The Visual Representation of Social Categories in Advertising. Tourism Research Methods Summer School. Italy.
Stadler, R., Wegerer, P., & Siller, H. (2023, July 11-13). Experiencing sport, nature and culture together – The impact of trail running events upon community wellbeing and place identity [Conference presentation]. LSA Conference, Bournemouth, U.K.
Wegerer, P.K. (2022, Mai 16). Visual Content Analysis: How to study brands on Instagram [Workshop]. ISCONTOUR. Innsbruck Austria.
Wegerer, P.K., Mitterer-Leitner, T. & Siller, H. (2022). The Tyrolian Way: A Framework For Developing A Sustainable Tourism Policy. FFH Forum. Villach, Austria.
Wegerer, P.K. (2021, October 31). Doing Van Life: A Social Practice Perspective on Traveling with a Camper Van [Paper Presentation]. ACR Conference, Seattle, USA.
Wegerer, P.K. & Volo, S. (2021, May 14-16). Visual Content Analysis of Instagram Posts: The Case of Tyrol. TTRA International Conference. San Diego, United States.
Wegerer, P.K. & Nadegger, M. (2021, April 7).It's time to act! Understanding Consumer Activism in Digital Environments [Conference Presentation]. FFH Forum. Wien, Österreich.
Wegerer, P.K. (2020, October 1). Understanding Consumer Activism in Digital Environments [Paper Presentation]. ACR Conference. Paris, France.
Wegerer, P. K. & Petry, T. (2020, September 27 -30). Managing local authenticity in Alpine Hospitality Organizations [Paper Presentation]. TTRA Europe Chapter Conference, Innsbruck, Austria.
Wegerer, P. K. (2020, May 27). Studying Brands on Instagram [Invited Talk]. University of Innsbruck, Innsbruck.
Schöps, J. D., & Wegerer, P. K. (2017). Market-mediated ideological edge-work: The visual representation of gender by the fashion brand American Apparel [Conference Presentation]. FAG Workshop, Vienna, Austria.
Botschen, G., & Wegerer, P. K. (2016) Drivers of Brand Resonance (DBR): A Practical Tool for Governing Enduring Brand- Stakeholder Relationships. 11th Workshop on Organizational Change and Development, Vienna. http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=1180
Wegerer, P.K. (2016, July 6-9). Revolution on our Streets: Re-claiming Space for Bicycling [Conference Presentation]. CCT Conference, Lille, France.
Wegerer, P. (2015) The spatial transformation of cities: The case of Innsbruck [Paper Presentation]. Velocity Conference, Nantes, France.
Wegerer, P. K. (2015) The Visual Mode of Meaning Construction: Stakeholder Framing of the Bicycle Discourse in Austrian Cities [Conference Presentation]. Brand Camp, Obergurgel, Austria.
Wegerer, P. K. (2013, July 4-6). Exploring the unconscious Dynamics between Corporate Brands and Organizational Identity: A case study on the Austrian Chocolatier ZOTTER [Paper Presentation]. EGOS Conference, Montreal, Canada.

Other intellectual contributions

Wegerer, P.K. (2022, Mai 24). Iscontour 2022: Ein Rückblick. TTR Tirol. https://www.ttr.tirol/innovation-und-inspiration/iscontour-2022-0
Bartos, M & Wegerer, P. (2015) Nicht ohne Mein Rad. Wissenswert: Magazin der Leopold Franzens Universität, Innsbruck.
Wegerer, P. K., Stöckl, V., & Gabl, S. (2015). Contesting Space [Videography]. NA- Advances in Consumer Research, 43, 755. https://bit.ly/33OkxQ7

Supervised bachelor theses

Costa Vera (2025): Local Food als zentraler Bestandteil der Reiseerfahrung
Lindsberger Luana (2025): Utilizing Emotional Social Media Strategies in the Hospitality Industry: How to Enhance Brand Awareness and Loyalty?
Holzkämper Lina (2025): From Urban Stress to Mountain Bliss: Strategic Recommendations for Alpine Wellness Tourism
Hambrecht Laura (2025): Abenteuertourismus im Alpenraum: Wenn Flow zum Motiv wird
Rogg Franziska (2025): Sustainable Development in Mountain Tourism: Mitigating Socio-Economic Challenges
Tipotsch Sarah (2024): Koexistenz zwischen Almwirtschaft und Tourismus
Lindenbauer Sabine (2024): Auswirkungen des Bauernsterbens auf den ländlichen Tourismus
Elenz Luise (2024): Technology in Hospitality Organizations along the Customer Journey
Gamper Christoph (2024): Markenmanagement in der KMU-Hotellerie
March Anna Elena (2024): Globale Trends im Wellnesstourismus: Analyse und Handlungsempfehlungen für zukünftige Tourismusangebote
Raggl Sarah (2023): Das touristische Phänomen der Backpacker/innen - Eine Potentialanalyse für den alpinen Tourismus
Wierer Martina (2023): Aroma, Atmosphäre, Anreiz - Olfaktorisches Marketing in der familiengeführten Hotellerie
Campana Isabelle (2023): Kognitive Dissonanz als Einflussfaktor auf die Nachhaltigkeit bei Kaufentscheidungen
Müllauer Ina (2023): Customer Experience Management im Tourismus
Glaser Antonia (2023): Das touristische Zukunftspotential Slow Tourism
Bösch Simone Franziska (2022): Auf der Suche nach Authentizität: Die Wahrnehmung von Authentizität im Kulturtourismus
Bolter Johanna (2022): Digitale Nomadinnen und Nomaden als neue Zielgruppe alpiner Destinationen
Janzen Fabian (2022): Chancen & Risiken des sozio-demographischen Wandels für touristische Destinationen und Dienstleister
Süßl Tiziana (2021): Die Social Media Nutzung von Destinations Management Organisationen
Eder Theresa Christine (2021): Möglichkeiten und Grenzen des multisensorischen Marketings in alpinen Destinationen
Gassner Anna-Maria (2021): Strategische Ansätze zum Markenmanagement klein- und mittelständischer Tourismusunternehmen
Steininger Vanessa (2020): Social Media als Instrument zur Beeinflussung des Destinationsimages während und nach Krisen
Überbacher Laura (2020): Die Entwicklung von der Destination zur Brand durch die Integration von Events
Grätz Johanna (2020): Veränderungen des Storytellings in der Markenführung durch das digitale Zeitalter
Pecher Anne (2020): Von der Destination zur Marke. Entwicklung eines internen Markenführungsmodells für Destinationen am Beispiel der Erlebnisregion Ochsenkopf

Supervised master theses

Weißwange Vera Dorothee (2025): Exploring identity conflicts at the workplace: Foreign employees in the Tyrolean hospitality industry
Donkova Tsveta (2025): Journey within: Understanding yoga retreat offerings through experiential design principles
Schwärzler Theresa (2025): Seeing - Feeling - Doing: Exploring Tourists' and Locals' Responses to Instagram Images of the Bregenzerwald
Broschinski Tanya (2025): Fields of Ambition: Exploring the Entrepreneurial Motivations of Ontario Agritourism Farmers
Schopf Sophie (2025): Exploring the Dynamics of Digital Nomadism on Local Communities in the Canary Islands
Müller Sophie (2025): Shaping Destination Image through Instagram: A Case Study of Lake Achensee
Boian Olga (2025): Dracula Myth, Marketing, and Tourist Expectations: How Narratives Shape First-Time Visitors in Dark Tourism
Huben Laura (2024): Career intentions and influence factors on job satisfaction of tourism graduates in Tyrol
Tódor Kitti (2024): Trail preferences of enduro mountain bikers in Innsbruck, Austria: Understanding affective ride experiences
Knour Kim (2024): Digitalization along the Via Francigena Pilgrimage: Exploring the Impact of Technology Use on Consumer Deceleration
Leifeld Jaqueline (2024): Markenimage in ländergrenzüberschreitenden Tourismusgebieten am Beispiel der internationalen Bodenseeregion
Biondani Giosuè (2024): Authenticity in rural tourism: Suppliers' and customers' perception in the Italian region of Veneto
Kollár Dorottya (2024): Experiential Marketing: The Quality Evaluation of Hospitality Websites through the Eyes of Prospective Customers
Geyer Anne (2024): Reisezielauswahl der Generation Z
Endres Maurice (2023): Authentizität im Tourismus - Authentische touristische Erlebnisse anhand von "Airbnb Entdeckungen"
Sachs Luisa (2023): Working Vacationers. The challenge of working remotely in paradise
Slagman Feya (2023): Full-time Van Life: A Home away from Home
Stanger Daniela (2023): Action research: Investigating on strategizing routines in a strategic context
Krall Tobias (2022): A Picture Says More Than a thousand Words: The Visual Co-Creation of Tyrolean Destination Brands on Instagram
Gabl Theresa (2022): The influence of DMOs firm-generated content on tourist's destination awareness, destination loyalty and booking intention
Winkler Tamara (2022): Digital Nomadism - Wie die Work-Life-Balance erlebt und erhalten wird, wenn die Arbeit ein ständiger Begleiter auf Reisen ist
Roth Katja (2022): Visual Voyage - The Destination Image of Cape Town on Instagram
Jagersberger Hannah Lena (2022): The Perception of Slowness: Consumer Deceleration among Young Adults during a Holiday on the Beach
Bögelein Christina Rebekka (2022): Consumer Behavior in Alpine Tourism: How Does Today's Generation Experience Consumer Deceleration During the Practice of Ski Touring
Endlicher Mira (2021): Constructing authenticity in the east Tyrolean holiday destination Obertilliach: A case study
Rief Lisa-Maria (2021): Ko-Kreation von Destinationsmarken
Lodge Julia (2021): Understanding the tourists' perspective of destination card systems. A case study approach
Taxis Franziska (2021): Destination Cards als Instrument des Destinationsmanagements: Analyse der Tiroler Destination Cards
Bürgler Eva-Maria (2021): The co-occurrences and differences of the destination brand image projected by DMOs and perceived by tourists
Mezger Nadine (2020): Specialties of climbing tourism: an investigation of risk perception, travel behaviour and destination attribute preferences
Podhraski Jana (2020): Risk perception and risk reduction strategies of female solo travellers