Assistant Professor, Department of Marketing at
Esade
Contracted Doctoral Professor URL
Education
Business Administration. University of Basel in Business and Economicos
Master in Business Administration. ESSEC
Business Administration. University of Mannheim
Selected publications
Schoenmueller, V. B. (2024). Consumer Sentiment and Brand Communication Strategies
in The Gluten-Free Products Market (Unpublished doctoral dissertation). Department
of Marketing.
Schoenmueller, V. B. (2024). Untangling Fake News from a Consumer-Business Perspective:
An Integrative Analysis, Framework Development, and Prospective Research Directions
(Unpublished doctoral dissertation). Department of Marketing.
Schoenmueller, V. B. (2024). NON-SPONSORED USER GENERATED CONTENT AND ITS IMPACT ON
CONSUMERISM (Unpublished doctoral dissertation). Department of Marketing.
Moazemi, A. & Schoenmueller, V. B. (2023, June). Brand echo chambers [Paper presentation].
45th ISMS Marketing Science Conference 2023, Miami.
Bayerl, A., Goldenberg, J. & Schoenmueller, V. B. (2023, June). The weekend effect
in online reviews [Paper presentation]. 45th ISMS Marketing Science Conference 2023,
Miami.
Karlinsky, Y., Kogan, S., Libai, B. & Schoenmueller, V. B. (2023, June). Wisdom of
some crowds: Predicting investors success in a social trading platform [Paper presentation].
45th ISMS Marketing Science Conference 2023, Miami.
Dover, Y., Pocchiari, M. & Schoenmueller, V. B. (2023, June). Review Updating: How
consumers can change their mind [Paper presentation]. 45th ISMS Marketing Science
Conference 2023, Miami.
Schoenmueller, V. B. (2020). The polarity of online reviews: Prevalence, drivers and
implications. Journal of Marketing Research, 57 (5), pp. 853-877. DOI: https://doi.org/10.1177/0022243720941832.
Fritz, K., Schoenmueller, V. B. & Bruhn, M. (2017). Authenticity in branding-exploring
antecedents and consequences of brand authenticity. European Journal of Marketing,
51 (2), pp. 324-348.
Bruhn, M., Schoenmueller, V. B., Richner, Y., Niemand, T. & Dölz, J. (2015). The impact
of internal communication quality on employees' attitudes and behavior towards the
organization - A cross cultural study. DOI: https://doi.org/10.18374/IJBR-15-4.7.
Bruhn, M., Schäfer, D. B. & Schoenmueller, V. B. (2012). Are social media replacing
traditional media in terms of brand equity creation?. DOI: https://doi.org/10.1108/01409171211255948.
Bruhn, M., Schoenmueller, V. B., Schaefer, D. & Heinrich, D. (2012). Brand authenticity:
Towards a deeper understanding of its conceptualisation and measurement. Advances
in Consumer Research, 40, pp. 567-576.
