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. (E-pub ahead of print). (2024). Who Shares Fake News? Uncovering Insights from Social Media Users' Post Histories. Journal of Marketing Research.
Schoenmueller, V. (2024). Consumer Sentiment and Brand Communication Strategies in The Gluten-Free Products Market (Unpublished doctoral dissertation). Department of Marketing.
Schoenmueller, V. (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a Consumer-Business Perspective: An Integrative Analysis, Framework Development, and Prospective Research Directions (Unpublished doctoral dissertation).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. (2024). NON-SPONSORED USER GENERATED CONTENT AND ITS IMPACT ON CONSUMERISM (Unpublished doctoral dissertation). Department of Marketing.
Moazemi, A. & Schoenmueller, V. (2023, June). Brand echo chambers [Paper presentation]. 45th ISMS Marketing Science Conference 2023, Miami.
Bayerl, A., Goldenberg, J. & Schoenmueller, V. (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. (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. (2023, June). Review Updating: How consumers can change their mind [Paper presentation]. 45th ISMS Marketing Science Conference 2023, Miami.
Schoenmueller, V. (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. & 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., 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.
Campbell, C., Heinrich, D. & Schoenmueller, V. (2015). Consumers' reaction to fair trade motivated price increases. Journal of Retailing and Consumer Services, 24 (May), pp. 79-84.
Bruhn, M., Schäfer, D. B. & Schoenmueller, V. (2012). Are social media replacing traditional media in terms of brand equity creation?. DOI: https://doi.org/10.1108/01409171211255948.
Bruhn, M., Schoenmueller, V., Schaefer, D. & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualisation and measurement. Advances in Consumer Research, 40, pp. 567-576.
