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Dr. Rico Piehler

Innovatives Markenmanagement

Kontakt:

Max-von-Laue-Straße 1
28359 Bremen
WIWI 2 Gebäude, Raum F3380

Telefon: +49 (0)421 218-66579
rico.piehlerprotect me ?!uni-bremenprotect me ?!.de

 

Forschung:

• Internal/Employer Branding
• City Branding
• Social Media Marketing

Zur Person

Dr. Rico Piehler ist seit 2013 als Habilitand in der Arbeitsgruppe „Innovatives Markenmanagement“ tätig. Er hat Wirtschaftswissenschaft an der Universität Bremen studiert, als wissenschaftlicher Mitarbeiter am Lehrstuhl für innovatives Markenmanagement gearbeitet und bei Prof. Burmann zum Thema „Interne Markenführung“ promoviert. Nach seiner Promotion war er als Consultant und Senior Consultant am KEYLENS Research Center tätig. Daher weist er umfangreiche Erfahrung bei der Zusammenarbeit mit Partnern aus der Praxis auf und verfügt über ein breites Netzwerk an Praxiskontakten.

In der Lehre, die von Studierenden regelmäßig überdurchschnittliche Evaluationen erhält, wendet er verschiedene Lehrmethoden an, kombiniert die Vermittlung akademischen Wissens mit Anwendungen in der Managementpraxis und verfolgt einen Lehrstil, der durch Enthusiasmus, Transparenz, Respekt, Fairness, Humor und Betreuung gekennzeichnet ist. Inhaltlich bietet er Kurse wie Marketing (deutsch), Strategisches Marketing (deutsch), Markenmanagement (deutsch), Brand Management (englisch), Consumer Behaviour & Marketing Research (englisch), Market Research (englisch), Einsatz multivariater Methoden im Marketing (deutsch) und Applied Multivariate Data Analysis in Marketing (englisch) an.

Seine Forschungsschwerpunkte liegen in den Bereichen Internal und Employer Branding, City Branding und Social Media Marketing. Als Verfechter von kollaborativer Forschung verfügt er über ein breites Netzwerk nationaler und internationaler Forschungskontakte und präsentiert regelmäßig auf internationalen Konferenzen wie der American Marketing Association Winter Academic Conference, der European Marketing Academy Conference, dem Academy of Marketing Science World Marketing Congress, der Academy of Marketing Science Annual Conference sowie der Australian and New Zealand Marketing Academy Conference. Darüber hinaus absolviert er immer wieder Forschungsaufenthalte an internationalen Universitäten wie der University of Queensland, der Queensland University of Technology und der Griffith University in Australien sowie der Temple University in den USA. Er ist Mitglied zahlreicher Marketingorganisationen wie der American Marketing Association, der Academy of Marketing Science, der European Marketing Academy, der Australian and New Zealand Marketing Academy, der European Advertising Academy und der American Academy of Advertising. Seine Forschungsergebnisse veröffentlich er in führenden Marketing- und Branding-Zeitschriften wie dem European Journal of Marketing, dem Journal of Brand Management und dem Journal of Product & Brand Management.

 

Publikationen

Peer-reviewed journal publications:

Schade, Michael/Piehler, Rico/Müller, Andreas/Burmann, Christoph (2018): How cities can attract highly skilled workers as residents: The impact of city brand benefits, in: Journal of Product & Brand Management, Vol. 27, No. 7, 847-857.

Piehler, Rico/Schade, Michael/Burmann, Christoph (accepted for publication July 2018): Employees as a second audience: The effect of external communication on internal brand management outcomes, in: Journal of Brand Management, https://doi.org/10.1057/s41262-018-0135-z .

Schade, Michael/Piehler, Rico/Warwitz, Christoph/Burmann, Christoph (2018): Increasing consumers’ intention to use location-based advertising, in: Journal of Product & Brand Management, Vol. 27, No. 6, 661-669

Piehler, Rico (2018): Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions, in: Journal of Brand Management, Vol. 25, No. 3, 217-234.
 
Piehler, Rico/Grace, Debra/Burmann, Christoph (2018): Internal brand management: Introduction to the special issue and directions for future research, in: Journal of Brand Management, Vol. 25, No. 3, 197-201.

Schade, Michael/Piehler, Rico/Warwitz, Claudius/Burmann, Christoph (2016): Location-based advertising: Privacy concerns no big deal, in: Marketing Review St. Gallen, Vol. 33, No. 6, 56-61.

Piehler, Rico/King, Ceridwyn/Burmann, Christoph/Xiong, Lina (2016): The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour, in: European Journal of Marketing, Vol. 50, No. 9/10, 1575-1601.

Piehler, Rico/Hanisch, Stephan/Burmann, Christoph (2015): Internal Branding - Relevance, Management, and Challenges, in: Marketing Review St. Gallen, Vol. 32, No. 1, 52-60.

Schade, Michael/Piehler, Rico/Burmann, Christoph (2014): Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs, in: Journal of Brand Management, Vol. 21, No. 7-8, 650-663.

Xiong, Lina/King, Ceridwyn/Piehler, Rico (2013): "That's not my job": Exploring the employee perspective to becoming brand ambassadors, in: International Journal of Hospitality Management, Vol. 35, 348–359 (http://dx.doi.org/10.1016/j.ijhm.2013.07.009) .

Burmann, Christoph/Piehler, Rico (2013): Employer Branding vs. Internal Branding – Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung, in: Die Unternehmung, Vol. 67, No. 3, 223-245.

 

Peer-reviewed conference publications:

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2018): Antecedents and Consequences of Consumers' Online Brand-Related Activities (COBRAs) on SNS Brand Pages, in: 2018 ANZMAC Conference Proceedings: Connect. Engage. Transform., Dec 3-5, Adelaide, Australia.

Piehler, Rico/Schade, Michael/Kleine-Kalmer, Barbara/Burmann, Christoph (2018): Antecedents and Consequences of Consumers' Online Brand-Related Activities (COBRAs) on SNS Brand Pages, in: 2018 AMS World Marketing Congress Proceedings: Finding new ways to engage and satisfy global customers, June 27-30, Porto, Portugal.

Schade, Michael/Piehler, Rico/Burmann, Christoph (2018): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes, in: 2018 AMS World Marketing Congress Proceedings: Finding new ways to engage and satisfy global customers, June 27-30, Porto, Portugal.

Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2018). Antecedents and Consequences of Consumers’ Online Brand-Related Activities (COBRAs) on SNS Brand Pages, in: 2018 European Marketing Academy Conference Proceedings: People Make Marketing, May 29-Jun 1, Glasgow, UK.

Schade, M./Piehler, R./Burmann, C. (2018): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits, in: 2018 ANZMAC Conference Proceedings: Connect. Engage. Transform., Dec 3-5, Adelaide, Australia.
 
Schade, Michael/Piehler, Rico/Burmann, Cjristoph (2018): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes, in: 2018 European Marketing Academy Conference Proceedings: People Make Marketing, May 29-June 1, Glasgow, UK.
 
Piehler, Rico/Schade, Michael/Nee, Ines/Burmann, Christoph (2018): An Investigation of Accommodative Management Response Strategies to Negative Online Customer Reviews, in: 2018 AMA Winter Marketing Educators’ Conference Proceedings: Integrating Paradigms in a World Where Marketing Is Everywhere, Vol. 29, February 23-25, New Orleans, LA, USA.
 
Piehler, Rico/Schade, Michael/Burmann, Christoph (2017): The Effect of External Communication on Employees, in: 2017 ANZMAC Conference Proceedings: Marketing for Impact, December 4-6, Melbourne, Australia.
 
Piehler, Rico/Schade, Michael/Nee, Ines/Burmann, Christoph (2017): Management Responses to Negative Online Customer Reviews, in: 2017 ANZMAC Conference Proceedings: Marketing for Impact, December 4-6, Melbourne, Australia.
 
Schade, Michael/Piehler, Rico/Warwitz, Claudius/Burmann, Christoph (2017): Increasing Consumers’ Intention to Use Location-Based Advertising, in: 2017 ANZMAC Conference Proceedings: Marketing for Impact, December 4-6, Melbourne, Australia.
 
Piehler, Rico/Schade, Michael/Kleine-Kalmer, Barbara/Burmann, Christoph (2017): Antecedents and Consequences of Brand Page Attachment, in: 2017 ANZMAC Conference Proceedings: Marketing for Impact, December 4-6, Melbourne, Australia.
 
Piehler, Rico/Schade, Michael/Nee, Ines/Fink, Tanja/Burmann, Christoph (2017): Compensate or Explain? Management Responses to Negative Online Customer Reviews, in: 2017 European Marketing Academy Conference Proceedings: Leaving Footprints, May 23-26, Groningen, The Netherlands.
 
Piehler, Rico/Schade, Michael/Kleine-Kalmer, Barbara/Burmann, Christoph (2017): Drivers of Brand Page Attachment, in: 2017 AMS Annual Conference Proceedings: Back to the Future: Using Marketing Basics to Provide Customer Value, May 24-26, San Diego, CA, USA.
 
Piehler, Rico/Schade, Michael/Nee, Ines/Burmann, Christoph (2017): Management Responses to Negative Online Customer Reviews: The Effect of Compensation and Explanation on the Observer’s Purchase Intention, in: 2017 AMS Annual Conference Proceedings: Back to the Future: Using Marketing Basics to Provide Customer Value, May 24-26, San Diego, CA, USA.
 
Piehler, Rico/Schade, Michael/Kleine-Kalmer, Barbara/Burmann, Christoph (2017): Measuring the Success of Social Media Activities: Brand Page Attachment as a Pre-Behavioral Construct, in: 2017 AMA Winter Marketing Educators’ Conference Proceedings: Better Marketing for a Better World, Vol. 28, February 17-19, Orlando, FL, USA.
 
Piehler, Rico/Schade, Michael/Burmann, Christoph (2016): The Effect of Communication on Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior, in: 2016 AMS 19th World Marketing Congress Proceedings: Marketing at the Confluence between Entertainment and Analytics, July 19-23, Paris, France.
 
Schade, Michael/Piehler, Rico/Warwitz, Claudius/Burmann, Christoph (2016): Antecedents of the Intention to Use Location-Based Advertising: Advertising Value, Privacy Concerns, and the Role of Brand Trust, in: 2016 AMS 19th World Marketing Congress Proceedings: Marketing at the Confluence between Entertainment and Analytics, July 19-23, Paris, France.
 
Schade, Michael/Piehler, Rico/Warwitz, Claudius/Burmann, Christoph (2016): The Effect of Advertising Value and Privacy Concerns on the Intention to Use Location-Based Advertising: The Role of Brand Trust as Brand-Related Antecedent, in: 2016 European Marketing Academy Conference Proceedings: Marketing in the Age of Data, May 24-27, Oslo, Norway.
 
Piehler, Rico/Schade, Michael/Kleine-Kalmer, Barbara/Burmann, Christoph (2016): Brand Page Attachment: Development of the Construct, Antecedents, and Consequences, in: 2016 European Marketing Academy Conference Proceedings: Marketing in the Age of Data, May 24-27, Oslo, Norway.
 
Schade, Michael/Piehler, Rico/Warwitz, Claudius/Burmann, Christoph (2016): Factors Influencing the Intention to Use Location-Based Advertising: The Effect of Entertainment, Informativeness, and Irritation on Advertising Value and the Effect of Brand Trust and Self-Efficacy on Privacy Concern, in: 2016 AMA Winter Marketing Educators’ Conference Proceedings: What Happens in Marketing, Stays Digital: Rethinking Marketing in the Era of Unlimited Data, Vol. 27, February 26-28, Las Vegas, NV, USA.
 
Piehler, Rico/Burmann, Christoph (2015): Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior: A Closer Look at the Relationships between the Constructs’ Dimensions, in: 2015 AMA Summer Marketing Educators’ Conference Proceedings: Improving Business Practice Through Marketing Insight, Vol. 26, August 14-16, Chicago, IL, USA.
 
Piehler, Rico/Schade, Michael/Burmann, Christoph (2015): The Role of Communication in Internal Brand Management, in: 2015 European Marketing Academy Conference Proceedings: Collaboration in Research, May 26-29, Leuven, Belgium.
 
Piehler, Rico/Schade, Michael/Burmann, Christoph (2015): Internal and External Communication as Antecedents of Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior, in: 2015 AMA Winter Marketing Educators’ Conference Proceedings: Marketing in a Global, Digital and Connected World, Vol. 26, February 13-15, San Antonio, TX, USA.
 
Schade, Michael/Piehler, Rico/Burmann, Christoph (2015): Brand Personality Scale for Professional Sport Clubs, in: 2015 AMA Winter Marketing Educators’ Conference Proceedings: Marketing in a Global, Digital and Connected World, Vol. 26, February 13-15, San Antonio, TX, USA.
 
Piehler, Rico/Schade, Michael (2014): External Communication and Internal Brand Management, in: 2014 International Conference on Research in Advertising Proceedings, June 26-28, Amsterdam, Netherlands.
 
Piehler, Rico/Burmann, Christoph (2014): Antecedents of Internal Brand Management Outcomes: Conceptual Model and Empirical Validation, in: 2014 AMA Summer Marketing Educators’Conference Proceedings: Leveraging New Technologies to Create Value for Customers and Firms, Vol. 25, August 1-3, San Francisco, CA, USA.
 
Piehler, Rico/King, Ceridwyn/Burmann, Christoph (2014): Cognitive and Affective Antecedents of Brand Citizenship Behavior, in: 2014 European Marketing Academy Conference Proceedings: Paradigm Shifts & Interactions, June 3-6, Valencia, Spain.
 
Piehler, Rico/King, Ceridwyn/Burmann, Christoph (2013): Outcomes of Internal Brand Management: Conceptual Model and Empirical Validation, in: 2013 AMA Summer Marketing Educators’ Conference Proceedings: Innovating and Collaborating in a Global Marketplace, Vol. 24, August 9-11, Boston, MA, USA.


Books:
 

Burmann, Christoph/Halaszovich, Tilo/Schade, Michael/Piehler, Rico (2018): Identitätsbasierte Markenführung, 3rd ed., Wiesbaden: Springer Gabler.
 
Piehler, Rico (2011): Interne Markenführung – Theoretisches Konzept und fallstudienbasierte Evidenz, Gabler.
 
Burmann, Christoph/Piehler, Rico (2007): Identitätsbasierte Markenführung in der 1. Basketball-Bundesliga, LIT.


 
Book chapters:
 
Burmann, Christoph/Piehler, Rico (2017): Internal brand management: Employees as a target group for brand management, in: Ind, Nicholas (Ed.): Branding Inside Out: Internal Branding in Theory and Practice, Kogan Page, London, 173-202.
 
Burmann, Christoph/Piehler, Rico (2016): Interne und externe Markenkommunikation im Rahmen des Internal Branding, in: Esch, Franz-Rudolf (Ed.): Handbuch Markenführung, Springer Fachmedien, Wiesbaden, 1-25, dx.doi.org/10.1007/978-3-658-13361-0_50-1 .
 
Burmann, Christoph/Piehler, Rico/Schade, Michael/Beckmann, Corinna S. (2015): Identität und Marke im Entrepreneurial Marketing, in: Freiling, Jörg/Kollmann, Tobias (Eds.): Entrepreneurial Marketing, 2nd ed., Springer Gabler, 473-499.
 
Burmann, Christoph/Piehler, Rico/Löwa, Antje (2015): Strategy Changes, Flexibility and Brand Management, in: Albach, Horst/Meffert, Heribert/Pinkwart, Andreas/Reichwald, Ralf (Eds.): Management of Permanent Change, Springer Gabler, 217-240.


 
Other publications:
 
Burmann, Christoph/Hemmann, Frank/Piehler, Rico (2011): Mach ja nichts kaputt!, in: Automotive Agenda 10 (Marke forever), Springer Automotive Media.

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