Rate My Professor Petra Riefler

Petra Riefler is a full professor of marketing and innovation at the University of Natural Resources and Life Sciences, Vienna (BOKU). She serves as head of the Institute of Marketing and Innovation within the Department of Economics and Social Sciences. Riefler earned her PhD in Management with distinction, specializing in international marketing, from the University of Vienna in 2008. She completed her Habilitation (Venia Docendi) in Business Administration at the University of Vienna in 2016. Her doctoral thesis examined consumer attitudes toward buying products from other countries, focusing on consumer animosity, affinity, and cosmopolitanism. Her habilitation thesis addressed the role of brand globalness in re-localizing consumer markets.

Riefler previously held positions including assistant professor of international marketing at the University of Vienna and head of the Bachelor Business Consultancy program at UAS Wiener Neustadt. She worked as a marketing research project manager at marketmind in Vienna and served as a visiting scholar at Cass Business School in London and as a Fulbright visiting scholar at Kenan-Flagler Business School, University of North Carolina. Her research centers on sustainable consumer behavior, international marketing, food marketing, sufficiency, measurement theory, and scale development. Key substantive interests include local, regional, and global branding strategies from a consumer perspective, consumer attitudes toward green marketing claims, and the role of brand authenticity in decision-making. Methodologically, she focuses on structural equation modeling and formative measurement models. Riefler has received numerous awards, including the 2022 Hans B. Thorelli Award from the Journal of International Marketing, multiple Emerald Literati Network awards for outstanding reviewing, the 2014 Fulbright Scholarship, the 2013 Susan P. Douglas Award, and recognition in the 2012 BWL Handelsblatt-Ranking as a top young researcher in German-speaking countries. She has been a substitute member and member of the BOKU Senate and is an associated principal investigator in the T2S Doctoral School at BOKU. Her work appears in journals such as the Journal of International Business Studies, International Journal of Research in Marketing, and Journal of International Marketing.