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Vanessa O'Neill

2020-10
Vanessa O'Neill
Room 619
+49 (0)531 391-63115
v.oneill(at)tu-braunschweig.de

Office hours any time by previous appointment

Teaching

Contact person for the following event:

Strategic Brand Management

Study abroad

Seminars

Research interests

  • Sport Management & Sponsorship
  • Brand Management
  • Consumer Behavior
  • Sales Management

Research projects

Coordination, and in charge of publicly- and industry-funded research projects, amongst others:

  • Price image in after-sales service: conceptualisation, measurement and success consequences. Client: Volkswagen Vertriebsbetreuungsgesellschaft mbH
  • Anti-Trash – Smart trash detection and damage prevention for shared mobility
    Funding: European Institute of Innovation & Technology  (EIT)

Publications

Peer-reviewed conference papers

O’Neill, Vanessa, Woisetschläger, David M., Backhaus, Christof, & Cornwell, T. Bettina (2022). Commercialization in Professional Sports: Understanding Consumers’ Perceptions and Responses: An Abstract. In Academy of Marketing Science Annual Conference, pp. 387-388, Springer, Cham.

O'Neill, Vanessa; Woisetschläger, David M.; Backhaus, Christof und Cornwell, T. Bettina (2020). Commercialization in Professional Sports: Understanding Consumers' Perceptions and Responses, accepted to the 2020 Academy of Marketing Science Annual Conference, Coral Gables, Florida, USA.

O’Neill, Vanessa; Backhaus, Christof; Cornwell, T. Bettina und Woisetschläger, David M. (2020). The Swings and Roundabouts of Commercialization in Professional Sports: A Qualitative Analysis, accepted to the 2020 Sport Marketing and Sponsorship Conference, Köln, DE (cancelled due to Covid-19).

Woisetschläger, David M.; Backhaus, Christof; Hagebölling, Mona und Jaensch, Vanessa (2018). Drivers of Brand Equity in Professional Sports. Brand Camp IV, academic conference at the Universitätszentrum Obergurgl, Austria.

Working papers and studies

Woisetschläger, David M.; Backhaus, Christof; Hagebölling, Mona and O‘Neill, Vanessa (2019): Fußballstudie 2019 - Die Markenlandschaft der Fußball-Bundesliga. Arbeitspapier des Instituts für Automobilwirtschaft und Industrielle Produktion.

Woisetschläger, David M.; Backhaus, Christof; Hagebölling, Mona and Jaensch, Vanessa (2018): Fußballstudie 2018 - Die Markenlandschaft der Fußball-Bundesliga. Arbeitspapier des Instituts für Automobilwirtschaft und Industrielle Produktion.

Woisetschläger, David M.; Backhaus, Christof; Hagebölling, Mona and Jaensch, Vanessa (2017): Fußballstudie 2017 - Die Markenlandschaft der Fußball-Bundesliga. Arbeitspapier des Instituts für Automobilwirtschaft und Industrielle Produktion.

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