Vanessa O'Neill

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)

• Hightech-Inkubator/Akzelerator (HTIA). Smart Mobility
  Funding: Lower Saxony Ministry for Economic Affairs, Labour, Transport and Digitization, Coordination via NBank

• EIT Urban Mobility Master School; development of an international double degree master track

Publications

Peer-reviewed conference papers

O’Neill, Vanessa; Backhaus, Christof; Cornwell, T. Bettina & Woisetschläger, David M. (2023). Brand Commercialization, accepted to the 2023 EMAC Conference, Odense, Denmark.

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, Cologne, Germany (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.