Ramona is a postdoctoral researcher on the branding team. She holds a BA in International Business Administration from UAS Frankfurt am Main, an MSc in Strategic Management, and a PhD in Management from the University of Innsbruck. Additionally, she enhanced her academic experience with an exchange semester at Toronto Metropolitan University in Canada. Before joining the branding team at the University of Innsbruck, Ramona gained practical experience in branding, marketing, and event management while working for agencies. In her research, Ramona employs qualitative methods to explore the emotions and emotional experiences of consumers and/or service employees in leisure contexts, such as (guided) outdoor experiences or podcast consumption.
Teaching:
Seminar mit bachelorarbeit (Bachelor)
PS Einführung in die Betriebswirtschaft (Bachelor)
Supervision of Master, Diploma and Bachelor Theses
Seminar Intercultural Brand Building (Master Marketing and Branding)
Publications in Peer-reviewed Journals and Conference Proceedings:
Riehle, Ramona (2023). Consuming Emotions: A Sociocultural Perspective on Emotions in Leisure Experiences, Dissertation, University of Innsbruck
Riehle, Ramona, Verena E. Wieser, and Andrea Hemetsberger (2023), ““We Truly Love What We Do”: The Tribal Consumer Inside Passionate Service Employees,” Journal of Service Research.
Riehle, Ramona (2021), "Controlling the Uncontrollable: Consumer Voluntary Risk-Taking amidst the Covid-19 Pandemic," NA - Advances in Consumer Research, Vol. 49.
Riehle, Ramona, Verena E. Wieser and Niklas Woermann (2020), "Battling Fear, Building Trust: How Service Providers Manage Emotions When Consumers Fail," NA - Advances in Consumer Research, Vol. 48.
Participation in International Workshops:
AURORA PhD Masterclass on Public Outreach, University of Iceland, June 2023
CCT Qualitative Data Analysis Workshop, Oregon State University, Corvallis, United States, July 2022
European Doctoral School of Consumer Culture Theorizing, Consumption Theory: A Canon of Classics Seminar, University of Southern Denmark, Odense, Denmark, August 2021
Sheth Foundation Doctoral Symposium, Paris, France (virtual), October 2020
Seminar on Methods in Qualitative Research, University of Lille Nord de France, Lille, France, November 2019
Recognitions and Scholarships:
Best Working Paper Award for the paper “From Sensationalist to Critical Minds: Exploring Consumers’ Fascination with True Crime Podcast”, Consumer Culture Theory Conference, Corvallis, United States, July 2022
Förderungsstipendium, University of Innsbruck, November, 2022
Förderungsstipendium, University of Innsbruck, November, 2020
Leistungsstipendium, University of Innsbruck, Oktober 2017
Presentations at International Conferences:
Riehle, Ramona, Verena E. Wieser and Niklas Woermann, “I can’t do this by myself: Overcoming Intense Consumer Emotions with Sentimental Work”, Consumer Culture Theory Conference, Lund, Sweden, June 2023
Riehle, Ramona, Verena E. Wieser and Andrea Hemetsberger, “Service Employees as Consumers: From the Passion to Consume to the Passion For Work” (working paper), Association for Consumer Research Conference, Denver, United States, October 2022
Riehle, Ramona, Verena E. Wieser and Andrea Hemetsberger, Service Workers as Consumers: Addressing the Liquid Service Worker Inside Brands, (competitive paper), Association for Consumer Research Conference, Denver, United States, July 2022
Riehle, Ramona and Stephanie Kogler, “From Sensationalist to Critical Minds: Exploring Consumers’ Fascination with True Crime Podcast”(working paper), Consumer Culture Theory Conference, Corvallis, USA, July 2022
Riehle, Ramona Verena E. Wieser and Niklas Woermann, „Resolving Emotional Consumption Barriers via Interactive Emotion Mangement“ (competitive paper), Brand Camp Conference, Obergurgl, Austria, April 2022
Riehle, Ramona and Stephanie Kogler, “Consumed by Evil: Exploring True Crime Podcast Consumption” (working paper), Brand Camp Conference, Obergurgl, Austria, April 2022
Riehle, Ramona, “Controlling the Uncontrollable: Consumer Voluntary Risk-Taking Amidst the
Covid-19 Pandemic” (competitive paper), Association for Consumer Research Conference, Seattle, United States (virtual), October 2021
Riehle, Ramona, Verena E. Wieser and Niklas Woermann, “Battling Fear, Building Trust: How Service Providers Manage Emotions When Consumers Fail”(competitive paper), Association for Consumer Research Conference, Paris, France (virtual), October 2020
Riehle Ramona, Verena E. Wieser and Niklas Woermann, “"Drifting between pleasure and fear": Understanding the Emotional Journey of Consumers in Services of Skill Acquisition” (competitive paper), 6th French-Austrian-German Workshop on Consumer Behavior, Université de Lorraine, Nancy, November 2019
