• 135 Citations
  • 6 h-Index
20072020

Research output per year

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Personal profile

Biography

Rico studied Business Studies and Economics at the University of Bremen in Germany until 2005 before joining the Chair of Innovative Brand Management at the University of Bremen as a Research Assistant. The University of Bremen awarded him the degree Doctor of Economics and Social Sciences for his doctoral thesis Internal Brand Management with the top grade summa cum laude in 2010. After gaining practical experiences as a Consultant and Senior Consultant at the KEYLENS Research Center from 2010 to 2013, Rico returned to the University of Bremen as an Assistant Professor in 2013. He worked at the Chair of Innovative Brand Management (since 2018: Working Group Innovative Brand Management at the markstones Institute of Marketing, Branding & Technology) until 2019. In 2020, Rico joined the Department of Marketing at Macquarie University as a Lecturer in Marketing. 

Rico’s research that focuses on internal & employer branding, brand communication & social media marketing and city branding has been published in leading marketing and branding journals, such as the Journal of Product & Brand Management, Journal of Brand Management, International Journal of Hospitality Management, Journal of Service Theory and Practice and European Journal of Marketing. He regularly presents at international conferences, such as the AMS Annual Conference and AMS World Marketing Congress, AMA Winter Academic Conference and EMAC Annual Conference.

His teaching experiences include teaching various marketing courses (e.g., Marketing, Strategic Marketing, Marketing Exercises, Brand Management, Consumer Behaviour & Marketing Research, Market Research and Applied Multivariate Data Analysis in Marketing) across different settings at several educational institutions.

His professional network with strong ties to the industry results from managing numerous collaborations with companies, government and professional bodies, and management consulting firms.

Education/Academic qualification

Brand Management, Doctor of Economics and Social Sciences [German: Dr. rer. pol.], University of Bremen

Business Studies & Economics, Graduate Economist [German: Diplom‐Ökonom], University of Bremen

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Research Outputs

Internal city branding

Piehler, R., Schade, M., Roessler, A. & Burmann, C., 2020, Consumers and firms in a global world: Proceedings of the 2020 AMA Winter Academic Conference. Lukas, B. & Ferrell, O. C. (eds.). Chicago: American Marketing Association, Vol. 31. p. SBM-10 1 p.

Research output: Chapter in Book/Report/Conference proceedingConference abstract

  • Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on SNS brand pages

    Piehler, R., Schade, M., Kleine-Kalmer, B. & Burmann, C., 2019, Understanding complexity, transforming the marketplace: Proceedings of the 2019 AMA Winter Academic Conference. Lam, S. K., Giesler, M. & Luo, X. (eds.). Chicago: American Marketing Association, Vol. 30. p. CFC-18-CFC-19 2 p.

    Research output: Chapter in Book/Report/Conference proceedingConference abstract

  • Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites: An abstract

    Piehler, R., Schade, M., Kleine-Kalmer, B. & Burmann, C., 2019, Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Rossi, P. & Krey, N. (eds.). Cham: Springer, Springer Nature, p. 939 1 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

    Research output: Chapter in Book/Report/Conference proceedingConference abstract

  • Consumers’ online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers

    Piehler, R., Schade, M., Kleine-Kalmer, B. & Burmann, C., 9 Sep 2019, In : European Journal of Marketing. 53, 9, p. 1833-1853 21 p.

    Research output: Contribution to journalArticle

  • 6 Citations (Scopus)

    Employees as a second audience: the effect of external communication on internal brand management outcomes

    Piehler, R., Schade, M. & Burmann, C., 1 Jul 2019, In : Journal of Brand Management. 26, 4, p. 445-460 16 p.

    Research output: Contribution to journalArticle

  • 3 Citations (Scopus)