Prof. Dr. Loredana Link

+49 661 9640-
+49 661 9640-252
loredana.viola(at)w.hs-fulda.de

Marketing

Fulda University of Applied Sciences
Building 34, Room 306
Leipziger Straße 123
36037 Fulda

Consultation hours: see eFBW

CV

Academic Backgroud

  • since 03/2019 Professor of Marketing
  • 2012 Ph.D. in Marketing (Dr. rer. soc. Oec) 
    Title: Functional and emotional analogies in new product communication – An experimental investigation
  • 2010 – 2013: Research and Teaching Associate at the Institute of Marketing-Management, Vienna University of Economics and Business
  • 2003 – 2009: Masters Degree in Business Administration (Diplom-Kauffrau), University of Mannheim
    Majors: Marketing, Logistics, Psychology

Professional Experience

  • 2016 – 2019: DB Vertrieb GmbH
    Specialist Conversion Optimization/ User Experience Analysis 
  • 2015 – 2016: DB Vertrieb GmbH
    International Online Marketing Manager
  • 06 / 2013 – 03 / 2015: Energieversorgung Offenbach (MVV Energie AG) 
    Market Research Manager

Teaching Areas

  • Marketing Management
  • Marketing Mix and Implementation
  • Marketing Management in a global market

Areas of Research

  • Consumer Behavior
  • Cognitive Psychology
  • Persuasive Communication

Publications

Journal articles

  • Judt, Ewald, Link, Loredana, Klausegger, Claudia 2022. Zielgruppen-Marketing für junge Generationen. Zeitschrift für Banking - Die digitale Bank. 11, 496-499.
  • Klausegger, Claudia, Viola, Loredana, Judt, Ewald 2021. Bankmarketing für die jungen Generationen, Bankarchiv - Zeitschrift für das gesamte Bank- und Börsenwesen, 9, 620 - 630.
  • Karhu, Päivi, Ritala, Paavo, Viola, Loredana 2016. How Do Ambidextrous Teams Create New Products? Cognitive Ambidexterity, Analogies, and New Product Creation. Knowledge and Process Management (23) 1: 3-17.
  • Ewald Judt, Viola Loredana 2013. M-Payments - Status und Akzeptanzbarrieren. Bankarchiv - Zeitschrift für das gesamte Bank- und Börsenwesen (9): 642-648.

Contributions to conference proceedings/Presentations at scientific conferences 

  • Viola, Loredana, Karhu, Päivi 2012. How do ambidextrous minds create new products? Analogical thinking as a key to achievement of  ambidexterity in new product creation. Academy of Marketing Science Annual Conference (AMS), New Orleans, LA, USA, 16.05. - 19.05.
  • Viola, Loredana, Salzberger, Thomas, Koller, Monika. 2012. Giving consumers a helping hand - Emotional and functional analogies as drivers of perceived relative advantage and new product acceptance. American Marketing Association Winter Educators’ Conference, St. Petersburg, FL, USA, 17.02. - 19,02.
  • Viola, Loredana, Salzberger, Thomas, Koller, Monika. 2012. The effectiveness of analogies as a facilitator of new product acceptance: self-regulation focus as a moderator. The 13th Annual Meeting of the Society for Personality and Social Psychology, San Diego, CA, USA, 26.01 - 28.01. 
  • Viola, Loredana, Koller, Monika, Sikora, Alicja. 2011. Emotional Analogies: Conceptual Thoughts and Proposed Research Agenda. Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth, Australien, 28.11. - 30.11.
  • Viola, Loredana, Koller, Monika, Salzberger, Thomas. 2011. The Effect of Functional and Emotional Analogies on Perceived Relative Advantage and New Product Acceptance. Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth, Australien, 28.11. - 30.11.
  • Karhu, Päivi, Viola, Loredana. 2011. Achievement of Ambidexterity in NPC with Analogical Thinking. Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth, Australien, 28.11. - 30.11.
  • Viola, Loredana, Koller, Monika. 2011. Sensory appeals in analogies: promising determinant for new product acceptance?. Society for Consumer Psychology Conference, Atlanta, USA, 24.02. - 26.02.
  • Koller, Monika, Floh, Arne, Zauner, Alexander, Viola, Loredana. 2010. Perceived Customer Value from an Ecological Perspective: Conceptual Thoughts, Qualitative Findings and Proposed Research Agenda. Australian and New Zealand Marketing Academy Conference (ANZMAC) 2010, Christchurch, Neuseeland, 29.11. - 01.12.
  • Viola, Loredana, Zauner, Alexander, Koller, Monika, Floh, Arne. 2010. The interplay of value and loyalty in mobile services - multiple dimensions and multiple groups. Academy of Marketing Conference, Coventry, UK, 06.07. - 08.07. determinant for new product acceptance?. Society for Consumer Psychology Conference, Atlanta, USA, 24.02. - 26.02.

 

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