Matthias Glaser

Bild für Visitenkarte von M. GlaserPhoto © Alexander Bagli

Matthias Glaser BA BSc MA MSc PhD
University Assistant (Postdoctoral)

Department of Business / Marketing
Sigmund-Haffner-Gasse 18, 5020 Salzburg


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Sigmund-Haffner-Gasse 18, 3rd Floor, Room 013

Office Hours
Office hours by personal appointment via e-mail 

About the Person

Before working as a University Assistant (postdoctoral) at the Paris Lodron University of Salzburg, Matthias Glaser gained teaching and research experience at the University of Vienna, where he completed his doctorate in marketing. His dissertation was funded by the Austrian Federal Ministry of Education, Science and Research, among others, and was selected for presentation at the Doctoral Colloquium of the European Marketing Academy. His dissertation “Persuasion Effects of Message Factors in Narrative Advertisements: Product-Story Link, Actor Types, and Persuasive Subtext” was awarded with the “Best Thesis Award” at the International Marketing Trends Conference in 2024. In addition to his studies in business administration, he completed his master’s degree in Korean Studies with distinction in 2023.

Main Research Areas

Matthias Glaser’s research areas include consumer behavior and B2B. His research focuses on the use and function of narratives (storytelling) in business and related social topics. In addition, he conducts research in the B2B area with a focus on social and economic exchange as well as trust in business relationships.

Selected Publications

Glaser, Matthias, Heribert Reisinger and Arnd Florack (forthcoming), “You are my Friend but We are from Different Worlds: Character Type Effects on Audience Engagement in Narrative Advertisements,” Journal of Advertising

Glaser, Matthias, Yung Kyun Choi and Hans Baumgartner (2024), “(Un)Bothered by the Story’s Ambiguity: How Consumers’ Differences in Need for Closure and Culture Affect Transportation and Brand Attitude in Narrative Ads,”Journal of the Association for Consumer Research, 9 (1).

Glaser, Matthias and Heribert Reisinger (2022), “Don’t Lose your Product in Story Translation: How Product-Story Link in Narrative Advertisements Increases Persuasion,” Journal of Advertising, 51 (2), 188–205.

Glaser, Matthias, Michal Jirasek and Josef Windsperger (2020), “Ownership Structure of Franchise Chains: Trade-Off Between Adaptation and Control,” International Journal of the Economics of Business, 27 (3), 357–375.