Daria Yudaeva

Daria is a PhD candidate and Research Associate affiliated with the Institute for Retailing & Data Science (RDS) at the Vienna University of Economics and Business (WU).

She obtained her Bachelor's degree in Management at the Higher School of Economics (RU). Following this, Daria garnered valuable industry experience in media planning with Mindshare (GroupM). Recognizing her passion for academic pursuits, she started a Master's degree in Marketing at WU. During her studies, Daria joined RDS as a Teaching and Research Assistant. Upon successfully graduating in August 2023, she seamlessly transitioned into her current role as a PhD student.

Daria's research pursuits are centered around data-driven marketing and brand management. Her primary focus lies in the area of retailing, where she explores diverse topics such as rebranding, brand activism, pricing strategies, and shifts in consumers' buying patterns.

Research interests

• Retailing

• Rebranding

• Brand management

• Brand image & safety

• Brand activism & brand boycotting

Courses

Retail Marketing Analytics (SBWL Handel & Marketing) | Current syllabus

Selected supervisions

• The Effectiveness of Promotional Strategies in Online Grocery Retailing (Master)

• From Old to Gold: How Rebranding Influences Consumers' Brand Perceptions and Behaviors (Master)

• Does it really hurt? The impact of consumer boycotts on brand perceptions (Master)

• Markenaktivismus - Wie die Positionierung von Unternehmen zu sozialpolitischen Themen den Erfolg von Marken beeinflusst (Bachelor)

• TikTok vs. Universal Music Group: The Influence of Short-Video Platforms on Music Consumption (Bachelor)

• Rassismus und Aktivismus: Wenn sich Marken sozialpolitisch positionieren - Auswirkungen auf den Erfolg von Unternehmen (Bachelor)

• Der Einfluss von Celebrity Endorsements auf die Markenwahrnehmung (Bachelor)

• The Impact of Rebranding on Brand Perception: A Cross-Industry Difference-in-Differences Analysis (Bachelor)