BARTSCH Fabian
| Position | Associate Professor |
| Academic department | Marketing, Sales, & Branding |
| Contact | f.bartsch@montpellier-bs.com |
His research interests include cross-cultural consumer behavior, global branding, and global consumer culture(s). He serves as associate editor of the International Marketing Review and has published work in the Journal of the Academy of Marketing Science, Journal of International Business Studies, Journal of Business Ethics, Journal of International Marketing, International Marketing Review, and Journal of Business Research. Among others, his work was awarded the Hans B. Thorelli Award for long-term impact in International Marketing, the Susan P. Douglas Award for the best EMAC paper in International Marketing, and recognition as a significant contributor to the International Marketing Review as an author and reviewer.
BARTSCH, F., F. PANTOJA - "The Perfect Blend? Strategic Licensing Between Starbucks and Nestlé. Sage Business Case." - 2024, Montpellier, France
OSBURG, V.-S., V. YOGANATHAN, F. BARTSCH, M. F. DIALLO, H. LIU, "How sustainable luxury influences product value perceptions and behavioral intentions: A comparative study of emerging vs. developed markets", Journal of Business Ethics, May 2024, vol. 191, no. May 2024, pp. 713-738
OSBURG, V.-S., F. BARTSCH, "Produits de luxe durables : que pensent les consommateurs des marchés émergents ?", L'infodurable, June 2024, vol. Juin, no. 2024, pp. /
BARTSCH, F., T. MANDLER, T. KRÜGER, K. A. KIM, C. M. HAN, "Consumer animosity: The mitigating effect of perceived brand globalness.", International Marketing Review, April 2023, vol. 40, no. 2, pp. 365-384
MANDLER, T., F. BARTSCH, K. ZEUGNER-ROTH, "Are brands re-evaluated when consumers learn about brand origin misperceptions? Outcomes, processes, and contingent effects.", Journal of Business Research, September 2023, vol. 164, no. September 2023, pp. 113941
GRÄVE, J. F., F. BARTSCH, "#Instafame: Exploring the endorsement effectiveness of influencers compared to celebrities.", International Journal of Advertising, May 2022, vol. 41, no. 4, pp. 591-622
BARTSCH, F., K. ZEUGNER-ROTH, C. KATSIKEAS, "Consumer authenticity seeking: Conceptualization, measurement, and contingent effects.", Journal of the Academy of Marketing Science, March 2022, vol. 50, no. 2, pp. 296-323
MANDLER, T., F. BARTSCH, C. HAN, "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness.", Journal of International Business Studies, October 2021, vol. 52, no. October 2021, pp. 1559–1590
ZEUGNER-ROTH, K. P., F. BARTSCH, "COO in print advertising: Developed versus developing market comparisons.", Journal of Business Research, November 2020, vol. 120, no. November 2020, pp. 364-378
DIAMANTOPOULOS, A., V. DAVVETAS, F. BARTSCH, T. MANDLER, M. ARSLANAGIC-KALAJDZIC, M. EISEND, "On the interplay between consumer dispositions and perceived brand globalness: Alternative theoretical perspectives and empirical assessment.", Journal of International Marketing, December 2019, vol. 27, no. 4, pp. 39-57
International marketing, Marketing
Marketing, Analytics and Data Science
