معرفی
Fabian Bartsch is an associate professor of Marketing, Sales, and Branding at Montpellier Business School. His research focuses on cross-cultural consumer behavior, global branding strategies, and the ethical dimensions of consumer culture. He holds editorial roles for prestigious journals including the International Marketing Review and Journal of International Marketing.
His research has been recognized with awards such as the AMA Global Marketing SIG Excellence Award and the Hans B. Thorelli Award. Recent work explores topics like moral transgressions in the fashion industry, sustainable luxury markets, and strategic licensing partnerships between global brands. He also investigates consumer responses to brand origin misperceptions and the effectiveness of influencer marketing versus traditional celebrity endorsements.
- Editorial Review Board: Journal of International Marketing
- Associate Editor: International Marketing Review
His publications span Journal of Business Ethics, Journal of the Academy of Marketing Science, and Technological Forecasting and Social Change, reflecting a focus on ethical consumerism, global market dynamics, and innovative brand strategies. Notable contributions include analyzing consumer perceptions of brand globalness and the impact of cultural symbolism in global branding.
Awards include the Susan P. Douglas Award for best EMAC paper in international marketing. His research bridges theoretical frameworks with practical insights for multinational corporations navigating cross-cultural consumer landscapes.
