معرفی
Marc Fetscherin is a Professor at Rollins College School of Business, specializing in brand relationships, consumer behavior, and international marketing. His research portfolio demonstrates extensive expertise in understanding how consumers emotionally connect with and sometimes reject brands across cultural contexts.
His research interests focus on the complex dynamics of consumer-brand relationships, with particular emphasis on negative brand emotions like brand hate and forgiveness. Fetscherin's work examines how cultural dimensions such as Individualism and Long Term Orientation influence brand relationship outcomes across different national contexts.
His publication record shows consistent contributions to understanding brand relationships, with recent work validating brand hate concepts in Slovenia and developing typologies for different forms of brand hate. His research demonstrates a clear trajectory from establishing foundational frameworks for brand relationships to examining more complex negative emotions in consumer-brand interactions.
Fetscherin has made significant contributions to the academic understanding of brand relationships through bibliometric analyses and literature reviews that map the evolution of this research domain over three decades.
His collaborative work with international scholars like Maja Konecnik Ruzzier demonstrates a commitment to cross-cultural research that examines how brand relationship phenomena manifest differently across national contexts.
