Timo MANDLER

Tim Mandler is an Associate Professor in the Marketing Department at TBS Education, where he conducts research at the intersection of international marketing, branding, and digital consumer behavior.

His research explores how globalization and digital platforms shape brand credibility and consumer perceptions. Key areas include:

• Global vs. local branding strategies
• Consumer reactions to brand origin misperceptions
• Dynamics of pre-release consumer buzz
• Sustainability communication in user-generated content
• Customer engagement on sharing economy platforms

He frequently applies signaling theory to understand brand credibility in diverse market contexts.

Mandler's recent publications reveal a strong trend toward digital marketing phenomena, with emphasis on social media ecosystems and sustainability communication. His work demonstrates how perceived brand globalness mitigates consumer animosity in politically sensitive contexts, while examining the psychological drivers of environmental threat communication through user-generated content. The research consistently connects theoretical frameworks like signaling theory to practical brand management challenges in globalized markets.