Montpellier Business School

Dr. Bartsch Fabian

Bartsch Fabian
Fonction Associate Professor
Research themes International Marketing, Global Brand Management, Global Consumer Culture
Teaching department Marketing, Sales and Communication Department
Contact

Mail: f.bartsch@montpellier-bs.com

Short Bio

Fabian Bartsch is an Associate Professor of Marketing at Montpellier Business School (France). He holds a PhD from the University of Vienna (2016) majoring in international marketing. His research interests include cross-cultural consumer behavior, global branding, global consumer culture(s), and social influence on social media. He serves as associate editor of International Marketing Review and sits on the editorial review board of the Journal of International Marketing. To date, his work has been published in the Journal of the Academy of Marketing Science, Journal of International Business Studies, Journal of International Marketing, International Marketing Review, International Journal of Advertising, and Journal of Business Research.

Selected intellectual contributions

Gräve JF. & Bartsch F. 2022. #Instafame: Exploring the endorsement effectiveness of influencers compared to celebrities. International Journal of Advertising, 41(4): 591-622.

Bartsch F., Zeugner-Roth K & Katsikeas CS. 2022. Consumer authenticity seeking: Conceptualization, measurement, and contingent effects. Journal of the Academy of Marketing Science, 50(2): 296-323.

Mandler T., Bartsch F. & Han C. M. 2021. Brand credibility and marketplace globalization: The role of perceived brand globalness and localness. Journal of International Business Studies, 52: 1559–1590.

Diamantopoulos A., Davvetas V., Bartsch F., Mandler T., Arslanagic-Kalajdzic M. & Eisend M. 2019. On the interplay between consumer dispositions and perceived brand globalness: Alternative theoretical perspectives and empirical assessment. Journal of International Marketing. 27(4): 39–57.

Zeugner-Roth K. P. & Bartsch F. 2020. COO in print advertising: Developed versus developing market comparisons. Journal of Business Research. 120: 364–378.

Cleveland M. & Bartsch F. 2019. Epilogue on global consumer culture: Epistemology and ontology. International Marketing Review. 36(4): 598–606.

Bartsch F., Cleveland M., Ko E. & Cadogan J. W. 2019. Facts, fantasies, foundations, formations, fights, and fallouts of global consumer culture: An introduction to the special issue. International Marketing Review. 36(4): 514–523.

Bartsch F., Riefler P. & Diamantopoulos A. 2016. A taxonomy and review of positive consumer dispositions toward foreign countries and globalization. Journal of International Marketing. 24(1): 82–110.

Teaching

2011: Human Resource Management (BSc), Maastricht University, NL
2015: B2B Marketing (BSc), University of Applied Science FH Eisenstadt, AT
2012-2016: ABWL Marketing II (BSc), University of Vienna, AT
2012-2016: International Marketing Strategy Simulation (MSc), University of Vienna, AT
2015: International Marketing Research Seminar (MSc), University of Vienna, AT
2017: B2B Marketing (BSc), IESEG School of Management, FR
2017-2018: Marketing Management (BSc), IESEG School of Management, FR
2017-2018: Market Research (BSc), IESEG School of Management, FR
2017-2020: Business Game Simulation (MSc), IESEG School of Management, FR
2017-2020: Marketing Research Seminar (MSc), IESEG School of Management, FR
2018-2020: Global Brand Management (BSc, MSc), IESEG School of Management, FR
2019-2020: International Marketing (MSc), IESEG School of Management, FR
2019-2020: International Marketing (MBA), IESEG School of Management, FR
2021: Topics and Key Methods in International Marketing, University of Sarajevo, BH
2021-ongoing: International Marketing (BIBA), Montpellier Business School, FR
2021-ongoing: Data Analytics for Marketing (PGE), Montpellier Business School, FR




Additional informations

His academic work has won several prizes, among others the Hans B. Thorelli Award for long-term impact and the Susan P. Douglas Award in International Marketing.

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