Marc Fetscherin

Marc Fetscherin
Rollins College · Department of Business

Ph.D.

About

91
Publications
118,972
Reads
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3,289
Citations
Introduction
I'm a Professor of Marketing and the Gelbman Family Chair of International Business at Rollins College in the Department of Business (AACSB Accredited), Florida, USA. My expertise is in international marketing with a specialization on branding. My expertise relates to Chinese brands, brand management, corporate branding, place branding, human brands, and consumer brand relationship
Additional affiliations
August 2015 - present
University of Lausanne
Position
  • Professor
Description
  • Marketing Strategique Gestion de la Marques
June 2013 - present
Lucerne University of Applied Sciences and Arts
Position
  • Professor
Description
  • International Marketing
September 2011 - January 2014
Jacobs University
Position
  • Professor
Education
January 2005 - August 2005
Harvard University
Field of study
  • Post-Doc at HKS
July 2004 - December 2004
University California at Berkeley
Field of study
  • Visiting Ph.D. student
March 2002 - July 2004
Univeristy of Bern
Field of study

Publications

Publications (91)
Article
Full-text available
In this article we would like to respond to Romaniuk’s (2013) Viewpoint article ‘What’s (brand) love got to do with it?’ and provide our point of view regarding brand love. While we agree with some of the limitations she points out in Batra et al.’s (2012) article, and acknowledge them, we disagree with her statement that there is ‘no evidence that...
Book
Full-text available
CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of...
Article
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Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/...
Article
This paper presents a conceptual framework that outlines the various brand relationships consumers have with a special focus on negative brand relationships, and those that relate to anti‐brand behaviors. Based on the empathy map, the framework consists of four main parts: how consumers think (share of mind) and feel (share of the heart) about bran...
Article
Few studies investigated the effects of facial characteristics on stereotyping in the business context. Using a 2 (beard/no beard) x 2 (acne/no acne) x 2 (tie/no tie) x 2 (eyeglasses/no eyeglasses) between subjects’ design, two representative samples of 364 and 711 participants rated different stimuli of male subjects on dimensions of competence, w...
Article
Drawing from Sternberg's (2003) triangular theory of hate, this paper conceptualizes and tests the theory in the branding context. Based on two studies with 712 consumers (study 1 = 349; study 2 = 363) who mentioned 266 brands they hate, the authors first validate Sternberg's (2003) theory of interpersonal hate relationships in connection with bran...
Article
Purpose This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design/methodology/approach This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentime...
Article
Purpose This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three consumer coping strategies. Design/methodology/approach A 3 × 2 research design is used to evaluate the effects of three types of brand transgression (perf...
Article
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Taking inspiration from the work of Langner et al. (Mark Lett 27:15–62, 2016), this paper explores how the feeling of brand hate develops over time. To that aim, the paper conducts a series of qualitative interviews during which participants are asked to graphically trace the course of their feelings towards their most currently hated brand. In doi...
Article
Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determin...
Article
Welcome to Vol 25, Issue 6 of the Journal of Product and Brand Management. This issue has in total eight contributions. Continuing the 25th year celebration of the journal, this issue starts with a contribution from Don Schultz, member of the journal’s Senior Advisory Board, and the rest of the papers stem from the call for papers for the special i...
Article
Purpose – The purpose of this paper is to outline and discuss the main elements of the chief executive officer (CEO) that affect financial and non-financial aspects of companies. CEO reputation and corporate reputation and performance are intertwined concepts. It presents a conceptual framework, the “4Ps of the CEO branding mix”, and shows how they...
Chapter
Full-text available
Book
Consumer Brand Relationships: Meaning, Measuring, Managing aims to advance our understanding of consumers' relationships with brands by focusing on three key questions: first, why are brand relationships important for companies and what do they mean for companies and consumers? Second, how can companies measure these relationships and how they cont...
Chapter
Full-text available
Consumer Brand Relationships (CBR) or Brand Relationships focus on how consumers think and specifically feel about brands. A sound basis for the CBR field was established by Max Blackston’s (1993) book chapter “Beyond Brand Personality: Building Brand Relationships,” followed by Fajer and Schouten’s (1995) article on “Breakdown and Dissolution of P...
Article
Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from...
Article
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This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the ‘brand connection matrix’ that classifies brand relationships into functional-based (low versus high) and emotional-based (low versu...
Article
Schon heute nutzen namhafte Unternehmen virtuelle Welten, insbesondere Second Life (SL), als Kommunikationskanal zu Kunden und als Instrument der Kundenintegration. Forschungen im Bereich des Customer Relationship Management zeigen, dass Kundenintegrationskonzepte in der Produktentwicklung strategische Wettbewerbsvorteile generieren können. Jedoch...
Article
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Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach – Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM...
Chapter
Konka Group Company Limited, a Chinese television manufacturer, has recently emerged as a leading firm within the domestic market. CEO Hou Songrong reinvented the organizational structure of Konka and implemented new, more efficient policies, permitting the company to establish a positive brand image throughout China. However, the industry has enco...
Article
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In today’s global economy, places such as villages, municipalities, counties, provinces, states or even countries compete against each other for the limited pool of people and natural and financial resources. Place branding has been defined as the practice of using branding and marketing techniques to the economic, social, political and cultural de...
Article
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Purpose – This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co-citation analysis of articles published between 1969 and 2008 on corporate branding. Design/methodology/approach – The bibliography was compiled using the ISI Web of Science database. The authors searched articles published bet...
Article
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Purpose – The purpose of this paper is to measure and analyze industry export competitiveness of India and it tries to achieve this by presenting a multi-dimensional framework for measuring and illustrating industry export competitiveness. Design/methodology/approach – The framework considers industry specialization, industry export growth rate, an...
Article
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Copyright - Copyright Emerald Group Publishing Limited 2012, Language of summary - English, Location - China, Pages - 96-104, ProQuest ID - 912508415, SubjectsTermNotLitGenreText - China, Last updated - 2012-01-19, Place of publication - Bradford, Corporate institution author - Rothschild, Norman Harry; Alon, Ilan; Fetscherin, Marc, DOI - 254665531...
Chapter
While China is recognized as one of the world’s leading destinations for foreign direct investments, Chinese outward foreign direct investments (OFDI) have only recently taken off. In the early 1990s, Chinese OFDI was marginal — about US $800 million (UNCTAD WIR, 2009). But since China joined the World Trade Organization (WTO) in 2001, its OFDI has...
Chapter
The recent wave of high-profile acquisitions of Western brands by Chinese companies has caused consternation around the world. China has become the manufacturer of the world in some industries, now making about 70 percent of toys, 60 percent of bicycles, 50 percent of microwave ovens, 50 percent of shoes, clothing and televisions, and 33 percent of...
Article
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Switzerland has a long tradition of expertise in the fields of science, research and education, with “science diplomacy” (SD) now assuming an important role for innovation economies. Past experience shows that international scientific cooperation can have valuable outcomes for the involved countries and complements traditional foreign policy and di...
Article
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Purpose: This paper aims to investigate visual exaggerations of fragrance advertisements by comparing subjects' expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations. Design/methodology/approach: By means of a semiotic analysis the aut...
Article
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The Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the U.S. film industry. We employ a two-by-two research design to investigate the main determinants of Indian movie sales overseas using two measures of movie performance for two countries of destination. By exam...
Article
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This study examines how country-level, industry-level, and firm-level factors affect the extent of corporate communications about CSR in Brazil, Russia, India, and China (BRIC). In particular, using data from the 105 largest MNCs in BRIC, we investigate CSR motives, processes, and stakeholder issues discussed in corporate communications. At the cou...
Article
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Purpose: A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data. Design/methodology/approach: By applying a company-based brand equity appr...
Article
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This article presents a framework for measuring, illustrating and comparing industry export competitiveness that takes into account (i) industry specialization, (ii) industry export growth rate and (iii) relative industry size. We apply the framework to a data set of 97 different industries from China over a 5-year period (2001–2005). According to...
Article
The purpose of this paper is to examine how scholarly research on foreign direct investment (FDI) to the People's Republic of China has evolved and been shaped using bibliometrics analysis of 422 journal articles published in 151 journals between 1979 and 2008 on that topic. The literature is dominated by the fields of Economics, followed by Busine...
Article
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Purpose – This paper aims to explore the moderating role of materialism in the relationship between country image and product preference with particular reference to emerging economies. Design/methodology/approach – Young consumers from a UK university were surveyed on their intention to buy three categories of products from six countries. Findin...
Article
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This article presents a case study about Switzerland's initiative to promote its science and technology, higher education and innovation environment. This is accomplished through a worldwide network of science and technology outposts run by the Swiss State Secretariat for Education and Research in cooperation with the Federal Department of Foreign...
Article
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Abstract Purpose: The purpose of the paper is to analyze the status of Corporate Social Responsibility (CSR) communications in BRIC nations (Brazil, Russia, India, and China). The four countries are among the biggest emerging markets, forecasted to have increasing influence in economic and political spheres. How these countries manage their corpora...
Article
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Participation in international trade is a key indicator of an industry’s competitiveness. This study presents a framework for measuring the export competitiveness of an industry across countries that takes into account (a) industry specialisation, measured by the revealed comparative advantage, (b) industry export growth rate and (c) relative indus...
Article
Full-text available
• This study examines how country-level, industry-level, and firm-level factors affect the extent of corporate communication about CSR in Brazil, Russia, India, and China (BRIC). In particular, using the data of 105 largest MNCs from BRIC, we investigate the CSR motives, processes, and stakeholder issues discussed in corporate communications. • On...
Chapter
Countries are engaged in a worldwide competition for the limited resources available. As Anholt (2002) states, “Globalization is turning the world into a gigantic supermarket” (p. 234). Countries compete with each other in such areas as exports and attracting the limited pool of tourism, foreign direct investment (FDI) and human talent. Science, hi...
Article
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The purpose of this article is to investigate the state of research on multinationals and emerging markets. For this we look at existing literature from the disparate fields in which multinationals and emerging markets have been explored in the last forty years (1968‐2008). The paper finds that there is a plethora of material on multinationals and...
Article
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The concept of consumer-based brand equity has been discussed extensively in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way brand and product attributes are perceived in a consumer's mind and the empirical data used in most studies...
Article
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Manuscript Type: Empirical Research Question/Issue: Why do firms in China, which has a higher level of economic development, communicate less CSR than firms in India? We use a model that includes country-, industry-, and firm-level factors to predict CSR communications intensity, a proxy for CSR activities. Research Findings/Insights: Using data on...
Article
Chinese and Indian car manufacturers are entering developed markets. The question arises how they will be perceived by consumers from those countries. Using the multi-dimensional brand personality scale, this paper provides an explorative study of the country of origin effect on U.S. consumers’ brand perception of automobiles from China and India....
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Article
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Recently China became the third largest automotive producing country in the world, next to the U.S and Japan. South Korea is the fifth biggest automotive manufacturing country and India has more recently emerged as one of the top ten automotive manufacturing countries. This paper compares industry competitiveness of these three emerging automotive...
Chapter
As mentioned in our Introduction, we are in the midst of an ongoing shift of power from West to East. Since the late 1990s, China’s global economic and political integration and the internationalization of Chinese companies have been multipronged, attracting the attention of politicians, economists, business people, and academics. Two interrelated...
Article
This Viewpoint piece discusses “puffery”, what the Federal Trade Commission (FTC) defines as a ‘term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined'’. The authors discuss their own use of semiotic analysis to i...
Article
Virtual Worlds enable new ways of communication, collaboration, and cooperation over the Internet by applying 3D environments and voice over IP technologies. This papers aims at assessing user acceptance of Virtual Worlds by applying the Technology Acceptance Model (TAM). Based on literature review, an extended TAM has been constructed. Based on em...
Article
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On 22 January 2006, Shufu Li, the Director of International Marketing for Geely Motors, was rushing to the check-in counter at the Detroit Metropolitan Airport in order to travel back to Shanghai, China. He had just come from the Detroit International Auto Show where his company had presented its new car models. Geely (pronounced 'Gee-Lee') had bee...
Article
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This paper discusses the strategic motives, the markets entered, the methods used and the challenges faced by Chinese companies building their own brand or buying one to expand globally. We present a regression model enabling the analysis of recent Mergers and Acquisitions (M&A) activities and the successes and failures between the Chinese and fore...
Article
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The concept of the virtual corporation (VC), which describes a modern form of collaboration among organizations, was introduced in the scientific discussion in the mid 1990 th . The practice shows that VCs need new forms of governance because the traditional mechanisms of control, management, and steering are hardly applicable. Up to now there is o...
Article
This chapter presents a conceptual framework enabling content providers to successfully sell digital music. We show that content providers must overcome three main hurdles to successfully sell digital music. The first is to establish an efficient and economically viable distribution channel. Second, they need to develop a secure and interoperable f...
Article
Full-text available
The concept of the virtual corporation (VC), which describes a modern form of collaboration among organizations, was introduced in the scientific discussion in the mid 1990th. The practice shows that VCs need new forms of governance because the traditional mechanisms of control, management, and steering are hardly applicable. Until now there is onl...
Article
Full-text available
Digitization of content as well as the increasing piracy of content such as music, films or software demands appropriate protection against unauthorized access and use. Therefore, and in order to be successful, the management of rights of such content, often known under the umbrella term Digital Rights Management (DRM), is becoming increasingly imp...
Conference Paper
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In this paper we first provide a literature review about the economics of online music. Second, we then present an economical model for online music by incorporating various parameters such as the price of a legal download, as well as parameters taking into account the quality and security risk associated with purchasing or copying music form the I...
Article
This article presents a selection of Internet links which provide a sound introduction to Digital Rights Management Systems (DRMS). First, links to scientific papers, information portals, organizations companies and consortia are presented to give a general view about DRMS. Then, various aspects about DRMS are presented with a special focus on lega...
Article
Content providers from the movie industry argue that peer-to-peer (P2P) networks such as KaZaA, Morpheus, or Audiogalaxy are an enormous threat to their business. They blame these networks for their recent decline in sales figures. However, this argument would only apply if consumers can access high quality copies easily and quickly on these networ...
Conference Paper
Over the last few years there have been a lot of discussions about sharing of digital content over the Internet as well as University networks. In parallel, temporary local networks have been established on a regular basis to facilitate multi-player gaming. The similarities between these networks and University networks, both in technical terms and...
Article
Although there have been efforts to define, describe, and classify business models, current literature does not provide a structured method of comparing business models between companies within or between industries. This article outlines a conceptual business model and proposes 5 components that a business model for content delivery should include...
Conference Paper
Full-text available
Content providers from the music industry argue that peer-to-peer (P2P) networks such as KaZaA, Morpheus, iMesh, or Audiogalaxy are an enormous threat to their business. They furthermore blame these networks for their recent decline in sales figures. For this reason, an empirical investigation was conducted during a period of 6 weeks on one of the...
Conference Paper
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Technology advances in hardware, software and IP-networks such as the Internet or peer-to-peer file sharing systems are threatening the music business. The result has been an increasing amount of illegal copies available on-line as well as off-line. With the emergence of digital rights management systems (DRMS), the music industry seems to have fou...
Conference Paper
The business of content providers is being threatened by technology advances in hardware, software and IP-networks such as the Internet or peer-to-peer file sharing systems. The result is an increasing amount of illegal copies available on-line as well as off-line.With the emergence of Digital Rights Management Systems (DRMS), the media and enterta...