Timo Mandler

Timo Mandler
Toulouse Business School · Department of Marketing and International Business

Ph.D., Business Administration

About

20
Publications
5,320
Reads
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217
Citations
Introduction
Originally from Germany, I currently work as an Associate Professor of Marketing at Toulouse Business School in France. My research interests include global and local branding, cross-cultural consumer behavior, and methodological issues in international marketing research. Accordingly, my work is characterized by a strong international focus, multi-national samples, and rigorous research techniques. My work has been published in JIBS, JIM, IMR, and JBR.
Additional affiliations
September 2021 - September 2021
Toulouse Business School
Position
  • Professor (Associate)
January 2019 - August 2021
Toulouse Business School
Position
  • Professor (Assistant)
March 2018 - December 2018
University of Hamburg
Position
  • PostDoc Position
Education
March 2014 - March 2018
University of Hamburg
Field of study
  • Business Administration (International Marketing)
September 2010 - September 2013
University of Bamberg
Field of study
  • Business Administration (Market Strategies)
August 2007 - August 2010
Hessian University of Cooperative Education
Field of study
  • Business Administration (Marketing & Sales)

Publications

Publications (20)
Article
Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive consumer affect, a key...
Article
Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigat...
Article
Corporate crises generate condemning emotions and retaliatory intent toward wrongdoing companies. However, not all wrongdoers are equal in the public eye. Consumers’ prior beliefs about a company’s country-of-origin may bias these responses. In three experimental studies (combined N = 1,008), the authors (1) establish that country stereotypes of wa...
Article
Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences of marketing standardization/adaptation may be a result of the preponderance and variety of concept...
Research Proposal
Full-text available
This special issue seeks to push the boundaries of international marketing research by publishing original work on digital platforms, such as social media platforms (e.g., social networks, content sharing & curation platforms, micro-blogs, discussion forums, consumer review sites), online marketplaces (e.g., B2B platforms, B2C platforms, C2C platfo...
Article
Multinational corporations (MNCs) must balance opportunity-seeking initiatives locally with global programs and imperatives. This balancing act between generating and responding to local insights and exploiting standardized marketing programs calls for some form of marketing agility. Under this lens, our study investigates the relationship between...
Article
Royalty rates are an essential contractual provision to reduce the risk of opportunism in franchising partnerships, many of which are international. However, extant research provides limited insights into the factors that determine the level of royalty rates in international franchise agreements. To address this gap, the authors conceptualize and e...
Article
This research investigates citizen-consumers' representations of environmental issues by examining user-generated content. Using an exploratory approach, we collected and analyzed 856 internet memes related to various environmental topics. Our findings shed light on the human and social implications of environmental degradation. Although they use a...
Article
Loyalty programs (LPs) are an important marketing instrument used to promote repeat purchases and customer relationships. Although numerous studies have shed light on the adoption, design, and outcomes of LPs, research that reviews the accumulated knowledge in a holistic manner is sparse. Against this background, this study reviews 131 LP-related a...
Article
Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding e...
Article
Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear to replicate with difficulty while little is known about the underlying theoretical mechanisms. This investigation revisits the relationship between prominent consumer dispositions (co...
Article
Although research on country-of-origin (COO) effects in general is abundant, findings regarding the phenomenon of brand origin misclassification (i.e., consumers' association of a brand with the wrong COO) remain limited and inconclusive. This study fills this research gap by investigating how consumers' cognitive and affective responses upon learn...
Conference Paper
Full-text available
This paper empirically investigates the mediating role of brand credibility and brand identification on the relationship between global brand origin and consumer-based brand equity. Findings from an empirical study in Austria show that domestic-global brands add to brand equity by evoking higher levels of credibility and brand identification than f...
Conference Paper
Full-text available
This paper assesses the moderating role of consumer dispositions for global branding research. We introduce a mediation model studying the effects of perceived brand globalness (PBG) on brand-related responses, followed by several moderated mediation analyses. Our findings yield surprisingly sparse evidence for the moderating role of well-establish...
Conference Paper
Full-text available
Despite a considerable body of research on potential outcomes of consumers' brand globalness perceptions, the construct of perceived brand globalness itself remains ambiguous and calls for further conceptual refinement. This study contributes to literature in the field of global and local branding by (a) identifying an extended set of potential det...

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