BARTSCH Fabian
| Position | Associate Professor |
| Academic department | Marketing, Sales, & Branding |
| Contact | f.bartsch@mbs-education.com |
His research interests focus on cross-cultural consumer behavior, global branding, and global consumer culture(s). He serves as an associate editor for the International Marketing Review and is an Editorial Review Board member for the Journal of International Marketing and the Journal of the Academy of Marketing Science. His work has been published in leading journals, including the Journal of the Academy of Marketing Science, Journal of International Business Studies, Journal of Business Ethics, Journal of International Marketing, International Marketing Review, and Journal of Business Research.
His research has received several prestigious awards, including the AMA Global Marketing SIG Excellence in Global Marketing Research Award, the Hans B. Thorelli Award for long-term impact in international marketing, and the Susan P. Douglas Award for the best EMAC paper in international marketing. Additionally, he has been recognized as a significant contributor to the International Marketing Review both as an author and reviewer.
TRAN, T. T. H., F. BARTSCH, "Consumers’ Responses to Moral Transgressions in the Fashion Industry: Comparative Insights from Western Developed and Southeast Asian Emerging Markets", Journal of Business Ethics, February 2025, vol. 196, no. February 2025, pp. 773-806
BARTSCH, F., F. PANTOJA - "The Perfect Blend? Strategic Licensing Between Starbucks and Nestlé. Sage Business Case." - 2024, Montpellier, France
OSBURG, V.-S., V. YOGANATHAN, F. BARTSCH, M. F. DIALLO, H. LIU, "How sustainable luxury influences product value perceptions and behavioral intentions: A comparative study of emerging vs. developed markets", Journal of Business Ethics, May 2024, vol. 191, no. May 2024, pp. 713-738
SCHNACK, A., F. BARTSCH, V.-S. OSBURG, A. ERRMAN, "Sustainable agricultural technologies of the future: Determination of adoption readiness for different consumer groups", Technological Forecasting and Social Change, November 2024, vol. 208, no. November 2024, pp. 123697
PANTOJA, F., F. BARTSCH - "Same same, but different: The Strategic Positioning of Apple Vision Pro and Meta Quest 3" - 2024, Sage Business Case, London, France
BARTSCH, F., T. MANDLER, T. KRÜGER, K. A. KIM, C. M. HAN, "Consumer animosity: The mitigating effect of perceived brand globalness.", International Marketing Review, April 2023, vol. 40, no. 2, pp. 365-384
MANDLER, T., F. BARTSCH, K. ZEUGNER-ROTH, "Are brands re-evaluated when consumers learn about brand origin misperceptions? Outcomes, processes, and contingent effects.", Journal of Business Research, September 2023, vol. 164, no. September 2023, pp. 113941
GRÄVE, J. F., F. BARTSCH, "#Instafame: Exploring the endorsement effectiveness of influencers compared to celebrities.", International Journal of Advertising, May 2022, vol. 41, no. 4, pp. 591-622
BARTSCH, F., K. ZEUGNER-ROTH, C. KATSIKEAS, "Consumer authenticity seeking: Conceptualization, measurement, and contingent effects.", Journal of the Academy of Marketing Science, March 2022, vol. 50, no. 2, pp. 296-323
MANDLER, T., F. BARTSCH, C. HAN, "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness.", Journal of International Business Studies, October 2021, vol. 52, no. October 2021, pp. 1559–1590
International marketing, Marketing
Marketing, Analytics and Data Science
