Originally from Germany, I currently work as an Associate Professor of Marketing at TBS Business School in France. I received my Ph.D. degree (summa cum laude, with distinction) in Business Administration from the University of Hamburg in 2018. 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 (e.g., multi-group structural equation modeling, hierarchical linear modeling). My work has been published in the Journal of International Business Studies, Journal of International Marketing, International Marketing Review, and Journal of Business Research.
Özsomer, A., Simonin, B., and Mandler, T. (2022), “Marketing agility in subsidiaries: Market orientation and marketing program standardization as the ‘twin engines’ of performance,” Journal of International Marketing, forthcoming. https://doi.org/10.1177/1069031X221130740
Zeißler, J., Mandler, T., and Kim, J. (2022), “What drives royalty rates in international franchising?” Journal of International Marketing, forthcoming. https://doi.org/10.1177/1069031X221123265
Elgaaied-Gambier, L., and Mandler, T. (2021), “Me trying to talk about sustainability: Exploring the psychological and social implications of environmental threats through user-generated content,” Ecological Economics, 187, 1-15. https://doi.org/10.1016/j.ecolecon.2021.107089
Barbarossa, C., and Mandler, T. (2021), “Not all wrongdoers are equal in the public eye: A moderated mediation model of country stereotypes, condemning emotions, and retaliatory intent in corporate crises,” Journal of International Marketing, 29(2), 26-44. https://doi.org/10.1177/1069031X20983806
Mandler, T., Sezen, B., Chen, J., and Özsomer, A. (2021), “Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda,” Journal of Business Research, 125, 416-435. https://doi.org/10.1016/j.jbusres.2020.12.023
Chen, Y., Mandler, T., and Meyer-Waarden, L. (2021), “Three decades of research on loyalty programs: A literature review and future research agenda,” Journal of Business Research, 124, 179-197. https://doi.org/10.1016/j.jbusres.2020.11.057
Mandler, T., Bartsch, F., and Han, C. M. (2021), “Brand credibility and marketplace globalization: The role of perceived brand globalness and localness,” Journal of International Business Studies, 52(8), 1559-1590. https://doi.org/10.1057/s41267-020-00312-2
Mandler, T., Johnen, M., and Gräve, J.-F. (2020), “Can't help falling in love? How brand luxury generates positive consumer affect in social media,” Journal of Business Research, 120, 330-342. https://doi.org/10.1016/j.jbusres.2019.10.010
Diamantopoulos, A., Davvetas, V., Bartsch, F., Mandler, T., Arslanagic-Kalajdzic, M., and 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. https://doi.org/10.1177/1069031X19865527
Mandler, T. (2019), “Beyond reach: An extended model of global brand effects,” International Marketing Review, 36(5), 647–674. https://doi.org/10.1108/IMR-01-2018-0032
Mandler, T., Won, S., and Kim, K. (2017), “Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?” Journal of Business Research, 80, 197–209. https://doi.org/10.1016/j.jbusres.2017.05.014
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This course deals with the basic principles of marketing on the one hand, and key market research methods on the other hand. Among other things, the students learn how to apply regression analysis, cluster analysis, and conjoint analysis to address questions related to the development and marketing of products and services.
This course covers multiple topics related to branding, ranging from basic branding strategies (e.g., brand extensions, brand licensing) via current trends in retail branding (e.g., private labels) to methodologically more demanding aspects, such as brand valuation (comparative discussion of available approaches in theory and practice).
This course consists of a theoretical part on marketing strategy and a simulation game in which groups of students compete against each other in a virtual market environment. Based on an in-depth market analysis, the students develop a marketing plan to achieve self-defined strategic goals and implement corresponding marketing mix decisions.
This course focuses on operational aspects of marketing products successfully, i.e., the development and implementation of concrete marketing actions in the context of an integrated marketing program. Students learn about key marketing concepts and tools that managers have at their disposal to stimulate sales and customer loyalty.
This course deals with the particularities of designing, operating, and marketing services. The students apply their newly gained knowledge (e.g., the 7 P's of services marketing) by developing a detailed marketing plan for a real-world service business, with the aim of improving the customer experience and firm performance.
Over the past five years, I supervised about 25 master theses and 10 bachelor theses on various topics, including global and local brands, country-of-origin effects, cultural and psychic distance, and cross-cultural consumer behavior.
For outstanding reviews of research papers submitted to the 2021 Academy of International Business (AIB) Conference.
For outstanding reviews of articles submitted to the International Marketing Review in 2019.
For the article "Beyond Reach: An Extended Model of Global Brand Effects" published in the International Marketing Review.
For outstanding reviews of research papers submitted to the 2020 Academy of International Business (AIB) Conference.
For outstanding reviews of research papers submitted to the 2018 Academy of International Business (AIB) Conference.
For the Best Conference Paper on International Marketing ("The Differential Effect of Global Brand Origin: How Domestic-Global Brands Create Value") at the 2017 European Marketing Academy (EMAC) Conference.
For the Best Paper based on Doctoral Work ("Beyond Reach: An Extended Model of Global Brand Effects") at the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.
For outstanding reviews of research papers submitted to the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.