Timo Mandler

Timo Mandler

Building and Managing Brands in International Markets

Location

Toulouse, France

Phone

+33 561 29 4912

Web

www.timo-mandler.com

Email

info@timo-mandler.com

Intro

About me.

Originally from Germany, I currently work as an Assistant Professor of Marketing at Toulouse 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. In general, I consider myself an enthusiastic, creative, and reliable young scholar with a strong international orientation. 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, conditional process analysis).

Research

Some of my current projects.

Conceptualization and Measurement of PBG

Re-conceptualization of the perceived brand globalness construct, followed by an empirical test of the implied extended model, relative to the conventional operationalization.

Interplay between Consumer Characteristics and PBG

Investigation of interplay between prominent consumer characteristics and perceived brand globalness in determining consumer responses to global/local brands.

Global-Local Brand Image Dimensions and Brand Equity

Empirical examination of consumers' brand image perceptions of global and local brands and how perceptual differences affect measures of consumer-based brand equity.

Consequences of Brand Origin Misperception

Investigation of the consequences of brand origin misclassifications in terms of consumers’ cognitive and affective responses upon learning about a brand’s true origin.

The Differential Role of Global Brand Origin

Empirical test of a conceptual model that explains the mechanisms through which global brands benefit from localness perceptions.

Consumer Behavior in the Post-Globalization Era

Multi-country study of the relationship between consumers' attitudes towards globalization and their preferences for global/local brands.

Accuracy of Managers' Psychic Distance Estimations

Exploration of the cognitive antecedents and behavioral consequences of managers' capability of assessing psychic distances accurately.

Marketing Standardization and Brand Equity

Multi-country study of the relationship between marketing program standardization and brand equity.

Skills

Statistical methods and more.
95%

Structural Equation Modeling

95%

Conditional Process Analysis

80%

Hierarchical Linear Modeling

50%

Latent Class Analysis

95%

Survey Design

75%

Experimental Designs

80%

HTML, PHP, and CSS

80%

Adobe Photoshop

Teaching

My teaching experience.
01

Marketing

This course deals with the basic principles of marketing on the one hand, and key market research methodologies 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.

02

Brand Management

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).

03

Strategic Marketing

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.

04

Thesis Supervision

Over the past four years, I supervised about 20 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.

Academic Positions

My work experience in academia.
2019 – Present

Toulouse Business School

Assistant Professor at the Department of Marketing and International Business

Toulouse, France

2014 – 2018

University of Hamburg

Research & Teaching Assistant as well as Postdoctoral Researcher at the Institute of Marketing, Chair of Marketing & Branding

Hamburg, Germany

2013 – 2014

Hanyang University

Assistant at the Office of International Relations & Accreditation, Hanyang University Business School

Seoul, South Korea

2012 – 2013

University of Bamberg

Student Assistant at the Junior Professorship of Marketing Intelligence

Bamberg, Germany

Academic Education

My educational background.
2014 – 2018

University of Hamburg

Ph.D. in Business Administration

Hamburg, Germany

2012 – 2013

Hanyang University

Expatriate Studies

Seoul, South Korea

2010 – 2013

University of Bamberg

M.Sc. in Business Administration

Bamberg, Germany

2007 – 2010

Hessian University of Cooperative Education

B.A. in Business Administration

Essen, Germany

Social Media Profiles

Ways to connect with me.

ResearchGate.

Stay informed about my work on ResearchGate.

LinkedIn

Connect with me on LinkedIn.

XING

Visit my profile on XING (German platform).

Awards

Acknowledgements by the community.

Susan P. Douglas Award

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.

University of Leeds Best Ph.D. Student Paper Award

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.

University of Alabama Best Reviewer Award

For outstanding reviews of research papers submitted to the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.

AIB Best Conference Reviewer Award

For outstanding reviews of research papers submitted to the 2018 Academy of International Business (AIB) Conference.

Affiliated institutions

Co-authors and friends.