Research

My research explores the intersection of international marketing, consumer behavior, and business ethics. Below is a selection of my published work.

Jump to:Non-Academic Publications·Media Coverage·Conferences & Invited Talks

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Showing 23 of 23 publications

ForthcomingJournal Article

Nemkova, E., Bartsch, F., Tóth, Z.

Journal of International Marketing

International MarketingDigital PlatformsServices

2026Journal ArticleAccess

Stöckli, S., Shen, H., Bartsch, F.

Journal of Business Research, 215, Article 116270

Consumer BehaviorSocial MediaScale Development

2025Journal ArticleAccess

Tran, T., Bartsch, F.

Journal of Business Ethics, 196, 773-806

Business EthicsFashionEmerging Markets

2025Case StudyAccess

Boyselle, J., Bartsch, F.

Sage Business Cases

Brand PortfolioStrategyCase Study

2024Journal ArticleAccess

Schnack, A., Bartsch, F., Osburg, V.-S., Errmann, A.

Technological Forecasting and Social Change, 208, Article 123697

SustainabilityTechnology AdoptionAgriculture

2024Journal ArticleAccess

Osburg, V.-S., Yoganathan, V., Bartsch, F., Diallo, M. F., Liu, H.

Journal of Business Ethics, 191(4), 713-738

SustainabilityLuxuryCross-Cultural Marketing

2024Case StudyAccess

Bartsch, F., Pantoja, F.

Sage Business Cases

StrategyLicensingCase Study

2024Case StudyAccess

Pantoja, F., Bartsch, F.

Sage Business Cases

StrategyTech MarketingCase Study

2023Journal ArticleAccess

Mandler, T., Bartsch, F., Krüger, T., Kim, K. A., Han, C. M.

International Marketing Review, 40(2), 365-384

Consumer AnimosityGlobal Branding

2023Journal ArticleAccess

Mandler, T., Bartsch, F., Zeugner-Roth, K. P.

Journal of Business Research, 164, Article 113941

Brand OriginConsumer Perception

2022Book ChapterAccess

Bartsch, F., Claus, B.

In: Research Handbook on Brand Co-Creation. Edward Elgar Publishing, pp. 218-239.

Co-creationBranding

2022Journal ArticleAccess

Grave, J.-F., Bartsch, F.

International Journal of Advertising, 41(4), 591-622

Social MediaInfluencer Marketing

2022Journal ArticleAccess

Bartsch, F., Zeugner-Roth, K. P., Katsikeas, C. S.

Journal of the Academy of Marketing Science, 50(2), 296-323

AuthenticityConsumer BehaviorScale Development

2021Book ChapterAccess

Bartsch, F., Zeugner-Roth, K. P.

In: Marketing Countries, Places, and Place-associated Brands. Edward Elgar Publishing, pp. 212-227.

Country of OriginAdvertising

2021Journal ArticleAccess

Mandler, T., Bartsch, F., Han, C. M.

Journal of International Business Studies, 52(8), 1559-1590

Brand CredibilityGlobalizationJIBS

2020Journal ArticleAccess

Zeugner-Roth, K. P., Bartsch, F.

Journal of Business Research, 120, 364-378

Country of OriginAdvertisingEmerging Markets

2019Journal ArticleAccess

Bartsch, F., Cleveland, M., Ko, E., Cadogan, J. W.

International Marketing Review, 36(4), 514-523

Global Consumer CultureSpecial Issue

2019Journal ArticleAccess

Cleveland, M., Bartsch, F.

International Marketing Review, 36(4), 598-606

Global Consumer CultureTheory

2019Journal ArticleAccess

Diamantopoulos, A., Davvetas, V., Bartsch, F., Mandler, T., Arslanagic-Kalajdzic, M., Eisend, M.

Journal of International Marketing, 27(4), 39-57

Consumer DispositionsGlobal Branding

2019Journal ArticleAccess

Hota, M., Bartsch, F.

Journal of Business Research, 105, 11-20

Consumer SocializationConsumer Behavior

2018Journal ArticleAccess

Cleveland, M., Bartsch, F.

International Marketing Review, 36(4), 556-580

Global Consumer CultureTheory

2016Journal ArticleAccess

Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., Chumpitaz, R.

Journal of Business Research, 69(9), 3629-3635

Global BrandingConsumer Attitudes

2016Journal ArticleAccess

Bartsch, F., Riefler, P., Diamantopoulos, A.

Journal of International Marketing, 24(1), 82-110

Consumer DispositionsGlobalizationReview

Non-Academic Publications

Mode éthique: les consommateurs sont-ils autant responsables partout dans le monde?

Bartsch, F., Tran, T. T. H. J.

The Conversation, October 2025

Produits de luxe durables: que pensent les consommateurs des marchés émergents?

Osburg, V. S., Bartsch, F.

L'injodurable, June 2024

#Instafame: Les jeunes font davantage confiance aux influencers qu'aux célébrités

Boysselle, J., Bartsch, F., Grave, J. F.

E-Marketing, July 2022

Media Coverage

Interview: "Research of the Month"

IÉSEG Marketing & Sales Department Newsletter, December 2020

Video report: "Building Credible Brands in (Post-) Globalizing Markets" (on our JIBS article)

Fondation Nationale pour l'Enseignement de la Gestion des Entreprises (FNEGE), June 4, 2020

Interview: "Why George Clooney may not be the perfect pitchman for every market" (on our JIBS article)

Discover IÉSEG, May 14, 2020

Interview: "Gleiche Produkte, unterschiedliche Namen" (on brand name pronunciation)

ORF (Austrian Broadcasting Corporation), March 28, 2016

Research

Cross-Border Tensions in Creative Service Delivery on Global Professional Digital Platforms

Measuring Consumer Susceptibility to Informative and Normative Online Social Influences

Consumers' Responses to Moral Transgressions in the Fashion Industry: Comparative Insights from Western Developed and Southeast Asian Emerging Markets

Fitting in without Blending in: Royal Canin and the Brand Portfolio of Mars Inc.

Sustainable agricultural technologies of the future: Determination of adoption readiness for different consumer groups

How Sustainable Luxury Influences Product Value Perceptions and Behavioral Intentions: A Comparative Study of Emerging vs. Developed Markets

The Perfect Blend? Strategic Licensing Between Starbucks and Nestlé

Same same, but different: The Strategic Positioning of Apple Vision Pro and Meta Quest 3

Consumer animosity: The mitigating effect of perceived brand globalness

Are brands re-evaluated when consumers learn about brand origin misperceptions? Outcomes, processes, and contingent effects

The dark side of brand co-creation: A psychological ownership perspective

#Instafame: Exploring the endorsement effectiveness of influencers compared to celebrities

Consumer authenticity seeking: Conceptualization, measurement, and contingent effects

Country of Origin Cues in Advertising: Theoretical Insights and Practical Implications

Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

COO in print advertising: Developed versus developing market comparisons

Facts, Fantasies, Foundations, Formations, Fights, and Fallouts of Global Consumer Culture: An Introduction to the Special Issue

Epilogue on global consumer culture: Epistemology and ontology

On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment

Consumer socialization in childhood and adolescence: Impact of psychological development and family structure

Global consumer culture: Epistemology and ontology

Global brand ownership: The mediating roles of consumer attitudes and brand identification

A Taxonomy and Review of Positive Consumer Dispositions toward Foreign Countries and Globalization

Non-Academic Publications

Mode éthique: les consommateurs sont-ils autant responsables partout dans le monde?

Produits de luxe durables: que pensent les consommateurs des marchés émergents?

#Instafame: Les jeunes font davantage confiance aux influencers qu'aux célébrités

Media Coverage

Interview: "Research of the Month"

Video report: "Building Credible Brands in (Post-) Globalizing Markets" (on our JIBS article)

Interview: "Why George Clooney may not be the perfect pitchman for every market" (on our JIBS article)

Interview: "Gleiche Produkte, unterschiedliche Namen" (on brand name pronunciation)

Conferences & Invited Talks