Katharina Zeugner-Roth

Katharina Zeugner-Roth is Associate Professor of Marketing. Her research and teaching interests are in the area of international marketing and global branding. She obtained her PhD at the University of Vienna, Austria, in 2008.

In broad terms, Katharina’s research focuses on country-of-origin effects as well as the effect socio-psychological traits of consumers such as cosmopolitanism, national identity, and ethnocentrism might have on cross-cultural consumer behavior. Katharina’s research has been published in various scholarly journals, including Marketing Letters, Journal of Retailing, Journal of International Marketing, and Journal of Business Research (where some of her articles appear among the top 100 papers in terms of all-time impact). She was track chair of international and cross-cultural marketing at the 2016 AMS World Marketing Congress in Paris, France and of global brand management and advertising at the AMS Global Marketing SIG conference in Havann, Cuba. Katharina is on the editorial review board of the Journal of International Marketing and International Marketing Review, where she also received the outstanding reviewer award twice.

RESEARCH INTERESTS

• Country-of-Origin Effects, Ethical Consumer Behavior, Global Branding, International Marketing

Education

• PhD University of Vienna (2005 — 2008)
• CEMS Master in International Management HEC Paris (2001 — 2003)
• Master WU (Vienna University of Economics and Business) (1998 — 2003)

Companies

• Associate Professor IÉSEG School of Management (2015)
• Assistant Professor IESEG School of Management (2011 — 2015)
• Assistant Professor Vlerick Leuven Gent Management School (2009 — 2011)
• Post-Doctoral Researcher University of Bern (2008 — 2009)
• Research Assistant University of Vienna (2005 — 2008)
• Research Assistant & Consultant University of Witten/Herdecke (2003 — 2005)

Awards

• 2018 : Best Paper Award, American Marketing Association
• 2011 : Awarded among the top ten reviewers for 2008-2010, International Marketing Review
• 2006 : Best Paper Award, Consortium for International Marketing Research

Published

• Bartsch F., Zeugner-Roth K., (2020), COO in Print Advertising: Developed versus Developing Market Comparisons, Journal of Business Research, 120(November), pp. 364-378
• Fischer P., Zeugner-Roth P., (2017), Disentangling Country-of-Origin Effects: The Interplay of Product Ethnicity, National Identity, and Consumer Ethnocentrism, Marketing Letters, 28(2), pp. 189-204
• Zeugner-Roth K., Žabkar V., (2015), Bridging the gap between country and destination image: An assessment of common facets and their predictive validity, Journal of Business Research, 68(9), pp. 1844-1853
• Zeugner-Roth K., Zabkar V., Diamantopoulos A., (2015), Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective, Journal of International Marketing, 23(2), pp. 25-54
• Zeugner-Roth K., Diamantopoulos A., (2010), Advancing the Country Image Construct: Reply to Samiee’s (2009) commentary, Journal of Business Research, 63(4), pp. 446-449
• Baldauf A., Diamantopoulos A., Cravens K., Zeugner-Roth K., (2009), The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis, Journal of Retailing, 85(4), pp. 437–452
• Zeugner-Roth K., Diamantopoulos A., (2009), Advancing the Country Image Construct, Journal of Business Research, 62(7), pp. 726-740
• Diamantopoulos A., Riefler P., Roth K., (2008), Advancing Formative Measurement Models, Journal of Business Research, 61(12), pp. 1203-18
• Zeugner-Roth K., Diamantopoulos A., Angeles Montesinos M., (2008), Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study, Management International Review, 48(5), pp. 577-602