Professors

Burçak ERTIMUR

Associate Professor

Brand management, Consumer culture, Co-creation, Market dynamics

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Burçak ERTIMUR

Academy

Innovation

Research center

Marketing Interactions

Location

Lille

Discipline

Marketing

Burçak Ertimur is an Associate Professor of Marketing at SKEMA Business School. Her research examines value co-creation and its sociocultural dynamics with implications for marketing strategy, brand management, and market dynamics. She has published in the Journal of Marketing, Marketing Theory, Journal of Business Research and Journal of Interactive Marketing. Her work on consumer-generated advertising has been supported by the Marketing Science Institute and received recognitions by the Society for Marketing Advances and the Academy of Marketing Science.

 

Education
2009
Ph.D. in Marketing, University of California, Irvine, United States of America
2003
MSc in Marketing, Bilkent University, Turkey
2000
B.Sc. in Business Administration, Bilkent University, Turkey
Experience
Full-time academic positions
Since 2021
Associate Professor, SKEMA Business School, France
2015 - 2021
Associate Professor, Fairleigh Dickinson University, United States of America
2009 - 2015
Assistant Professor, Fairleigh Dickinson University, United States of America
Other academic affiliations and appointments
2017 - 2020
Visiting Professor, IÉSEG School of Management, France
2016
Visiting Professor, Schulich School of Business - York University, Canada
Research grants, Awards and Honors
Awards and Honors
2018
Certificate of Outstanding Contribution in Reviewing, Journal of Interactive Marketing
2017
Certificate of Outstanding Contribution in Reviewing, Journal of Business Research
2015
Teacher of the Year, Awardee, Fairleigh Dickinson University, United States of America
2014
Teacher of the Year, Finalist, Fairleigh Dickinson University, United States of America
2014
The National Society of Collegiate Scholars Distinguished Member Nomination, United States of America
2009
Beta Gamma Sigma, National Business Administration Honor Society, United States of America
2009
Doctoral Dissertation, Mary Kay Doctoral dissertation Competition Award
2008
Dissertation Proposal, Society for Marketing Advances Dissertation Proposal Competition
2008
Pedagogical Fellowship
Research Grants
2019
Grant-in-Aid Program, Fairleigh Dickinson University, United States of America
2019
Global Faculty Fellow, Fairleigh Dickinson University, United States of America
2018
Grant-in-Aid Program, Fairleigh Dickinson University, United States of America
2018
Global Faculty Fellow, Fairleigh Dickinson University, United States of America
2018
Fordham University Center for Positive Marketing and Association of National Advertisers (ANA) Educational Foundation Research Grant
2017
Global Faculty Fellow, Fairleigh Dickinson University, United States of America
2016
Global Faculty Fellow, Fairleigh Dickinson University, United States of America
2012
Marketing Science Institute Research Grant
2008
Marketing Science Institute Research Grant
2008
Marketing Science Institute Seed Grant
Other research activities
Reviewer for:
Journal of Consumer Psychology, Journal of Advertising, Marketing Education Review, Journal of Marketing Research, Journal of Retailing, Consumption Markets & Culture, Journal of Interactive Marketing, Journal of Macromarketing, Journal of Marketing, Journal of Consumer Research, Marketing Theory, Journal of Business Research, Journal of Interactive Advertising, Journal of Marketing Management, Journal of the Academy of Marketing Science
Other academic activities
Since 2012
Consumer Culture Theory (CCT)
Since 2008
American Marketing Association (AMA)
Since 2004
Association for Consumer Research (ACR)

Peer-reviewed journal articles

GOPALDAS, A., SIEBERT, A. and ERTIMUR, B. (2022). Designing Servicescapes for Transformative Service Conversations: Lessons from Mental Health Services. Journal of Consumer Marketing, 39(6), pp. 649-659.
ERTIMUR, B. and COSKUNER-BALLI, G. (2021). Brands Expressing Compassion and Care through Advertising. Journal of Advertising, 50(3), pp. 230-239.
ERTIMUR, B. and CHEN, S. (2020). Adaptation and Diffusion of Renovations: The Case of the Paleo Diet. Journal of Business Research, 116, pp. 572-580.
ERTIMUR, B. and LAVOIE, D. (2019). Calibrating the Self: Building Self-Awareness and Encouraging Self-Reflection in Understanding Consumer Behavior. Marketing Education Review, 29(2), pp. 113-118.
COSKUNER-BALLI, G. and ERTIMUR, B. (2017). Legitimation of Hybrid Cultural Products: The Case of American Yoga. Marketing Theory, 17(2), pp. 127-147.
ERTIMUR, B. and COSKUNER-BALLI, G. (2015). Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management. Journal of Marketing, 79(2), pp. 40-61.
ERTIMUR, B., MUNOZ, C. and HUTTON, J. (2015). Regifting: A Multi-Perspective Processual Overview. Journal of Business Research, 68(9), pp. 1997-2004.
ERTIMUR, B. and SANDIKCI, (2014). Alienable Gifts: Uses and Meaning of Gold in Turkey. Journal of Consumer Behaviour, 13(3), pp. 204-211.
ERTIMUR, B. and GILLY, M. (2012). So Whaddya Think? Consumers Create Ads and Other Consumers Critique Them. Journal of Interactive Marketing, 26(3), pp. 115-130.
ERTIMUR, B. and VENKATESH, A. (2010). Opportunism in Co-Production: Implications for Value Co-Creation Process. Australasian Marketing Journal, 18(4), pp. 256-263.

Conference proceedings

ERTIMUR, B. and GILLY, M. (2010). The Impact of Consumer-Generated Advertising on Brand Associations. Advances in Consumer Research, 37, pp. 284-287.
ERTIMUR, B. (2007). The Role of Perceived Control in Co-Production. European Advances in Consumer Research, 8, pp. 334-335.
BEHAIRY, N., MUKHERJEE, S., ERTIMUR, B. and VENKATESH, A. (2006). Technology-Based Communication Patterns of Youth. Advances in Consumer Research, 33, pp. 304-305.
ERTIMUR, B. and SANDIKCI, (2005). Giving Gold Jewelry and Coins As Gifts: The Interplay of Utilitarianism and Symbolism. Advances in Consumer Research, 32, pp. 322-327.

Book chapters

COSKUNER-BALLI, G. and ERTIMUR, B. (2023). Glocalization of Marketplace Cultures. In: Eric J. Arnould, Craig J. Thompson, David Crockett & Michelle F. Weinberger eds. Consumer Culture Theory. 2nd ed. London: SAGE Publications, pp. 154-175.
COSKUNER-BALLI, G. and ERTIMUR, B. (2018). Glocalization of Marketplace Cultures. In: Eric J. Arnould and Craig J. Thompson (ed.). Consumer Culture Theory. 1st ed. SAGE Publications, pp. 126-50.
COSKUNER-BALLI, G. and ERTIMUR, B. (2012). Viewing Gender as a Value Creative Resource. In: Cele C. Otnes and Linda Tuncay Zayer (ed.). Gender, Culture and Consumer Behavior. 1st ed. Psychology Press, pp. 163-193.

Published business cases

ERTIMUR, B. and SANDIKCI, (2006). Consumption of Gold and Gold Jewelry in Turkey. Prentice Hall.

Conference presentations

GOPALDAS, A., ERTIMUR, B., BUSCHGENS, M. and SIEBERT, A. (2022). A Cultural Perspective on Brand Archetyping. In: Consumer Culture Theory Conference. Corvallis.
COSKUNER-BALLI, G. and ERTIMUR, B. (2020). Entrepreneurial Consumer Subjectivities: Evolving Frontier of Productivity. In: AMA (American Marketing Association) Conference. San Diego.
ERTIMUR, B., GIESLER, M. and VERESIU, E. (2018). Trading Crypto Currency: The Ideological Shaping of Consumer Financial Decision Making. In: Association for Consumer Research Conference. Dallas.
ERTIMUR, B. and CHEN, S. (2018). Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market. In: Association for Consumer Research Conference. Dallas.
ERTIMUR, B., GIESLER, M. and VERESIU, E. (2018). From Bitcoin to Blockchain: Making Technology Consumable. In: AMA (American Marketing Association) Conference. New Orleans.
ERTIMUR, B., GIESLER, M. and VERESIU, E. (2018). What Even is Blockchain? Making Radical Technology Consumable. In: CCT (Consumer Culture Theory) Conference. Odense.
ERTIMUR, B. (2017). Theorizing Change in Market and Consumption Systems. In: Association for Consumer Research Conference. San Diego.
ERTIMUR, B. and CHEN, S. (2017). Mobilizing History: The Case of the Ancestral Health Market. In: CCT (Consumer Culture Theory) Conference. Anaheim.
ERTIMUR, B., GIESLER, M. and VERESIU, E. (2017). Marketplace Protocols in the Making: The Case of Blockchain Technology. In: CCT (Consumer Culture Theory) Conference. Anaheim.
ERTIMUR, B. and CHEN, S. (2016). Mobilizing History: The Case of the Ancestral Health Market. In: Schulich Idea Camp V, York University. Toronto.
ERTIMUR, B. and CHEN, S. (2016). Rhetorical Legitimation: The Case of the Paleo Diet. In: CCT (Consumer Culture Theory) Conference. Lille.
COSKUNER-BALLI, G. and ERTIMUR, B. (2016). Legitimacy of Hybrid Cultural Products: The Case of American Yoga, In: American Marketing Association Winter Marketing Academic Conference. Las Vegas.
ERTIMUR, B. and COSKUNER-BALLI, G. (2015). Creating Hybridity: The Case of American Yoga. In: Association for Consumer Research Conference. New Orleans.
ERTIMUR, B. and COSKUNER-BALLI, G. (2014). Market Evolution Through Shifts in Institutional Logics. In: Association for Consumer Research Conference. Baltimore.
ERTIMUR, B. and SANDIKCI, (2014). Alienable Gifts: Uses and Meaning of Gold in Turkey. In: Consumer Culture Theory. Helsinki.
ERTIMUR, B., MUNOZ, C. and HUTTON, J. (2013). Regifting Redefined: The Giver's and the Receiver's Perspective. In: Association for Consumer Research Conference. Chicago.
ERTIMUR, B. and COSKUNER-BALLI, G. (2013). Production of Multiplicity: Market Practices of Yoga in the US. In: Anthropology of Markets and Consumption Conference. Irvine.
ERTIMUR, B. and COSKUNER-BALLI, G. (2013). Production of Multiplicity: Market Practices of Yoga in the US. In: Winter American Educators' Conference. Las Vegas.
ERTIMUR, B. (2013). So Whaddya Think? Consumers Create Ads and Other Consumers Critique Them. In: Saatchi & Saatchi. New York City.
ERTIMUR, B. and COSKUNER-BALLI, G. (2012). Multiple and Conflicting Performances: Reproduction(s) of Yoga in the US. In: Consumer Culture Theory Conference.
ERTIMUR, B. and COSKUNER-BALLI, G. (2012). Nationalist Ideology in Branding and Implications for Consumer-Brand Relationships: The Case of Yoga. In: Consumer-Brand Relationships Conference. Boston.
ERTIMUR, B. and GILLY, M. (2012). Developing a Brand Relationship with a Low Involvement Product in the Digital Era. In: Consumer-Brand Relationships Conference. Boston.
ERTIMUR, B. and ERTIMUR, Y. (2011). Customer Satisfaction and Firm Value Adjustment. In: Marketing Strategy Meets Wall Street II Conference. Boston.
ERTIMUR, B. (2009). The Impact of Consumer-Generated Advertising on Corporate Reputation and Brand Image. In: Procter and Gamble Headquarters. Cincinnati.
ERTIMUR, B. (2009). The Impact of Consumer-Generated Advertising on Corporate Reputation and Brand Image. In: Academy of Marketing Science Annual Conference. Baltimore.
ERTIMUR, B. and VENKATESH, A. (2008). Firm-Consumer Interaction in the Value Co-Creation Process: A Typology of Relation Management Strategies. In: The Forum on Markets and Marketing: Extending Service-Dominant Logic. Sydney.
ERTIMUR, B. (2008). The Impact of Consumer-Generated Advertising on Corporate Reputation and Brand Image. In: Society for Marketing Advances Conference. Tampa.

Faculty research seminar presentations

CASTILHOS, R. and ERTIMUR, B. (2021). Getting Ready for the Field: Making Informed Methodological Choices Along the Road. In: Seminar on Qualitative Methods and Research Design. Lille.