Professors and Researchers

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Expertises

international marketing, cross-cultural consumer behavior, (Brand) Authenticity, Country-of-origin effects, Global consumer segmentation variables , Sustainable business practices

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Katharina ZEUGNER-ROTH

Professor

Academy: Globalization

Research centre: Marketing Interactions

Location: LILLE

email: katharina.zeugner@skema.edu

Publications

Career

Peer-reviewed journal articles

MANDLER, T., BARTSCH, F. and ZEUGNER-ROTH, K. (2023). Are Brands Re-Evaluated When Consumers Learn about Brand Origin Misperceptions? Outcomes, Processes, and Contingent Effects. Journal of Business Research, 164, pp. 113941.

BARTSCH, F., ZEUGNER-ROTH, K.P. and KATSIKEAS, C.S. (2022). Consumer authenticity seeking: conceptualization, measurement, and contingent effects. Journal of the Academy of Marketing Science, 50(2), pp. 296-323.

FISCHER, P.M., ZEUGNER-ROTH, K.P., KATSIKEAS, C.S. and PANDELAERE, M. (2022). Pride and prejudice: Unraveling and mitigating domestic country bias. Journal of International Business Studies, 53(3), pp. 405-433.

BARTSCH, F. and ZEUGNER-ROTH, K. (2020). COO in Print Advertising: Developed versus Developing Market Comparisons. Journal of Business Research, 120, pp. 364-378.

FISCHER, P.M. and ZEUGNER-ROTH, K. (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. and ŽABKAR, V. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68(9), pp. 1844-1853.

ZEUGNER-ROTH, K., ŽABKAR, V. and 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.

FISCHER, P.M. and ZEUGNER-ROTH, K. (2014). Pride and Prejudice - Promotion or Prevention? Investigating The Role of Domestic Country Biases in Consumers' Product Choices. Advances in Consumer Research, 42, pp. 476.

ZEUGNER-ROTH, K. and DIAMANTOPOULOS, A. (2010). Advancing the Country Image Construct: Reply to Samiee’s (2009) Commentary. Journal of Business Research, 63(4), pp. 446-449.

ZEUGNER-ROTH, K. and DIAMANTOPOLOUS, A. (2009). Advancing the Country Image Construct. Journal of Business Research, 62(7), pp. 726-740.

BALDAUF, A., CRAVENS, K.S., DIAMANTOPOULOS, A. and 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.

DIAMANTOPOULOS, A., RIEFLER, P. and ZEUGNER-ROTH, K. (2008). Advancing Formative Measurement Models, Journal of Business Research, 61(12), pp. 1203-18.

ZEUGNER-ROTH, K., DIAMANTOPOULOS , A. and MONTESINOS, M. (2008). Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study. Management International Review, 48(5), pp. 577-602.

Book chapters

ZEUGNER-ROTH, K. and BARTSCH, F. (2021). Country of Origin Cues in Advertising: Theoretical Insights and Practical Implications. In: Papadopoulos, Nicolas and Cleveland, Mark (Eds.) eds. Marketing Countries, Places, and Place-Associated Brands. 1st ed. Edward Elgar Publishing, pp. 212-227.

ZEUGNER-ROTH, K. (2017). Country-of-Origin Effects. In: van Herk, Hester and Torelli, Carlos J.(Eds.) eds. Cross-Cultural Issues in Consumer Science and Consumer Psychology: Current Directions and Future Perspectives. 1st ed. Springer, pp. 111-128.

DIAMANTOPOULOS, A. and ZEUGNER-ROTH, K. (2010). Country of Origin as Brand Element. In: Sheth, J.N., Malhotra, N.K. eds. Wiley International Encyclopedia of Marketing. 1st ed. Hoboken, NJ: Wiley-Blackwell.

WIRTZ, B., BECKMANN, R. and ZEUGNER-ROTH, K. (2004). Das Internet als Kommunikations- und Distributionskanal im Export: Perspektiven für den B2B- und B2C-Bereich. In: Zentes, J., Morschett, D., Schramm-Klein, H. eds. Außenhandel: Marketingstrategien und Managementkonzepte. 1st ed. Wiesbaden: Springer, pp. 575-96.

WIRTZ, B. and ZEUGNER-ROTH, K. (2004). Grundlagen der Markenbewertung. In: Wirtz, B.W., Göttgens, O. eds. Integriertes Marken- und Kundenwertmanagement. 1st ed. Wiesbaden: Springer, pp. 267-296.

Conference presentations

ZEUGNER-ROTH, K., FISCHER, P. and HESSEL, I. (2023). Do Customers Perceive Your Ethical Measures as Authentic? A Global Brand Assessment. In: AMA Global Marketing SIG Conference. Santiago, Chile (May 30-June 2).

TRAN, J., ZEUGNER-ROTH, K. and KATSIKEAS, C.S. (2023). Responsible Innovation for a Better World: Conceptualization, Measurement, and its Underlying Mechanism. In: 30th Innovation and Product Development Management Conference. Lecco, Italy (June 7-9).

Education

2008 PhD in Management, Vienna University of Economics and Business, Austria

Experience

Other academic affiliations and appointments

Since 2022 Professor, SKEMA Business School, France

2015 - 2022 Associate Professor, IÉSEG School of Management, France

2011 - 2015 Assistant Professor, IÉSEG School of Management, France

2009 - 2011 Assistant Professor, Vlerick Business School, Belgium

2008 - 2009 Post-doctoral Researcher, University of Bern, Switzerland

Research grants, Awards and Honors

Awards and Honors

2023 Hans B. Thorelli Award – Journal of International Marketing, American Marketing Association, United States of America

2018 Best Overall Conference Paper, American Marketing Association, United States of America

2018 Outstanding Reviewer Award, Journal of International Marketing

2015 Emerald Literati Network Awards for Excellence, International Marketing Review

2006 Best Overall Conference Paper, Consortium for International Marketing Research

Other research activities

PhD Supervision

2023 L. GOMEZ DIAZ, University of Vienna, PhD thesis, Thesis jury member

Other academic activities

Since 2023 Editorial Review Board Member, Journal of International Business Studies

Since 2019 Track chair, AMA Global Marketing SIG, United States of America

Since 2016 Editorial Review Board Member, Journal of International Marketing

Since 2010 Editorial Review Board Member, International Marketing Review

FACULTY AND RESEARCH

Professors and Researchers

SKEMA Business School

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