CURRICULUM VITAE

Qualification

  • 2018 : PhD - Universität Hamburg - Hambourg
  • 2013 : Master of Science (MSc) Studies of Business Administration - Otto-Friedrich-Universität Bamberg - Bamberg
  • 2010 : Studies of Business Administration (BA) - Université Hessian d'Education Cooperative - Hesse (Land)

Teaching Experience

  • 2021 : Associate Professor of Marketing & International Business Toulouse Business School Toulouse
  • 2019 : Assistant Professor of Marketing & International Business Toulouse Business School - Toulouse
  • 2014 : Assistant Lecturer for Marketing & Brand Management Universität Hamburg - Hambourg

Management Duties

  • 2019 : Assistant Professor in Marketing & International Business Toulouse Business School Toulouse
PUBLICATIONS
    • CHEN, Y., T. MANDLER, L. MEYER-WAARDEN, "Three decades of research on loyalty programs: A literature review and future research agenda", Journal of Business Research, 2021, vol. 124, pp. 179-197 [cnrs: 2, fnege: 2]

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    • BARBAROSSA, C., T. MANDLER, "EXPRESS: Not All Wrongdoers Are Equal in the Public Eye: A Moderated Mediation Model of Country Stereotypes, Condemning Emotions, and Retaliatory Intent in Corporate Crises", Journal of International Marketing, 2021, vol. 29, Issue 2, no. 2, pp. 26-44 [cnrs: 2, fnege: 2]

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    • MANDLER, T., B. SEZEN, J. CHEN, A. ÖZSOMER, "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda", Journal of Business Research, 2021, vol. 125, pp. 416-435 [cnrs: 2, fnege: 2]

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    • ELGAAIED-GAMBIER, L., T. MANDLER, "Me trying to talk about sustainability: Exploring the psychological and social implications of environmental threats through user-generated content", Ecological Economics, 2021, vol. 187 [cnrs: 1]

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    • MANDLER, T., M. JOHNEN, J.-F. GRÄVE, "Can’t help falling in love? How brand luxury generates positive consumer affect in social media", Journal of Business Research, 2020, no. 120, pp. 330-342 [cnrs: 2, fnege: 2]

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    • MANDLER, T., F. BARTSCH, C. M. HAN, "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness", Journal of International Business Studies, 2020 [cnrs: 1, fnege: 1]

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    • MANDLER, T., "Beyond reach: an extended model of global brand effects", International Marketing Review, 2019, vol. 36, no. 5, pp. 647-674 [cnrs: 3, fnege: 2]

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    • DIAMANTOPOULOS, A., V. DAVVETAS, F. BARTSCH, T. MANDLER, M. ARSLANAGIC-KALAJDZIC, M. EISEND, "On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment", Journal of International Marketing, 2019, vol. 27(4), pp. 39-57 [cnrs: 2, fnege: 2]

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    • MANDLER, T., S. WON, K. KIM, "Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?", Journal of Business Research, 2017, vol. 80, pp. 197-209 [cnrs: 2, fnege: 2]

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    • HAIDUK, C., T. MANDLER, "Drivers of Pre-Release Consumer Buzz" in 10th Regional EMAC Conference, St. Petersburg, Russia, 25-27/09, 2019

    • MANDLER, T., F. BARTSCH, M. GATES, "Change in Mind, Change of Heart: A Cognitive Appraisal Theory Perspective on Brand Origin Misperceptions”" in AMA Global Marketing SIG Conference, Buenos Aires, Argentina,, 20-23-mai-19, 2019

    • BARTSCH, F., T. MANDLER, K. ZEUGNER-ROTH, M. GATES, "Change in Mind, Change of Heart: A Cognitive Appraisal Theory Perspective on Brand Origin Misperceptions”" in Conférence EMAC, St Petersbourg Russie, 24-28 septembre, 2019

    • BARTSCH, F., T. MANDLER, "Global Brand Localness: A Three Country Investigation" in AMS World Marketing Congress, Porto, Portugal, 16-18/04, 2018

    • MANDLER, T., F. BARTSCH, C. M. HAN, "Marketplace Globalization and Shifting Brand Perceptions: The Role of Perceived Brand Globalness and Cultural Symbolism" in Global Marketing Conference, Tokyo, Japan, 26-29/07/, 2018

    • KLEIN, K., T. MANDLER, "Local Versus International Brands: Different Routes to Success?" in 2017 Summer AMA Conference, San Francisco, 04-07 août, 2017

    • BARTSCH, F., T. MANDLER, M. KIRCHHOFER, "The Differential Effect of Global Brand Origin: How Domestic-Global Brands Create Value" in 46th Annual Conference of the European Marketing Academy, Groningen, 23-26 mai, 2017

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    • MANDLER, T., "Beyond Reach: an Extended Model of Global Brand Effects" in AMA Global Marketing SIG Conference, Havana, Cuba, 6-8 avril, 2017

    • MANDLER, T., F. BARTSCH, V. DAVVETAS, "Hitting the Bull's Eye: Cultural Intelligence and Managers' Accuracy of Psychic Distance Estimations" in AMA Global Marketing SIG Conference, Havana, Cuba, 6-8 avril, 2017

    • MANDLER, T., "Beyond Reach: Disentangling the Global Brand Effect" in 45th Annual Conference of the European Marketing Academy, Oslo, 24-27/05, 2016

    • MANDLER, T., S. WON, K. KIM, "Does Dressing Foreign Really Pay Off? Exploring Consumers' Cognitive and Affective Responses to Brand Origin Misclassification" in 7th Regional Conference of the European Marketing Academy, Sarajevo, 14-16 sept., 2016

    • MANDLER, T., S. WON, K. KIM, "Does Dressing Foreign Really Pay Off? Consumers’ Cognitive and Affective Responses to Brand Origin Misperception" in 1st EMAC Research Camp, Vienna, 1-2/09, 2016

    • MANDLER, T., F. BARTSCH, "The Value of Consumer Dispositions as Moderators in Global Branding Research" in Global Marketing Conference, Hong Kong, China, 21-24/07, 2016

    • 2018 AIB Best Conference Reviewer Award for outstanding reviews of research papers
    • 2017 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")
    • 2017 Best Reviewer Award for outstanding reviews of research papers University of Alabama
    • 2017 Best Ph.D. Student Paper Award for the Best Paper based on Doctoral Work ("Beyond Reach: An Extended Model of Global Brand Effects") University of Leeds
EXPERTISE
    • Fundamentals of Marketing
    • Services Marketing
    • Cross-Cultural Consumer Behavior
    • Methodological Issues in International Marketing Research
    • Global and Local Branding

Latest video

Building Credible Brands in (Post-)Globalizing Markets

®FNEGE

Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness and localness as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, brand globalness is a weaker signal of brand credibility than brand localness, whereas in globalizing markets, the two signals are of equal importance.


Latest mainstream press articles

Building Credible Brands in Post-Globalization Markets

Discover TBS professor Timo Mandler’s point of view on building brands in markets that have reached the post-globalization stage. Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market…

Continue Reading › Building Credible Brands in Post-Globalization Markets

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