On April 13, the monthly Research Seminar organized by the Department of Marketing and Communication will host Dr. Amélie Martin and Dr. Daniel MAAR to present their newest research works
Dr. Daniel MAAR will present his paper on “How Perceived Brand Globalness, Perceived Brand Localness, and Consumer Cosmopolitanism Affect Brand Attitude: Introducing the Concepts of Static and Dynamic Dominance”. This paper analyses the two major drivers of brand attitude namely perceived brand globalness (PBG) and perceived brand localness (PBL). The findings offer insights to what extent brands should stress their globalness/localness in communication and branding activities.
Dr. MAAR is an Associate Professor in the Marketing and Communication Department of Paris School of Business and member of the Chair Living Health. His main research interests include Service Marketing, Social Media Marketing, and International Marketing, often with a focus on key challenges at the customer interface.
Dr. Amélie Martin will present her paper on “The interplay of customer experience management, governance practices with value processes in stakeholder networks: an investigation of capitalist and alternative organizations in the bike delivery market” This case study provides the organizations with conceptual tools to critically sense and think about their impact at a societal level, by highlighting the locus of value creation and destruction.
Dr. Martin is an Assistant Professor in the Marketing and Communication Department of Paris School of Business. Her main research interests include customer and stakeholder experience management, value processes, business networks and marketing ethics.
