Professor

Katharina ZEUGNER-ROTH

Katharina ZEUGNER-ROTH
Associate Professor
Ph.D. in Management - University of Vienna
Track: Marketing
LEM Member
Education
  • 2009 : Ph.D. in Management, University of Vienna, Austria
  • 2003 : CEMS Master in International Management, University of Vienna, Austria
Professional Experiences
Academic Experience
  • 2009 - 2009, Visiting professor, George Washington University, Washington D.C, USA
  • 2009 - 2011, Professor, Vlerick Leuven Gent Management School, Leuven, Belgium
Scientific prizes and Awards
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 Papers in Refereed Journals
  • 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) 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) 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) 25-54.
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  • Zeugner-Roth K., Diamantopoulos A., (2010). Advancing the Country Image Construct: Reply to Samiee’s (2009) commentary, Journal of Business Research, 63 (4) 446-449.
  • Zeugner-Roth K., Diamantopoulos A., (2009). Advancing the Country Image Construct, Journal of Business Research, 62 (7) 726-740.
  • Baldauf A., Diamantopoulos A., Cravens K.S., 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) 437–452.
  • Diamantopoulos A., Riefler P., Roth K.P., (2008). Advancing Formative Measurement Models, Journal of Business Research, 61 (12) 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) 577-602.
Book Chapters
  • Zeugner-Roth K., (2017), Country-of-Origin Effects, in: Cross-Cultural Issues in Consumer Science and Consumer Psychology: Current Directions and Future Perspectives.
  • Diamantopoulos A., Zeugner-Roth K., (2010), Country of Origin as Brand Element, in: Wiley International Encyclopedia of Marketing.
  • Wirtz B.W., Roth K., (2004), Ansätze der Markenbewertung, in: Integriertes Marken- und Kundenwertmanagement.
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  • Wirtz B.W., Beckmann R.C., Roth K., (2004), Das Internet als Kommunikations- und Distributionskanal im Export: Perspektiven für den B2B- und B2C-Bereich, in: Außenhandel: Marketingstrategien und Managementkonzepte.
Peer Review Proceedings
  • Zeugner-Roth K., Bartsch F., (2017), The Role of Authenticity Seeking in a Glocal World, in: Leaving Footprints European Marketing Academy (EMAC), pp..
  • Zeugner-Roth K., Weijters B., (2016), Consumer Response to Price Levels of Organic Foods, in: Marketing in the Age of Data European Marketing Academy (EMAC), pp.201.
  • Zeugner-Roth K., Fischer P., (2015), The Role of Product Ethnicity in Domestic Country Bias, in: Collaboration in Research European Marketing Academy (EMAC), pp.48.
  • Fischer P., Zeugner-Roth K., (2014), Pride and Prejudice - Promotion or Prevention? Investigating the Role of Domestic Country Biases in Consumers' Product Choices , in: ACR Conference Proceedings Advances in Consumer Research, pp.476.
  • Fischer P., Zeugner-Roth K., (2014), Pride and Prejudice – Promotion or Prevention? Unraveling Domestic Country Biases, in: Paradigm Shifts and Interactions: Proceedings of the 43rd European Marketing Academy Conference European Marketing Academy (EMAC), pp.197.
  • Zeugner-Roth K., Dimofte Claudiu, (2014), Consumers' Global versus Local Brand Choice in Foreign Contexts, in: Paradigm Shifts and Interactions: Proceedings of the 43rd European Marketing Academy Conference European Marketing Academy (EMAC), pp.197.
  • Zeugner-Roth K., Dimofte C., (2013), Consumers’ Global Versus Local Brand Choice In Foreign Contexts, in: ACR Conference Proceedings Advances in Consumer Research, pp..
  • Fischer Peter, Zeugner-Roth K., (2012), Pride And Prejudice – Explaining Home Country Biases When Foreign Products Are More Typical, in: Marketing to Citizens - Going beyond Customers and Consumers: Proceedings of the 41st European Marketing Academy Conference European Marketing Academy (EMAC), pp.274-5.
  • Zeugner-Roth K., Zabkar Vesna, (2011), Cognitive, Affective and Symbolic Country Connotations: Conceptual Underpinnings, Interrelationships and Impact on Consumers’ Behavioral Intentions, in: Delivering Value in Turbulent Times: Proceedings of the AMA Summer Educators Conference 2011 American Marketing Association, pp.252.
  • Zeugner-Roth K., Fischer P., Weijters B., Reinecke S., (2011), The Impact Of Product Ethnicity On Behavioral Intentions: An Analysis Of Moderating And Mediating Factors, in: The Day After - Inspiration, Innovation, Implementation: Proceedings of the 40th European Marketing Academy Conference European Marketing Academy (EMAC), pp..
  • Zeugner-Roth K., Fischer P., Reinecke S., Grabner L., (2011), Product Ethnicity Revisited: How Firms can Leverage Product-Country (Mis-)Matches, in: Marketing Theory and Applications: Proceedings of the AMA Winter Educators' Conference 2011 American Marketing Association, pp.39.
  • Frietsch, E., Zeugner-Roth K., Diamantopoulos A., (2010), Home Country Bonds And Biases: Linkages And Impact On Purchase Intentions, in: The Six Senses - The Essentials of Marketing: Proceedings of the 39th European Marketing Academy Conference European Marketing Academy (EMAC), pp..
  • Zeugner-Roth K., Weijters B., Baldauf A., (2010), The Relative Impact Of Self Congruity And Perceived Value On Brand Attitude And Intention: A Study In A Low-Involvement Informational Product Category, in: The Six Senses - The Essentials of Marketing: Proceedings of the 39th European Marketing Academy Conference European Marketing Academy (EMAC), pp..
Research fields
  • Country-of-Origin Effects
  • International Marketing
  • Ethical Consumer Behavior
  • Global Branding
Teaching
Grande Ecole Program:
  • Global brand management
  • International marketing
  • International marketing strategy simulation
IÉSEG