Associate Professor
Ph.D. in Management, International Marketing - University of Vienna
Track: Marketing
LEM Member
  • 2016 : Ph.D. in Management, International Marketing, University of Vienna, Austria
  • 2012 : Master, Business Administration, Management, University of Maastricht, Netherlands
  • 2011 : Master, Business Administration, Marketing, Queen's University, Canada
  • 2010 : Bachelor, Business Administration, Business, University of Maastricht, Netherlands
Professional Experiences
Academic Experience
  • 2013 - 2013, Lecturer, University of Applied Sciences FH Eisenstadt, Eisenstadt, Austria
  • 2012 - 2016, Research and Teaching Assistant, University of Vienna, Vienna, Austria
  • 2011 - 2011, Tutor, University of Maastricht, Maastricht, Netherlands
Scientific prizes and Awards
  • 2018 : AMA Global SIG Best Overall Conference Paper, American Marketing Association
  • 2017 : Susan P. Douglas Award, European Marketing Academy
  • 2017 : Outstanding Reviewer Award for the International Marketing Review , Emerald Literati Network Awards for Excellence
Published Papers in Refereed Journals
  • Mandler T., Bartsch F., Han C. M., (2020). Brand credibility and marketplace globalization: The role of perceived brand globalness and localness, Journal of International Business Studies, forthcoming (forthcoming) 1-55.
  • Zeugner-Roth K., Bartsch F., (2019). COO in Print Advertising: Developed versus Developing Market Comparisons, Journal of Business Research, just accepted (forthcoming) 1-40.
  • Diamantopoulos Adamantios, Davvetas Vasileios, Bartsch F., Mandler Timo, Arslanagic-Kalajdžic Maja, Eisend Martin, (2019). On the Interplay between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment, Journal of International Marketing, 27 (4) 39-57.
Show all
  • Hota M., Bartsch F., (2019). Consumer Socialization in Childhood and Adolescence: Impact of Psychological Development and Family Structure, Journal of Business Research, 105 (12) 11-20.
  • Bartsch F., Cleveland Mark, Ko Eunju, Cadogan John, (2019). Facts, fantasies, foundations, formations, fights, and fallouts of global consumer culture: An introduction to the special issue, International Marketing Review, 36 (4) 514-523.
  • Cleveland Mark, Bartsch F., (2019). Epilogue on Global Consumer Culture: Epistemology and Ontology, International Marketing Review, 36 (4) 598-606.
  • Cleveland Mark, Bartsch F., (2019). Global Consumer Culture: Epistemology and Ontology, International Marketing Review, 36 (4) 556-580.
  • Bartsch F., Riefler P., Diamantopoulos A., (2016). A Taxonomy and Review of Positive Consumer Dispositions Toward Foreign Countries and Globalization, Journal of International Marketing, 24 (1) 82-110.
  • Bartsch F., Diamantopoulos D., Paparoidamis N., Chumpitaz R., (2016). Global brand ownership: The mediating roles of consumer attitudes and brand identification, Journal of Business Research, 69 (9) 3629-3635.
Peer Review Proceedings
  • Bartsch F., Mandler Timo, Kirchhofer Michaela, (2017), The Differential Effect of Global Brand Origin: How Domestic Global-Brands Create Value, in: Leaving Footprings European Marketing Academy (EMAC), pp..
  • Zeugner-Roth K., Bartsch F., (2017), The Role of Authenticity Seeking in a Glocal World, in: Leaving Footprints European Marketing Academy (EMAC), pp..
Research fields
  • Global Brands
  • Cross-Cultural Consumer Groups
  • Local Brands
  • Consumer Behavior
  • Consumer Dispositions
Grande Ecole Program:
  • Marketing research seminar
  • Market research
  • Marketing management
  • Business to business marketing