Timo Mandler

Timo Mandler

Building and Managing Brands in International Markets


Location

Toulouse, France

Phone

+33 561 29 4912

Intro

About me.

Originally from Germany, I currently work as an Associate Professor of Marketing at Toulouse Business School in France. I received my Ph.D. degree (summa cum laude, with distinction) in Business Administration from the University of Hamburg in 2018. My research interests include global and local branding, cross-cultural consumer behavior, and methodological issues in international marketing research. Accordingly, my work is characterized by a strong international focus, multi-national samples, and rigorous research techniques (e.g., multi-group structural equation modeling, hierarchical linear modeling). My work has been published in the Journal of International Business Studies, Journal of International Marketing, International Marketing Review, and Journal of Business Research.

Publications

My work in peer-reviewed journals.

Elgaaied-Gambier, L., and Mandler, T. (2021), “Me trying to talk about sustainability: Exploring the psychological and social implications of environmental threats through user-generated content,” Ecological Economics, 187, 1-15. https://doi.org/10.1016/j.ecolecon.2021.107089

Barbarossa, C., and Mandler, T. (2021), “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, 29(2), 26-44. https://doi.org/10.1177/1069031X20983806

Mandler, T., Sezen, B., Chen, J., and Özsomer, A. (2021), “Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda,” Journal of Business Research, 125, 416-435. https://doi.org/10.1016/j.jbusres.2020.12.023

Chen, Y., Mandler, T., and Meyer-Waarden, L. (2021), “Three decades of research on loyalty programs: A literature review and future research agenda,” Journal of Business Research, 124, 179-197. https://doi.org/10.1016/j.jbusres.2020.11.057

Mandler, T., Bartsch, F., and Han, C. M. (2021), “Brand credibility and marketplace globalization: The role of perceived brand globalness and localness,” Journal of International Business Studies, 52(8), 1559-1590. https://doi.org/10.1057/s41267-020-00312-2

Mandler, T., Johnen, M., and Gräve, J.-F. (2020), “Can't help falling in love? How brand luxury generates positive consumer affect in social media,” Journal of Business Research, 120, 330-342. https://doi.org/10.1016/j.jbusres.2019.10.010

Diamantopoulos, A., Davvetas, V., Bartsch, F., Mandler, T., Arslanagic-Kalajdzic, M., and Eisend, M. (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. https://doi.org/10.1177/1069031X19865527

Mandler, T. (2019), “Beyond reach: An extended model of global brand effects,” International Marketing Review, 36(5), 647–674. https://doi.org/10.1108/IMR-01-2018-0032

Mandler, T., Won, S., and Kim, K. (2017), “Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?” Journal of Business Research, 80, 197–209. https://doi.org/10.1016/j.jbusres.2017.05.014

Copyright notice: You are permitted to download each of the listed articles for one-time personal use only. For any further distribution, publication, or commercial use, please obtain the publisher's permission.

Research

Some of my current projects.

Skills

Statistical methods and more.
100%

Structural Equation Modeling

90%

Conditional Process Analysis

80%

Hierarchical Linear Modeling

50%

Latent Class Analysis

100%

Survey Design

75%

Experimental Designs

Teaching

My teaching experience.
01

Marketing Fundamentals

This course deals with the basic principles of marketing on the one hand, and key market research methods on the other hand. Among other things, the students learn how to apply regression analysis, cluster analysis, and conjoint analysis to address questions related to the development and marketing of products and services.

02

Brand Management

This course covers multiple topics related to branding, ranging from basic branding strategies (e.g., brand extensions, brand licensing) via current trends in retail branding (e.g., private labels) to methodologically more demanding aspects, such as brand valuation (comparative discussion of available approaches in theory and practice).

03

Strategic Marketing

This course consists of a theoretical part on marketing strategy and a simulation game in which groups of students compete against each other in a virtual market environment. Based on an in-depth market analysis, the students develop a marketing plan to achieve self-defined strategic goals and implement corresponding marketing mix decisions.

04

Product Marketing

This course focuses on operational aspects of marketing products successfully, i.e., the development and implementation of concrete marketing actions in the context of an integrated marketing program. Students learn about key marketing concepts and tools that managers have at their disposal to stimulate sales and customer loyalty.

05

Services Marketing

This course deals with the particularities of designing, operating, and marketing services. The students apply their newly gained knowledge (e.g., the 7 P's of services marketing) by developing a detailed marketing plan for a real-world service business, with the aim of improving the customer experience and firm performance.

06

Thesis Supervision

Over the past five years, I supervised about 25 master theses and 10 bachelor theses on various topics, including global and local brands, country-of-origin effects, cultural and psychic distance, and cross-cultural consumer behavior.

Academic Positions

My work experience in academia.
2021 – Present

Toulouse Business School

Associate Professor at the Department of Marketing and International Business

Toulouse, France

2019 – 2021

Toulouse Business School

Assistant Professor at the Department of Marketing and International Business

Toulouse, France

2014 – 2018

University of Hamburg

Research & Teaching Assistant as well as Postdoctoral Researcher at the Institute of Marketing, Chair of Marketing & Branding

Hamburg, Germany

2013 – 2014

Hanyang University

Assistant at the Office of International Relations & Accreditation, Hanyang University Business School

Seoul, South Korea

2012 – 2013

University of Bamberg

Student Assistant at the Junior Professorship of Marketing Intelligence

Bamberg, Germany

Academic Education

My educational background.
2014 – 2018

University of Hamburg

Ph.D. in Business Administration

Hamburg, Germany

2012 – 2013

Hanyang University

Expatriate Studies

Seoul, South Korea

2010 – 2013

University of Bamberg

M.Sc. in Business Administration

Bamberg, Germany

2007 – 2010

Hessian University of Cooperative Education

B.A. in Business Administration

Essen, Germany

Awards

Acknowledgements by the community.

AIB 2021 Best Conference Reviewer Award

For outstanding reviews of research papers submitted to the 2021 Academy of International Business (AIB) Conference.


2020 Emerald Literati "Outstanding Reviewer" Award

For outstanding reviews of articles submitted to the International Marketing Review in 2019.


2020 Emerald Literati "Highly Commended Paper" Award

For the article "Beyond Reach: An Extended Model of Global Brand Effects" published in the International Marketing Review.


AIB 2020 Best Conference Reviewer Award

For outstanding reviews of research papers submitted to the 2020 Academy of International Business (AIB) Conference.


AIB 2018 Best Conference Reviewer Award

For outstanding reviews of research papers submitted to the 2018 Academy of International Business (AIB) Conference.


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") at the 2017 European Marketing Academy (EMAC) Conference.


2017 University of Leeds Best Ph.D. Student Paper Award

For the Best Paper based on Doctoral Work ("Beyond Reach: An Extended Model of Global Brand Effects") at the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.


2017 University of Alabama Best Reviewer Award

For outstanding reviews of research papers submitted to the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.

Affiliated institutions

Co-authors and friends.