Field of work
Alexander Jakubanecs has previously worked as a research fellow at Centre for Applied Research at Norwegian School of Economics (NHH). He has a PhD from NHH. During his doctoral studies, Alexander has been a visiting researcher at the Stern School of Business, New York University.
Alexander’s research interests include how cognitive, emotional, sensory factors and the interplay between these influence consumer outcomes. Another focus area is how these factors may be used to leverage firm performance.
Alexander has worked on a number of research projects within brand management and international marketing with companies and industry organizations, such as TINE, Telenor, Norwegian Seafood Council and Virke. He is involved in research projects in international and sensory marketing as well as consumer behavior in collaboration with colleagues from Norway - SNF, NHH, BI and abroad, e.g. Kelley School of Business - Indiana University, IE Business School and Montpellier Business School.
- MAR 801
- ØAM 111
- brand management
- international marketing
- sensory marketing
Publications
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The impact of cultural variability on brand stereotype, emotion and purchase intention
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Evaluation of foreign products in the context of South–North geographic cues
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Bør norske merkevarer i asiatiske markeder kulturtilpasses? Krysskulturelle forskjeller i emosjonelle responser på reklame
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Elicitation of Salient Brand Emotions in Western and Asian Markets: The Role of Elicitation Context
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Developing brand emotions across cultures: Effects of self-construal and context
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Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?
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Crisis Management Across Borders: Effects of a Crisis Event on Consumer Responses and Communication Strategies in Norway and Russia
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Cultural embeddedness of products: A new measurement of culture and its effects
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Internasjonale utfordringer ved eksport av norske matvarer og import av utenlandske matvarer - et markedsperspektiv
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The Dark Side of Independence and the Bright Side of Interdependence: Effects of Vertical Individualism-Collectivism on Consumer Ethics
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Blank endorsement: The added value of unkown corporate brands
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The Consumer as a Co-Producer and Prosumer: Convenience Food Marketing
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Brand Positioning Strategies in Russia: Regional Differences in the Importance of Corporate Endorsement and Symbolic Brand Attributes