Katharina ZEUGNER-ROTH

Katharina Zeugner-Roth is Associate Professor of Marketing. Her research and teaching interests are in the area of international marketing and global branding. She obtained her PhD at the University of Vienna, Austria, in 2008.

In broad terms, Katharina’s research focuses on country-of-origin effects as well as the effect socio-psychological traits of consumers such as cosmopolitanism, national identity, and ethnocentrism might have on cross-cultural consumer behavior. Katharina’s research has been published in various scholarly journals, including Marketing Letters, Journal of Retailing, Journal of International Marketing, and Journal of Business Research (where some of her articles appear among the top 100 papers in terms of all-time impact).   She was track chair of international and cross-cultural marketing at the 2016 AMS World Marketing Congress in Paris, France and of global brand management and advertising at the AMS Global Marketing SIG conference in Havann, Cuba.   Katharina is on the editorial review board of the Journal of International Marketing and International Marketing Review, where she also received the outstanding reviewer award twice.

Department of Marketing and International Negotiation