David Bourdin from the Department of Communication at FHWien der WKW presented his research findings to an international audience of Marketing scholars and practitioners at a conference organized by the American Marketing Association (AMA) in Austin, Texas.
This year’s winter conference of the world-renowned American Marketing Association (AMA) took place in Austin, Texas from February 22 to 24, 2019. Founded in 1937, the AMA is the global leading association in the field of Marketing. More than 300 international academics were invited to present their research after their submissions passed a rigorous peer-review selection process. The Department of Communication at FHWien der WKW was represented with a contribution by David BOURDIN.
David Bourdin, MSc (Center for Marketing) held a presentation on a research paper entitled „ How Country Stereotypes and Brand Globalness drive Brand Preferences in Austria and the Netherlands: Consumer Ethnocentrism and Hedonic/Utilitarian Product Characteristics as Moderators”. Together with Professor Attila Yaprak (Head of PhD Program Business Administration at Wayne State University, Michigan), he examined the influence of stereotypes associated with a brand’s country of origin on consumer behavior and the role of individual (e.g. ethnocentrism) as well as product category related characteristics.
By participating at the AMA conference in Austin, David Bourdin was able to gain innovative ideas for future research projects, to network with researchers from universities across the globe, and to strengthen the reputation of FHWien der WKW within the international scientific community.