Ph.D. Business Administration (special focus on international marketing and business in emerging markets) – University of Duisburg-Essen
Diplom International Cultural and Business Studies – University of Passau
BA Business Administration and Economics – University of Passau
Martin Heinberg is a Lecturer in Marketing at Leeds University Business School. He holds a PhD in International Marketing from the University of Duisburg-Essen, Germany. Prior to joining Leeds University Business School, Martin worked as a senior researcher at the University of Duisburg-Essen.
Martin’s current research interests lie on brand management, advertising effectiveness, the country of origin effect, and consumer behaviour in emerging markets (esp. China). His research has been accepted for publication in internationally renowned academic journals including the Journal of International Business Studies, the Journal of the Academy of Marketing Science, and the International Marketing Review. He regularly presents his work at leading international academic conferences across the world. His research has been recognized with the Alan M. Rugman Young Scholar Award (2016) from the Academy of International Business.
- cross-border brand acquisitions
- corporate reputation
- country-of-origin effect
- consumer animosity
- country differences in innovation
- advertising persuasion
Heinberg, M., Ozkaya, E. and Taube, M. (2017). “The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting” Journal of International Business Studies, (forthcoming).
Heinberg, M., Ozkaya, E. and Taube, M. (2017). “Do corporate image and reputation drive brand equity in India and China? - Similarities and differences” Journal of Business Research, (forthcoming).
Heinberg, M. (2017). “Outbreaks of animosity against the West in China: effects on local brand consumption.” International Marketing Review, 34(4): 514 - 535.
Heinberg, M., Ozkaya, E. and Taube, M. (2016). “A brand built on sand: is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?” Journal of the Academy of Marketing Science, 44(5): 586-607.
Selected Conference Presentations
“Behavioral consequences of actual and recalled face loss,” Academy of International Business Annual Conference, New Orleans, USA, June 27-30, 2016. (Winner of the Academy of International Business, Alan M. Rugman Young Scholar Award)
(with Markus Taube), “Marketing mix drivers of brand equity: differences between foreign and domestic FMCG brands in China,” Academy of International Business Annual Conference, Bangalore, India, June 27-30, 2015.
“Outbreaks of animosity against the West in emerging markets and their effects on local product consumption,” Summer Marketing Educators' Conference (AMA), annual conference, San Francisco, USA, August 1-3, 2014.
(with Erkan Ozkaya and Markus Taube), “Can advertising effectiveness be increased by a clear brand positioning?” Winter Marketing Educators' Conference, American Marketing Association (AMA) annual conference, Orlando, USA, February 21-23, 2014.
“Cross-border acquisitions as brand innovation in emerging countries: success or failure?” Euro-Asia Management Studies Association (EAMSA), annual conference, Duisburg, Germany, November 29-30, 2013.
(with Erkan Ozkaya and Markus Taube), “The effect chain from corporate reputation to consumer brand equity formation,” Association for Consumer Research (ACR), North American Conference, Chicago, USA, October 3-6, 2013.
(with Markus Taube), “Reactance vs. acceptance: emerging market consumers' perceptions of local brands after an MNC's acquisition,” Marketing Educators' Conference (AMA), annual conference, Chicago, USA, August 17-19, 2012.
(with Markus Taube), “Challenges and chances for international portfolio acquisition (IPA) brands in developing countries,” Proceedings of the Annual Conference of the Academy of Marketing Science (AMS), annual conference, New Orleans, USA, May 15-19, 2012.
(with Markus Taube), “How to best allocate marketing mix resources for local and foreign brands in developing countries,” Summer Marketing Educators' Conference (AMA), annual conference, San Francisco, USA, August 5-7, 2011.