Marina Kovalchuk

Doctoral Researcher

Project research, Doctoral dissertation research

Business School, Faculty of Social Sciences and Business Studies

[email protected] | +358 50 476 2316

Information Publications

I am a researcher of the International Business and Sales Management research group whose ongoing Doctoral dissertation is dedicated to industrial brands and international B2B branding of SMEs. My sphere of interest is brands’ formation and development within the networks of industrial relationships spanning geographic and cultural borders. I am doing studies on the topics of industrial brand personality, brand anthropomorphism, B2B strategic brand management and co-creation in branding.

Keywords

b2b marketing brand anthropomorphism brand management co-creation in branding industrial brand

Publications

2/2 items

Industrial BRAND-personality formation in a B2B stakeholder network: A service-dominant logic approach
Kovalchuk, Marina; Gabrielsson, Mika; Rollins, Minna. 2023. Industrial marketing management. 114: 313-330 A1 Journal article (refereed), original research
Toward a conceptual understanding of co-creation in branding
Sarasvuo, Sonja; Rindell, Anne; Kovalchuk, Marina. 2021. Journal of business research. 139: 543-563 A1 Journal article (refereed), original research

University of Eastern Finland Joensuu, Kuopio © University of Eastern Finland

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Marina Kovalchuk

Keywords

Industrial BRAND-personality formation in a B2B stakeholder network: A service-dominant logic approach

Toward a conceptual understanding of co-creation in branding