Marina Kovalchuk
Doctoral Researcher
Project research, Doctoral dissertation research
Business School, Faculty of Social Sciences and Business Studies
marina.kovalchuk@uef.fi | +358 50 477 4158
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.
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 -
Toward a conceptual understanding of co-creation in branding
Sarasvuo, Sonja; Rindell, Anne; Kovalchuk, Marina. 2021. Journal of business research. 139: 543-563