Project research, Doctoral dissertation research
Kauppatieteiden laitos, Yhteiskuntatieteiden ja kauppatieteiden tiedekunta
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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.
Kovalchuk, M., Gabrielsson, M. & Fürst, A. 2021. What Makes a Strong Brand in International B2B Markets: Strategic Brand Management versus Co-Creation Viewpoint. Paper presented at the AMA Summer Conference, virtual, USA, 5 August.
Kovalchuk, M., Gabrielsson, M. & Rollins, M. 2019. Anthropomorphized Brand Role in International B2B Context. Paper presented at the 21st ANZMAC Conference, Wellington, New Zealand, 4 December.
Ingman, S., Kovalchuk, M. & Rindell, A. 2018. How are Brands Co-created? – A Literature Review. Paper presented at the 4th International Colloquium on Corporate Branding, Identity, Image and Reputation, Cetraro, Italy, 3 September.
Kovalchuk, M., Gabrielsson, M. & Rollins, M. 2016. Exploring the Moderating Effect of Co-Created Brand Personality in B2B Market. Paper presented at the AMA Summer Educators’ Conference, Atlanta, USA, 5 August.
Industrial BRAND-personality formation in a B2B stakeholder network: A service-dominant logic approachKovalchuk, Marina; Gabrielsson, Mika; Rollins, Minna. 2023. Industrial marketing management. 114: 313-330
Toward a conceptual understanding of co-creation in brandingSarasvuo, Sonja; Rindell, Anne; Kovalchuk, Marina. 2021. Journal of business research. 139: 543-563