Nuorempi tutkija

Project research, Doctoral dissertation research

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.



Yhteiskuntatieteiden ja kauppatieteiden tiedekunta, Kauppatieteiden laitos



050 477 4158



2017 Taught Internationalization of SMEs (ISME)
2017 – 2019 Taught International Business Management (IBM)
2018 – 2019 Taught International Sales Work (ISW)

Tutkimusryhmät ja -projektit

SpeakBusiness (2018-2019), Russian-Finnish cross-border business relationships

BioBM (2018 – ongoing), internationalization of bio-based companies

    Conference papers

    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.

Tutkimusryhmät - UEF