Adamantios Diamantopoulos

Prof. DDr. Adamantios Diamantopoulos holds the Chair of International Marketing at the University of Vienna, Austria. He is also Visiting Professor at the Faculty of Economics, University of Ljubljana, Slovenia. His work has appeared, among others, in the Journal of Marketing Research, Journal of International Business Studies, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, MIS Quarterly, and Journal of Retailing. In the recent Handelsblatt ranking of business academics in Germany, Austria and Switzerland, he was ranked #3 in terms of current research productivity (2005-2009) and #4 in terms of lifetime research performance.

Through a set of complementary studies, this project investigates the impact of alternative intonations (cognitive vs. affective) of country- and region-of-origin information on consumers’ brand perceptions, buying intentions and willingness to pay. Particular emphasis is placed on (a) the relative importance of cognitive and affective dimensions of origin designation on consumer responses, (b) the role that multiple (i.e. national and regional) consumer identities play in shaping such responses, and (c) potential variations across different product categories.