ÂÜÀòÉç¹ÙÍø

You are kindly invited to attend a research seminar organised by the Centre for Transformative Business Research (CTBR) of Manchester Business School. CTBR is the new name for the previous CRIS (Consumer, Retail, Innovation and Service) Research Centre, one of the largest Centres within Manchester Business School. We are pleased to have Professor Bodo Schlegelmilch with us as part of our on-going research and engagement with internationally renowned scholars.

Title: "When Halal is not Quite Kosher: In-Group Reactions to Out-Group Focused Endorsements"
Time: November 2nd 2012, 10.00am-11.30am
Venue: 3.76 MBS West, Manchester Business School, Manchester, UK ()

This event is open to everyone and free to attend, but for catering purposes it would be appreciated that you drop a line to Dr Charles Cui (charles.cui@mbs.ac.uk) if you wish to attend this seminar.

Abstract

Product endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such controversial endorsements, in-group animosity against out-group associated product endorsements could lead to a rejection and even an outspoken disapproval of these products. We seek to explain what drives in-group reactions to out-group focused endorsements.

Social Identity Theory and Social Dominance Theory provide the theoretical base for explaining animosity toward out-groups and willingness to buy products with out-group focused endorsements. We analyze the reaction of more than 800 “in-group” majority Christians towards “out-group” minority Muslim directed Halal endorsements. Following the development of hypotheses and a conceptual model, structural equation modelling is used to measure the relationships between the constructs.

ÂÜÀòÉç¹ÙÍøt the guest speaker

Professor Bodo B. Schlegelmilch is Founding Dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna. He also holds Adjunct Professorships at the University of Minnesota USA and at Kingston University, London, U.K. Prior to joining WU Vienna in 1997, Professor Schlegelmilch held tenured posts at Thunderbird School of Global Management in Arizona, the University of Wales in Swansea, and the University of Edinburgh in Scotland. At Thunderbird, he headed the Marketing group and was Director of the U.S. government supported CIBER Institute for International Business Ethics. At the University of Wales, he was appointed British Rail Chair of Marketing and at the University of Edinburgh, he was Lecturer of Marketing and International Business. During his career, he also held visiting positions at the University of California at Berkeley, the University of Miami in Florida, Thammasat University in Bangkok and Leeds University. He previously worked for Deutsche Bank and Procter & Gamble in Germany.

Professor Schlegelmilch studied Business Administration at the Cologne University of Applied Sciences (FH Köln), holds an M.Sc. degree and two doctorates (Ph.D. and D.Litt.) from Manchester Business School and an honorary Ph.D. from Thammasat University in Bangkok. In terms of research, Professor Schlegelmilch has been recognized as one of the leading authors publishing in international marketing journals, and has been listed in “Who’s Who in International Business Education and Research.” In 2009 and 2012, he has also been ranked among the Top 25 Strongest Researchers (lifetime achievements) in business administration, and among Top 5 in Marketing in Germany, Austria and Switzerland. His work focuses on a variety of topics in global marketing management, strategy, and CSR. He has published over 200 papers in conference proceedings and academic journals such as the Strategic Management Journal, Journal of International Business Studies, Journal of Business Ethics and Journal of World Business.

Professor Schlegelmilch has won various teaching and research awards and has taught in international marketing programs on six continents. He is a board member of the American Chamber of Commerce in Austria and has conducted executive education seminars and board-level workshops for a wide variety of major multinationals.

Professor Schlegelmilch was the first ever European Editor-in-Chief of the Journal of International Marketing and has served (or is serving) on the editorial boards of several leading academic journals, including the Journal of Marketing, Journal of International Business Studies, International Journal of Research in Marketing, Journal of Strategic Marketing, International Marketing Review, Journal of Marketing Management, Journal of Business Research and Marketing – Zeitschrift für Forschung und Praxis.

---

The Hardware and Software Behind ELMAR Is Paid for with ÂÜÀòÉç¹ÙÍø Dues Please Support ELMAR by or renewing your membership