Fabian Bartsch

About

Fabian Bartsch is an Associate Professor at Montpellier Business School, France. His research focuses on consumer behavior, particularly in the contexts of brand globalness, influencer marketing, and consumer authenticity. Recent publications include studies on the impacts of perceived brand globalness on consumer animosity and the effectiveness of influencer endorsements compared to traditional celebrities. He also explores the dynamics of brand credibility in relation to marketplace globalization.