Koh, Anthony C

Anthony C Koh
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Positions

Professor Emeritus, Marketing & International Business , College of Business and Innovation

Contact Info

anthony.koh@utoledo.edu

selected publications

Article (Faculty180)
- 2012
  
  Predicting the Effectiveness of Celebrity Endorsements Using Balance Theory. Journal of Customer Behavior. 11:33-52.
- 2011
  
  Consumer Culture Brand Positioning Strategies: An Experimental Investigation. Journal of Product & Brand Management. 20:48-57.
- 2011
  
  Consumer Culture Brand Positioning Strategies: An Experimental Investigation. Journal of Product & Brand Management. 20:48-57.
Article (Web of Science)
- 2019
  
  Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 29:369-385.
  Full Text via DOI: 10.1108/jpbm-10-2018-2048
- 2011
  
  Consumer culture brand positioning strategies: an experimental investigation. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 20:48-57.
  Full Text via DOI: 10.1108/10610421111108012
- 2010
  
  Antecedents to managerial trust and sales control in Malaysian salesforce. INTERNATIONAL BUSINESS REVIEW. 19:292-305.
  Full Text via DOI: 10.1016/j.ibusrev.2009.12.009
- 1988
  
  Variations in export performance due to differences in export marketing strategy: Implications for industrial marketers. JOURNAL OF BUSINESS RESEARCH. 17:249-258.
  Full Text via DOI: 10.1016/0148-2963(88)90057-4
Proceedings Paper (Web of Science)
- 2015
  
  EXPLORING SOCIAL MEDIA MARKETING STRATEGIES IN SMEs. Marketing Dynamism & Sustainability-Things Change, Things Stay the Same.... 476-476.
- 2015
  
  GLOBAL VS. LOCAL BRAND POSITIONING STRATEGIES: THE MODERATING EFFECT OF BELIEF IN GLOBAL CITIZENSHIP. PROCEEDINGS OF THE 2010 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE. 314-314.

full name

Anthony C Koh

visualizations

Cumulative publications in Scholars@UToledo

Co-author Network

research areas

Business & Economics