Gammoh, Bashar S

Bashar S Gammoh
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Positions

Associate Dean for Graduate Programs & Research
Interim Associate Dean of Graduate Programs & Research
Professor of Markting & International Business
Academic Director, MBA/EMBA Programs, Marketing & International Business , College of Business and Innovation

Contact Info

Bashar.Gammoh@utoledo.edu

http://www.utoledo.edu/business/faculty/mib/BasharGammoh.html

overview

Bashar S. Gammoh (Ph.D., Oklahoma State University), Professor of Marketing & International Business, College of Business & Innovation, University of Toledo, bashar.gammoh@utoledo.edu. His research interests are in the areas of marketing strategy, brand management and international marketing. His research has appeared in International Journal of Electronic Commerce, Psychology and Marketing, European Journal of Marketing, Journal of Personal Selling & Sales Management, Journal of Global Marketing, Journal of Product & Brand Management, Journal of Service Marketing, and Marketing Letters, Journal of Marketing Theory & Practice, Journal of Business & Industrial Marketing among others.

selected publications

Article (Web of Science)
- 2021
  
  Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 30:866-882.
  Full Text via DOI: 10.1108/jpbm-12-2019-2679
- 2020
  
  The effect of imagery and product involvement in copy testing scores of animatics and finished ads: a schemata approach. JOURNAL OF MARKETING THEORY AND PRACTICE.
  Full Text via DOI: 10.1080/10696679.2020.1782231
- 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
- 2018
  
  Consumer Attitudes Toward Human-Like Avatars in Advertisements: The Effect of Category Knowledge and Imagery. INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE. 22:325-348.
  Full Text via DOI: 10.1080/10864415.2018.1462939
- 2018
  
  Corporate brands as brand allies. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 27:41-56.
  Full Text via DOI: 10.1108/JPBM-01-2016-1080
- 2018
  
  The role of salesperson brand selling confidence in enhancing important sales management outcomes: a social identity approach. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING. 33:277-290.
  Full Text via DOI: 10.1108/JBIM-11-2016-0274
- 2018
  
  Corporate brands as brand allies. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 27:41-56.
  Full Text via DOI: 10.1108/jpbm-01-2016-1080
- 2018
  
  The role of salesperson brand selling confidence in enhancing important sales management outcomes: a social identity approach. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING. 33:277-290.
  Full Text via DOI: 10.1108/jbim-11-2016-0274
- 2017
  
  A NEW PERSPECTIVE OF SALESPERSON MOTIVATION AND SALESFORCE OUTCOMES: THE MEDIATING ROLE OF SALESPERSON-BRAND IDENTIFICATION. JOURNAL OF MARKETING THEORY AND PRACTICE. 25:357-374.
  Full Text via DOI: 10.1080/10696679.2017.1345597
- 2014
  
  Antecedents and consequences of salesperson identification with the brand and company. JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT. 34:3-18.
  Full Text via DOI: 10.1080/08853134.2013.870181
- 2014
  
  The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 23:543-553.
  Full Text via DOI: 10.1108/jpbm-10-2013-0434
- 2013
  
  Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks. INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE. 17:63-86.
  Full Text via DOI: 10.2753/JEC1086-4415170303
- 2013
  
  Alliance competence The moderating role of valence of alliance experience. EUROPEAN JOURNAL OF MARKETING. 47:964-986.
  Full Text via DOI: 10.1108/03090561311307029
- 2013
  
  Building brands through brand alliances: combining warranty information with a brand ally. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 22:153-160.
  Full Text via DOI: 10.1108/10610421311321022
- 2013
  
  Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks. INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE. 17:63-86.
  Full Text via DOI: 10.2753/jec1086-4415170303
- 2012
  
  How does a Brand Ally Affect Consumer Evaluations of a Focal Brand?. PSYCHOLOGY & MARKETING. 29:929-940.
  Full Text via DOI: 10.1002/mar.20575
- 2012
  
  In good and bad times: the interpersonal nature of brand love in service relationships. JOURNAL OF SERVICES MARKETING. 26:391-402.
  Full Text via DOI: 10.1108/08876041211257882
- 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
- 2011
  
  Consumer evaluation of continuous and discontinuous innovation. American Journal of Business. 26:65-79.
  Full Text via DOI: 10.1108/19355181111124115
- 2010
  
  Multiple brand alliances: a portfolio diversification perspective. JOURNAL OF PRODUCT AND BRAND MANAGEMENT. 19:27-33.
  Full Text via DOI: 10.1108/10610421011018365
- 2006
  
  Consumer evaluation of brand alliance signals. PSYCHOLOGY & MARKETING. 23:465-486.
  Full Text via DOI: 10.1002/mar.20130
- 2004
  
  Building Brands through Brand Alliances: Does a Second Ally Help?. MARKETING LETTERS. 15:147-159.
  Full Text via DOI: 10.1023/b:mark.0000047390.01552.a2
Proceedings Paper (Web of Science)
- 2016
  
  Characteristic of Social Media Marketing Strategy and Customer-Based Brand Equity Outcomes: A Conceptual Model. CELEBRATING AMERICA'S PASTIMES: BASEBALL, HOT DOGS, APPLE PIE AND MARKETING?. 433-434.
  Full Text via DOI: 10.1007/978-3-319-26647-3_87
- 2015
  
  CONSUMER EVALUATIONS OF VIDEO ADS PORTRAYING HUMAN-LIKE AVATARS. IDEAS IN MARKETING: FINDING THE NEW AND POLISHING THE OLD. 439-439.
- 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.
- 2015
  
  MULTIPLE BRAND ALLIANCES: A PORTFOLIO DIVERSIFICATION PERSPECTIVE. PROCEEDINGS OF THE 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE. 39-39.

full name

Bashar S Gammoh

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Cumulative publications in Scholars@UToledo

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