![](https://neoma-bs.fr/sites/default/files/uploaded_images/profs-neoma_0.png)# SALNIKOVA Ekaterina { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Accueil", "item": "https://neoma-bs.fr/" }, { "@type": "ListItem", "position": 2, "name": "SALNIKOVA\u0020Ekaterina", "item": "https://neoma-bs.fr/node/36399.md" } ] } - [Accueil](https://neoma-bs.fr/) - SALNIKOVA Ekaterina ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/123872-salnikova-ekaterina.jpg?itok=n-Fvls1h)SALNIKOVA Ekaterina Professeur assistant - À propos - Publications académiques [Marketing](https://neoma-bs.fr/departements/marketing) Doctorat en Marketing Ekaterina a rejoint NEOMA Business School en tant que Professeur Assistant en Marketing. Elle est titulaire d'un Ph.D. en Management de l'Université d'Aarhus, et ses recherches portent sur le comportement des consommateurs dans un monde globalisé et digitalisé, en mettant l’accent sur l’identité culturelle, l’engagement des consommateurs et la durabilité. Utilisant des méthodes expérimentales et quantitatives, elle a publié dans le Journal of Marketing Research et le Journal of Business Research. Elle a occupé des postes d'enseignement et de recherche en Europe et aux États-Unis, contribuant à des projets d'envergure sur la durabilité et le comportement des consommateurs, tels que EU Horizon 2020 et des initiatives de recherche financées par l'USDA. Elle bénéficie d’une solide expérience dans l’enseignement du Marketing Management, du comportement du consommateur et des études de marché, alliant exigence académique et pertinence pratique. Membre engagée de la communauté scientifique, elle participe régulièrement aux conférences de l’AMA, de l’ACR et d’autres événements de renom, et intervient en tant que réviseure pour des revues académiques de premier plan. ### Domaines de recherche - Marketing mondial - Développement durable - Identité culturelle - Engagement du consommateur - Comportement du consommateur - Mondialisation - Engagement digital du consommateur - Communications Marketing - Stratégies marketing ## Récentes contributions académiques PESCHEL, A. O., L. F. JACOBSEN, E. SALNIKOVA, M. BANOVIC, K. G. GRUNERT, "The power of diversity in online communities", *Marketing Letters*, Septembre 2025, vol. 24, no. 3 DOI : [ 10.1007/s11002-025-09792-4 ](https://dx.doi.org/10.1007/s11002-025-09792-4) GRØNHØJ, A., K. THOMSEN, E. SALNIKOVA, "Bringing Health and Sustainability to the Table? Priorities and Practices in Parents’ Food-Related Consumer Socialisation" dans *Academy of Marketing Conference*, 2024, Cardiff, Royaume-Uni PESCHEL, A., E. SALNIKOVA, M. BANOVIC, K. G. GRUNERT, "Determining Online Community Engagement Based on Diversity Communication" dans *EMAC Annual Conference*, 2024, Bucharest, Roumanie ## Publications PESCHEL, A. O., L. F. JACOBSEN, E. SALNIKOVA, M. BANOVIC, K. G. GRUNERT, "The power of diversity in online communities", *Marketing Letters*, Septembre 2025, vol. 24, no. 3 DOI : [ 10.1007/s11002-025-09792-4 ](https://dx.doi.org/10.1007/s11002-025-09792-4) SALNIKOVA, E., Y. STRIZHAKOVA, R. A. COULTER, "Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global–Local Identity and Global Brand Messaging", *Journal of Marketing Research*, Octobre 2022, vol. 59, no. 5, pp. 983-1001 DOI : [ 10.1177/00222437221078522 ](https://dx.doi.org/10.1177/00222437221078522) SALNIKOVA, E., S. L. BAGLIONE, J. L. STANTON, "New Product Introduction Success for Private Label Products Compared to Branded by Product Category", *Journal of International Food & Agribusiness Marketing*, Mai 2021, vol. 33, no. 3, pp. 290-304 DOI : [ 10.1080/08974438.2020.1795774 ](https://dx.doi.org/10.1080/08974438.2020.1795774) SALNIKOVA, E., J. L. STANTON, "Remove the negatives or highlight the positives? The effect of negativity bias in food preferences", *British Food Journal*, Juin 2021, vol. 123, no. 7, pp. 2601-2616 DOI : [ 10.1108/BFJ-11-2020-1035 ](https://dx.doi.org/10.1108/BFJ-11-2020-1035) SALNIKOVA, E., K. G. GRUNERT, "The role of consumption orientation in consumer food preferences in emerging markets", *Journal of Business Research*, Mai 2020, vol. 112, pp. 147-159 DOI : [ 10.1016/j.jbusres.2020.03.006 ](https://dx.doi.org/10.1016/j.jbusres.2020.03.006) SALNIKOVA, E., S. L. BAGLIONE, J. L. STANTON, "To Launch or Not to Launch: An Empirical Estimate of New Food Product Success Rate", *Journal of Food Products Marketing*, Septembre 2019, vol. 25, no. 7, pp. 771-784 DOI : [ 10.1080/10454446.2019.1661930 ](https://dx.doi.org/10.1080/10454446.2019.1661930) STANTON, J. L., E. SALNIKOVA, "Consumer Perceptions of 100% Pure Olive Oil", *International Journal of Food and Beverage Manufacturing and Business Models*, Janvier 2016, vol. 1, no. 1, pp. 40-47 DOI : [ 10.4018/IJFBMBM.2016010104 ](https://dx.doi.org/10.4018/IJFBMBM.2016010104) STANTON, J. L., J. WILEY, N. H. HOOKER, E. SALNIKOVA, "Relationship of product claims between private label and national brands", *International Journal of Retail and Distribution Management*, Septembre 2015, vol. 43, no. 9, pp. 815-830 DOI : [ 10.1108/IJRDM-11-2013-0212 ](https://dx.doi.org/10.1108/IJRDM-11-2013-0212) SALNIKOVA, E., J. L. STANTON, N. HOOKER, "A comparison of front-of-pack nutrition claims between the US and EU", *British Food Journal*, Février 2014, vol. 116, no. 2, pp. 337-352 DOI : [ 10.1108/BFJ-05-2012-0115 ](https://dx.doi.org/10.1108/BFJ-05-2012-0115) SALNIKOVA, E., "Brand Battles: Are Store Brands Acting more like National Brands?", *International Journal of Sales, Retailing, and Marketing*, Janvier 2013, vol. 2, no. 4, pp. 3-13 STANTON, J. L., E. SALNIKOVA, N. H. HOOKER, "A Comparison of Process and Ingredient Claims on US and EU Foods", *Romanian Distribution Committee Magazine*, Janvier 2011, vol. 3, no. 3, pp. 8-11 ## Chapitres STANTON, J. L., S. L. BAGLIONE, E. SALNIKOVA, "New Product Introduction for Private Label Products Compared to Branded by Product Category" dans *Advances in National Brand and Private Label Marketing*., Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Kusum L. Ailawadi, María Jesús Yagüe-Guillén Eds, Springer International Publishing, pp. 43-54, 2017 DOI : [ 10.1007/978-3-319-59701-0\_6 ](https://dx.doi.org/10.1007/978-3-319-59701-0_6) ## Conferences GRØNHØJ, A., K. THOMSEN, E. SALNIKOVA, "Bringing Health and Sustainability to the Table? Priorities and Practices in Parents’ Food-Related Consumer Socialisation" dans *Academy of Marketing Conference*, 2024, Cardiff, Royaume-Uni PESCHEL, A., E. SALNIKOVA, M. BANOVIC, K. G. GRUNERT, "Determining Online Community Engagement Based on Diversity Communication" dans *EMAC Annual Conference*, 2024, Bucharest, Roumanie SALNIKOVA, E., M. BANOVIC, "Framing Foods: Unpacking the Complexity of Attitudes towards the Novel Food Technologies" dans *International Food Marketing Research Symposium*, 2023, Prague, Tchèque, République SALNIKOVA, E., M. BANOVIC, "The Role of Farmer’s Spatial Proximity and Consumer Technology Acceptance in Food Product Purchase Intention" dans *International Food Marketing Research Symposium*, 2022, San Antonio, TX, États-Unis SALNIKOVA, E., Y. STRIZHAKOVA, "The Effect of Social Closeness on Global Consumer Response to the Environmental Messaging of Global Brands" dans *AMA Global Marketing SIG Conference*, 2022, Chania, Grèce SALNIKOVA, E., Y. STRIZHAKOVA, "The impact of cultural identity and social norms on consumer response to sustainable practices of local firms" dans *AMA Global Marketing SIG Conference*, 2021, Taormina, Italie SALNIKOVA, E., J. L. STANTON, "The effect of negativity bias on intentions to buy milk with positive and negative label claims" dans *AMA Summer Academic Conference*, 2019, Chicago, IL, États-Unis SALNIKOVA, E., Y. STRIZHAKOVA, K. G. GRUNERT, "The role of global cultural identity in consumer engagement with sustainability initiatives" dans *2019 AMA Winter Academic Conference*, vol. 30, pp. 57-58, 2019 SALNIKOVA, E., Y. STRIZHAKOVA, "Sustainable initiatives: Cultural identity, regulatory focus, and construal perspectives" dans *ACR Annual Association for Consumer Research Conference*, 2018, Dallas, TX, États-Unis SALNIKOVA, E., K. G. GRUNERT, "The impact of consumption orientation on consumer preferences for country-of-origin and sustainability attributes" dans *The 3rd Norwegian Food Market Research Conference*, 2017, Trømso, Norvège SALNIKOVA, E., J. L. STANTON, J. WILEY, "New product launch strategies: Comparing USA, EU, China, Japan, and Korea" dans *Book of Abstracts of 20th Recent Advances in Retailing and Services Science Conference*, 2013 SALNIKOVA, E., J. L. STANTON, J. WILEY, "The influence of label messages on fluid milk: a conjoint analysis" dans *International Food Marketing Research Symposium 2013*, 2013 SALNIKOVA, E., N. H. HOOKER, J. L. STANTON, "A comparison of the front of pack claims: private labels versus national brands in U.S." dans *Proceedings of the International Food Marketing Research Symposium 2012*, 2012