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About me & my research interests

In my research, I explore brand transgressions, focusing on when and why customers turn toxic against brands and how management can mitigate toxic customer behavior (forthcoming at AMS Review). In my job market paper, I explore rumination as the core mental process behind toxic customer behavior. More specifically, I investigate how the vengefulness of online reviews can be reduced through refocusing rumination. 

I also examine how stakeholders make sense of an emerging marketing phenomenon. I apply this interest to the phenomenon of influencer marketing, studying how social media users, brand managers, and advertising agencies make sense of and bestow legitimacy on a social media influencer. Drawing on insights from 164 in-depth interviews, we define influencer authenticity as a highly contextual attribute that is perceived differently depending on a stakeholder’s place in the market. This work, currently revising for 3rd round resubmission at the Journal of Marketing, contributes to the emerging literature on influencer marketing, and authenticity in particular.

I apply a broad set of techniques in my research, ranging from interviews, field and lab experiments, and econometric analysis of observational data. 

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Awards, Scholarships and Grants

  • AMA DocSIG Financial Support Grant winner (2023)

  • AMA Sheth Foundation Doctoral Consortium Fellow (2023)

  • EMAC Job Market Simulation attendee (May 2023)

  • Teaching Excellence Award Nomination (Teaching Assistant), Imperial College Business School (2022, 2023)

  • Travel Stipend for AMA Global Marketing SIG Doctoral Consortium (May 2022)

  • INSENDI/FOME E-learning Award Nomination, Imperial College Business School (2021)

  • EMAC Doctoral Colloquium Fellow (2021 – 2023)

  • GTA scholarship, Imperial College Business School (2019 – present)

  • Dean’s Award for Academic Achievement, Imperial College London (July 2016)

  • Imperial Business Scholarship, winner of £10.000 stipend (June 2015)

  • Leverhulme Prize for best dissertation, Queen Mary University of London (July 2015)

  • Mentor of the Year Award, Queen Mary University of London (March 2015)

  • College Prize Award for finishing top of the class, Queen Mary University of London (June 2014; June 2015)

  • Alvaro Angeriz Memorial Prize for outstanding academic achievements, Queen Mary University of London (June 2013)

Gallery

I was born and raised a Hungarian minority within the country of Slovakia (in Eastern Europe) and later moved to the United Kingdom for my university education. Apart from doing research, and teaching across various universities, I enjoy helping the local Hungarian community and students in particular who aim to study abroad. I also enjoy cooking, travelling, and playing golf.

This gallery presents moments I captured in my journey across Europe, and conferences in the US and Asia.

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