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.
Awards, Scholarships and Grants
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AMA DocSIG Financial Support Grant winner (2023)
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AMA Sheth Foundation Doctoral Consortium Fellow (2023)
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EMAC Job Market Simulation attendee (May 2023)
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Teaching Excellence Award Nomination (Teaching Assistant), Imperial College Business School (2022, 2023)
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Travel Stipend for AMA Global Marketing SIG Doctoral Consortium (May 2022)
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INSENDI/FOME E-learning Award Nomination, Imperial College Business School (2021)
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EMAC Doctoral Colloquium Fellow (2021 – 2023)
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GTA scholarship, Imperial College Business School (2019 – present)
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Dean’s Award for Academic Achievement, Imperial College London (July 2016)
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Imperial Business Scholarship, winner of £10.000 stipend (June 2015)
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Leverhulme Prize for best dissertation, Queen Mary University of London (July 2015)
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Mentor of the Year Award, Queen Mary University of London (March 2015)
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College Prize Award for finishing top of the class, Queen Mary University of London (June 2014; June 2015)
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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.
I am pictured here with the major and deputy mayor of my home town, Šamorín (called Somorja in Hungarian) in the south of Slovakia. As a proud member of the local Hungarian minority, I was happy to share my experiences studying abroad, and discuss how I can help and represent the local Hungarian community further.
Recording a class for Services & Customer Relationship Management module for MSc Strategic Marketing based on my research on customer toxicity. My online study class was nominated for the Insendi/FOME E-learning award.
I finished a local Hungarian high school in Slovakia. As a member of the Hungarian minority in Slovakia, I was proud to go back to my high school and talk more about my PhD journey. I am pictured here with the vice-dean of the school, and my former teachers who inspired and supported me to further my studies abroad.
Feeding Leonardo, the giant tortoise
The mountains in my home country, Slovakia
Visiting Palm Springs after the AMA Winter Academic conference in San Diego, 2020. This picture was taken at the golf court in Palm Springs
My trip to the SCP Boutique conference, Singapore
Cooking, my favourite activity