SALNIKOVA Ekaterina

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SALNIKOVA Ekaterina

PhD in Marketing

Ekaterina is set to join NEOMA Business School as an Assistant Professor of Marketing.
She holds a Ph.D. in Management from Aarhus University, and her research focuses on
consumer behavior in a globalized and digitalized world, with an emphasis on cultural
identity, consumer engagement, and sustainability. Using experimental and quantitative
methods, she has published in Journal of Marketing Research and Journal of Business
Research. She has held teaching and research positions in Europe and the U.S.,
contributing to large-scale projects on sustainability and consumer behavior such as EU
Horizon 2020 and USDA-funded research initiatives. She has extensive experience
teaching Marketing Management, Consumer Behavior, and Market Research among
others, integrating academic rigor with practical applications. An active member of the
academic community, she presents at AMA, ACR, and other top conferences and reviews
for leading marketing journals.

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, October 2022, vol. 59, no. 5, pp. 983-1001

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, May 2021, vol. 33, no. 3, pp. 290-304

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, June 2021, vol. 123, no. 7, pp. 2601-2616

10.1108/BFJ-11-2020-1035

GRØNHØJ, A., K. THOMSEN, E. SALNIKOVA, "Bringing Health and Sustainability to the Table? Priorities and Practices in Parents’ Food-Related Consumer Socialisation" in Academy of Marketing Conference, 2024, Cardiff, United Kingdom
PESCHEL, A., E. SALNIKOVA, M. BANOVIC, K. G. GRUNERT, "Determining Online Community Engagement Based on Diversity Communication" in EMAC Annual Conference, 2024, Bucharest, Romania
SALNIKOVA, E., M. BANOVIC, "Framing Foods: Unpacking the Complexity of Attitudes towards the Novel Food Technologies" in International Food Marketing Research Symposium, 2023, Prague, Czech Republic
SALNIKOVA, E., M. BANOVIC, "The Role of Farmer’s Spatial Proximity and Consumer Technology Acceptance in Food Product Purchase Intention" in International Food Marketing Research Symposium, 2022, San Antonio, TX, United States
SALNIKOVA, E., Y. STRIZHAKOVA, "The Effect of Social Closeness on Global Consumer Response to the Environmental Messaging of Global Brands" in AMA Global Marketing SIG Conference, 2022, Chania, Greece
SALNIKOVA, E., Y. STRIZHAKOVA, "The impact of cultural identity and social norms on consumer response to sustainable practices of local firms" in AMA Global Marketing SIG Conference, 2021, Taormina, Italy
SALNIKOVA, E., J. L. STANTON, "The effect of negativity bias on intentions to buy milk with positive and negative label claims" in AMA Summer Academic Conference, 2019, Chicago, IL, United States
SALNIKOVA, E., Y. STRIZHAKOVA, K. G. GRUNERT, "The role of global cultural identity in consumer engagement with sustainability initiatives" in 2019 AMA Winter Academic Conference, vol. 30, pp. 57-58, 2019
SALNIKOVA, E., Y. STRIZHAKOVA, "Sustainable initiatives: Cultural identity, regulatory focus, and construal perspectives" in ACR Annual Association for Consumer Research Conference, 2018, Dallas, TX, United States
SALNIKOVA, E., K. G. GRUNERT, "The impact of consumption orientation on consumer preferences for country-of-origin and sustainability attributes" in The 3rd Norwegian Food Market Research Conference, 2017, Trømso, Norway
SALNIKOVA, E., J. L. STANTON, J. WILEY, "New product launch strategies: Comparing USA, EU, China, Japan, and Korea" in 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" in 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." in Proceedings of the International Food Marketing Research Symposium 2012, 2012

STANTON, J. L., S. L. BAGLIONE, E. SALNIKOVA, "New Product Introduction for Private Label Products Compared to Branded by Product Category" in 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, 2017DOI : 10.1007/978-3-319-59701-0_6

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, October 2022, vol. 59, no. 5, pp. 983-1001DOI : 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, May 2021, vol. 33, no. 3, pp. 290-304DOI : 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, June 2021, vol. 123, no. 7, pp. 2601-2616DOI : 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, May 2020, vol. 112, pp. 147-159DOI : 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, September 2019, vol. 25, no. 7, pp. 771-784DOI : 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, January 2016, vol. 1, no. 1, pp. 40-47DOI : 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, September 2015, vol. 43, no. 9, pp. 815-830DOI : 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, February 2014, vol. 116, no. 2, pp. 337-352DOI : 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, January 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, January 2011, vol. 3, no. 3, pp. 8-11