Department of Marketing

Professor with special responsibilities
Centre Director

Room: SOL/C3.25
E-mail: aj.marktg@cbs.dk
Primary research areas
  • Cross-cultural and international marketing
  • Consumer behavior
  • Marketing theory and marketing strategy
  • Quantitative Modelling
  • Service Research
  • Tourism and Hospitality Management
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Alexander holds a PhD from Melbourne University in Melbourne, Australia. Alexander is Professor, and Director of the Centre for Tourism and Culture Management, Copenhagen Business School, Denmark.

His research focuses on consumer/tourist behavior, and on firm strategy and creating competitive advantages. He has published on these topics in the most prestigious international marketing and tourism journals, and he is also the author of one of the leading textbooks on global marketing management.

Alexander’s main teaching interest is also in the area of global marketing management. In terms of supervision, you are welcome to make contact if you are ambitious and looking for a Thesis supervisor.  


Global marketing management
Consumer psychology
Understanding consumer across cultures


Supervises broadly in topics in marketing and tourism, with a focus on academic quality and practical impact. Contact me if you are ambitious and looking for a supervisor.

Selected publications

Assaf, A. G., Josiassen, A., Woo, L., Agbola, F. W., & Tsionas, M. (2017), “Destination characteristics that drive hotel performance: A state-of-the-art global analysis,” Tourism Management.

Kock, F., Josiassen, A., & Assaf, A. G. (2016), “Advancing destination image: The destination content model,” Annals of Tourism Research.

Josiassen, Alexander, Albert Assaf, Linda Woo, and Florian Kock (2016), “The Imagery-Image Model: Revisiting Destination Image,” Journal of Travel Research.

Assaf, Albert, and Alexander Josiassen (2016), “Frontier Analysis: A State of the Art Review and Meta-Analysis,” Journal of Travel Research.

Assaf, Albert, Josiassen, Alexander, and Frank Agbola (2015), “Attracting International Hotels: Locational Factors that Matter Most,” Tourism Management.

Josiassen, Alexander, and A. George Assaf (2013), “Look at Me - I am Flying: The Influence of Social Visibility of Consumption on Tourism Decisions,” Annals of Tourism Research.

Assaf, A. George, Alexander Josiassen, Brian Ratchford, and Carlos Pestana (2012), “Internationalization in Retailing: A Dynamic Bayesian Model,” Journal of Retailing.

Assaf, George A and Alexander Josiassen (2012), “Identifying and Ranking the Determinants of Tourism Performance: A Global Investigation,” Journal of Travel Research.

Josiassen, Alexander (2011), “Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Test in the Netherlands,” Journal of Marketing.

Josiassen, Alexander, A. George Assaf, and Ingo Karpen (2011), “Consumer Ethnocentrism and Willingness to Buy: Analyzing the Role of Three Demographic Consumer Characteristics,” International Marketing Review.

Publications & dissemination
Fumiko Kano Glückstad; Florian Kock; Alexander Josiassen; Albert Assaf / Categorization of Destinations and Formation of Mental Destination Representations : A Parallel Biclustering Analysis.
In: 2017 TTRA Conference Proceedings / Tourism Travel and Research Association: Advancing Tourism Research GloballyAtlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL) 2017
Article in proceedings
A. George Assaf; Alexander Josiassen; Linda Woo; Frank Wogbe Agbola; Mike Tsionas / Destination Characteristics that Drive Hotel Performance : A State-of-the-Art Global Analysis.
In: Tourism Management, Vol. 60, 6.2017, p. 270–279
Journal article
Alexander Josiassen; Florian Kock; Stefanie Meß / A Formalized Framework of Consumer's Mental Pictures of Country-of-Origin
In: 2016 Global Marketing Conference at Hong Kong Proceedings. ed. /Juran Kim. Changwon : Global Alliance of Marketing & Management Associations 2016, p. 44-48
Conference abstract in proceedings
Alexander Josiassen; Florian Kock / A Formalized Framework of Tourists' Mental Pictures of Destinations
In: 2016 Global Marketing Conference at Hong Kong Proceedings. ed. /Juran Kim. Changwon : Global Alliance of Marketing & Management Associations 2016, p. 1068-1072
Conference abstract in proceedings
Florian Kock; Alexander Josiassen; A. George Assaf / Advancing Destination Image : The Destination Content Model.
In: Annals of Tourism Research, Vol. 61, 11.2016, p. 28-44
Journal article
A. George Assaf; Alexander Josiassen / Frontier Analysis : A State-of-the-Art Review and Meta-Analysis.
In: Journal of Travel Research, Vol. 55, No. 5, 2016, p. 612-627
Journal article
Albert G. Assaf; Alexander Josiassen; Haemon Oh / Internationalization and Hotel Performance : The Missing Pieces.
In: Tourism Economics, Vol. 22, No. 3, 6.2016, p. 572-592
Journal article
Alexander Josiassen; Linda Woo; Florian Kock / The Imagery–Image Duality Model : An Integrative Review and Advocating for Improved Delimitation of Concepts.
In: Journal of Travel Research, Vol. 55, No. 6, 2016, p. 789-803
Journal article
Torben Hansen; Lars Grønholdt; Alexander Josiassen; Anne Martensen / The Impact of Consumer Knowledge Bias on Narrow-Scope Trust, Broad-Scope Trust, and Relationship Satisfaction
In: Proceedings of the 15th International Conference Marketing Trends 2016 Madrid. ed. /Jean-Claude Andreani; Umberto Collesei. Paris-Venice : Marketing Trends Association 2016
Article in proceedings
Torben Hansen; Lars Grønholdt; Anne Martensen; Alexander Josiassen / Trust in Customer Satisfaction Formation : A Study of Retail Banking in Two Markets.
In: Proceedings of the 19th QMOD-ICQSS International Conference on Quality and Service Science. ed. /Su Mi Dahlgaard-Park; Jens J. Dahlgaard. Lund : Lund University Press 2016
Article in proceedings
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