Alexander Josiassen

About

View research profile and publications

E-mail

aj.marktg@cbs.dk

Telephone

Office: +4538152159

Mobile: +4541852457

Departments

Department of Marketing

Room: SOL/C3.23

View research profile and publications

Subjects

B2C Branding Consumer behaviour Marketing Nationalism Quantitative methods

Primary research areas

Place solidarity and destination attachment

How emotional and moral bonds to places influence consumer, tourist and resident behaviour, especially during crises like war, natural disasters, or political conflict.

Consumer behaviour in tourism and hospitality

Examines how psychological, social, and cultural factors shape tourist decision-making, satisfaction, and loyalty across global markets.

Nation branding and destination image

Focuses on how countries and regions build their brand identity and how this affects consumer perceptions, behaviour, and economic outcomes.

Marketing strategy and internationalisation

Studies how firms develop competitive marketing strategies, with a focus on international branding, standardization, and adaptation.

I explore how people, places, and markets connect

My research explores how people relate to places, products, and ideas across cultural and geographic boundaries. Grounded in consumer psychology, I study what drives identification with or rejection of destinations, brands, and social groups – especially in times of crisis or societal change.

My work helps destinations and organisations navigate complex consumer behaviour and design strategies that foster trust, loyalty, and resilience. I have advanced our understanding of place solidarity, tourism resistance, and how global consumers respond to branding and identity signals.

I collaborate with scholars and institutions worldwide, and my work has been recognised for both theoretical innovation and real-world relevance. I am committed to shaping more sustainable, inclusive, and impactful marketing and tourism practices.