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Dr. Anahit Armenakyan

Dr. Anahit Armenakyan

Dr. Anahit Armenakyan

Faculty of Applied & Professional Studies - School of Business, Associate Professor
office: H130
email: anahita@nipissingu.ca
tel: 705.474.3450      
ext: 4280
fax: 705.474.1947

BIO

Dr. Anahit Armenakyan joined the Marketing Stream of the School of Business in 2012. She teaches courses in consumer behaviour, marketing, international marketing, and innovative approaches in marketing. Her practical experience in Armenian, American, and international companies has provided her with a broad view and perspective that has proven to be useful during in tailoring course materials.

Dr. Armenakyan's main research focus is around the issues of country image and consumer behavior, specifically around sport mega-events. Her interest in consumer behaviour, however, extends to other areas such adolescents influence on parental purchasing decision-making process, the effect of country image on perception of partner trustworthiness in an international business setting, and the effects of country-of-origin on perception of wine (wine marketing). Dr. Armenakyan's research is reflected in a number of marketing journals including Journal of Strategic Marketing, International Journal of Sport Management and Marketing, and International Journal of Wine Business Research.​

Education:

PhD, Carleton University
MBA, University of Pittsburgh
MBA, American University of Armenia
MSc, State Engineering University of Armenia

Areas of Specialization:

Marketing

Research Interests:

Consumer behaviour, sport mega-events (Olympic Games), country image, tourism destination marketing, wine marketing, social marketing

Current & Future Research:

Dr. Armenakyan is currently engaged in research of sport mega-events and explores the image-transfer effects between the sport mega events and their host countries. Furthermore, she is looking into the effects of the sport mega event images on consumer behaviour especially among the young sport consumers within the context of rapidly gaining popularity Youth Olympic Games. ‬‬
Dr. Armenakyan is also involved in an international project investigating the influencing effect of young consumers' on their parents purchasing behaviour in the context of innovative products.
Her other research project is investigating the effects of trust and country-of-origin image on building international business partnerships.

Publications:

Refereed Publications (Peer Reviewed)

(in-press) Armenakyan, A., O'Reilly, N., Heslop, L. A., Nadeau, J., and Lu, I. R. R., (2016). It’s all about my team: Mega-sport events and consumer attitudes in a time series approach. Journal of Sport Management

O'Reilly, N., Armenakyan, A., Lu, I. R. R., Nadeau, J., Heslop, L. A., and Cakmak, E. (2016). Sport mega-events and tourism: Contrasting the influence of host country and event. International Journal of Sport Management and Marketing, 16(3-6), 280-296.

Dikcius, V., Armenakyan, A., Urbonavicius, S., Jonyniene, G., & Gineikiene, J. (2015). The influence of children on family purchasing in Lithuania and Azerbaijan. Organizations and Marketing in Emerging Economies, 5(2), 79-96.

Doyle, J. & Armenakyan, A. (2014). Value creating mechanisms within the market orientation-performance relationship: A meta-analysis, Journal of Strategic Marketing, 22(3), 193-205.

Armenakyan, A., Heslop, L. A., Nadeau, J., O'Reilly, N., & Lu, I. R. R. (2013). Tell me who's your host and I'll tell you who you are: Olympic Games image before and after the 2008 and 2010 Olympic Games. International Journal of Sport Management and Marketing / Special Issue "Advances in Sport Tourism Marketing & Management", 14(1/2), 71-95.

Heslop, L. A., Nadeau, J., O'Reilly, N., & Armenakyan, A. (2013). Mega-event and country co-branding: Image shifts, transfers, and reputational impacts, Corporate Reputation Review / Special Issue on "Nation Branding", 16(1), 7-33.

Armenakyan, A., Heslop, L. A., Nadeau, J., O'Reilly, N., & Lu, I.R.R. (2012). Does holding the Olympic Games matter?: Canada’s image before and after the 2010 Olympic Games. International Journal of Sport Management and Marketing / Special Issue on "Consumer Behaviour in Sports", 12(1/2), 111-140.

Doyle, J. D., Heslop, L. A., Ramirez, A., Cray, D., & Armenakyan, A. (2012). Trust building in wine blogs: A content analysis. International Journal of Wine Business, 24(3), 196-218.

Heslop, L. A., Cray, D., & Armenakyan, A. (2010). Cue incongruity in wine personality formation and purchasing. International Journal of Wine Business Research, 22(3), 288-307.

Other Refereed Contributions (Peer Reviewed)

Dikčius, V., Armenakyan, A., Pikturnienė, I., Šeimienė, E., Pakalniškienė, V., Kavaliauskė, M., Katkuvienė, K.,and Reardon, J. (2016). "Children’s influence on their parents’ purchase decision: Systematic analysis of researches between 1985-2014," ( Abstract, Proceedings of the 2016 International Scientific Conference: Economics and Management, Brno, Czech Republic, May 19-20).

Armenakyan, A., Heslop, L.A., Lu, I.R.R., Nadeau, J., & O'Reilly, N. (2015). “Olympic Games: Does the host location matter?” (Bari, Italy: Academy of Marketing Science World Marketing Congress, July 14-18).

Armenakyan, A. (2015). "Consumer ethnocentrism: The case of modern Armenia" (Yerevan, Armenia: Armenian Economic Association Annual Conference, June 19-22).

Armenakyan, A., Heslop, L.A., Nadeau, J., & O’Reilly N. (2014). "Two hosts of one guest: Vancouver vs. Sochi Winter Olympic Games" (London, Canada: 12th International Symposium for Olympic Research, October 30-31).

Armenakyan, A. (2014). "Consumer ethnocentrism in modern Armenia". In M. Groza & C.B. Ragland (Eds.) Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Marketing challenges in a turbulent business environment (pp. 613-614). (Lima, Peru: Academy of Marketing Science World Marketing Congress, August 5-8).

Armenakyan, A., Heslop, L.A., Lu, I.R.R., Nadeau, J., & O’Reilly N. (2013). “The role of expectations, confirmation, and perceived performance in Olympic Games attitudes: A cross-national longitudinal study." In A. Campbell & J. J. Ma (Eds.) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 625-634). (Melbourne, Australia: Academy of Marketing Science World Marketing Congress, July 17-20).

Armenakyan, A., Heslop, L.A., Nadeau, J., & O’Reilly N. (2011). “The role of involvement and expectations in Olympic Games attitudes: A cross-national study” (Reims, France: Academy of Marketing Science World Marketing Congress, July 20-23).

Nadeau, J., Heslop, L.A., O’Reilly, N., Verwey, S., Armenakyan, A., & Çakmak E. (2011). “Importance of country image to mega-event sponsorship brands: Comparison of Vancouver Winter Olympics and South Africa FIFA World Cup” (Oxford, United Kingdon: 7th Global Brand Conference of the Academy of Marketing’s Brand Corporate Identity and Reputation Special Interest Group, April 5-7).

Armenakyan, A., & Cray, D. (2009). “Where are you from? The effects of country-of-origin on partners’ perceptions of trustworthiness in international business collaborations” (Tbilisi, Georgia: 18th Annual World Business Congress, International Management Development Association, July 1-5).

Heslop, L.A., Cray, D., & Armenakyan, A. (2009). “Brand and country-of-origin effects in wine decision making: Is incongruity a problem in a wine world turned upside down?” (Niagara Falls, Canada: Administrative Sciences Association of Canada, June 6-9).

Armenakyan, A. (2009). “A big little influencer: The influencing effect of young children on parental decision-making process” (Ottawa, Canada: 6th Annual Sprott Doctoral Symposium, April 16-17)

Armenakyan, A. (2009). “Wines, Brands, and Four Frogs: The effect of brand name on perception of wine personality and on purchasing decision-making” (Ottawa, Canada: 6th Annual Sprott Doctoral Symposium, April 16-17).

Armenakyan, A., Madill, J., & Heslop, L. A. (2008). “Social marketing in the fight against increasing smoking rates: Perspectives in developing countries” (Brighton and Hove City, England: World Social Marketing Conference, September 29-30).

Heslop, L. A., Armenakyan, A., & Jamieson, C. (2008). “China product failure: Does anyone care?” (Halifax, Nova Scotia: Administrative Sciences Association of Canada, May 24-27).

Armenakyan, A. (2007) “Diaspora marketing: An increasing role in homeland development” (Ottawa, Canada: 4th Annual Sprott Doctoral Symposium, April 19-20).

Non-Refereed Contributions

Armenakyan, A. (October 2015). “The effects of country-of-origin on partners’ perceptions of trustworthiness in international business collaborations” (Montreal, Canada: GRAI series at HEC-Montreal).

Brouard, F., Neilson, L., & Armenakyan, A. (October 31, 2012). "An Analysis of change in fundraising activities", SCSE-CSES Research, Carleton University.

Neilson, L., Brouard, F., & Armenakyan, A. (2012). "Fundraising methods: Past, present, future", SCSE-CSES Research, Carleton University.

Heslop, A., Armenakyan, A., Nadeau, J., & O’Reilly, N. (2011). “The Tinkerbell effect: The power of beliefs for Canada and the Olympics” (Vancouver, Canada: Carleton University Alumni Association, Vancouver Chapter, March 11). Invited presentation

Courses Taught:

  • MKTG 1126: Introduction to Marketing
  • MKTG 2127: Marketing for Managers
  • MKTG 2127: Marketing for Managers (distance)
  • MKTG 3126: Consumer Behaviour
  • MKTG 3417: International Marketing
  • MKTG 3416: Advertising and Promotion
  • MKTG 4436: Innovative Approaches in Marketing


 

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