Dr. Anahit Armenakyan
Dr. Armenakyan’s main research focus is on the issues of country image and consumer behavior, specifically around sport mega-events. Her interest in consumer behaviour, however, extends to other areas such as youth sport participation, 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). She is also exploring marketing issues around eco-tourism, tourism destination, and organic produce purchasing behaviour. Originally from Armenia, she is passionate about issues around immigration and newcomers' settlement.
Dr. Armenakyan's research is reflected in a number of marketing journals including Journal of Strategic Marketing, Journal of Sport Management, International Journal of Sport Management and Marketing, and International Journal of Wine Business Research.
Her contribution is recognized by peers in academia. In 2018 Dr. Armenakyan received a Recognition Award for her research on marketing of sports from the International Marketing Trends Committee. In 2013 she received an Outstanding Reviewer Award from Emerald Literati Awards for her reviewing contributions to the International Journal of Wine Research.
Areas of Specialization:
Consumer behaviour, sport mega-events (Olympic Games), country image, tourism destination marketing, immigrants housing and newcomers' integration, wine marketing, social marketing, organic product purchasing behaviour.
Current & Future Research:
Dr. Armenakyan is currently merging her interest in sport mega-events and children consumer socialization in a quest to investigate the impact of the Youth Olympic Games (YOG) on Canadian youth's sport participation/consumption.
Dr. Armenakyan is also involved in a project that examines immigrant housing issues in Northeast Ontario (supported by Pathways to Prosperity grant). In another project, she looks into organic produce purchasing behaviour with the aim to profile Canadian, Italian, and Armenian organic fruit and vegetable consumers.
Publications (Peer Reviewed)
Armenakyan, A. (2020). Gettreated.co: A digital medical tourism concierge service in Armenia. Ivey ID: 9B20A028. London, Canada: Ivey Publishing
Armenakyan, A., O'Reilly, N., Heslop, L. A., Nadeau, J., & 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, 30(6), 597-614.
O'Reilly, N., Armenakyan, A., Lu, I. R. R., Nadeau, J., Heslop, L. A., & 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 contributions (Reports)
Brown, N. & Armenakyan, A. (January, 2020). "In search of welcoming neighbourhoods and adequate housing: The experiences of recent newcomers in North Bay and Timmins, Ontario," Pathways to Prosperity: Canada, Available from http://p2pcanada.ca/wp-content/blogs.dir/1/files/2020/02/In-Search-of-Welcoming-Neighbourhoods-and-Adequate-Housing.pdf
Brouard, F., Neilson, L., & Armenakyan, A. (October 31, 2012). "Small charities: An analysis of change in fundraising activities," SCSE-CSES Research, Carleton University, Available from https://www.mtroyal.ca/cs/groups/public/documents/pdf/ins-brouardrpt1.pdf
Neilson, L., Brouard, F., & Armenakyan, A. (2012). "Fundraising methods: Past, present, future," SCSE-CSES Research, Carleton University.
Other recent conference presentations
Armenakyan, A. (2019). “Team-building Activity to Deliver Marketing Concepts” (Structured Abstract), Proceedings of the 2019 World Marketing Congress, Marketing Education track, Edinburgh, Scotland, July 9-12, 2019.
Armenakyan, A. (2019). “Youth sport participation and Youth Olympic Games” (Structured Abstract), Proceedings of the 2019 World Marketing Congress, Special Session: Sports Marketing, Edinburgh, Scotland, July 9-12, 2019.
Brown, N. & Armenakyan, A. (2019). “Cricket in the North: The Impact of Sports Participation and Sponsorship on Immigrant Social Inclusion and Fostering Welcoming Communities” (Structured Abstract), Proceedings of the 2019 World Marketing Congress, Special Session: Sports Marketing, Edinburgh, Scotland, July 9-12, 2019.
Armenakyan, A. & Baregheh, A. (2019). “Organic Fresh Produce Purchase Behaviour in Armenia”, 2019 Armenian Economic Association Conference, The Armenian Economic Association (AEA), Yerevan, Armenia, June 27-29.
Armenakyan, A. & Brown, N. (2018). “Ecotourism Perspective: The Case of Armenia” (Abstract), Proceedings of the 2018 World Marketing Congress, Porto, Portugal: Academy of Marketing Science World Marketing Congress, June 27-29.
Adler, A., Brown, N., & Armenakyan, A. (2018). “What’s in it for me? Chorister Recruitment and Retention in a University-Community Choir”, St. John's, Newfoundland and Labrador, Canada: International Symposium on Singing and Song II, June 27-29.
Armenakyan, A. & Brown, N. (2018). “Ecotourism in Armenia. 2018, Armenian Economic Association Conference”, Yerevan, Armenia: The Armenian Economic Association (AEA), June 14-16.
Armenakyan, A. Nadeau, J. & Olafsen, A. (2018). “Youth Olympic Games: Parental Perspective in the Context of Lillehammer Youth Olympic Games”, Annual Conference of Administrative Sciences Association of Canada: Sport and Tourism Division, Toronto, Ontario, May 27-29.
Baregheh, A. & Armenakyan, A. (2018). “Organic produce purchase behaviour in Canada”, (Extended Abstract), Paris, France: 17th International Marketing Trends Conference, January 17-19.
For a complete list please see Dr. Armenakyan’s faculty web-page at https://faculty.nipissingu.ca/anahita/
Selected non-refereed contributions and presentations
Armenakyan, A. (Presenter, May 2019) "Vancouver Winter Olympics, Buenos Aires Youth Summer Olympics: Marketing Major Sports Events,”, Seminar: Major Marketing Events and Their Communications, Vilnius University, Vilnius, Lithuania, May 23.
Armenakyan, A. (Presenter, October 2018), “Consumer Ethnocentrism: Soviet vs. Modern Armenia,” Groupe de Recherche en Affaire Internationales Lecture Series, HEC Montreal, Montreal, Quebec, November 6.
Armenakyan, A. (Workshop Leader, April 2017). "The power of games," (Workshop, 2017 Annual Spring Conference of the Ontario Business Educators' Association, Toronto) and (Workshop, Halton District School Board Regional Professional Development Day, Milton).
Armenakyan, A. (Presenter, October 2015). “The effects of country-of-origin on partners’ perceptions of trustworthiness in international business collaborations,” Groupe de Recherche en Affaire Internationales Lecture Series, HEC Montreal, Montreal,
Heslop, A. (Presenter), 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