Dr Fernando Fastoso
Reader in Marketing

Profile

Biography

Fernando Fastoso [PhD, Dipl. Betriebswirt, BA (Hons), PgCHEP, FHEA] is a Reader in Marketing at The York Management School, University of York. Fernando received his PhD from the University of Bradford and previously studied international business in Dusseldorf (Germany) and Newcastle. Prior to joining York, he held academic positions at Bradford University. Fernando Fastoso is a member of the Marketing Group and the Centre for Evolution of Global Business and Institutions (CEGBI) at TYMS. He is also Director for the MSc Global Marketing, and Associate Editor of the International Marketing Review. He is also a Fellow of the UK Higher Education Academy (HEA), a member of the Academy of Marketing Science (US), Academy of Marketing (UK), and Associate Researcher for the Uruguayan National Agency for Research and Innovation (ANII). Fernando also holds the position of visiting professor at the Universidad de Castilla-La Mancha (Spain) and Universidad ORT (Uruguay).

Grants

Fernando is currently Co-Investigator on an interdisciplinary project team that has won a N8 AgriFood Strategic Pump Priming grant “Ethical consumption in the Global South” (£22.384), 2017, as well as a large ESRC grant “Sustainable Consumption, the Middle Classes and Agri-food Ethics in the Global South” (£ 681,252.65), 2018 (ES/R005303/1). Both projects bring together collaborators from the University of York, Newcastle University, Durham University, University of Sheffield and various local partners in Brazil, South Africa and China.

Administration

  • Programme Director for MSc Global Marketing
  • Exchange Student Co-ordinator
  • Deputy Director of the Centre for Evolution of Global Business and Institutions (CEGBI)
  • Member of the University of York's Marketing Advisory Steering Group

Teaching

Fernando has taught a range of modules in the areas of marketing and international business in English and Spanish at Universities in the UK, Spain, Poland, and Uruguay. He currently teaches on the  MSc Global Marketing and BSc Marketing.

 

Subject Group

People, Operations and Marketing

Research

Overview

Research and Doctoral Supervision

Fernando’s research has focused on global marketing issues from the perspective of multinational enterprise (e.g., internationalisation, regionalisation, international advertising and branding strategies) and from the consumer perspective (e.g., the impact of culture on brand perceptions).

Fernando is always interested in supervising doctorates in his research area, as well as related research areas. Specifically, Fernando’s research is currently focusing on (quantitative) consumer research. First, he is looking at how consumer narcissism impacts consumption of branded products and counterfeits in luxury goods markets. Further, he is also looking at how manufacturing, brand origin, and brand positioning interact to determine brand preference. Finally, he is also researching how cosmopolitan consumers develop emotional attachment to brands.

Informal enquiries on the possibility of PhD supervision should be addressed directly to him via e-mail. They should include a full research proposal, CV, and transcript of the applicant’s previous degree.

 

Publications

Selected publications

Peer-reviewed journal articles

  • Bartikowski, B., Fastoso, F. J. & Gierl, H. (forthcoming). Luxury Cars Made-in-China: Consequences for Brand Positioning. Journal of Business Research. Accepted for publication.
  • Fastoso F., Gonzalez-Jimenez H. (forthcoming). Materialism, cosmopolitanism, and emotional brand attachment: The roles of self-congruity and perceived brand globalness. Journal of Business Research. Accepted for publication. Available online from: https://doi.org/10.1016/j.jbusres.2018.12.015
  • Fastoso F., Bartikowski B., Wang S. (2018). The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits. Psychology & Marketing, 35 (7), 522-532, DOI: 510.1002/mar.21103.
  • Mohr, A., Van Unen, M, Fastoso, F., Tihanyi, Can (forthcoming). ‘Exploring the effects of subsidiary interdependence on the performance of global product launches’. European Journal of International Management. Accepted for publication.
  • Gonzalez-Jimenez, H., Fastoso, F., and Fukukawa K. (forthcoming). ‘How Independence and Interdependence Moderate the Self-Congruity Effect on Brand Attitude: A Study of East and West’, Journal of Business Research. Accepted for publication.
  • Mohr, A., Wang, C., Fastoso, F., (2016) 'The contingent effect of state participation on the dissolution of international joint ventures: A resource dependence approach', Journal of International Business Studies, 47 (4), 408-427. DOI: 10.1057/jibs.2016.14 
  • Lane, V., and Fastoso F., (2016) 'The impact of repeated ad exposure on spillover from low fit extensions to a global brand', International Marketing Review, 33 (2), 298-318. DOI: http://dx.doi.org/10.1108/IMR-12-2011-0270
  • Mohr, A., Fastoso, F., Wang, C., and Shirodkar, V., (2014) 'Testing the regional performance of MNEs in the retail sector: the moderating effects of timing, speed and experience', British Journal of Management, 25 (1), p. 100-115. DOI: 10.1111/1467-8551.12013
  • Fastoso, F. and Whitelock, J., (2012) 'The implementation of international advertising strategies: An exploratory study in Latin America', International Marketing Review, 29 (2) pp 313-335
  • Fastoso, F., and Whitelock, J., (2011) 'Why is so little marketing research on Latin America published in high quality journals and what can we do about it?: Lessons from a Delphi study of authors who have succeeded', International Marketing Review, 28 (4) pp 435-449
  • Fastoso, F., and Whitelock, J., (2010) 'Regionalization vs Globalization in Advertising Research: Insights from Five Decades of Academic Study', Journal of International Management, 16 (1) pp 32-42
  • Fastoso, F., and Whitelock, J., (2007) 'International Advertising Strategy: The Standardisation Question in Manager Studies', International Marketing Review, 24 (5) pp 591-605, (One of the top 10 most highly-cited papers from the International Marketing Review according to SSCI/Web of Knowledge, http://www.emeraldinsight.com/promo/imr_30.htm)
  • Whitelock, J. and Fastoso, F., (2007) 'Understanding International Branding: Defining the Domain and Reviewing the Literature', International Marketing Review, 24 (3) pp 252-270

Book Chapters

  • Whitelock, J. and Fastoso, F. (2011) 'International advertising strategy: some thoughts on subjectivity and decision-making in the standardization decision', in Subhash C. Jain and David A. Griffith, eds., Handbook of Research in International Marketing, Edward Elgar, Cheltenham

Peer-reviewed conference papers

  • Neave, L., Tzemou, E., and Fastoso, F. (2019). Seeking attention vs. seeking approval: how conspicuous consumption differs for grandiose and vulnerable narcissists. Proceedings of the INEKA conference, Verona, Italy (June).
  • Bartikowski, B., Fastoso, F., and Gierl, H., (2018) 'Luxury “Made-in-China”: Consequences for Brand Positioning. Proceedings of the Monaco Symposium on Luxury, Monaco, France (April).
  • Fastoso, F., and Wang, S., (2017) '“Little Emperors” and Luxury Brands:
    How Overt and Covert Narcissism impact Brand Loyalty and Proneness to Buy Counterfeits'. Proceedings of the Mystique of Luxury Brands Conference, Seoul, South Korea (May).
  • Fastoso, F., and Bartikowski, B., (2017) 'Materialism and Consumer Culture Brand Positioning of premium cars in China'. Proceedings of the Mystique of Luxury Brands Conference, Seoul, South Korea (May).
  • Gonzalez-Jimenez, H., Fastoso, F., and Fukukawa K. (2016) ‘How self-construals moderate the self-congruity effect: a cross-national study’. Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Paris, France (July).
  • Fastoso, F., and Reynolds, N., (2015) 'Do consumers in developing countries prefer global brands because they are global or because they are foreign?'. Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Bari, Italy (July).
  • Gonzalez-Jimenez, H., Fastoso, F, and Fukukawa K. (2015) 'How an Individual’s Self-Construals, Cosmopolitan and Local Orientation Affect the Impact of the Four Self-Congruity Types on Brand Attitude'. Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Bari Italy (July).
  • Gonzalez-Jimenez, H., Fastoso, F., and Fukukawa, K. (2014) 'How an Individual’s Self-Construals, Cosmopolitan and Local Orientation Affect the Impact of the Four Self-Congruity Types on Brand Attitude'. Proceedings of the Global Marketing Conference, Singapore.
  • Fastoso, F. (2013). 'Unveiling unsophistication: the use of theory in international advertising research in the top three advertising journals 2002-2012.' Proceedings of the Academy of Marketing Science (AMS) Conference 2013. Monterrey, USA.
  • Mohr, A., Wang, C., and Fastoso, F., (2012) 'The Effect of Government Participation on the Survival of International Joint Ventures in Emerging Economies. An Empirical Analysis of International Joint Ventures in the People’s Republic of China', Accepted for presentation at the AIB 2012 Annual Meeting, Washington, DC, USA, June-July
  • Fastoso, F., and Whitelock, J., (2011) 'Is marketing research on Latin America “publishable"? Lessons on how to do it from those who have dared to conduct it, who have succeeded in publishing it, and who lived to tell the tale', Proceedings of the Academy of Marketing Science (AMS) World Marketing Congress, Reims, France, July, [CD-ROM]
  • Fastoso, F., and Whitelock, J., (2010) 'How Bonding are Latin America’s Cultural and Economic Bonds? The Case of International Advertising Standardization in the Mercosur', Proceedings of the Academy of Marketing Science (AMS) Cultural Perspectives in Marketing Conference, Lille, France, July, [CD-ROM]
  • Fastoso, F., and Whitelock, J., (2009) 'Think regionally, act regionally? An empirical study of international advertising standardization in the Mercosur', Proceedings of the American Marketing Association (AMA) Conference, Chicago, USA, August, [CD-ROM]
  • Whitelock, J. and Fastoso, F., (2008) 'Global Brand Image Strategies in the Creative Industries - developing a scale for measurement from the consumer perspective', Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Sydney, Australia, December
  • Fastoso, F. and Whitelock, J., (2008) 'Regional Advertising Standardization: Substantive and methodological issues', Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Sydney, Australia, December
  • Whitelock, J. and Fastoso, F., (2008) 'International Branding in the Arts', Proceedings of the European Institute of Retailing and Services Studies Conference (EIRASS), Zagreb, Croatia, July
  • Fastoso, F., and Whitelock, J., (2008) 'Standardization with Respect to What? A Conceptualization of Advertising Standardization Measurement in Past Research', Proceedings of the American Marketing Association (AMA) Conference, Austin, Texas, USA, February [CD-ROM]
  • Whitelock, J., and Fastoso, F., (2007) 'International Branding - Analysis and implications of three decades of past research', Proceedings of the Consortium for International Marketing Research (CIMaR) Conference, Manchester, UK, May [CD-ROM]
  • Fastoso, F., and Whitelock, J., (2007) 'International Advertising Strategy in the Mercosur: the Process of Standardisation', Proceedings of the Latin American Strategic Management Conference, Santiago, Chile, January [CD-ROM]
  • Fastoso, F., and Whitelock, J., (2006) 'The Standardisation of Advertising in the Mercosur: A Process Oriented Perspective', Proceedings of the 5th International Conference on Research in Advertising (ICORIA), Bath
  • Fastoso, F. and Whitelock, J., (2005) 'Policies and Practices of International Advertising Standardisation in the Mercosur', Proceedings of the 11th Cross Cultural Research Conference (CCRC), Dorado, Puerto Rico
  • Fastoso, F. and Whitelock, J., (2005) 'International Advertising Standardisation: The Mercosur case – Preliminary findings.', Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Freemantle, Australia
  • Fastoso, F. and Whitelock, J., (2005) 'International Advertising Standardisation in the Mercosur', Proceedings of the Academy of Marketing (AM) Conference, Dublin, Ireland
  • Fastoso, F. and Whitelock, J., (2005) 'Potentials for International Advertising Standardisation in the Mercosur.', Proceedings of the European Academy of Management (EURAM) Conference, Munich, April
  • Fastoso, F. and Whitelock, J., (2003) 'A re-evaluation of global positioning frameworks: An integration of the Anglo-Saxon and German Literatures', Proceedings of the European International Business Association (EIBA) Conference, Copenhagen, December

Fernando Fastoso

The York Management School
University of York
Freboys Lane
Heslington
York YO10 5GD

Tel: +44 (0) 1904 325056
Email: fernando.fastoso@york.ac.uk 
Room: LMB/237

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