Rutgers University
University of Connecticut
University of Wyoming
Yuliya Strizhakova, Robin A. Coulter, and Linda L. Price have been selected as the recipients of the annual Hans B. Thorelli Award for their article, “Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries,” which appeared in the December 2008 issue (Vol. 16, No. 4) of Journal of International Marketing. The Hans B. Thorelli award honors a Journal of International Marketing article published 5+ years ago that has made the most significant and long-term contribution to international marketing theory or practice.
The committee overseeing the selection process included Ayşegül Özsomer (Koç University), Petra Riefler (Boku University), and Carlos Sousa (Molde University College). The committee stated:
“The paper makes an enduring theoretical and empirical contribution to global consumer research. It has advanced our understanding of branding in the global marketplace by examining how beliefs about global brands relate to the importance consumers place on branded products. It conceptualizes consumer belief in branded products as a passport to global citizenship and examines how this belief shapes the importance consumers place on branded products across developed and developing cultures. The inclusion of both developed and developing country contexts strengthens the generalizability and relevance of the findings, addressing an important gap in the global branding literature.
Furthermore, the paper’s consistently high citation rate—both in absolute terms and when adjusted for years since publication—underscores its continued importance within the field. Conducted during a period of rapid market globalization, the study has resonated widely in international marketing, with subsequent research building on the concept of consumer global citizenship and its implications for global marketers. Overall, it represents a rigorous, conceptually innovative, and impactful contribution to international marketing research. Today, amid growing relocalization trends, this lens remains timely for understanding how global beliefs shape consumer behavior and brand preferences.”
Yuliya Strizhakova is Associate Professor of Marketing, School of Business – Camden at Rutgers University. Strizhakova’s research focuses on global marketing and consumer behavior, global branding, environmental sustainability, and consumer well-being. She serves as an Associate Editor at Journal of International Marketing, Journal of Business Research, and Journal of Global Marketing. Her research has been published in leading journals, such as Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of International Marketing, International Journal of Research in Marketing, and Journal of Business Ethics, among others.
Robin A. Coulter is Emerita Professor of Marketing, VOYA Financial Fellow, and Department Head of Marketing at the School of Business at the University of Connecticut and Extraordinary Professor in the Faculty of Economic and Management Sciences at University of Pretoria, South Africa. Coulter’s scholarship focuses on consumer behavior issues with strategic marketing implications. Her research employs qualitative and quantitative methods to address branding in a global world, cross-cultural and transformative consumer behavior, global citizenship, behavioral pricing, and advertising effectiveness.
Her work has appeared in an array of marketing-focused journals, including Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of International Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Advertising, and Journal of Advertising Research, and she was the editor of the Zaltman Metaphor Elicitation Technique, Legends of Marketing: Gerald Zaltman. Coulter is an American Marketing Association Fellow (2023) and served as President (2015−2016) and member of the Executive Committee (2013−2017) of the American Marketing Association Academic Council. She is a Brands and Brand Relationships Institute Fellow, as well as an active member of the American Marketing Association and the Association for Consumer Research.
Linda L. Price is Professor of Marketing and Dick and Maggie Scarlett Chair of Business Administration at University of Wyoming, her alma mater. Linda’s theory and multimethod research is published in top marketing and business journals and many of her papers are considered seminal, introducing new constructs to the field. Her research has garnered over 32,000 citations. Much of her scholarship has been published with her beloved PhD students. She examines consumer and collective practices and identities, adaptation and change, materiality, and network interactions with applications for services, consumer and customer experience, sustainability and consumer well-being.
She serves on the AMA Foundation Board, the BMBW Board, and the advisory board for the Sheth Foundation among others. She also serves on several other advisory or editorial review boards for leading marketing journals including Journal of Marketing, Journal of Consumer Research, Journal of Service Research and Journal of Public Policy & Marketing among others. Linda has received many awards including AMA-Irwin-McGraw-Hill Distinguished Marketing Educator, Association for Consumer Research Fellow, American Marketing Association Fellow, AMA V. Kumar Doctoral Student Mentorship Award, Academy of Marketing Science Distinguished Educator, Society for Marketing Advances Distinguished Scholar. Select prior service includes editing Journal of Consumer Research, President of Association for Consumer Research, President of AMA Academic Council, and the Academy of Marketing Science Board of Governors.
The authors will be honored at the 2026 AMA Summer Academic Conference, July 24-26 in Denver, CO. View past winners of this award here.
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