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Staff photo Galina Biedenbach

Galina Biedenbach

Associate Professor (Docent) in Business Administration with specialization in marketing. Section coordinator – marketing. Program coordinator – Master’s program in marketing.

 

Research qualifications: Docent
Educational qualifications: Distinguished university teacher

Contact

E-mail
galina.biedenbach@umu.se
Phone
+46 90 786 61 50

Works as

Affiliation
Associate professor at Umeå School of Business, Economics and Statistics (USBE) Section: Business Administration, Marketing
Location
Samhällsvetarhuset, Biblioteksgränd 6, B30221 Umeå universitet, 901 87 Umeå

Qualifications

  • Associate Professor (Docent) in Business Administration, 2018.
  • Doctor of Philosophy (PhD) in Business Administration, 2012.
  • Distinguished university teacher (Excellent lärare), 2020.
  • Recognised university teacher (Meriterad lärare), 2019.

Administrative assignments

  • Head/Coordinator of marketing section, 2016 – 2018, 2021 – current.
  • Program director/coordinator – Master’s program in marketing, 2014 – 2018, 2021 – current.
  • Board member of the Faculty of Social Sciences Board, 2024 – current.
  • Deputy member of the Faculty of Social Sciences Board, 2021 – 2024.

Research interests

  • Branding research
  • Industrial marketing
  • Strategic marketing
  • Sustainability marketing

Teaching experience

  • Courses at the undergraduate level: Marketing A, Research Methodology in Business Administration B, Marketing Ethics and Sustainability C, Service Marketing C.
  • Courses at the advanced level: Business to Business Marketing, Consumer Behavior, Executive Decision Making, Product Planning and Development, Research Method and Academic Writing, Research Methodology, Strategic Marketing Planning, Strategizing – Planning and Processes.
  • Thesis supervision: Bachelor’s theses, Master’s theses, Degree projects.

Awards

  • USBE Pedagogical prize, 2018.
  • USBE Scientific award in Business Administration, 2017.
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience
Journal of Brand Management
Biedenbach, Galina
Eco-friendly brand experience and brand loyalty: investigating the impact of normative considerations in the electric vehicle context
Journal of Marketing Management, Routledge 2025, Vol. 41, (17-18) : 1856-1878
Herbert, Robin J.; Biedenbach, Galina; Jansson, Johan
Coopetition and sustainability performance: examining the impact of cognitive and behavioral mechanisms
Journal of business & industrial marketing, Emerald Group Publishing Limited 2025, Vol. 40, (13) : 124-141
Manzhynski, Siarhei; Biedenbach, Galina; Raza-Ullah, Tatbeeq; et al.
Normative antecedents of pro-environmental behaviour: investigating the impact on eco-friendly brand experience and brand loyalty towards electric vehicles
17th Global Brand Conference, Edinburgh, United Kingdom, April 22-24, 2024
Herbert, Robin J.; Biedenbach, Galina; Jansson, Johan
Guest editorial: Sustainability marketing and sustainability management: exploring new perspectives on sustainable development
Baltic Journal of Management, Emerald Group Publishing Limited 2023, Vol. 18, (4) : 421-427
Biedenbach, Galina; Jansson, Johan; Poškutė, Virginija
Branding in the automotive industry: a systematic literature review and future research agenda
European Marketing Academy (EMAC) Annual conference 2023 Conference, Odense, Denmark, May 23-26, 2023
Herbert, Robin J.; Biedenbach, Galina; Jansson, Johan
The knotted paradox of coopetition for sustainability: investigating the interplay between core paradox properties
Industrial Marketing Management, Elsevier 2023, Vol. 110 : 31-45
Manzhynski, Siarhei; Biedenbach, Galina
Co-creating conscientious corporate brands inside-out through values-driven branding
The Routledge companion to corporate branding, Abingdon: Routledge 2022 : 480-495
Biedenbach, Galina; Biedenbach, Thomas
Organizational resilience and internal branding: investigating the effects triggered by self-service technology
Journal of Brand Management, Springer Nature 2022, Vol. 29 : 420-433
Biedenbach, Galina; Biedenbach, Thomas; Hultén, Peter; et al.
Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions
Public Management Review, Taylor & Francis Group 2022, Vol. 24, (3) : 442-465
Leijerholt, Ulrika; Biedenbach, Galina; Hultén, Peter
Employee-based brand equity and performance of self-service technologies: Examining the impact of individual and organizational resilience
14th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Berlin School of Economics and Law (Hochschule für Wirtschaft und Recht Berlin), Berlin, Germany, May 8-10, 2019
Biedenbach, Galina; Biedenbach, Thomas; Hultén, Peter; et al.
B2B brand equity: investigating the effects of human capital and relational trust
Journal of business & industrial marketing, Vol. 34, (1) : 1-11
Biedenbach, Galina; Hultén, Peter; Tarnovskaya, Veronika
Branding in the public sector: a systematic literature review and directions for future research
Journal of Brand Management, Palgrave Macmillan 2019, Vol. 26, (2) : 126-140
Leijerholt, Ulrika; Biedenbach, Galina; Hultén, Peter
Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Northumbria University, Newcastle, UK, May 2-4, 2018
Biedenbach, Galina; Biedenbach, Thomas; Hultén, Peter; et al.
A data-driven lab in the context of open data: opportunities and challenges for a sustainable business model
Umeå: Umeå universitet 2018
Biedenbach, Galina; Boström, Gert-Olof
B-to-B-Markenwert: ein Ansatz für eine professionelle B-to-B-Markenführung
B-to-B-Markenführung: Grundlagen - Konzepte - Best Practice, Wiesbaden: Springer Gabler 2018 : 839-851
Biedenbach, Galina; Hultén, Peter
Corporate rebranding failure and brand meanings in the digital environment
Marketing Intelligence & Planning, Emerald Group Publishing Limited 2018, Vol. 36, (4) : 455-469
Tarnovskaya, Veronika; Biedenbach, Galina
Branding strategies: a stakeholder approach
Brand theories: perspectives on brands and branding, Lund: Studentlitteratur AB 2017 : 127-142
Biedenbach, Galina
Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships
Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing, Kalmar: Linnaeus Univeristy 2017 : 85-93
Biedenbach, Galina; Hultén, Peter; Tarnovskaya, Veronika
Internal branding and sustainability: investigating perceptions of employees
Journal of Product & Brand Management, Emerald Group Publishing Limited 2016, Vol. 25, (3) : 296-306
Biedenbach, Galina; Manzhynski, Siarhei
Multiple stakeholders and B2B branding in emerging markets
Qualitative Market Research, Emerald Group Publishing Limited 2016, Vol. 19, (3) : 287-309
Tarnovskaya, Veronika; Biedenbach, Galina
Brand equity, satisfaction, and switching costs: An examination of effects in the business-to-business setting
Marketing Intelligence & Planning, Vol. 33, (2) : 164-178
Biedenbach, Galina; Bengtsson, Maria; Marell, Agneta
Sustainability and internal branding: investigating perceptions of employees in industrial markets
Book of Abstracts from the 10th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2015 : 15-18
Biedenbach, Galina; Manzhynski, Siarhei
Sustainability and internal brand commitment: An empirical investigation in a transition economy
EMAC 2015: Collaboration in Research, EMAC 2015 : 158-158
Biedenbach, Galina; Manzhynski, Siarhei
B2B brand equity: Investigating the impact of human capital and relational trust.
Book of Abstracts from the 9th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing
Biedenbach, Galina
Brand equity, satisfaction and switching costs: An examination of effects in the B2B setting
Book of Abstracts from the 8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing
Biedenbach, Galina; Bengtsson, Maria; Marell, Agneta
Brand building in the business-to-business context: The brand equity perspective
Studier i företagsekonomi. Serie B, 82
Biedenbach, Galina
Brand equity in the business-to-business context: Examining the structural composition
Journal of Brand Management, Palgrave Macmillan 2012, Vol. 19, (8) : 688-701
Biedenbach, Galina
Perception of opportunities from an infrastructure investment: investigating the effects of institutional thickness, innovativeness and local embeddedness
Book of Abstracts, RENT XXVI – Research in Entrepreneurship and Small Business, ECSB.
Eriksson, Jessica; Biedenbach, Galina; Marell, Agneta
B2B brand equity: Understanding the effects of switching costs, quality of alternatives, and customer-employee rapport
Book of Abstracts from the 7th Global Brand Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences"
Biedenbach, Galina
B2B brand equity: Analyzing the impact of customer-employee rapport and employee role behavior
EMAC 40th Conference, University of Ljubljana, Faculty of Economics, Slovenia, 24-27 May 2011: Conference proceedings
Biedenbach, Galina; Bengtsson, Maria; Wincent, Joakim
Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport
Industrial Marketing Management, Elsevier 2011, Vol. 40, (7) : 1093-1102
Biedenbach, Galina; Bengtsson, Maria; Wincent, Joakim
B2B brand equity: investigating the impact of contextual factors
Contemporary issues in brand research, Athens, Greece: Athens Institute of Education and Research ,(ATINER) 2010 : 233-244
Biedenbach, Galina
Dynamics of B2B brand equity: the role of interdependencies in buyer-seller relationships
Proceeding of the 39th EMAC Conference
Biedenbach, Galina; Bengtsson, Maria; Wincent, Joakim
The impact of customer experience on brand equity in a business-to-business services setting
Journal of Brand Management, Palgrave Macmillan 2010, Vol. 17 : 446-458
Biedenbach, Galina; Marell, Agneta
Dynamics of B2B brand equity formation: An empirical comparison between uni- and multi-service buyers
Book of Abstracts from the 5th International Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Branding and Society: The Social, Cultural and Financial Impacts of Brands in the 21st Century"
Biedenbach, Galina; Bengtsson, Maria; Wincent, Joakim
The development of brand equity in the B2B context: investigating the differences between market segments
Proceeding of the 5th Thought Leaders International Conference on Brand Management
Ossipenko, Galina
Satisfaction and brand equity: an empirical analysis of the effects in the B2B setting
Proceeding of the 38th EMAC Conference
Ossipenko, Galina; Bengtsson, Maria; Marell, Agneta
Customer-based brand equity concept: examining the applicability in the business-to-business context
Book of Abstracts: 2008 Thought Leaders International Conference on Brand Management
Ossipenko, Galina
Brand equity: an empirical study in the business-to-business context
Företagsekonomiska publikationer, 205
Ossipenko, Galina
The impact of customer experience on brand equity: a communal relationships norms perspective
Book of Abstracts from 4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG: Experiental Brands, Identity and Reputation: The Power of Intangible Assets in Expressive Organisations and Markets
Ossipenko, Galina; Bengtsson, Maria; Marell, Agneta
Investigating purchase intention for electric vehicles: the effects of normative considerations, eco-friendly brand experience, and contextual spillover
Herbert, Robin J.; Biedenbach, Galina; Jansson, Johan
Fifty years of research on branding in the automotive industry: a systematic literature review and research agenda
Herbert, Robin J.; Biedenbach, Galina; Jansson, Johan
View publications in DiVA
Published: 06 Dec, 2023