Biography

Job Title: Assistant Professor of Advertising and Marketing Communications

Bio: Before taking up her position at the University of Canberra, Tatiana was a Researcher in the Discipline of International Business at the University of Sydney. After finishing her Ph.D at Monash University, Tatiana joined Sydney Business School (SBS) as a Lecturer in Marketing where she taught postgraduate courses and carried out executive teaching. Tatiana then took a Senior Consultant position at Synovate, global market intelligence agency where she led various research projects for clients including Unilever, KPMG and Shell. More recently, she has consulted for the Ideation and Market Research agencies in Sydney.

Research interests:

• Tatiana’s main research interests lie in the area of brand management, stakeholder marketing and integrated marketing communications in various cultures and contexts.
• Another stream of her research interests examines international marketing and international business of various contexts.

Selected publications:

Anisimova, T. 'The impact of controllable and uncontrollable communications on consumer loyalty: evidence from Australia', European International Business Academy, 37th Annual Conference - 'Taking International Business to the Next Level - Emerging Issues, Strategies and Economies', Bucharest, December 2011

Welch, C., Hewerdine, L., Anisimova, T. ‘Innovation-Led Internationalization: Understanding the Internationalization in Process of High-Tech SMEs" Academy of International Business AIB 2011 Annual Meeting - "International Business for Sustainable World Development", Nagoya, Japan, June 2011

Anisimova, T. and Mavondo, F.T. 2010. ‘The performance implications of company-salesperson corporate brand misalignment’, European Journal of Marketing, vol. 44(6).

Anisimova, T. 2010. ‘Corporate brand: The company-customer misalignment and its performance implications’, Journal of Brand Management, vol. 17(7).

Anisimova, T. (2007). ‘The effects of corporate brand attributes on attitudinal and behavioral consumer loyalty’, Journal of Consumer Marketing, vol. 24(7).

Professional Memberships:

• Academy of International Business
• Academy of Marketing Science
• Australian Supply Chain Management Research Unit
  
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