Associate Prof Fernando Fastoso

• Co-Investigator Quantitative Phase University of York, UK
• Email: fernando.fastoso@york.ac.uk

Fernando Fastoso [PhD, Dipl. Betriebswirt, BA (Hons), PgCHEP, FHEA] is a Senior Lecturer in Marketing at The York Management School, University of York. 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). 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.

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).

Fernando is one of the Co-Investigators dealing with the quantitative research for the project.