College of Business and Innovation

Dr. Bashar S Gammoh

Dr. Bashar S. Gammoh

Associate Professor of Marketing
Marketing and International Business
Office: Stranahan Hall - 3050
Telephone: (419) 530 - 2091
Fax: (419) 530 - 4610

Dr. Gammoh is an Associate Professor of Marketing in the Department of Marketing & International Business at the University of Toledo. He holds a Ph.D. in Marketing from Oklahoma State University, an MBA from University of Jordan, and a BS in Economics from University of Yarmouk. Dr. Gammoh teaches undergraduate and graduate courses in marketing strategy and brand management. His research interests are in the areas of marketing strategy, brand management and cross-cultural international marketing issues. His research has appeared in several journals such as European Journal of Marketing, Psychology & Marketing, Marketing Letters, Journal of Product & Brand Management, Journal of Personal Selling & Sales Management, Journal of Global Marketing, Journal of Services Marketing, International Journal of Electronic Commerce, and Journal of Customer Behavior and in several national and regional conference proceedings.

Ph.D.     Oklahoma State University, Stillwater, Oklahoma
             Doctor of Philosophy in Business Administration (Marketing)
             (July 2006)

             “Propensity to Participate in Brand Alliances: A Managerial Perspective,”
             Kevin E. Voss (Chair), Gary Frankwick, Karen Flaherty & Margaret White.

M.B.A.   University of Jordan, Amman, Jordan
             Master of Business Administration (Marketing)
             (January 2000)

B.A.       Yarmouk University, Irbid, Jordan
             Bachelor of Science (Economics & Finance)
             (July 1997)

Principles of Marketing (Undergraduate).

Marketing Analysis and Decision Making (Undergraduate/MIB capstone course)

Strategic Marketing & Analysis (Graduate/MBA)

Strategic Brand Management (Graduate/MBA)

Market Driven Strategy & Analysis (Graduate/EMBA)

Strategic Brand Management (Graduate/UT-PSG MBA, Coimbatore, India)

Strategic Marketing & Analysis (Graduate/UT-PSG MBA, Coimbatore, India)

Strategic Marketing & Analysis (Graduate/UT-AmCham MBA, Cairo, Egypt)

In general, Dr Gammoh major research interests are in the areas of marketing strategy, brand management and cross-cultural international marketing issues. He research in the area of brand leveraging strategies (e.g., co-branding, and brand alliances) and is actively working to establish a program of research that examines these strategies from the perspectives of the consumer and the firm. In addition, his research program expands to bring branding and brand management issues into related areas such as sales management, consumer behavior, and international cross cultural marketing issues. For example, some of his research explore sales-person brand relationships and the resulting sales performance outcomes, consumer-brand interaction and the resulting emotional connections consumers develop toward their brands, and consumer reactions to global and local brand positioning strategies.

(20) Gammoh, Bashar S., Anthony C. Koh, Sam C. Okoroafo and Amjad Abu ElSamen (2015), “The Antecedents of Belief in Global Citizenship: A Two-Country Investigation,” forthcoming, Journal of Global Marketing, Vol. XX, No. 7, pp. 1-15. 

(19) Okoroafo, Sam C., Bashar S. Gammoh, Anthony C. Koh and Melvin Williams (2015), “Global Supply Chain Management Strategies of Born-Global Firms in the Fashion Industry: A Conceptual Model,” International Business Research, Vol. 8, No. 1, pp. 97 – 105.  

(18) Gammoh, Bashar S., Michael L. Mallin and Ellen B. Pullins (2014), “The Impact of Salesperson-Brand Personality Congruence on Salesperson Brand Identification, Motivation and Performance Outcomes,” forthcoming, Journal of Product and Brand Management, Vol. 23, No. 7, pp. 543-553.

(17) Shuting, Li and Sam C. Okoroafo and Bashar S. Gammoh (2014), “The Role of Sustainability Orientation in Outsourcing: Antecedents, Practices, and Outcomes,” forthcoming, Journal of Management and Sustainability, Vol. 4, No. 3, pp. 27-36.

(16) Gammoh, Bashar S., Michael L. Mallin and Ellen B. Pullins (2014), “Antecedents and Consequences of Salesperson Identification with the Brand and Company,”, Journal of Personal Selling and Sales Management, Vol. 34, No. 1, pp. 1-16.

(15) Anthony C. Koh, Bashar S. Gammoh and Sam C. Okoroafo (2014), “An Investigation of Export Practices and Performance across Global Mindset Orientations,” International Business Research,Vol. 7, No. 1, pp. 60 – 72.  

 (14) Fang, Xiang, Bashar S. Gammoh* and Kevin E. Voss (2013), “Building Brands through Brand Alliances: Combining Warranty Information with a Brand Ally”, Journal of Product & Brand Management, Vol. 22, No. 2, pp. 153 –160.                                                                                                                    

* The authors contributed equally to this project and are listed in alphabetical order

(13) Gammoh, Bashar S. and Kevin E. Voss, (2013) “Alliance Competence: The Moderating Role of Valence of Alliance Experience,” European Journal of Marketing, Vol. 47, No. 5/6, pp. 964 - 986.

(12) Pentina, Iryna, Bashar S. Gammoh, Lixuan Zhang and Michael L. Mallin, (2013) “Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks,” International Journal of Electronic Commerce,Vol. 17, No. 3, pp. 63 – 86.

(11) Kevin E. Voss, Bashar S. Gammoh and Xiang Fang,(2012) "How Does a Brand Ally Affect Cosumer Evaluations of a Focal Brand?” Psychology & Marketing, Vol. 29, No. 12, pp. 929 - 940.

(10) Roy, Subhadip, Bashar S. Gammoh and Anthony C. Koh (2012), “Predicting the Effectiveness of Celebrity Endorsements Using Balance Theory,”Journal of Customer Behavior, Vol. 11, No. 1, pp. 33-52. 

(9) Long-Tolbert, Sylvia and Bashar S. Gammoh (2012), “In Good and Bad Times: The Interpersonal Nature of Brand Love in Service Relationships,” Journal of Services Marketing, Vol. 26, No. 6, pp. 391-402.

(8) Koh, Anthony C., Bashar S. Gammoh, and Sam C. Okoroafo (2011), “The Antecedents of Sales Force Motivation: An Empirical Investigation in the Insurance Industry in Singapore,”International Journal of Marketing Studies, Vol. 3, No. 3, 3-12.

(7) Gammoh, Bashar S., and Kevin E. Voss (2011), “Brand Alliance Research: In Search of a New Perspective and Directions for Future Research,” Journal of Marketing Development and Competitiveness, Vol. 5, No. 3, 81-93.

(6) Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo (2011), “Consumer Culture Brand Positioning Strategies: An Experimental Investigation,” Journal of Product & Brand Management, Vol. 20, No. 1, 48-57.

(5) Gammoh, Bashar S., Kevin E. Voss, and Ryan Skiver (2011), “Consumer Evaluation of Continuous vs. Discontinuous Innovation: The Moderating Effects of Brand Equity and Product Category Knowledge,” American Journal of Business, Vol. 26, No. 1, 65-79.

(4) Gammoh, Bashar S., Kevin E. Voss, and Xiang Fang (2010), “Multiple Brand Alliances: A portfolio Diversification Perspective”, Journal of Product & Brand Management, Vol. 19, No. 1, 27-33.

(3) Okoroafo, Sam C., Anthony C. Koh and Bashar S. Gammoh (2010), “Gender Differences in Perceptions of the Marketing Stimuli of Family Owned Businesses (FOBs),” International Journal of Marketing Studies, Vol. 2, No. 1, 3-12.

(2) Gammoh, Bashar S., Kevin E. Voss, and Goutam Chakraborty (2006), "Consumer Evaluation of Brand Alliance Signals," Psychology & Marketing, Vol. 23, No. 6, 465-486.

(1) Voss, Kevin E. and Bashar S. Gammoh (2004), "Building Brands through Brand Alliances: Does a Second Ally Help?", Marketing Letters, Vol. 15, No. 2/3, 147-59.

UT Faculty Excellence Award (2010-2011)

COBI Junior Faculty Research Award Nominee (2010-2011)

COBI Summer Research Grant recipient (2008)

COBI Summer Research Grant recipient (2007)

ACR Doctoral Consortium Fellow Award (2005)

AMA Foundation Visiting Scholars Travel Grant (2003)

CBA Deans list Award, University of Jordan (2000)

Cairo Bank Graduate Student Achievement Award, University of Jordan (1999)

Last Updated: 11/3/16