Fagprofil

Nina Marianne Iversen

Professor - Campus Bergen

Biografi

Nina M. Iversen started her carrier at NHH in 1995. In 1999, she finished the Cand. merc. at the Institute of Marketing, NHH. She received her dr. oecon in marketing in 2003. She then worked in a post. doc. position at NHH, and became an associate professor at NHH in January 2007.

From 1995 she has also been employed as a senior researcher at SNF. Iversen now work full time as a full professor at BI (since 2012), and has a 20% position at HVL.

She has published several articles in the Journal of Business Research and International Marketing Review, contributed to book chapters on eco-food marketing and place branding. She has been leader of and responsible for a number of NFR financed research projects within the field of international marketing, eco-food and place branding, visitor behavior and destination marketing. 

Her research focus is on consumer behavior and brand management in general and on brand extensions, country-of-origin effects and place branding in particular. The methodological focus covers different techniques within both qualitative as well as quantitative approaches such as experiments and SEM.

The teaching obligations at BI relates to international marketing, marketing management, tourism marketing and experiential marketing.

Publikasjoner

Jakubanecs, Aleksandrs; Fedorikhin, Alexander & Iversen, Nina Marianne (2018)

Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?

Journal of Business Research, 91, s. 221- 232. Doi: 10.1016/j.jbusres.2018.06.016

Iversen, Nina Marianne & Hem, Leif Egil (2016)

Markedsføring og delingsøkonomi : muligheter og utfordringer

Magma - Tidsskrift for økonomi og ledelse, 19(6), s. 49- 59.

Iversen, Nina Marianne; Hem, Leif Egil & Mehmetoglu, Mehmet (2016)

Lifestyle Segmentation of Tourists Seeking Nature- Based Experiences: The Role of Cultural Values and Travel Motives

Journal of Travel & Tourism Marketing, 33, s. 38- 66. Doi: 10.1080/10548408.2014.998359

The increasing globalization of markets and the criticality of reaching the right lifestyle segments make the relationship between personal motives and cultural values an important area for academic research and managerial practice. The authors seek to provide an understanding of this relationship in a tourism context, specifically in terms of the links between travel motivations and a set of cultural values – materialism, uncertainty avoidance, horizontal and vertical individualism, and horizontal and vertical collectivism. The study examined whether the importance ratings of cultural values differ across segments of tourists grouped on the basis of their travel motives. An Internet survey was used and the sample included 1546 potential tourists visiting the nature-based destination Fjord Norway. Results showed that travel motives and cultural values can serve as discriminators between lifestyle segments. The three motive segments were the nature and novelty, the status, and the relaxation segment. The segments evaluate the destination differently and vary in behavioral intentions.

Iversen, Nina Marianne (2015)

Markedsinnsikt i økotrender og norsk opprinnelse: En markedssegmenteringsanalyse av økomat-markedet i Norge.

Iversen, Nina Marianne; Hem, Leif Egil, Myskja, Bjørn Kåre & Iversen, Tor-Henning (red.). Norske Matvarer - Verdier, muligheter og utfordringer

Mæhle, Natalia; Iversen, Nina Marianne, Hem, Leif Egil & Otnes, Cele (2015)

Exploring consumer preferences for hedonic and utilitarian food attributes

British Food Journal, 117(12), s. 3039- 3063. Doi: 10.1108/BFJ-04-2015-0148

Iversen, Nina Marianne; Hem, Leif Egil, Myskja, Bjørn Kåre & Iversen, Tor-Henning (2015)

Norske Matvarer - Verdier, muligheter og utfordringer

Fagbokforlaget.

Kan vi stole på kvaliteten på maten vi kjøper? Hvor viktig er det at maten er produsert eller dyrket i Norge? I alle kulturer spiller maten en sentral rolle. Det å skaffe, tilberede og spise mat inngår i grunnleggende fellesskapshandlinger og er forbundet med lange tradisjoner. Men i vår tid blir matproduksjonen i stadig større grad teknologisert og globalisert. I denne boken drøfter forskere i biologi, økonomi og etikk flere sentrale spørsmål knyttet til denne utviklingen, bl.a.: - Hvor viktig er det for forbrukerne at ingrediensene er sunne, næringsrike eller uten rester av sprøytemidler? Lar vi «grønne verdier» styre våre produktvalg hvis varene koster mer? - I hvilken grad er det mulig å erstatte importerte matvarer med norske? Er det moralsk forsvarlig å beskytte norsk matproduksjon gjennom tollbarrierer og subsidier hvis det begrenser fattige lands muligheter til å konkurrere? - Hvorfor er genmodifisering så omstridt? Kan det løse problemene med matmangel? Gjennom de faglige bidragene og eksempler fra de deltakende bedriftenes arbeid med noen av disse temaene, gir boken et aktuelt innblikk i sentrale utfordringer for norsk matproduksjon.

Hem, Leif Egil; Iversen, Nina M. & Olsen, Lars Erling (2014)

Category characteristics' effects on brand extension attitudes: A research note

Journal of Business Research, 67(8), s. 1589- 1594. Doi: 10.1016/j.jbusres.2013.10.002

Bravo, Rafael; Iversen, Nina M. & Pina, Jose M (2011)

Expansion strategies for online brands going offline

Marketing Intelligence & Planning, 29(2), s. 195- 213. Doi: 10.1108/02634501111117629

Iversen, Nina M. & Hem, Leif Egil (2011)

Reciprocal transfer effects for brand extensions of global or local origin: evidence from Norway

International Marketing Review, 28(4-5), s. 365- 411. Doi: 10.1108/02651331111149949

Iversen, Nina M. & Hem, Leif Egil (2008)

Provenance associations as core values of place umbrella brands - A framework of characteristics

European Journal of Marketing, 42(5-6), s. 603- 626. Doi: 10.1108/03090560810862534

Originality/value - The article ends with a recommendation that researchers in place branding should carefully analyze provenance associations according to the suggested criteria.

Iversen, Nina Marianne & Bolann, Elin (2016)

Skidestinasjoner som merkevare og deres markedstilpasning. Case: Destinasjon Myrkdalen.

Viken, Arvid (red.). Turisme: Destinasjonsutvikling

Iversen, Nina Marianne (2015)

Merkevarebygging i turismesektoren

Ellingsen, Kristen Albert & Blindheim, Trond (red.). Regional merkevarebygging

Hem, Leif Egil; Iversen, Nina Marianne & Keane, Elin Margrethe Bolan (2008)

The Host of Brand Extensions

[Academic lecture]. Latin American Advances in Consumer Research.

Olsen, Lars Erling; Iversen, Nina M. & Hem, Leif Egil (2007)

Feedback Effects of Brand Extensions: Are Flagship Products Less Vulnerable?

[Academic lecture]. Johan Arndts Markedsføringskonferanse.

Hem, Leif Egil; Iversen, Nina M. & Olsen, Lars Erling (2007)

A Pleasant Stay Depends on the Host: The Role of Characteristics of the Extension Category on Brand Extension Evaluations

[Academic lecture]. Thought Leaders International Conference on Brand Management.

Akademisk grad
År Akademisk institusjon Grad
2003 Norwegian School of Economics, NHH Ph.D Dr. Oecon.
1999 Norwegian School of Economics Master Cand. Merc.
1995 University of Surrey Master of Science
Arbeidserfaring
År Arbeidsgiver Tittel
2017 - Present Høyskolen på Vestlandet Professor
2013 - Present BI Norwegian Business School Professor
2012 - Present Buskerud University College (HIBU) Professor
2008 - 2015 Samfunns- og Næringslivsforskning (SNF) Senior Researcher
2006 - 2010 NFR-prosjektet Allianse Vest, SNF Project leader
2007 - 2008 Norwegian School of Economics, NHH Associate Professor
2005 - 2007 Norwegian School of Economics, NHH Post.doc
2005 - 2006 BI Norwegian Business School Lecturer
2003 - 2004 Samfunns- og Næringslivsforskning (SNF) Researcher
1999 - 2003 Norwegian School of Economics, NHH PhD candidate
1998 - 1999 Samfunns- og Næringslivsforskning (SNF) Project co-worker
1996 - 1997 Possibility A.S. Project leader
1996 - 1996 Grand Hotell Terminus Manager of conference department
1995 - 1996 Norwegian University of Science and Technology, Plantebiosenteret Project co-worker