Bendik Meling Samuelsen

I am born in Oslo, Norway, raised in Notodden, Norway, the Blues Town, also known to be the craddle of Norsk Hydro, and Tinfos. After finnishing my military service, I moved to Hoenefoss where I studied at Buskerud University College for six years, graduating with a masters degree (cand.merci) in marketing in 1997.

Moved on to Bergen, the Norwegian School of Economics (NHH), to start my doctoral studies in 1997. Obtained my PhD from Norwegian School of Economics in 2004, including visits to Ohio State University. I came to BI Norwegian Business School in 2000, and have had various positions there. Started as assistant professor in 2000, promoted to associate professor in 2004, and full professor of marketing in 2013. In January 2015, I assumed the role as head of department, department of marketing at BI Norwegian Business School. From 2003 to 2011 I was program director (AD) for the bachelor program in marketing communicaiton, and program director (AD) for the bachelor program in markeing managment from 2013 to 2015.

Research areas

Brand strategy in general could be an easy answer. Brands has allways intrigued me - basically bonding between humans and non-human brands are interesting to me, and it never stops puzzling me how brands tend to play significant roles in our lives (for better and worse I guess). Related to the brand-strategy area, I am very interested in brand growth, brand portfolio management, and brand communication. Over the last few years, I have developed a keen interest in the habitual choices consumers make more often than traditional CB-models assume. Habits' importance in everyday life is underestimated in both academia and business practice, a field I want to pursue in my future research.

Teaching areas

Brand management at Executive level.

ACADEMIC DEGREES

• 2004 Norwegian School of Economics, NHH Ph.D.
• 1997 Buskerud University College Master of Science

WORK EXPERIENCE

• 2015 - Present BI Norwegian Business School Head of department
• 2013 - Present BI Norwegian Business School Professor of marketing
• 2004 - 2013 BI Norwegian Business School Associate professor
• 2000 - 2004 BI Norwegian Business School Assistant professor
• 2000 - 2003 Bodø Graduate School of Business Adjunct Associate professor
• 1997 - 2000 Norwegian School of Economics, NHH PhD Candidate

CONFERENCE PAPERS

Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk; Fitzsimons, Gavan J.. 

The Perils of Self-Brand Connections: Consumer Response to Changes in Brand Image. EMAC conference; 2014-06-02 - 2014-06-06 BI

Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk; Fitzsimons, Gavan J.. 

The Perils of Self-Brand Connections: Consumers' Response to Changes in Brand Image. AMA Winter Marketing Educator's Conference 2013; 2013-02-15 - 2013-02-17 BI

Olsen, Lars Erling; Samuelsen, Bendik Meling. 

Less is More: The Effect of Association Set Size on Brand Performance. AMA Winter Marketing Educators' Conference; 2013-02-15 - 2013-02-17 BI HK

Olsen, Lars Erling; Samuelsen, Bendik Meling. 

Product Placement Effects in a Movie: Results From a Field Study. Johan Arndts Markedsføringskonferanse; 2013-05-30 - 2013-06-01 BI HK

Olsen, Lars Erling; Samuelsen, Bendik Meling. 

Same Service, Different Ad Claims: The Moderating Role of Need for Cognition. Johan Arndts Markedsføringskonferanse; 2013-05-30 - 2013-05-31 BI HK

Samuelsen, Bendik Meling; Olsen, Lars Erling. 

The Multiple Roles of Fit Between Brand Alliance Partners In Alliance Attitude Formation. 42nd EMAC Conference Proceedings; 2013-06-04 - 2013-06-07 BI HK

Faraji-Rad, Ali; Warlop, Luk; Samuelsen, Bendik Meling. 

When the message "feels right": Investigating the persuasiveness of a homophilous source. EMAC 41th Annual Conference; 2012-05-22 - 2012-05-25 BI

Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk; Fitzsimons, Gavan J.. 

Identity Change: The Effects of Actual and Ideal Self-Brand Connections on Consumers' Response to Brand Image Change. ACR North American Conference; 2012-10-04 - 2012-10-07 BI

Olsen, Lars Erling; Samuelsen, Bendik Meling. 

Offensive and defensive strength in brand associations. EMAC 41th Annual Conference; 2012-05-22 - 2012-05-25 BI UiO

Samuelsen, Bendik Meling; Olsen, Lars Erling. 

Product placement effects in a movie:Results from a field study. EMAC 41th Annual Conference; 2012-05-22 - 2012-05-25 BI UiO

Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk. 

Consumers’ Reactions to Identity Threat: The Effect of Self-Brand Connection and Brand Image Change in Brand Acquisitions. EMAC Annual Conference; 2011-05-24 - 2011-05-27 BI

Samuelsen, Bendik Meling; Olsen, Lars Erling. 

The Attitudinal Response to Alternative Brand Growth Strategies: The Moderating Role of Brand Stretch. AMS World Marketing Congress; 2009-07-22 - 2009-07-25 BI HK

Hansen, Håvard; Samuelsen, Bendik Meling; Silseth, Pål Rasmus. 

Customer Perceived Value in B-t-B Service Relationships: Investigating the Importance of Corporate Reputation. Johan Arndt markedsføringskonferanse; 2007-04-26 - 2007-04-27 BI UIS

Olsen, Lars Erling; Samuelsen, Bendik Meling. 

The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation. Johan Arndts Markedsføringskonferanse; 2007-04-25 - 2007-04-27 BI HK

Hansen, Håvard; Samuelsen, Bendik Meling; Lorentzen, Bengt Gunnar. 

Is Being Good Better Than Being Cheap, or is Being Cheap Better Than Being Good?”,. The 34th Annual ACR-conference; 2003-10-08 - 2003-10-12 BI UIS

Sandvik, Kåre; Samuelsen, Bendik M.; Hansen, Håvard. 

Antecedents and consequences of moral ties in close marketing relationships. Association for Consumer Research Asia-Pacific Conference; 2002-05-16 - 2002-05-18 BI HSN

Olsen, Line Lervik; Samuelsen, Bendik Meling; Johnson, Michael D.. 

Relationship Phases: What does the Customers Go Through?. The 11 Th. Annual Frontiers in Services; 2002-06-27 - 2002-06-29 BI

Johnson, Michael D.; Samuelsen, Bendik Meling; Olsen, Line Lervik. 

Rethinking Services: Integrating Relationship Phases in Customer Satisfaction Modeling. EMAC; 2001-05-01 BI

Olsen, Line Lervik; Samuelsen, Bendik Meling; Johnson, Michael D.. 

Results from the New and Improved Norwegian Customer Satisfaction Barometer. 9 Th. Annual Frontiers in Services Conference; 2000-09-01 BI

Samuelsen, Bendik Meling; Sandvik, Kåre. 

Antecedents of affective and calculative commitment in consumer-brand relationships. European Marketing Academy Conference; 1999-05-10 - 1999-05-15 HSN

Samuelsen, Bendik M.; Troye, Sigurd Villads; Sandvik, Kåre; Rust, Roland T.; Samuelsen, Bendik M.; Berry, Leonard L.; Brown, Stephen W.. 

The behavioral consequences of service satisfaction and customer commitment. Frontiers in Services to lack of alternatives, and service satisfaction on repeat purchase, motivation to switch, and price tolerance. Data for testing the hypoth; 1998 HSN NHH

Grønseth, Bjørn Ove; Sandvik, Kåre; Samuelsen, Bendik M.. 

Antecendents and effects of brand reputation and customer satisfaction : an empirical study. International Association for Economic Psychologi (IAREP), 21st Annual Colloquium, 11-15th sept. 1996; 1997 HSN

Samuelsen, Bendik M.; Sandvik, Kåre. 

Effects of Customers' State of Commitment to Service Providers. European Marketing Academy Conference; 1997-05-20 - 1997-05-23 HSN

Samuelsen, Bendik; Sandvik, Kåre. 

The concept of customer loyalty. European Marketing Academy Conference; 1997-05-20 - 1997-05-23 HSN

SCIENTIFIC ARTICLES

Dimitriu, Radu-Mihai; Warlop, Luk; Samuelsen, Bendik Meling. 

Brand extension similarity can backfire when you look for something specific. European Journal of Marketing 2017 ;Volume 51.(5/6) p. 850-868 BI

Veflen, Nina; Storstad, Oddveig; Samuelsen, Bendik Meling; Langsrud, Solveig; Hagtvedt, Therese; Ueland, Øydis; Gregersen, Fredrik Alexander; Scholderer, Joachim. 

Food Scares: Reflections and Reactions. International Journal on Food System Dynamics 2017 ;Volume 8.(2) p. 155-164 BI NIBIO NOFIMA TØI NMBU

Samuelsen, Bendik Meling. 

Vaner spiser intensjoner til frokost. Myten om det gjennomtenkte valg. Magma - Tidsskrift for økonomi og ledelse 2016 ;Volume 19.(8) p. 20-27 BI

Faraji-Rad, Ali; Samuelsen, Bendik Meling; Warlop, Luk. 

On the Persuasiveness of Similar Others: The Role of Mentalizing and the Feeling of Certainty. Journal of consumer research 2015 ;Volume 42.(3) p. 458-471 BI

Samuelsen, Bendik Meling; Olsen, Lars Erling; Keller, Kevin Lane. 

The multiple roles of fit between brand alliance partners in alliance attitude formation. Marketing letters 2015 ;Volume 26.(4) p. 619-629 BI HK

Olsen, Lars Erling; Samuelsen, Bendik Meling; Gaustad, Tarje. 

Same Service, Different Ad Claims: The Moderating Role of Need for Cognition. Psychology & Marketing 2014 ;Volume 31.(12) p. 1064-1073 BI HK

Hansen, Håvard; Samuelsen, Bendik Meling; Sallis, James E.. 

The moderating effects of need for cognition on drivers of customer loyalty. European Journal of Marketing 2013 ;Volume 47.(8) p. 1157-1176 BI UIS

Olsen, Lars Erling; Samuelsen, Bendik Meling. 

Product Placement Effects in a Movie: A Field Study. Beta. Scandinavian Journal of Business Research 2012 ;Volume 26.(2) p. 131-146 BI HK

Samuelsen, Bendik Meling; Olsen, Lars Erling. 

The attitudinal response to alternative brand growth strategies. European Journal of Marketing 2012 ;Volume 46.(1-2) p. 177-191 BI HK

Hansen, Håvard; Samuelsen, Bendik Meling; Andreassen, Tor Wallin. 

Trying to complain: the impact of self-referencing on complaining intentions. International Journal of Consumer Studies 2011 ;Volume 35.(4) p. 375-382 BI UIS

Dimitriu, Radu-Mihai; Samuelsen, Bendik M.; Warlop, Luk. 

The dark side of brand extension similarity. Proceedings - EMAC 2010 (39th EMAC) BI

Samuelsen, Bendik Meling; Olsen, Lars Erling. 

Promising attributes and experiences : attitudinal responses to functional versus experiential ad claims and the moderating role of involvement. Journal of Advertising 2010 ;Volume 39.(2) p. 65-78 BI HK

Hansen, Håvard; Samuelsen, Bendik Meling; Silseth, Pål Rasmus. 

Customer Perceived Value in B-t-B Service Relationships: Investigating the Importance of Corporate Reputation. Industrial Marketing Management 2008 ;Volume 37.(2) p. 205-216 BI UIS

Samuelsen, Bendik M.; Olsen, Lars Erling. 

"Jeg har meninger - sterke meninger - men jeg er ikke alltid enig i dem" om holdninger og holdningsstyrke i merkevareledelse. Magma - Tidsskrift for økonomi og ledelse 2007 ;Volume 10.(2) p. 64-76 BI NHH

Samuelsen, Bendik M.; Olsen, Line Lervik; Silseth, Pål Rasmus; Lorentzen, Bengt G.. 

Dynamiske perspektiv på kunderelasjoner. Magma - Tidsskrift for økonomi og ledelse 2007 ;Volume 10.(2) p. 25-44 BI

Hansen, Håvard; Samuelsen, Bendik M.; Lorentzen, Bengt G.. 

Is Being Good Better Than Being Cheap, or is Being Cheap Better Than Being Good?. Advances in Consumer Research 2004 ;Volume 31.(1) p. 446-450 BI

Samuelsen, Bendik M.; Grønseth, Bjørn Ove; Sandvik, Kåre. 

Kundelojalitet: Effekter av kundetilfredshet og renomme. Beta. Scandinavian Journal of Business Research 1997 (1) p. 36-46 HSN NHH

BOOKS

Olsen, Lars Erling; Peretz, Adrian; Samuelsen, Bendik Meling. 

Merkevareledelse. Cappelen Damm Akademisk 2016 (ISBN 978-82-02-48974-8) 679 p. BI HK

Samuelsen, Bendik Meling; Peretz, Adrian; Olsen, Lars Erling. 

Merkevareledelse på norsk 2.0. Cappelen Damm Akademisk 2010 (ISBN 978-82-02-31353-1) 514 p. BI HK

Peretz, Adrian; Olsen, Lars E.; Samuelsen, Bendik M.. 

Merkevareledelse på Norsk. Cappelen Damm Akademisk 2007 (ISBN 9788202249151) 388 p. (1) BI NHH

CHAPTERS

Haugtvedt, C.P.; Samuelsen, Bendik M.; Liu, Kun. 

Consumer Psychology and Attitude Change. I: E. Knowles and J. Lin (eds.): Resistance and Persuasion. Mahwah, New Jersey: Lawrence Erlbaum Associates 2004 BI

POPULAR SCIENTIFIC ARTICLES

Olsen, Lars Erling; Samuelsen, Bendik Meling; Andreassen, Tor W.. 

Trøbbel i elfenbenstårnet. kampanje.com 2017 BI NHH