Dr. Mark Cleveland

Mark Cleveland

Dancap Private Equity Chair in Consumer Behavior
PhD, Marketing, John Molson School of Business, Concordia University (2006)

Office: SSC 4166
Phone: 519-661-2111 x81464
Email: mclevela@uwo.ca

Google Scholar/ CV


Dr. Mark Cleveland is the Dancap Private Equity Chair in Consumer Behavior, and Full Professor of Marketing, in the DAN Department of Management and Organizational Studies, at the University of Western Ontario (London, Ontario, Canada). He also taught at the John Molson School of Business (Concordia University, Montréal), HEC-Montréal (Université de Montréal), Euromed School of Management (Marseille), and Kedge Business School (Marseille), and he was a Visiting Professor at Vienna University of Economics and Business. Mark teaches numerous courses at the graduate and undergraduate levels, which presently includes marketing research, consumer behavior, consumer theory and methodology, and marketing management. Since 2013, he has been an Associate Editor for International Marketing Review and is on the boards of several other journals.

Dr. Cleveland’s research interests are interdisciplinary, spanning marketing, consumer behaviour, social psychology, and international business, with a special focus on globalization, identity and culture, mixed ethnicity, cross-cultural consumer behaviour, international market segmentation, sustainability and green marketing, and psychometrics. To date, he has conducted research on consumers living in 22 countries. He currently holds a SSHRC Insight Grant, which he is using to study mixed ethnic identity and consumer behavior. Mark has authored or co-authored more than 100 publications, including 48 journal articles, 10 book chapters, 2 books, and 54 conference papers. His scholarly work has more than 7000 citations on Google Scholar, and his research has featured in prominent media including The New York Times, Forbes, The Globe and Mail, The Toronto Star, The Financial Post, La Presse, Le Soleil, Psychology Today, MSN.com, BNNBloomberg.com, CTV News, Global News, and CBC’s Marketplace. He has been a consultant for numerous organizations, including McKinsey and Co., McCann Worldgroup, and Industry Canada. He has received many awards for his scholarly activities, including four Best Paper Awards, numerous Best Conference Paper Awards, Western’s Faculty Scholar Award, the William R. Darden Best Paper Award in Research Methodology, and the Hans B. Thorelli Award, from the American Marketing Association, for an article that has made the most significant and long-term contribution to international marketing theory or practice.


Consumer Behavior, Marketing Research, Methodology, Marketing Strategy


  • Globalization, Culture and Consumption: global consumer culture, cross-cultural consumer behavior, cosmopolitanism, xenocentrism, materialism, consumer ethnocentrism
  • Social influences on attitudes and behaviors: mixed ethnic identity. conformity and normative social influence, social values and identities, multicultural identities of immigrants, ethnic diasporas, religiosity, social influences and self-esteem, understanding social change, social media and identity formation/change.
  • Proenvironmental Attitudes and Behaviors: individual differences impacting sustainable thinking and behaviors, situational enablers and constraints that encourage and thwart enactment of pro-environmental behaviors.


Representative Recent Publications:

Cleveland, Mark & Bartikowski, Boris (2023). The Antecedents of Global Brand Advocacy for Home and Overseas Chinese. Journal of Business Research, 155-Part B(January), Article #113405.  https://www.sciencedirect.com/science/article/pii/S0148296322008700?via%3Dihub

Cleveland, Mark & McCutcheon, Georgia (2022). Anti-Globalscapes: A Cross-National Investigation of the Nature and Precursors of Consumers’ Apprehensions towards Globalization,” Journal of Business Research, Vol. 138, No. 1, 170-184. https://www.sciencedirect.com/science/article/pii/S0148296321006561

Cleveland, Mark, Papadopoulos, Nicolas, & Laroche, Michel (2022). Global Consumer Culture and National Identity as Drivers of Materialism: An International Study of Convergence and Divergence”. International Marketing Review, Vol. 39, No. 2, 207-241.https://www.emerald.com/insight/content/doi/10.1108/IMR-02-2021-0097/full/html

Cleveland, Mark (2022). Globalization and Global consumer culture: The Fragmentation, Fortification, Substitution and Transmutation of Social Identities (Chapter 4). In: Katzarska-Miller, Iva & Reysen, Steven (Eds.), Globalized Identities: The Impact of Globalization on Self and Identity (pp. 71-105). Palgrave Macmillan, London, UK. ISBN: 978-3-031-04643-8, 978-3-031-04644-5. https://link.springer.com/chapter/10.1007/978-3-031-04644-5_4

Papadopoulos, Nicolas & Cleveland, Mark (2021), Marketing Countries, Places, and Place-Associated Brands: Identity and Image. Edward Elgar Publishing Ltd., Cheltenham, UK. https://www.e-elgar.com/shop/gbp/marketing-countries-places-and-place-associated-brands-9781839107368.html

Cleveland, Mark & Bartsch, Fabian (2019), “Global Consumer Culture: Epistemology and Ontology” International Marketing Review, Vol. 36, No. 4, 556-580. https://www.emerald.com/insight/content/doi/10.1108/IMR-10-2018-0287/full/htm