Dr. Anahit Armenakyan

Anahit Armenakyan portrait
Associate Professor / Faculty of Education and Professional Studies - School of Business
Position
Full-time Faculty
Graduate Program Associate Faculty
Office
H130
Extension
4280
About
Dr. Anahit Armenakyan joined the Marketing Stream of the School of Business in 2012. She teaches courses in consumer behaviour, marketing, advertising and promotions, digital marketing, social marketing, international marketing, and innovative approaches in marketing. Her practical experience in Armenian, American, and international companies has provided her with a broad view and perspective that has proven to be useful during in tailoring course materials. She has taught in different marketing courses at Carleton University, Laurentian University and is currently holding a visiting Professor position at Vilnius University (Lithuania).

Dr. Armenakyan's main research focus is around the issues of country image and consumer behavior, specifically around sport mega-events. Her interest in consumer behaviour, however, extends to other areas such as adolescents influence on parental purchasing decision-making process, the effect of country image on perception of partner trustworthiness in an international business setting, and the effects of country-of-origin on perception of wine (wine marketing). She is also, among other topics, exploring the marketing issues around eco-tourism, tourism destination, immigrant housing, and organic produce purchasing behaviour. Dr. Armenakyan's research is reflected in a number of marketing journals including Journal of Strategic Marketing, Journal of Sport Management, International Journal of Sport Management and Marketing, and International Journal of Wine Business Research.
Education
PhD, Carleton University
MBA, University of Pittsburgh
MBA, American University of Armenia
MSc, State Engineering University of Armenia
Research
Areas of Specialization:

Marketing

Research Interests:

Consumer behaviour, sport mega-events (Olympic Games), country image, tourism destination marketing, wine marketing, social marketing, organic product purchasing behaviour, immigrant housing.

Current & Future Research:

Dr. Armenakyan is currently merging her interest in sport mega-events and children consumer socialization in a quest to investigate the impact of the Youth Olympic Games (YOG) on Canadian youth's sport participation/consumption.

Dr. Armenakyan is also involved in a project that examines immigrant housing issues in Northeast Ontario (supported by Pathways to Prosperity grant). In another project, she looks into organic produce purchasing behaviour with the aim to profile Canadian and Armenian organic fruit and vegetable consumers.

Publications
Refereed Publications (Peer Reviewed)

Armenakyan, A., O'Reilly, N., Heslop, L. A., Nadeau, J., & Lu, I. R. R., (2016). It’s all about my team: Mega-sport events and consumer attitudes in a time series approach. Journal of Sport Management, 30(6), 597-614.

O'Reilly, N., Armenakyan, A., Lu, I. R. R., Nadeau, J., Heslop, L. A., & Cakmak, E. (2016). Sport mega-events and tourism: Contrasting the influence of host country and event. International Journal of Sport Management and Marketing, 16(3-6), 280-296.

Dikcius, V., Armenakyan, A., Urbonavicius, S., Jonyniene, G., & Gineikiene, J. (2015). The influence of children on family purchasing in Lithuania and Azerbaijan. Organizations and Marketing in Emerging Economies, 5(2), 79-96.

Doyle, J. & Armenakyan, A. (2014). Value creating mechanisms within the market orientation-performance relationship: A meta-analysis, Journal of Strategic Marketing, 22(3), 193-205.

Armenakyan, A., Heslop, L. A., Nadeau, J., O'Reilly, N., & Lu, I. R. R. (2013). Tell me who's your host and I'll tell you who you are: Olympic Games image before and after the 2008 and 2010 Olympic Games. International Journal of Sport Management and Marketing / Special Issue "Advances in Sport Tourism Marketing & Management", 14(1/2), 71-95.

Heslop, L. A., Nadeau, J., O'Reilly, N., & Armenakyan, A. (2013). Mega-event and country co-branding: Image shifts, transfers, and reputational impacts, Corporate Reputation Review / Special Issue on "Nation Branding", 16(1), 7-33.

Armenakyan, A., Heslop, L. A., Nadeau, J., O'Reilly, N., & Lu, I.R.R. (2012). Does holding the Olympic Games matter?: Canada’s image before and after the 2010 Olympic Games. International Journal of Sport Management and Marketing / Special Issue on "Consumer Behaviour in Sports", 12(1/2), 111-140.

Doyle, J. D., Heslop, L. A., Ramirez, A., Cray, D., & Armenakyan, A. (2012). Trust building in wine blogs: A content analysis. International Journal of Wine Business, 24(3), 196-218.

Heslop, L. A., Cray, D., & Armenakyan, A. (2010). Cue incongruity in wine personality formation and purchasing. International Journal of Wine Business Research, 22(3), 288-307.

Other Refereed Contributions (Peer Reviewed)

Armenakyan, A. (2019). “Team-building Activity to Deliver Marketing Concepts” (Structured Abstract), Proceedings of the 2019 World Marketing Congress, Marketing Education track, Edinburgh, Scotland, July 9-12, 2019.

Armenakyan, A. (2019). “Youth sport participation and Youth Olympic Games” (Structured Abstract), Proceedings of the 2019 World Marketing Congress, Special Session: Sports Marketing, Edinburgh, Scotland, July 9-12, 2019.

Brown, N. & Armenakyan, A. (2019). “Cricket in the North: The Impact of Sports Participation and Sponsorship on Immigrant Social Inclusion and Fostering Welcoming Communities” (Structured Abstract), Proceedings of the 2019 World Marketing Congress, Special Session: Sports Marketing, Edinburgh, Scotland, July 9-12, 2019.

Armenakyan, A. & Baregheh, A. (2019). “Organic Fresh Produce Purchase Behaviour in Armenia”, 2019 Armenian Economic Association Conference, The Armenian Economic Association (AEA), Yerevan, Armenia, June 27-29.

Armenakyan, A. & Brown, N. (2018). “Ecotourism Perspective: The Case of Armenia” (Abstract), Proceedings of the 2018 World Marketing Congress, Porto, Portugal: Academy of Marketing Science World Marketing Congress, June 27-29.

Adler, A., Brown, N., & Armenakyan, A. (2018). “What’s in it for me? Chorister Recruitment and Retention in a University-Community Choir”, St. John's, Newfoundland and Labrador, Canada: International Symposium on Singing and Song II, June 27-29.

Armenakyan, A. & Brown, N. (2018). “Ecotourism in Armenia. 2018, Armenian Economic Association Conference”, Yerevan, Armenia: The Armenian Economic Association (AEA), June 14-16.

Armenakyan, A. Nadeau, J. & Olafsen, A. (2018). “Youth Olympic Games: Parental Perspective in the Context of Lillehammer Youth Olympic Games”, Annual Conference of Administrative Sciences Association of Canada: Sport and Tourism Division, Toronto, Ontario, May 27-29.

Baregheh, A. & Armenakyan, A. (2018). “Organic produce purchase behaviour in Canada”, (Extended Abstract), Paris, France: 17th International Marketing Trends Conference, January 17-19.

Nadeau, J., Armenakyan, A., Heslop, L.A., & O’Reilly, N. (2017). “Making Sense of Attribution Attempts: Emotional Evanescence in Sponsorship Outcomes”, Montreal, Quebec: Annual Conference of Administrative Sciences Association of Canada May 27-29.

Armenakyan, A., Nadeau, J., & Olafsen, A. H. (2016). "Destination Youth Olympics: Lillehammer Winter Games" (Abstract), London, UK: Proceedings of the Inaugural Conference of the International Place Branding Association, December 7-9, pp. 128-129.

Dikčius, V., Armenakyan, A., Pikturnienė, I., Šeimienė, E., Pakalniškienė, V., Kavaliauskė, M., Katkuvienė, K.,and Reardon, J. (2016). "Children’s influence on their parents’ purchase decision: Systematic analysis of researches between 1985-2014," (Abstract), Brno, Czech Republic: Proceedings of the 2016 International Scientific Conference: Economics and Management, May 19-20.

Armenakyan, A., Heslop, L.A., Lu, I.R.R., Nadeau, J., & O'Reilly, N. (2015). “Olympic Games: Does the host location matter?”, Bari, Italy: Academy of Marketing Science World Marketing Congress, July 14-18.

Armenakyan, A. (2015). "Consumer ethnocentrism: The case of modern Armenia", Yerevan, Armenia: Armenian Economic Association Annual Conference, June 19-22.

For a complete list please see Dr. Armenakyan’s faculty web-page at  https://faculty.nipissingu.ca/anahita/

Non-Refereed Contributions

Armenakyan, A. (Presenter, May 2019) "Vancouver Winter Olympics, Buenos Aires Youth Summer Olympics: Marketing Major Sports Events” (2019), Seminar: Major Marketing Events and Their Communications, Vilnius University, Vilnius, Lithuania, May 23.

Armenakyan, A. (Presenter, October 2018), “Consumer Ethnocentrism: Soviet vs. Modern Armenia”, Groupe de Recherche en Affaire Internationales Lecture Series, HEC Montreal, Montreal, Quebec, November 6.

Armenakyan, A. (Workshop Leader, April 2017). "The power of games" (Workshop, 2017 Annual Spring Conference of the Ontario Business Educators' Association, Toronto) and (Workshop, Halton District School Board Regional Professional Development Day, Milton).

Armenakyan, A. (Presenter, October 2015). “The effects of country-of-origin on partners’ perceptions of trustworthiness in international business collaborations”, Groupe de Recherche en Affaire Internationales Lecture Series, HEC Montreal, Montreal,

Brouard, F., Neilson, L., & Armenakyan, A. (October 31, 2012). "An Analysis of change in fundraising activities", SCSE-CSES Research, Carleton University.

Neilson, L., Brouard, F., & Armenakyan, A. (2012). "Fundraising methods: Past, present, future", SCSE-CSES Research, Carleton University.

Brouard, F., Neilson, L., and Armenakyan, A. (2012), "Small charities: An analysis of change in fundraising activities", SCSE-CSES Research, Carleton University.

Heslop, A. (Presenter), Armenakyan, A., Nadeau, J., & O’Reilly, N. (2011). “The Tinkerbell effect: The power of beliefs for Canada and the Olympics” (Vancouver, Canada: Carleton University Alumni Association, Vancouver Chapter, March 11). Invited presentation