Dr Bernadett KOLES

Associate Professor

Department : Marketing

Nationalities :


  • International Consumer Behaviour
  • Fundamentals of Marketing
  • Business Psychology
  • Consumer Decision Making


  • Durham University Business School, Ph.D. Candidate in Marketing (In progress)
  • Harvard Graduate School of Education, Doctor of Education, Human Development and Psychology (2005)
  • Harvard Graduate School of Education, Masters, Human Development and Psychology (2001)
  • Indiana University, Bloomington, Bachelor of Science, Psychology (with Honors) (2000)
  • IESE, International Faculty Program (2010)

Research interests

  • Compensatory consumption and consumer compromises
  • Offline and online consumer identity
  • Virtual environments and their applications to marketing theory and practice
  • Virtual Reality and marketing

Work experience

  • Associate Dean for Teaching and Learning, Rennes School of Business (January 2019 – Present)
  • Associate Professor, Marketing Academic Area, Rennes School of Business (September 2018 – Present)
  • Assistant Professor, Marketing Academic Area, Rennes School of Business (September 2017 – August 2018 )
  • FCT Research Fellow, ISCTE Business School – Lisbon University Institute (2014 – 2017)
  • Permanent Faculty, Psychology and Management, Central European University, Business School (2002 – 2014)
  • Academic Director of Undergraduate Programs, Central European University, Business School (2005 – 2013)
  • Co-Director, Central European University, Initiative for Regulatory Innovation (2010 – 2013)
  • Visiting Faculty, McDaniel College, Maryland, USA; Budapest Campus (2006)
  • Research Fellow, Central European University, Center for Policy Studies, (2004)
  • Graduate Associate, Harvard Masters of Education Program, (2000 – 2002)
  • Project Leader, Project of Joint Ventures and Entrepreneurs, Budapest, Hungary
    (1996 – 1997)

Academic awards, honors and memberships

  • FCT Research Fellowship; Portuguese Science and Technology Foundation (2014 – 2017)
  • Member, Executive Committee; International Management Research Academy (2012 – 2017)
  • Best Competitive Paper Award First Rank; awarded by the International Management Research Academy for the Paper Organizational Climate in Central Europe, Portugal and India: A Cultural Perspective (2012)
  • Google Research Award; funding a project comparing public and private knowledge-intensive organizations in Hungary, Poland Romania and Slovakia, through multiple dimensions (with Maciej Kisilowski, IRI Research Center) (2012)
  • Central European Initiative Cooperation Fund; supporting the development of a training program for better management of public KBOs (with Maciej Kisilowski, IRI Research Center) (2012)
  • Jacob K. Javits Graduate Fellowship – United States Department of Education (full tuition fellowship and maintenance stipend) (2000 – 2004)
  • Entering Award; Harvard Graduate School of Education (2000)
  • Founders Award; Indiana University (1999 – 2000)
  • 1999 Senior Achievement Award; Indiana University.

Intellectual contributions

Refereed articles

  • Koles, B., Wells, V., & Tadajewski, M. (2018). Compensatory consumption and consumer compromises: a state-of-the-art review. Journal of Marketing Management, 34, 96-133.
  • Virtual worlds as transitional space: The impact of avatars and virtual objects on adolescent consumers (with Peter Nagy). Journal of Gaming and Virtual Worlds, Vol. 8(3): 279-296, 2016
  • ‘I create therefore I virtually exist’: Digital content creation, virtual consumption and motivation in Second Life (with Peter Nagy). Journal of Virtual Worlds Research, Vol. 9(2): 1-20, 2016
  • Globalization and the convergence of creativity, innovation and entrepreneurship (Chattalas, M. and Koles, B). Management Research Review, Vol. 39(2): 1-12; Guest Editorial, 2016
  • Organizational Climate in Hungary, Portugal and India: A Cultural Perspective (Koles, B. and Kondath, B.). AI & SOCIETY – Knowledge, Culture and Communication, Vol. 30(2): 251-259; 2015
  • My Avatar and Her Beloved Possessions: Characteristics of Attachment to Virtual Objects (Nagy, P. and Koles, B.). Psychology and Marketing, Vol. 31(12): 1122-1135, 2014
  • The Digital Transformation of Human Identity: Towards a Conceptual Model of Virtual Identity in Virtual Worlds (Nagy, P. and Koles, B.). Convergence – The International Journal of Research into New Media Technologies, Vol. 20(3): 276-292; 2014
  • Individual and Professional Development in the Digital Age: Towards a Conceptual Model of Virtual Worlds for Organizations (Koles, B. and Nagy P.). Management Research Review, Vol. 37(3): 288-307; 2014
  • Virtual Worlds as Digital Workplaces: Conceptualizing the Affordances of Virtual Worlds to Expand the Social and Professional Spheres in Organizations (Koles, B. and Nagy P.). Organizational Psychology Review. Vol. 4(2): 175-195; 2014
  • Strategy Development Processes in CEE: A Cross-Regional Perspective (Koles, B. and Kondath, B.). International Journal of Emerging Markets, Vol. 9(3): 386-399; 2014
  • Associations between Child and Teacher Characteristics and Quality of Teacher-Child Relationships: The Case of Hungary (Koles, B., O’Connor, E. and Collins, B.). European Early Childhood Education Research Journal, Vol. 21(1): 53-76; 2013
  • Virtual Consumers behind Avatars: The Relationship between Virtual Identity and Virtual Consumption in Second Life (Koles, B. and Nagy P.). Journal of Theoretical and Applied Electronic Commerce Research, Vol. 7(2): 87-105; 2012
  • Who is portrayed in Second Life: Dr. Jekyll or Mr. Hyde? The extent of congruence between real life and virtual identity (Koles, B. and Nagy P.). Journal of Virtual Worlds Research, Vol. 5(1):3-19. Available at http://journals.tdl.org/jvwr/article/view/2150; 2012
  • The Impact of Facebook Usage Patterns on School Attitudes: The Case of Young Hungarian Users (Koles, B. and Nagy P.). Multicultural Education and Technology Journal, Vol. 6(1): 4-17; 2012
  • Teacher-Child Relationships in Prekindergarten: The Influences of Child and Teacher Characteristics (Koles, B., O’Connor, E. and McCartney, K.). Journal of Early Childhood Teacher Education, Vol. 30: 3-21; 2009

Book chapters

  • A new generation of digitally educated workers (Koles, B.). In M. Kisilowski (Ed.), Free Market in its Twenties. CEU Press, Budapest, Hungary, 2014
  • Changes and Trends in Cross-Cultural Management Education: An Integrative Approach (Koles, B. and Voros, T. In P. Van den Bossche, W. H. Gijselaers and R. G. Milter (Eds.), Advances in Business Education and Training: Building Learning Experiences in a Changing World. Vol. 3: 97-120. Springer Verlag, 2011

Refereed proceedings

  • Author. Proceedings of the British Academy of Management (BAM) Annual Conference: Driving Productivity in Uncertain and Challenging Times (Bristol, UK). Presented a paper ‘Exploring configurations and necessary conditions of supplier attractiveness’, 2018
  • Author. Proceedings of the European Academy of Management (EURAM) Annual Conference: Research in Action (Reykjavik, Iceland). Presented a paper ‘Psychological influences on organizational climate in Central and Eastern Europe’, 2018
  • Zsofia Toth, Marzena E. Nieroda & Bernadett Koles (May 2017). Business Mating Online: How Online Referrals Influence Supplier Selection? In Proceedings of the Academy of Marketing Science Annual Conference: Back to the Future: Using Marketing Basics to Provide Consumer Value (San Diego, USA).
  • Author. Proceedings of the 37th Annual IMP Conference: Change and Transformation of Marketing, Networks and Relationships (Poznan, Poland). Presented a paper ‘Business mating online: The effectiveness problem of supplier selection – The case of SMEs in the United Kingdom’, 2016
  • Author / Organizer. Annual Conference of the International Management Research Academy (IMRA, Zagreb). Coordinated and hosted a research round table discussion focusing on the theme of ‘Business Higher Education in a Networked Society: Challenges and Opportunities’, 2013
  • Author. Proceedings of the 7th International Conference on Information System: Adopting Emergent Knowledge and Technologies to Develop Innovative Information Systems (Guimaraes, Portugal). Presented a paper ‘Dear Employees: Welcome to the Metaverse’: Reinventing Roles and Work-Related Relationships in Virtual Worlds – A Conceptual Model, 2012
  • Author. Proceedings of the Emerging Market Conference of the International Management Research Academy (IMRA, London). Presented a paper Strategy Development Processes in Central and Eastern Europe: A Cross-Regional Perspective, 2012
  • Author. Proceedings of the Emerging Market Conference of the International Management Research Academy (IMRA, London). Presented a paper Organizational Climate in Hungary, Portugal and India: A Cultural Approach, 2012
  • Speaker. EDINEB Annual Conference (Lyon, France), Presented a paper on Can Statistics Be Fun? The Benefits of Incorporating Research into MBA Courses on Methodology, 2011
  • Author. Proceedings of the 2nd International Conference on Society and Information Technologies (ICSIT, USA). Presented a paper Management Education in a Globalizing World: The Use of Simulations, 2011
  • Speaker. EDINEB Annual Conference (Baltimore, USA). Presented a paper Cross-Cultural Management Courses: Theory and Reality, 2009
  • Discussant. Workshop on Cultures and Change (Budapest, Hungary). Held a workshop and presented a paper on the Evolution of Cultural Dimensions in the CEE Region, to a group of HR directors and top executives, 2009
  • Speaker. EURAM Annual Conference (Liverpool, UK). Presented a paper Cultural and Organizational Characteristics: The Case of Hungary, 2009