Refereed Journal Articles
“To Extend or Not to Extend: Success
Determinants of Brand Line Extensions,” Journal of Marketing Research,
1994, 31 (May), 243-262, with Srinivas Reddy and Susan Holak.
“Diversification
Strategies for the Service Sector,” Journal of Professional Services
Marketing, 1993, 9 (1), 59-68, with Joseph Bonnici and Albert Caruana.
"The
Effect of Homosexual Imagery in Advertising on Attitude Toward
the Ad," Journal of Homosexuality, 1996, 31 (1, 2), Special Edition
on Gays, Lesbians, and Consumer Behavior, 161-176, with Thomas Leigh and Daniel
Wardlow. Simultaneously
published in Gays, Lesbians, and Consumer Behavior: Theory, Practice, and
Research Issues in Marketing, ed. Daniel Wardlow, The Haworth Press, 1996,
161-176.
"An
Investigation of Jeopardy Effects in Store Choice," Journal of
Retailing and Consumer Services, 1996, 3 (3), 129-133, with Richard Fox.
" The
Impact of Consumer Prejudices on Ad Processing: Heterosexual Consumers’
Responses to Homosexual Imagery in Ads," Journal of Advertising,
1998, 27 (4), 9-28, with Thomas Leigh and Daniel Wardlow.
(This article was picked as a
finalist for the best article of 1998 by reviewers at the Journal of
Advertising)
"Version
6.0.1 Anyone? An Investigation of Consumer Software
Upgrading Behavior," Journal of Marketing Theory and Practice, Spring 1998, 6 (2), 87-96, with Richard Burkhard, Kathleen
O’Donnell, and Daniel Wardlow.
“Predicting New Venture
Survival: An Analysis of “Anatomy of a Startup Cases” Cases from Inc.
Magazine,” Journal of Business Venturing, 1998, 14, 215-232, with
William B. Gartner and Jennifer A. Starr.
“An
Investigation of Consumer Reactions to the Use of Different Brand Names,” Journal
of Product and Brand Management, 1998, 7 (1), 41-50, with Kathleen
O’Donnell and Gail Kelley.
“Symbolic
and Functional Positioning of Brands,” Journal of Consumer Marketing,
1998, 15 (1), 32-43, with Srinivas Reddy.
“The
Role of Dual Entitlement and Equity Theories in Consumers’ Formation of Fair
Price Judgments: An Investigation Within a Business-to-Business Service
Setting,” Journal of Professional Services Marketing, 1998, 17 (1),
1-14, with Eric Boyd.
"
"Environmental
and Ownership Characteristics of Small Businesses and their Impact on
Development," Journal of Small Business Management, July 2000, 38
(3), 14-26, with William Gartner.
"The Impact of Parent Brand
Attribute Beliefs and Affect on Brand Extension Evaluation," Journal of
Business Research, July 2001, 53 (1), with Srinivas Reddy.
“Measuring Users' Web Activity to Evaluate and Enhance
Advertising Effectiveness,” Journal of Advertising, Fall 2002, 31 (3),
97-106, with Michael Bevans and Sanjit Sengupta.
" The Reciprocal Effects of Extension Quality and Fit on Parent
Brand Attitude, under review at the Journal of Product and Brand Management.
Conference Proceedings
“The Sales
Department: A Living System Perspective,”, National Conference in Sales Management Proceedings,
with Joseph Bonnici, 1991, 15-19.
“Communicating
the Future: A Comparative Systems Approach,” National Conference in Sales
Management Proceedings, with Joseph Bonnici and Peter Dyer, 1989, 112-15.
"
Investigating the
Dimensions of Fit Between a Brand and its Extension," AMA Winter
Educators’ Conference, 1997, 8, 186-194, with Srinivas Reddy.
“Are Brands
Damaged When They Sponsor Gay Advertising?” Society for
Consumer Psychology Winter Conference Proceedings, 1997, 30-32, with Thomas
Leigh and Daniel Wardlow.
“How Interpersonal Influence
Susceptibility Influences the Intention to Purchase Products Emphasizing Group
Affiliation”, Society for Consumer Psychology Winter Conference Proceedings,
1998, with Kathleen O’Donnell and Dien Nguyen.
"An
Exploratory Study of Cross-National Differences in Perceptions of Fit Between a Brand and its Extension," Western
Marketing Educators' Association Conference Proceedings, 1999, 93-96, with
Allen Appell.
"Empirical
Examination of the Factors Contributing to the High Presence of Ethnic
Minorities in
"Opportunity
Framing and Networks: An Empirical Investgation of the Role of Social Context
in Explaining Venture Creation by High Tech Entrepreneurs," The
International Applied Business Research Conference, Cancun, Mexico, March
14-21, 2001, 1-13, with Richard McCline.
Invited Publications
"Some
Comments on Marketing to the Homosexual
(Gay) Market: A Profile and Strategy Implications", Journal of
Homosexuality, 1996, 31 (1, 2), Special Edition on Gays, Lesbians, and
Consumer Behavior, 213-217.
"Research
Issues in Targeting Neglected Segments," in Advertising Research: The
Internet, Consumer Behavior, and Strategy, 155-160.
Presentations at Academic Conferences
"The
Impact of Advertising to a Controversial Target Audience on Attitude Toward the Ad and Brand Attitude," AMA Summer
Educators' Conference Proceedings, August 1994, with Thomas Leigh and
Daniel Wardlow.
“Integrating
Dual Entitlement and Equity Theories Into Perceived Fair Price: An Empirical
Investigation Within a Service Setting,” AMA Winter Educators’ Conference,
“An
Exploratory Investigation Into the Symbolic or
Functional Values of Brands,” AMA Summer Educators’ Conference,
“What Affects
Growth Expectations? ” Frontiers
of Entrepreneurship Research Conference -
“A
Cross-National Examination of Attitudes toward Brands and Branding”, Marketing
Science Conference, July 1998, with Jin Han.
“Brand
Image Perceptions Across International Borders: An Exploratory Comparative
Study in
"Attitudes
Toward Inter-racial Ads," AMA Winter
Educators’ Conference,
"Differences
in Materialistic Consumer Values Across Nations,"
International Conference on Globalization of Business and Markets,
“Product Life Cycle and Related Concepts in the High
Tech Industry,” Marketing of
Technology Oriented Products Conference, Indian Institute of Management,
Bangalore, India, December, 2002, with Teresa Anthony.
Presentations at Practitioner
Conferences
“The Impact of Price
Perceptions on Customer Satisfaction and Renewal Behavior in an Industrial
Purchase Situation,” Advanced Research Techniques Forum, June 1995, with
Eric Boyd.
Other Presentations
“Consumer Reactions to Controversial Themes in
Advertising,”
"Research
on Brand Management and Brand Extensions,"
“Consumer Reactions to Controversial Themes in Advertising,”
Why Have Indian Entrepreneurs Been Successful in