Research and publication is a high priority of all tenure-track faculty. Members of the marketing area are currently investigating such topics as trademark infringement, counterfeiting, the application of econometrics to marketing, demand analysis for industrial marketing, political marketing techniques, corporate social responsibility, retailing and distribution, exporting for high-tech firms, cross-cultural negotiations, and a wide variety of topics in the related areas of international marketing, marketing and society, and marketing and public policy.

Faculty List & Specializations

NamePositionSpecialization & Research Interests
Srabana DasguptaAssociate Professor, Marketing and Strategy Durable goods; pricing; choice models; models of information asymmetry
June FrancisAssociate Professor, Marketing Geographical Indications, Intellectual Property law, Traditional knowledge, Poverty Alleaviation, Well-being in Extractive sectors, Scientific Research Collaboration, International marketing, negotiations/cross-cultural negotiations, exporting, small business development and government policies with respect to exporting.
Andrew HarriesTom Foord Associate Professor of Practice

Entrepreneurship & innovation; corporate innovation and the creation of substantially new businesses inside existing enterprises; financial strategies for new enterprises; product management; leadership and growth.

Jason HoAssociate Professor, Marketing Marketing Modeling, Entertainment Marketing, Viral Marketing
Steve KatesAssociate Professor, Marketing Brands, branding, brand management, children, consumer socialization, gender consumption, families, households, gay men.
Bob KriderProfessor, Marketing Competition dynamics, consumer biases and heuristics, entertainment industries, evolution of retail formats.
Lily LinAssistant Professor, Marketing

Social Influence; Social Norms; Consumer Punishment Behaviour; Self-Regulation; Motivation


Sarah LubikDirector of Entrepreneurship, SFU Co-Champion, Technology Entrepreneurship@SFU Lecturer, Entrepreneurship & Innovation

Univesity spin-outs, early-stage strategy formation, business models. commercialization of advanced technologies, partnerships, market selection, innovation ecosystems, and incubation.


Brent McFerranAssociate Professor, Marketing and W.J. VanDusen Professor Social and interpersonal influences; Consumer identity; Moral psychology and prosocial behavior
Lisa PapaniaLecturer, Marketing and Entrepreneurship

Product development and innovation; Sustainability/ circular economy; Idea-sharing, collaboration, team communication and performance

Leyland PittProfessor, Marketing and Dennis F. Culver EMBA Alumni Chair of Business

Services marketing; entrepreneurship and marketing strategy; marketing-information technology interface.

Yupin YangAssociate Professor, Marketing

Sports Marketing, Athlete Branding, Quantitative Marketing, Two-sided Matching Model, Search Advertising. 

Judy ZaichkowskyProfessor, Marketing Questionnaire Design, Measuring Abstract Constructs, Trademark Infringement, Brand Imitation, Consumer Behaviour, Counterfeiting, brand management, women on Boards

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News & Activities

Awards & Achievements

  • Dasgupta, Srabana: SSHRC Standard Research Grant: The role of the call option in auto leases: Implications for consumers and firms (2013-2014)
  • Ho, Jason: SFU Institutional SSHRC Small: Understanding multi-screen TV viewers (2013-2014)

  • Frances, June: SFU Institutional SSHRC Small Grant: Measuring the antecedents, processes and outcomes of large scale R&D collaborations: The human genome project (2012-2013)
  • Frances, June: SSHRC Insight Development Grant: Measuring the direct and indirect effects of the human genome project - Implications for biotechnology research collaboration (2012-2014)
  • Pitt, Leyland: SFU Institutional SSHRC Small Grant: Image of a salesperson: Tracking public sentiment toward selling and salespersons through cartoon analysis (2012-2013)

  • Peloza, John: SFU Institutional SSHRC Small Grant: The bad taste of corporate social irresponsibility (2011-2012)
  • Yang, Yupin: SSHRC Standard Research Grant: An empirical investigation of sports sponsorship decisions (2011-2014)

  • Pitt, Leyland: SSHRC Knowledge Synthesis Grant: Smartphone apps in a sound environmental information systems strategy: Principles, practices and a research agenda (2010)
  • Pitt, Leyland: SFU Institutional SSHRC Small: Do consumers believe blogs? Toward a measure of consumer blog skepticism (2010-2011)
  • Yang, Yupin: SFU Institutional SSHRC Small: How media coverage affects the brand values of athletes (2010-2011)

  • Peloza, John: SFU Institutional SSHRC Small Grant: Antecedents and consequences of environmentally friendly purchases: Pilot study (2009-2010)
  • Peloza, John: SSHRC Standard Research Grant: Antecedents and consequences of environmentally friendly purchases: The role of guilt and mindset in "green" consumer behavior (2009-2011)

  • Pitt, Leyland: SSHRC Standard Research Grant: Consumer-generated advertising content (2008-2011)
  • Pitt, Leyland: SFU Institutional SSHRC Small Grant: Do business friendships really exist? Friends, customers and personal acquaintance (2008-2010)

  • Ho, Jason: SSHRC Standard Research Grant: Estimating the effects of time-of-service on consumer decision-making: The case of Multiplex Movie Theatres (2007-2010)
  • Meredith, Lindsay: Emerald Management Reviews Independent Review Board - Citation of Excellence - One of the top 50 articles in 2006, selected from among 15,000 articles in 400 academic journals (2007)
  • Pitt, Leyland & Shapiro, Daniel: SSHRC Standard Research Grant: CSR content analysis (2007-2010)

  • Kates, Steven: Australian Research Council: Sharing values and the co-creation of grands: Towards a new consumer driven branding paradigm (2006-2009)
  • Pitt, Leyland: SFU Institutional SSHRC Small Grant: Multiple meanings? A mutual knowledge perspective on brand co-creation (2006-2008)
  • Pitt, Leyland & Ghazisaaedi, Mehdi: Association of Direct Marketing - Prize for Best Paper - Direct Marketing, Electronic Marketing, and Technology Track, Academy of Marketing (Marketing Educators Group) Conference, London, UK. (2006).

  • Pitt, Leyland: Awarded an Honorary Doctorate from the Lulea University of Technology, Sweden, in recognition of his work in the area of eCommerce and internet marketing (2005)

Recent Faculty Books

  • Putler, Daniel S. & Robert E. Krider (2012). Customer and business analytics: Applied data mining for business decision making using R. Boca Raton, USA: Chapman and Hall/CRC. ISBN 9781466503960.

  • Schindehutte, M., Pitt, L.F. & Morris, M.H. (2008). Rethinking marketing: The entrepreneurial imperative. New York , NY: Pearson Education.

  • McCarthy, Jerome E., Perreault, William D., Meredith, Lindsay & Riker, Lynne (2007). Basic marketing, 12th Canadian Edition. Toronto, ON: McGraw-Hill Ryerson.
  • Solomon, Michael, Zaichkowsky, Judith Lynne & Polegato, Rosemary (1999, 2001, 2004, 2007). Consumer behavior: A Canadian perspective, 4th Edition. Toronto, ON: Pearson Canada Publishers.

  • Collins-Dodd, Colleen & Fung, Mabel (2006). Assessing the cross-cultural stability of Servqual in a multicultural market: The case of Canadian and Hong Kong immigrant banking customers. In C.P. Rao (Ed.), Marketing and Multicultural Diversity Series: New Perspectives in Marketing (pp. 121-143). Ashgate Publishers.
  • Hudson, Simon, Miller, Graham & Peloza, John (2006). Approaches to cause related marketing. In Cause-Related Marketing: An Overview (pp. 141-150). Hyderabab, India: ICFAI University Press.
  • Kates, Steven M. (2006). Researching brands ethnographically. In Russell Belk (Ed.), Handbook of qualitative research methods in marketing. Northampton, MA: Edward Elgar Publishing.
  • Kates, Steven M. (2006). The extended case method in consumer research. In Russell Belk (Ed.), Handbook of qualitative research methods in marketing. Northampton, MA: Edward Elgar Publishing.
  • Zaichkowsky, Judith Lynne (2006). The psychology behind trademark infringement and counterfeiting. New Jersey: Laurence Erlbaum.

  • Meredith, Lindsay (2005). Imperial Lumber Limited. Case in Kenneth B. Wong, Stanley J. Shapiro, William D. Perreault, E. Jerome McCarthy and Algis Juzukonis (Eds.), Case book to accompany basic marketing: A global managerial approach, 11th Canadian Edition. Toronto, ON: McGraw-Hill Ryerson.
  • Meredith, Lindsay (2005). Samuel’s furniture. Case in Kenneth B. Wong, Stanley J. Shapiro, William D. Perreault and E. Jerome McCarthy (Eds.), Basic marketing: A global managerial approach, 11th Canadian Edition. Toronto, ON: McGraw-Hill Ryerson.

Research Papers

  • Chakrabarti, R., Barnes, B.R., Berthon, P., Pitt, L. & Monkhouse, L.L. (2014). Goal orientation effects on behavior and performance: Evidence from international sales agents in the Middle East. International Journal of Human Resource Management 25.2: 317-340. doi: 10.1080/09585192.2013.826915
  • McFerran, Brent & Argo, J.J. (2014). The entourage effect. Journal of Consumer Research 40.5: 871-884. doi: 10.1086/673262
  • Tang, Felix, Tian, Vane-Ing & Zaichkowsky, Judy (2014). Understanding counterfeit consumption. Asia Pacific Journal of Marketing and Logistics 26.1: 4-20. doi: 10.1108/APJML-11-2012-0121
  • Tsao, Hsiu-Yuan, Pitt, L. & Campbell, C. (2014). Discriminating between behaviour using market data from panels. International Journal of Market Research 56.1: 73-88.

  • Francis, June & Hyman, R.-D. (2013). The impact of geographical indications on the economic cultural social and environmental pillars of sustainability: The case of Jamaican Blue Mountain Coffee. International Journal of Social Sustainability in Economic, Social and Cultural Context 8.3: 1-13.
  • Krider, Robert E. & Putler, D.S. (2013). Which birds of a feather flock together? Clustering and avoidance patterns of similar retail outlets. Geographical Analysis 45.2: 123-149. doi: 10.1111/gean.12005
  • Lubik, S., Garnsey, E., Minshall, T. & Platts, K. (2013). Value creation from the innovation environment: Partnership strategies in university spin-outs. R&D Management 43.2: 136-150.
  • Peloza, John, White, Katherine & Shang, Jingzhi (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing 77.1: 104-119. doi: 10.1509/jm.11.0454

  • Berthon, P.R. & Pitt, L. (2012). Brands and burlesque: Toward a theory of spoof advertising. Academy of Marketing Science Review 2.2-4: 88-98.
  • Berthon, Pierre R., Pitt, Leyland F., Plangger, Kirk & Shapiro, Daniel (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons 55.3: 261-271. doi: 10.1016/j.bushor.2012.01.007
  • Newton, F.J., Ewing, M.T. & Pitt, L.F. (2012). The intra and inter-personal dynamics associated with consuming sensitive products: Understanding the consumption of erectile function aids using dimensional qualitative research. Psychology & Marketing 29.1: 1-14. doi: 10.1002/mar.20502
  • Pitt, Leyland (2012). Web 2.0, social media and creative consumers—implications for public policy; Introduction to the special edition. Journal of Public Affairs 12.2: 105-108. doi: 10.1002/pa.1411
  • Putler, D. & Krider, R. (2012). Strategies and tactics for successfully developing in-house predictive analytics expertise. The European Business Review 56-59.
  • Reyneke, M., Sorokáčová, A. & Pitt, Leyland (2012). Managing brands in times of economic downturn: How do luxury brands fare? Journal of Brand Management 19.6: 457-466. doi:10.1057/bm.2011.53
  • Soyez, K., Francis, June N.P. & Smirnova, Maria M. (2012). How individual, product and situational determinants affect the intention to buy and organic food buying behavior: A cross-national comparison in five nations. der markt 51.1: 27-35. doi: 10.1007/s12642-011-0073-8
  • Wild, Ria, Pitt, Leyland & Mills, Adam J. (2012). Every story tells a picture: Lessons from cartoons on corporate governance. Business Horizons 55.6: 543-550. doi: 10.1016/j.bushor.2012.07.001

  • Berthon, Pierre, Pitt, Leyland & DesAutels, Philip  (2011). Unveiling videos: Consumer generated ads as qualitative inquiry. Psychology and Marketing Special Issue: Dimensional Qualitative Research as a Paradygmatic Shift in Qualitative Inquiry 28.10:1044-1060.
  • Crittenden, Victoria, Crittenden, Bill, Pinney, Chris & Pitt, Leyland (2011). Implementing global corporate citizenship: An integrated business framework. Business Horizons 54.5:447-455. doi: 10.1016/j.bushor.2011.04.006
  • Francis, June N. P. & Mauser, Gary A. (2011). Collateral damage: the ‘War on Drugs’, and the Latin America and Caribbean region: Policy recommendations for the Obama administration.Policy Studies 32.2: 159-177.
  • Page, Kelly L. & Pitt, Leyland (2011). Web 2.0, social media, and creative consumers: Special issue. Journal of Consumer Behaviour 10.6: i-iii. doi: 10.1002/cb.390
  • Pitt, Leyland, Berthon, Pierre & Robson, Karen (2011). Deciding when to use tablets for business applications. MIS Quarterly Executive 10.3:133-139.
  • Pitt, L.F., Parent, M., Steyn, P.G., Berthon, P. & Money, A. (2011). The social media release as a corporate communications tool for bloggers. IEEE Transactions Professional Communication 54.2. doi: 10.1109/TPC.2011.2121610
  • Yang, Yupin & Shi, Mengze (2011). Rise and fall of stars: Investigating the evolution of star status in professional team sports. International Journal of Research in Marketing 28.4: 352-366. doi: 10.1016/j.ijresmar.2011.05.004

  • Brown, T.J., Dacin, P.A. & Pitt, L.F. (2010). Corporate image and reputation in B2B markets: Insights from CI/ARG 2008. Industrial Marketing Management. doi: 10-1016/j.indmarman_2010.02008
  • Krider, R.E., Arguello, A., Campbell, C. & Mora, J. (2010). Trait and image interaction in ecotourism preference. Annals of Tourism Research 37.3: 779-801. 10.1016/j.annals.2010.01.009
  • Pitt, L.F., Parent, M., Berthon, P. & Steyn, P.G. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons 53: 281-290. [Journal Abstract]
  • Steyn, P., Salehi-Sangari, E., Pitt, L.F., Parent, M. & Berthon, P. (2010). The social media release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review 36: 87-89. [Journal Abstract]
  • Zaichkowsky, J., Parlee, M. & Hill, J. (2010). Managing industrial brand equity: Developing tangible benefits for intangible assets. Industrial Marketing Management. doi: 10.1016/j.indmarman_2010.020.17

  • Berthon, P., Pitt, L.F., Parent, M. & Berthon, J. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review 52.1. [Journal Abstract]
  • Berthon, P., Pitt, L.F. & Campbell, C. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research 62: 356-361. [Journal Abstract]
  • Beverland, M.B., Kates, S.M., Lindgreen, A. & Chung, E. (2009). Exploring consumer conflict management in service encounters. Journal of the Academy of Marketing Science 38.5: 617-633. doi:  10.1007/s11747-009-0162-0
  • Chuu, S.L.H., Chang, J. & Zaichkowsky, J. (2009). Exploring art film audiences: A marketing analysis. Journal of Promotion Management 15: 212-228. [Journal Abstract]
  • Hansen, T., Wilke, R. & Zaichkowsky, J. (2009). Managing consumer complaints: Differences and similarities among heterogeneous retailers. International Journal of Retail & Distribution Management 38.1: 6-23. [Journal Abstract]
  • Ho, J.Y.C., Dhar, T. & Weinberg, C.B. (2009). Playoff payoff: Super Bowl advertising for movies. International Journal of Research in Marketing,26: 168-179. [Journal Abstract]
  • Ho, J.Y.C. & Dempsey, M. (2009). Viral marketing: Motivations to forward online content. Journal of Business Research 63.9-10: 1000-1006. doi: 10.1016/j.jbusres.2008.08.010
  • Mau, P., Eyzaguirre, J., Jaccard, M., Collins-Dodd, C. & Tiedemann, K. (2009). The 'Neighbor Effect': Simulating dynamics in consumer preferences for new vehicle technologies. Ecological Economics 68.1-2: 504-516. [Journal Abstract]
  • Peloza, J. (2009). The challenge of measuring financial impacts from investments in corporate social performance. Journal of Management 35.6: 1518-1541. doi: 10.1177/0149206309335188
  • Peloza, J., Hudson, S. & Hassay, D.N. (2009). The marketing of employee volunteerism. Journal of Business Ethics 85, 371-386. [Journal Abstract]
  • Peloza, J. & Falkenberg, L. (2009). The role of collaboration in achieving corporate social responsibility objectives. California Management Review 51.3: 95-113. [Journal Abstract]
  • Poitras, G. & Meredith, L. (2009). Ethical transparency and economic medicalization. Journal of Business Ethics 86: 313-325. [Journal Abstract]
  • Reddy, M., Terblanche, N, Pitt, L.F. & Parent, M. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons 52: 187-197. [Journal Abstract]
  • White, K. & Peloza, J. (2009). Self-benefit versus other-benefit marketing appeals: Their effectiveness in generating charitable support. Journal of Marketing 73: 109-124. [Journal Abstract]

  • Berthon, P., Pitt, L.F., Berthon, J., Campbell, C. & Thwaites, D. (2008). e-Relationships for e-readiness: Culture and corruption in international e-B2B. Industrial Marketing Management 37: 83-91. [Journal Abstract]
  • Berthon, P., Pitt, L.F. & Campbell, C. (2008). Ad lib: When customers create the ad. California Management Review 50.4.  [Journal Abstract]
  • Berthon, P., Pitt, L.F., Nel, D., Salehi-Sangari, E. & Engstrom, A. (2008). The biotechnology and marketing interface: Functional integration using mechanistic and holographic responses to environmental turbulence. Journal of Commercial Biotechnology 14.3: 213-224. [Journal Abstract]
  • Berthon, P., Pitt, L.F. & Watson, R.T. (2008). From Genesis to Revelations: The technology diaspora. Communications of the ACM 51.12: 151-154. [Journal Abstract]
  • Papania, L., Shapiro, D.M. & Peloza, J. (2008). Social impact as a measure of fit between firm activities and stakeholder expectations. International Journal of Business Governance and Ethics 4.1: 3-16. [Journal Abstract]
  • Peloza, J. & Hassay, D.N. (2008). Make versus buy philanthropy: Managing firm-cause relationships for strategic and social benefit. Journal of Nonprofit and Public Sector Marketing 19.2: 69-90. [Journal Abstract]
  • Peloza, J. & Papania, L. (2008). The missing link between corporate social responsibility and financial performance: Stakeholder salience and identification. Corporate Reputation Review 11.2: 169-181. [Journal Abstract]
  • Prinsloo, M., Tudhope, L., Pitt, L.F. & Campbell, C (2008). Using demographics to predict smoking behavior: Large sample evidence from an emerging market. Business Horizons 52: 187-197. [Journal Abstract]
  • Tudhope, L., Prinsloo, M., Pitt, L.F. & Barnes, B.R. (2008). Diabetes knowledge and physician compliance: Evidence of links in a large South African sample. Health Marketing Quarterly 25. [Journal Abstract]

  • Berthon, P.R., Pitt, L.F., McCarthy, I.P. & Kates, S.M. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons 50: 39-47. [Journal Abstract]
  • Chakrabarti, R., Berthon, P. Watson, R.T. & Pitt, L.F. (2007). Quality management in business relationships: The role of brands in an open source environment. Total Quality Management. 18.8: 947-955. [Journal Abstract]
  • Hudson, S., Hudson, D. & Peloza, J. (2007). Meet the parents: A parents' perspective on product placement in children's films. Journal of Business Ethics 80.2: 289-304. [Journal Abstract
  • McCarthy, I.P., Pitt, L.F., Campbell, C., van der Merwe, R. & Salehi-Sangeri, E. (2007). Exploiting the business opportunities in biotech connections: The power of social networks. Journal of Commercial Biotechnology 13.4: 245-257. [Journal Abstract]
  • Meredith, L. (2007). Scanning for market threats. Journal of Business & Industrial Marketing 22.4: 211-219. [Journal Abstract]
  • Peloza, J. & Hassay, D.N. (2007). Does vice make nice? The viability and vituousness of charity lotteries. Journal of Nonprofit and Public Sector Marketing 18.1: 57-80. [Journal Abstract]
  • Peloza, J. & Hassay, D.N. (2007). A typology of charity support behaviors: Toward a holistic view of helping. Journal of Nonprofit and Public Sector Marketing 17.1.2: 135-151. [Journal Abstract]
  • Pitt, L.F., Opoku, R., Hultman, M., Abratt, R. & Spyropoulou, S. (2007). What I say about myself: Communication of brand personality by African countries. Tourism Management 28: 835-844. [Journal Abstract]
  • Strasheim, A., Pitt, L.F. & Caruana, A. (2007). Psychometric properties of the Schlinger Viewer Response Profile (VRP). Journal of Advertising 36.4: 101-114. [Journal Abstract]

  • Bertels, S. & Peloza, J. (2006). Running just to stand still? Managing CSR reputation in an era of ratcheting expectations. Corporate Reputation Review 11.1: 56-72. [Journal Abstract]
  • Pitt, L.F., van der Merwe, R., Berthon, P., Salehi-Sangari, E. & Caruana, A. (2006). Global alliance networks: A comparison of biotech SMEs in Sweden and Australia. Industrial Marketing Management 35: 600-610. [Journal Abstract]
  • Pitt, L.F., Watson, R.T., Berthon, P., Wynn, D. & Zinkhan, G. (2006). The penguin's window: Corporate brands from an open-source perspective. Journal of the Academy of Marketing Science 34.2: 115-127.  [Journal Abstract]