Faculty of Business Administration
SFU.CA Burnaby | Surrey | Vancouver
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Marketing

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.  Leyland Pitt and Bob Krider currently hold SSHRC grants and are active in research with Ph.D. students. Canada’s most popular Consumer Behaviour textbook is co-authored by Judy Zaichkowsky, a member of SFU’s marketing area.

Faculty List & Specializations

NamePositionSpecialization & Research Interests
Colleen Collins Associate Professor
Associate Dean & Academic Director, Graduate Program		 Brand equity, marketing hi-tech products.
June Francis Associate Professor International marketing, negotiations/cross-cultural negotiations, exporting, small business development and government policies with respect to exporting.
Jason Ho Assistant Professor & Area Coordinator, Marketing Marketing Modeling, Entertainment Marketing, Viral Marketing
Steve Kates Associate Professor Brands, branding, brand management, children, consumer socialization, gender consumption, families, households, gay men.
Bob Krider Professor Competition dynamics, consumer biases and heuristics, entertainment industries, evolution of retail formats.
Lindsay Meredith Professor Business marketing, demand estimation, market strategy, marketing management information systems.
John Peloza Assistant Professor My research has a strong managerial orientation, and is motivated primarily by the "real world" problems I faced while working in the marketing communications industry.
My research interests can be collected intro three categories:

1. Corporate social responsibility. My work in this area examines the business case behind CSR. To this end, my research has examined consumer and other stakeholders' responses to firm initiatives, the use of branding strategies within corporate philanthropy, and the relationship between CSR and financial performance.

2. The marketing of charities and nonprofit organizations. My work in this area has covered donor motivations, novel fundraising opportunities for charities, and the effects of contextual characteristics on donor decisions.

3. Public policy issues in marketing communications. This is an emerging stream of research based on my observations of both the positive (e.g., anti-smoking campaigns) and negative (e.g., materialism) consequences of advertising.

Leyland Pitt Professor
Dennis F. Culver EMBA Alumni Chair of Business		 Services marketing; entrepreneurship and marketing strategy; marketing-information technology interface.
Yupin Yang Assistant Professor Celebrity Branding, Sports Marketing, Quantitative Marketing, Structural Models
Judy Zaichkowsky Professor Questionnaire Design, Measuring Abstract Constructs, Trademark Infringement, Brand Imitation

News & Activities

Undergrads help market a sustainable SFU campus

May 1, 2012

[caption id="attachment_4766" align="alignnone" width="549" caption="One of the ideas suggested by the groups involved a campus take on the infamous Canucks fans known as the Green Men"][/caption]

A group of Beedie School of Business undergraduate students have been using SustainableSFU as a model to develop their business plan writing skills – and planning a more sustainable campus in the process.

In his class focused on ethics in marketing, Beedie School of Business PhD student and lecturer Todd Green set for his students the task of drafting marketing plans based on a real-life, non-profit organization that operates on SFU’s Burnaby campus.

After the previous cohort’s experience working with International China Concern, a charity which helps abandoned and disabled children in China, Green decided to shift the focus closer to home. While attending SustainableSFU’s annual Sustainability Festival, Green was inspired by the organization’s goal of working towards a sustainable campus and decided that he would ask his next group of students to develop a working marketing plan for SustainableSFU. ... Read More >>

Academic award toasts SFU branding research

April 28, 2012

New marketing research from SFU professor Leyland Pitt, focused on the relationship between luxury wine branding and social media, has been awarded the Outstanding Paper prize for 2012 by the Emerald Literati Network.

The article, entitled “Luxury wine brand visibility in social media:  An exploratory study” and published in International Journal of Wine Business Research, garnered the top billing as part of the Literati Network Awards for Excellence 2012.

Pitt, a professor of marketing at SFU’s Beedie School of Business, co-authored the paper with Mignon Reynecke, a PhD ... Read More >>

Student internationalizes Beedie experience with AIESEC

April 12, 2012

The following article was submitted by Beedie School of Business graduate Esther Chang:

As you learn in any introduction to economics course, life has a lot of tradeoffs. So if your goals are to travel around the world to get a deeper appreciation of life and culture, you will most likely have to trade off a lot time from developing your career.

By participating in an international internship with AIESEC, however, you can make the most of both options. You get the opportunity to experience a foreign (and sometimes very exotic) country in conjunction with professional development.

I graduated from the Beedie School of Business in September 2011 and concentrated in HR and Marketing. As soon as I finished, I travelled to Bogota, Colombia between September 2011 and February 2012 – this proved to be one of the best experiences of my life.

While in Bogota, I worked in an organization that provides English language solutions for corporations, most of which are in the oil and gas industry. My role in this company was two-fold. As a fluent English speaker, I often taught advanced English to managers and employees working at the Colombian head offices, and assisted in editing and proofreading presentations and reports (BUS360 goes a long way!). The end readers of most of these reports were investors or board of directors from Canada or the United States, so the business communication and presentation skills that I gained after years of class presentations and report-writing at the Beedie School of Business were invaluable. ... Read More >>

Pro athletes bolster star status through team selection, teammates and career evolution: Study

January 17, 2012

Basketball fans in Cleveland may disagree, but two-time NBA Most Valuable Player Lebron James’ decision to play with a higher-profile Miami Heat team and all-star teammates shows sound marketing and career-management acumen, according to newly-published business school research focused on the evolution and importance of star status for today’s professional athletes. In order to maximize their earnings and endorsements, today’s celebrity athletes -- from James to David Beckham to Peyton Manning -- need to be mindful of the evolution of their star status.

So what makes a star shine even brighter in the world of ... Read More >>

Pro athletes bolster star status through team selection, teammates and career evolution: Study

January 17, 2012

Basketball fans in Cleveland may disagree, but two-time NBA Most Valuable Player Lebron James’ decision to play with a higher-profile Miami Heat team and all-star teammates shows sound marketing and career-management acumen, according to newly-published business school research focused on the evolution and importance of star status for today’s professional athletes. In order to maximize their earnings and endorsements, today’s celebrity athletes -- from James to David Beckham to Peyton Manning -- need to be mindful of the evolution of their star status.

So what makes a star shine even brighter in the world of ... Read More >>

Vancouver Canucks give MBA social media project warm reception

November 24, 2011

The following was originally published in the North Shore Outlook newspaper on September 23, 2011.

By Maria Spitale-Leisk - North Shore Outlook
Published: November 23, 2011 12:00 PM
Updated: November 23, 2011 12:41 PM
Photo: North Van MBA student Alannah Cervenko chats to Vancouver Canucks players Robert Luongo and Sami Salo about her class project: developing a social media strategy for The Dugout, a DTES drop-in centre.
Hockey fever does not discriminate. To borrow a catchphrase from the Vancouver Canucks’ marketing campaign, “We are all Canucks”.

North Vancouver resident Alannah Cervenko caught the Canucks ... Read More >>

AACSB BizEd Magazine profiles Beedie Mobile: What's App-enin' At B-Schools

November 21, 2011

The following article was originally published in the November/December issue of BizEd Magazine, the leading voice of business education, published by the Association to Advance Collegiate Schools of Business (AACSB). The magazine is celebrating its 10th anniversary this fall.

Today, smartphone and tablet usage among business students is almost a given. To reach students where they live—on their mobile devices— more business schools are launching their own mobile campus applications. But as with any school initiative, designing a great institutional app takes careful consideration. Educators should be mindful of several steps and possibilities as they tackle the process:

Choosing objectives. Successful mobile ... Read More >>

Beedie research shows freefall of Italy’s national brand linked to exploits of outgoing PM Silvio Berlusconi

November 9, 2011

In the wake of the announcement from Italian Prime Minister Silvio Berlusconi that he will be stepping down from his post, recent Beedie School of Business research points to his exploits as having a major impact on the image and reputation of his country.

As national brands go, it has historically been hard to beat that of Italy’s. The country is renowned for its rich cultural life, one that attracts tourists, investors and migrants from around the world every year. However, the recent research shows that this coveted national brand may be in decline because ... Read More >>

Businesses can create value by embracing iPad: SFU research

October 18, 2011

Since its launch in 2010, the Apple iPad has garnered a global reputation for being among the most innovative consumer technology products. According to a new study from Simon Fraser University’s Beedie School of Business, however, that reputation is equally deserved in business – especially as firms leverage the popular tablet and others like it to improve operations and boost sales or customer service.

The recent study, entitled “Deciding When to Use Tablets for Business Applications”, published in the most recent issue of MIS Quarterly Executive, is authored by professors Leyland Pitt from SFU and ... Read More >>

Businesses can create value by embracing iPad: SFU research

October 18, 2011

Since its launch in 2010, the Apple iPad has garnered a global reputation for being among the most innovative consumer technology products. According to a new study from Simon Fraser University’s Beedie School of Business, however, that reputation is equally deserved in business – especially as firms leverage the popular tablet and others like it to improve operations and boost sales or customer service.

The recent study, entitled “Deciding When to Use Tablets for Business Applications”, published in the most recent issue of MIS Quarterly Executive, is authored by professors Leyland Pitt from SFU and ... Read More >>

SFU study wins “Best Case Study Award” at Academy of Marketing Conference

August 17, 2011

A case study from SFU’s Beedie of Business, focused on the long-term business viability of a colourful Twitter success story, has been awarded a top prize at one of Europe’s most noteworthy marketing academic events.

The case study entitled "Marketing S#*t My Dad Says" – authored by Beedie School of Business marketing professor Leyland Pitt, Beedie PhD student Adam Mills, and Phuong Nguyen, Jia-Rong Wu and Aschwin van Alphen-Sato of the Rotterdam School of Management, won the Best Case Study award at the 2011 annual Academy of Marketing Conference at the University of Liverpool in the United Kingdom this past July.
... Read More >>

Business students descend upon iconic Canadian luxury retailer

July 21, 2011

Undergraduate students from SFU’s Beedie School of Business and Italy’s Università Bocconi from the fashion capital of Milan joined forces to engage with iconic Canadian retailer Holt Renfrew on July 20. Holt’s, as it is often referred to as, is a chain of high-end department stores located across Canada. The chain was founded in 1837 in Quebec City. ... Read More >>

Political cartoons reflect public sentiment around high-profile scandals

July 18, 2011

Political party campaigners and public relations pros should take note.

Context, it turns out, is everything when it comes to politicians’ sex scandals and the impact of editorial cartoons that reflect the public’s reaction to them. A recent study from Simon Fraser University shows that political cartoons – pervasive in newspapers and increasingly social media channels such as blogs and YouTube – serve as a reflection of public sentiment in the wake of such scandals. They can be a valuable source of information to those who direct and manage individual political brands and guide their campaigns and careers. As a gauge of public reaction, they are for better or worse influenced by the unique circumstances of each scandal. ... Read More >>

Political cartoons reflect public sentiment around high-profile scandals

July 18, 2011

Political party campaigners and public relations pros should take note.

Context, it turns out, is everything when it comes to politicians’ sex scandals and the impact of editorial cartoons that reflect the public’s reaction to them. A recent study from Simon Fraser University shows that political cartoons – pervasive in newspapers and increasingly social media channels such as blogs and YouTube – serve as a reflection of public sentiment in the wake of such scandals. They can be a valuable source of information to those who direct and manage individual political brands and guide their campaigns and careers. As a gauge of public reaction, they are for better or worse influenced by the unique circumstances of each scandal. ... Read More >>

Companies can’t dismiss consumer hackers

March 28, 2011

Companies need to embrace the new wave of consumers who are tinkering and altering their products, according to an award-winning study by researchers at SFU’s Beedie School of Business.

Their findings come in the wake of some high profile hacking of proprietary technology offerings, including the unlocking of Apple’s iPhone 4 and the hacking of Microsoft’s Kinect gaming device.

Doctoral student Colin Campbell, professors Leyland Pitt and Ian McCarthy, and a U.S. colleague examined the phenomenon of “creative consumers”—those who hack, tinker and mess with firms’ proprietary offerings.

"Creative consumers are becoming a major force in the business world," the authors ... Read More >>

Companies can't turn blind eye to consumers who hack, manipulate products: SFU Business study

December 21, 2010

December 23, 2010

Companies need to face up to a new wave of empowered consumers who are tinkering and altering their products, according to a new, award-winning study from the Faculty of Business Administration at Simon Fraser University.

The assertion comes in the wake of some high-profile hacking of proprietary technology offerings – including the unlocking of Apple’s iPhone 4, and the hacking of Microsoft’s Kinect gaming device.

Entitled "Creative Consumers: Awareness, Attitude & Action - Instrument & Preliminary Results", the article was authored by Colin Campbell, a doctoral student in marketing at Simon Fraser University, Pierre R. Berthon, professor of marketing at ... Read More >>

Ambush marketing research wins best paper prize

October 1, 2010

Research from SFU Business professors Leyland Pitt and Michael Parent on the implications of ambush marketing at global-scale sporting events has garnered a notable award from the journal Business Horizons. Entitled "Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics," the research has won the Business Horizons/Elsevier Publishing Prize for the journal’s "Best Article" published in 2010.


The article was co-written with Pierre Berthon of Bentley University in Boston, and Peter Steyn of Sweden’s Lulea University of Technology.
Their research shows that the persistent effectiveness of ambush marketers leaves sporting event sponsors particularly vulnerable – costing them not ... Read More >>

Virtual advertising profitable if done properly: SFU Business study

August 16, 2010

It’s possible to run a profitable business in Second Life, a 3-D virtual world where users can socialize with each other through avatars. That’s the conclusion of a Simon Fraser University case study.

SFU business professors Leyland Pitt and Michael Parent, and PhD students Anjali Bal (SFU Business) and Wade Halvorson (Lulea University of Technology, Sweden) have won an award from the Academy of Marketing for their investigation of Second Life’s business and marketing practices.

“Cashing in on the Green Dots: Marketing Ireland in Second Life” earned them the Pearson Education prize for best case ... Read More >>

SFU Business researchers’ investigation of Second Life wins international marketing award

August 3, 2010

An in-depth investigation of business and marketing practices on Second Life by researchers from Simon Fraser University has won a prestigious award from the Academy of Marketing.

SFU Business professors Leyland Pitt and Michael Parent and PhD students Anjali Bal (SFU Business) and Wade Halvorson (Lulea University of Technology, Sweden) have won the Pearson Education Prize for best case study paper at the July 2010 Academy of Marketing Conference in Coventry, England. The conference is the largest of its kind in the United Kingdom.

Their study is entitled “Cashing in ... Read More >>

World Cup ambush marketing research by professors Leyland Pitt and Michael Parent profiled in Globe and Mail

June 17, 2010

Dutch mini-skirt marketers 1, South African police 0
Simon Houpt, Globe and Mail  June 17, 2010

n a popular ad for ESPN’s coverage of this year’s World Cup, the U2 front man Bono declares the tournament is, “not about communism, socialism, or capitalism.” But a savvy marketing stunt unfolding this week in Johannesburg illustrates how the World Cup is as much about the contemporary mechanics of capitalism - a tasty brew of big money, sex, and media manipulation – as it is about professional sport.

South African police charged two Dutch women Wednesday with ambush marketing ... Read More >>

Olympic sponsors risk loss to ambush marketers: SFU Business study

February 9, 2010

On the eve of Vancouver's Winter Olympic Games, a new study from Simon Fraser University shows that the persistent effectiveness of ambush marketers leaves Olympic sponsors and those of other major sporting events particularly vulnerable – costing them not only their financial investment, but ultimately their customers.

Professors Leyland Pitt and Michael Parent from SFU’s Segal Graduate School of Business examined data from the 2008 "Li Ning affair", which saw Olympic sponsor Adidas ambushed by lesser-known Chinese sportswear company Li Ning at the Beijing Summer Olympics.

The Chinese company's namesake founder, Li Ning, was China’s most decorated Olympian and it was he ... Read More >>

The Social Media Release as a Corporate Communications Tools for Bloggers

January 13, 2010

Over the past 20 years organizations have been exposed to more new communications tools and technologies than they have in the previous half-century. This has challenged both managers and scholars to keep abreast of these changes, and to better understand their relevance to effective corporate communications.

SFU’s Leyland Pitt and Michael Parent, working with colleagues Pierre Berthon (Bentley University), Peter Steyn (Lulea University of Technology), and Arthur Money (Leeds University consider one such new tool, the Social Media Release (SMR), and its effect on bloggers, in an article accepted for publicaiton in the IEEE Transactions on Professional ... Read More >>

Leyland Pitt Awarded Grant to Investigate Apps

October 27, 2009

Marketing Professor, Leyland Pitt has received a seed grant from the Advanced Practices Council (APC) of the Society for Information Management to investigate “iApps in U-Space: Developing Customer Service Applications for Smart Phones”, with Iris Junglas, University of Houston.

The Advanced Practices Council is a forum for senior IT executives who commission exclusive research and share cross-industry perspectives.

This grant is awarded for a proposal that is to be developed into a presentation for an SIM/APC meeting to take place in Atlanta, GA in January 2010. If the SIM/APC committee thinks the project should go on to the ... Read More >>

Six SFU Business Researchers Awarded SSHRC Standard Research Grants

April 17, 2009

Congratulations to six SFU Business faculty members, four of whom are new scholars, in their successful Social Sciences and Humanities Research Council (SSHRC) Standard Research Grant applications. These are results for the Fall 2008 competition which funds three-year research projects and will be awarded in the Spring of 2009.

... Read More >>

SSHRC Small (Fall 2008 competition) Results

February 24, 2009

The results from the SSHRC Small Fall 2008 competition have been announced. ... Read More >>

John Peloza’s Paper Accepted by the Journal of Marketing

February 16, 2009

Assistant Professor John Peloza’s paper co-authored with Katherine White titled “Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support” was recently accepted by the Journal of Marketing.

... Read More >>

Making Starbucks Recession Proof

December 9, 2008

By Steven Kates

I have an abiding love for the Starbucks brand. Somehow, my day does not seem right unless I start it off with a Venti coffee (half dark roast, half decaf )and spend a few hours sitting in a comfortable chair, doing my reading, preparation and grading for the classes I teach in buyer behaviour and services marketing.

... Read More >>

2006/7 Scholarly Activities Report

December 1, 2008

Download a copy of the 2006/7 Scholarly Activities Report. ... Read More >>

Research Kudos

March 1, 2007

Professor Lindsay Meredith has won an Emerald Management Reviews Citation of Excellence for his article "A diagrammatical template for business market demand estimation" which appeared in the Industrial Marketing Management May 2006 (Vol 35, No 4). ... Read More >>

Featured Faculty

Making Starbucks Recession Proof

December 9, 2008

By Steven Kates

I have an abiding love for the Starbucks brand. Somehow, my day does not seem right unless I start it off with a Venti coffee (half dark roast, half decaf )and spend a few hours sitting in a comfortable chair, doing my reading, preparation and grading for the classes I teach in buyer behaviour and services marketing.

... Read More >>

Stretching Luxury Brands

November 20, 2008

By Michael Parent and Leyland Pitt

Chateau Margaux, the famous Bordeaux first growth, is up there with the very best. Live like a Saint and die, said William Styron in the novel Sophie's Choice, and "that must be what they make you to drink [sic] in paradise." ... Read More >>

Awards & Achievements

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)
Kates, Steven
  • SSHRC Standard Research Grant: Exploring Adults’ and Children’s’ Brand Switching and Loyalty Behaviours: Brand Relationship Dynamics. (2003-2006)
  • Australian Research Council: Sharing Values and the Co-creation of Grands: Towards a New Consumer Driven Branding Paradigm. (2006-2009)
Krider, Robert
  • SSHRC Standard Research Grant: Competitive Impact of a New Mass Merchandiser: Wal-Mart's Entry into Canadian Market. (2005-2008)
Meredith, Lindsay
  • Citation of Excellence, for one of top 50 articles in 2006. Selected from among 15,000 articles in 400 academic journals by Emerald Management Reviews Independent Review Board 2007.
Peloza, John
  • SSHRC Standard Research Grant: Antecedents and Consequences of Environmentally Friendly Purchases: The Role of Guilt and Mindset in "Green" Consumer Behavior (2009-2012)
  • Peloza, John and Loren Falkenberg (2007), “A Framework for Firm-NGO Collaboration,” presented at the Adminstrative Science Association of Canada (ASAC) conference, Ottawa, June (Winner:Best Paper Award, Social Responsibility Division).
Pitt, Leyland
  • SSHRC Knowledge Synthesis Grant: Smartphone Apps in a Sound Environmental Information Systems Strategy: Principles, Practices and a Research Agenda (2010)
  • SSHRC Small: Do Consumers Believe Blogs? Toward a Measure of Consumer Blog Skepticism (2010)
  • Awarded an honorary doctorate by the Lulea University of Technology, Sweden, in recognition of his work in the area of eCommerce and internet marketing.
  • SSHRC Standard Research Grant: Consumer-Generated Advertising Content. (2008-2011)
  • SSHRC Standard Research Grant: CSR Content Analysis. (2007-2010, with Daniel Shapiro)
  • SSHRC Standard Research Grant: Tracing Technology's Trajectories. (2005-2008)
  • SSHRC Small Grant: Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-creation. (2006-2008)
  • SSHRC Small Grant: Do Business Friendships Really Exist? Friends, Customers and Personal Acquaintance. (2008-2010)
  • Winner of the Best Case Paper of the Conference, Pitt, L. F., Shapiro, D., and Watson, R.T. (2005) Betfair: Transforming the World’s Wagering, 4th International Business and Economy Conference, Waikiki, Hawaii, (Winner of the Best Case Paper of the Conference)
  • Awarded the Association of Direct Marketing, Prize for Best Paper, Direct Marketing, Electronic Marketing, and Technology Track, Academy of Marketing (Marketing Educators Group) Conference, London, UK. July 2006 (with Mehdi Ghazisaaedi).
Yang, Yupin
  • SSHRC Small: How Media Coverage Affects the Brand Values of Athletes (2010)

Recent Faculty Books

Collins, Colleen
  • Colleen Collins-Dodd and Mabel Fung. (2006). Assessing the Cross-cultural Stability of Servqual in a Multicultural Market: The Case of Canadian and Hong Kong Immigrant Banking Customers. In Marketing and Multicultural Diversity C. P. Rao Series: New Perspectives in Marketing (pp. 121-143). Ashgate Publishers.
Kates, Steven
  • Steven M. Kates. (2006). Researching Brands Ethnographically. In Russell Belk (Ed.), Handbook of Qualitative Research Methods in Marketing. Northampton, MA: Edward Elgar Publishing.
  • Steven M. Kates. (2006). The Extended Case Method in Consumer Research. In Russell Belk (Ed.), Handbook of Qualitative Research Methods in Marketing. Northampton, MA: Edward Elgar Publishing.
Meredith, Lindsay
  • McCarthy, Jerome E., William D. Perreault, Lindsay Meredith and Lynne Riker. (2007). Basic Marketing, 12th Canadian Edition. Toronto, ON: McGraw-Hill Ryerson.
  • Meredith, Lindsay. (2005). Imperial Lumber Limited. Case in Wong, Kenneth B., Stanley J. Shapiro, William D. Perreault, E. Jerome McCarthy and Algis Juzukonis (Eds.), Case Book to Accompany Basic Marketing A Global Managerial Approach, 11th Cdn. Edition. Toronto, ON: McGraw-Hill Ryerson.
  • Meredith, Lindsay (2005). Samuel’s Furniture. Case in Wong, Kenneth B., Stanley J. Shapiro, William D. Perreault, E. Jerome McCarthy (Eds.), Basic Marketing A Global Managerial Approach, 11th Cdn. Edition. Toronto, ON: McGraw-Hill Ryerson.
Peloza, John
  • Hudson, Simon, Graham Miller and John Peloza. (2006). Approaches to Cause Related Marketing. In Cause-Related Marketing: An Overview (pp. 141-150). Hyderabab, India: ICFAI University Press.
Pitt, Leyland
  • Schindehutte, M., Pitt, L.F. and Morris, M.H. (2008). Rethinking Marketing: The Entrepreneurial Imperative. New York , NY: Pearson Education.
Zaichkowsky, Judy
  • Zaichkowsky, Judith Lynne. (2006). The Psychology behind Trademark Infringement and Counterfeiting. New Jersey: Laurence Erlbaum.
  • Solomon, Michael, Judith Lynne Zaichkowsky, and Rosemary Polegato (1999, 2001, 2004, 2007). Consumer Behavior: A Canadian Perspective, 4th edition. Toronto, ON: Pearson Canada Publishers.

Research Papers

For full papers, please contact the authors.

Journal Articles Published:

  • Pitt, L.F., Parent, M., Steyn, P.G., Berthon, P., and Money, A. (2011). The Social Media Release as a Corporate Communications Tool for Bloggers. IEEE Transactions Professional Communication. 54(2). [Journal Abstract]
  • Brown, T.J., Dacin, P.A., and 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. [Journal Abstract]
  • Krider, R.E., Arguello, A., Campbell, C., and Mora, J. (2010). Trait and Image Interaction In Ecotourism Preference. Annals of Tourism Research. 37(3), 779-801. [Journal Abstract]
  • Steyn, P., Salehi-Sangari, E., Pitt, L.F., Parent, M., and 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., and Hill, J. (2010). Managing industrial brand equity: Developing tangible benefits for intangible assets. Industrial Marketing Management. Doi: 10.1016/j.indmarman_2010.020.17 [Journal Abstract]
  • Berthon, P., Pitt, L.F., Parent, M., and Berthon, J. (2009). Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand. California Management Review. 52(1). [Journal Abstract]
  • Hansen, T., Wilke, R, and 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., and 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., and Dempsey, M. (2009). Viral Marketing: Motivations to Forward Online Content. Journal of Business Research. Forthcoming. [Journal Abstract]
  • Beverland, M.B., Kates, S.M., Lindgreen, A., and Chung, E. (2009). Exploring Consumer Conflict Management in Service Encounters. Journal of the Academy of Marketing Science. Forthcoming. [Journal Abstract]
  • Peloza, J. (2009). The Challenge of Measuring Financial Impacts from Investments in Corporate Social Performance. Journal of Management. Forthcoming. [Journal Abstract]
  • White, K., and Peloza, J. (2009). Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support. Journal of Marketing, 73, 109-124. [Journal Abstract]
  • Peloza, J., Hudson, S., and Hassay, D.N. (2009). The Marketing of Employee Volunteerism. Journal of Business Ethics, 85, 371-386. [Journal Abstract]
  • Peloza, J., and Falkenberg, L. (2009). The Role of Collaboration in Achieving Corporate Social Responsibility Objectives. California Management Review, 51(3), 95-113. [Journal Abstract]
  • Berthon, P., Pitt, L.F., and Campbell, C. (2009). Does Brand Meaning Exist in Similarity or Singularity? Journal of Business Research, 62, 356-361. [Journal Abstract]
  • Chuu, S.L.H., Chang, J., and Zaichkowsky, J. (2009). Exploring Art Film Audiences: A Marketing Analysis. Journal of Promotion Management, 15, 212-228. [Journal Abstract]
  • Mau, P., Eyzaguirre, J., Jaccard, M., Collins-Dodd, C., and Tiedemann. (2009). The 'Neighbor Effect': Simulating Dynamics in Consumer Preferences for New Vehicle Technologies. Ecological Economics, 63, 504-516. [Journal Abstract]
  • Reddy, M., Terblanche, N, Pitt, L.F., and Parent, M. (2009). How Far Can Luxury Brands Travel? Avoiding the Pitfalls of Luxury Brand Extension. Business Horizons. 52, 187-197. [Journal Abstract]
  • Berthon, P., Pitt, L.F., Berthon, J., Campbell, C., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and Barnes, B.R. (2008). Diabetes Knowledge and Physician Compliance: Evidence of Links in a Large South African Sample. Health Marketing Quarterly. 25. [Journal Abstract]
  • Chakrabarti, R., Berthon, P. Watson, R.T., and 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., and 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., and 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]
  • Peloza, J., and 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., and 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., and 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., and Caruana, A. (2007). Psychometric Properties of the Schlinger Viewer Response Profile (VRP). Journal of Advertising. 36(4), 101-114. [Journal Abstract]
  • Pitt, L.F., van der Merwe, R., Berthon, P., Salehi-Sangari, E., and 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., and 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]


Conference Papers:

  • Berthon, P., Pitt, L.F., Campbell, C. Robson, M., Page, K. & Palihawadana, D. (2008). Creative Consumers: Awareness, Attitude & Action - Instrument & Preliminary Results [Conference Abstract]
  • Francis, J.  & Mauser, G. (2007). Arrested Development: The Impact of the ‘US War on Drugs’ on the Macro and Micro Business Climate of Countries in the Caribbean Basin [Conference Abstract]
  • Pitt, L.F., Campbell, C., Tudhope, L. & Prinsloo, M. (2007). Using Demographics to Predict Smoking Behavior: Large Sample Evidence from an Emerging Market [Conference Abstract]
  • Peloza, J., Merz, M. A. & Chen, Q. (2006). Standardization or Localization? Using Corporate Philanthropy to Build the Reputation of Global Firms [Conference Abstract]


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