Menu

Research at the Beedie School of Business


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.
Srabana Dasgupta Assistant Professor Durable goods, pricing, bargaining models, consumer choice models, empirical IO
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 Modeling customer and management decisions with a focus on entertainment and leisure industries, and retailing.
Sarah Lubik University Entrepreneurship

Incubation

Start-up Support

Commercialization of advanced technologies

Innovation Ecosystems

Partnerships

Early market identification, selection and risk

Value creation

Lindsay Meredith Professor Business marketing, demand estimation, market strategy, marketing management information systems.
John Peloza Associate 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

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]


Working Paper Series in Marketing:

Contact Us

8888 University Drive, Burnaby, B.C. Canada V5A 1S6

General Information
778.782.3708

>> Complete Contact Info

Quicklinks

News & Events
Faculty & Staff Directory
Faculty Profiles
Donate Now

Additional Links

Maps + Directions
Road Conditions
Edit This Page (Staff Only)

Portals & Blogs

BBA Current Student Portal
Faculty & Staff Portal
'Experience Beedie' Blog
'A Few Good Minds' Blog

Accreditation

Follow SFU Beedie

Terms & Privacy
© Simon Fraser University