Coming Soon

Colin Campbell

Visiting Assistant Professor, Strategy


Selected Publications

articles and reports

Berthon, P., Pitt, L. F., & Campbell, C. L. (2019). Addictive De-Vices: A Public Policy Analysis of Sources and Solutions to Digital Addiction. Journal of Public Policy & Marketing, 38(4), 451-468.

Campbell, C. L., & Schau, H. J. (2019). "Let's Make a Deal: How Consumers Collectively Construct Unintended Value from Promotions. Journal of Marketing, 83(6), 43-60.

Heinonen, K., Campbell, C. L., & Lord Ferguson, S. T. (2019). Strategies for creating value through individual and collective customer experiences. Business Horizons, 62(1), 95-104.

Campbell, C. L., & Grimm, P. E. (2019). The Challenges Native Advertising Poses: Exploring Potential Federal Trade Commission Responses and Identifying Research Needs. Journal of Public Policy & Marketing, 38(1), 110-123.

Campbell, C. L., & Evans, N. J. (2018). The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising. Journal of Interactive Marketing, 43, 17-32.

Campbell, C. L., & Pearson, E. (2018). Strategies for creating successful soundless video advertisements: Speaking volumes through silence. Journal of Advertising Research, 59(1), 85-98.

Campbell, C. L., Thompson, F. M., Grimm, P. E., & Robson, K. (2017). Understanding Why Consumers Don't Skip Pre-Roll Video Ads. Journal of Advertising, 46(3), 411-423.

Campbell, C. L., Heinrich, D., & Schoenmüller, V. (2015). Consumers' reaction to fair trade motivated price increases. Journal of Retailing & Consumer Services, 24, 79-84.

Tsao, H., Campbell, C. L., Ma, J., & Pitt, L. F. (2014). Budget allocation to grow market share and maximize customer equity: The effect of inertial segment size. Journal of Marketing Analytics, 2(4), 205-217.

Campbell, C. L., Ferraro, C., & Sands, S. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing, 48(3-4), 432-452.

Campbell, C. L., Cohen, J., & Ma, J. (2014). Advertisements just aren't advertisements anymore: A new typology for evolving forms of online "advertising". Journal of Advertising Research, 54(1), 7-10.

Tsao, H., Pitt, L. F., & Campbell, C. L. (2014). Discriminating between behavior using market data from panels. International Journal of Market Research, 56(1), 73-88.

Campbell, C. L., Botzenhardt, A., & Heinrich, D. (2013). Just small talk? The impact of interpersonal interaction in virtual web communities on new-product adoption. International Journal of Internet Marketing and Advertising, 8(2), 86-101.

Campbell, C. L., Albrecht, C., Heinrich, D., & Lammel, M. (2013). Exploring why consumers engage in boycotts: toward a unified model. Journal of Public Affairs, 13(2), 180-189.

Lin, S., Peircy, N., & Campbell, C. L. (2013). Beyond the make-or-buy dichotomy: outsourcing creativity in the fashion sector. Production Planning & Control, 24(4-5), 294-307.

Piercy, N., Brandon-Jones, A., Brandon-Jones, E., & Campbell, C. L. (2012). Examining the effectiveness of experiential teaching methods in small and large OM modules. International Journal of Operations and Production Management, 32(12), 1473-1492.

Campbell, C. L., Piercy, N., & Heinrich, D. (2012). When companies get caught: The effect of consumers discovering undesirable firm engagement online. Journal of Public Affairs, 12(2), 120-126.

Campbell, C. L., Hampel, S., & Heinrich, D. (2012). Is an advertisement worth the paper it's printed on? The impact of premium print advertising on consumer perceptions. Journal of Advertising Research, 52(1), 118-127.

Campbell, C. L., Berthon, P., Pitt, L. F., McCarthy, I. P., & Plangger, K. A. (2012). Making a face: graphical illustrations of managerial stances toward customer creativity. Australasian Marketing Journal, 20(1), 9-15.

Berthon, P., Campbell, C. L., Pitt, L. F., & McCarthy, I. P. (2011). Creative consumers: Awareness, attitude and action. Journal of Consumer Marketing, 28(7), 500-507.

Campbell, C. L., Piercy, N., & Heinrich, D. (2011). Suboptimal segmentation: Assessing the use of demographics in financial services advertising. Journal of Financial Services Marketing, 16(3/4), 173-182.

Bigi, A., Plangger, K. A., Bonera, M., & Campbell, C. L. (2011). When satire is serious: how political cartoons impact a country's brand. Journal of Public Affairs, 11(3), 148-155.

Payne, N. J., Campbell, C. L., Bal, A. S., & Piercy, N. (2011). Placing a hand in the fire: Assessing the impact of a Youtube experiential learning project on viral marketing knowledge acquisition. Journal of Marketing Education, 33(2), 204-216.

Campbell, C. L. (2011). Commentary on "developing successful theories in marketing: insights from resource-advantage theory". Academy of Marketing Science Review, 1(2), 93-94.

Campbell, C. L., Parent, M. M., Plangger, K. A., & Fulgoni, G. M. (2011). Instant innovation: From zero to full speed in fifteen years: How online offerings have reshaped marketing research. Journal of Advertising Research, 51(Supplement), 72-84.

Campbell, C. L., Pitt, L. F., Parent, M. M., & Berthon, P. (2011). Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches. Journal of Advertising Research, 51(1), 224-238.

Campbell, C. L., Pitt, L. F., Parent, M. M., & Berthon, P. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87-102.

Bal, A. S., Campbell, C. L., Payne, N. J., & Pitt, L. F. (2010). Political ad portraits: A visual analysis of constituents' reaction to political spoof ads. Journal of Public Affairs, 10(4), 313-328.

Campbell, C. L., Papania, L., Parent, M. M., & Cyr, D. (2010). An exploratory study into brand alignment in B2B relationships. Industrial Marketing Management, 39(5), 712-720.

Tsao, H., Pitt, L. F., & Campbell, C. L. (2010). Analyzing loyalty-based consumer segments to budget for loyalty and promotion programs and maximize market share. Journal of the Operational Research Society, 61(10), 1523-1529.

Krider, R. E., Arguello, A., Campbell, C. L., & Mora, J. D. (2010). Trait and image interaction in ecotourism preference. Annals of Tourism Research, 37(3), 779-801.

books chapters and monographs

Bal, A. S., Campbell, C. L., & Pitt, L. F. (2012). Viewer reactions to online political spoof videos and advertisements. In Close, A. G. (Eds.), Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-mail (pp. 185-208). Philadelphia, Pennsylvania, United States: Taylor & Francis Ltd.