Colleen Collins

Adjunct Professor, Marketing



B.Comm. (Alberta), Ph.D. (Alberta)


Dr. Colleen Collins is the Vice President Canada West Foundation -- a non-profit, non-partisan public policy research organization focussing on issues of relevance to western Canadians. 

A former Associate Professor of Marketing and Associate Dean, Dr. Collins is interested in how customers and firms make product decisions – especially for new products and technology. Her research examines the influence of brand names and entrepreneurial marketing efforts on high tech product purchases and exporting decisions.She has published in a wide variety of journals in the areas of branding, small business and entrepreneurship, government program assessment, international marketing and public policy.

Dr. Collins has taught Marketing of High Tech Goods and Services in the MOT MBA, Marketing Management in the online Graduate Diploma in Business, as well as undergraduate courses in Consumer Behaviour, Customer Analytics and Marketing Research Methods. The recipient of a 1999 TD Canada Trust Excellence in Teaching Award, Colleen always aspired to be a teacher and completed her PhD at the University of Alberta. Prior to that, she was (former) Alberta Premier Peter Lougheed's research assistant.

Research Interests

Brand equity, authenticity guarantees for aboriginal arts and crafts, marketing technology products.

Selected Publications

articles and reports

Hayibor, S., & Collins, C. (2016). Motivators of Mobilization: Influences of Inequity, Expectancy, and Resource Dependence on Stakeholder Propensity to Take Action Against the Firm. Journal of Business Ethics, 139(2), 351-374.

Mau, P., Eyzaguirre, J., Jaccard, M., Collins-Dodd, C., & Tiedemann, K. (2008). The 'neighbor effect': Simulating dynamics in consumer preferences for new vehicle technologies. Ecological Economics, 68(1-2), 504-516.

Collins-Dodd, C., Gordon, I. M., & Smart, C. (2005). Success Without Upward Mobility: Evidence from Small Accounting Practices. Journal of Small Business and Entrepreneurship, 18(3), 327-342.

Francis, J., & Collins-Dodd, C. (2004). Impact of export promotion programs on firm competencies, strategies and performance: The case of Canadian high-technology SMEs. International Marketing Review, 21(4-5), 474-495.

Collins-Dodd, C., Gordon, I. M., & Smart, C. (2004). Further evidence on the role of gender in financial performance. Journal of Small Business Management, 42(4), 395-417.

Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10(6), 345-352.

Wyckham, R. G., & Collins-Dodd, C. (2001). The regulation of fee and comparative advertising the case of the veterinarians of british columbia. Services Marketing Quarterly, 22(2), 49-72.

Francis, J., & Collins-Dodd, C. (2000). The impact of firms' export orientation on the export performance of high-tech small and medium-sized enterprises. Journal of International Marketing, 8(3), 84-103.

Collins-Dodd, C., & Zaichkowsky, J. L. (1999). National brand responses to brand imitation: Retailers versus other manufacturers. Journal of Product and Brand Management, 8(2), 96-105.