Brad D. Carlson

Brad D. Carlson
Saint Louis University | SLU · Department of Marketing

PhD in Marketing

About

28
Publications
109,467
Reads
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2,532
Citations
Introduction
Skills and Expertise
Additional affiliations
August 2008 - present
Saint Louis University
Position
  • Professor (Associate)
August 2005 - May 2008
Texas Tech University
Position
  • Professor (Assistant)

Publications

Publications (28)
Article
Full-text available
By integrating social identity theory with brand personality, the authors test a model of how perceptions of human brands affect consumer's level of cognitive identification. The findings suggest that consumers view athletes as human brands with unique personalities. Additional findings demonstrate that athlete prestige and distinctiveness leads to...
Article
Full-text available
In this paper, the authors propose a model that extends current knowledge of firm interaction within new product alliances while identifying factors that influence the success of such relationships. Much work focused on market orientation in the 1990s, but recent research in marketing management and strategy shifted to other topics, thus, important...
Article
Full-text available
The authors propose that superstitions are employed as a heuristic device and that they influence a variety of consumer behaviors. Previous research has assessed superstition by investigating specific superstitious beliefs. The present research advances the literature by developing a general measure of a propensity to be superstitious. In a two-stu...
Article
In two exploratory studies, a hierarchical model of personality was employed to investigate a number of possible trait antecedents and consumer-behavior–related consequences of superstition. One of the interesting findings was that the antecedents of superstition include a lower need for learning among older adults, higher levels of sports interest...
Article
In the quest for building long-term successful brands, many marketers have become increasingly interested in how to create and foster successful communities of brand users. The appeal of such an approach to relationship marketing lies in the recognition that members of brand communities tend to exhibit favorable brand-related behaviors and intentio...
Article
Full-text available
Consumer‐brand relationships are highly valued as brand‐committed consumers are thought to deliver many positive outcomes for affiliated brands. However, in addition to connections between individuals and brands, consumer‐brand relationships also involve relationships between individuals and other brand users. Little attention has been given to the...
Chapter
Similarity and congruence have been identified to play key roles into persuasive communication and consumers processing of information (Germelmann et al., 2020; Huang et al., 2021). On the one hand, the concept of similarity is central to perceptual processes and sciences of knowledge (i.e., categorization, memorization, etc.) (Tversky, 1977) and h...
Article
Purpose Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main...
Chapter
Each year, thousands of firms introduce new products to target economically disadvantaged customers (EDC). Extant research reveals significant heterogeneity in the stock market response to such introduction of new products. The current research addresses the following questions: (a) Do EDC innovations, on average, increase shareholder value?, (b) D...
Chapter
Are influencers just cheaper version of celebrities in social media endorsement (Forbes 2018)? Therefore, based on Attribution Theory, this study’s objective is to examine whether consumers perceive celebrities and influencers as distinct categories and if such perceived differences in turn influence consumers’ endorsement responses.This research f...
Chapter
To deal with uncertainty when purchasing over the internet, online shoppers use their experiences with offline purchases as a point of comparison between the virtual and physical representation of the targeted product. Therefore, the perceived similarity between these two experiences is likely to influence online shopping outcomes (Racat and Capell...
Article
Recently, firms have increasingly approached their own customers for assistance with corporate political activities—a strategy known as constituency building. While constituency building efforts targeting shareholders and employees have been well-studied, relatively little is known about the impact of approaching consumers. Hence, this paper examin...
Article
Purpose Guanxi is the foundation of business success in Chinese and other Eastern cultures, but little is known about the extent to which guanxi influences brand outcomes in channel relationships. The purpose of this study is to propose a novel theoretical framework of interpersonal and interorganizational guanxi relationships in a sales channel co...
Conference Paper
Full-text available
To deal with uncertainty when purchasing over the internet, online shoppers use their experiences with offline purchases as a point of comparison between the virtual and physical representation of the targeted product. Therefore, the perceived similarity between these two experiences is likely to influence online shopping outcomes (Racat & Capelli,...
Article
The current study reveals that a customer-focused approach to choosing celebrity endorsers (based on consumer-endorser identification) is a more useful predictor of endorsement success than a product-focused approach (product-endorser fit) alone. Specifically, the findings suggest consumer-endorser identification offers a potentially more consisten...
Article
Companies spend billions of dollars annually on sales force training, often carried out as off-site, multiday training events. However, numerous challenges involved in training an entire sales group forces many retailers to selectively train only a subset of their salespeople. Crucial to know is when selective training can be more effective and wha...
Article
Companies spend billions of dollars annually on sales force training, often carried out as off-site, multiday training events. However, the numerous challenges involved in training an entire sales group force many retailers to selectively train only a subset of their salespeople. It is crucial to know when selective training can be more effective a...
Article
Full-text available
The researchers explore consumers’ emotional responses toward athlete brands by developing the Associative evaluation–Emotional appraisal–Intention (AEI) model. The AEI postulates that unconscious (implicit attitudes) and conscious (explicit affective attitudes) levels of emotional responses systematically flow following assessments of perceived fi...
Article
Although the product match-up hypothesis has proven useful in predicting endorsement effectiveness, the current study reveals that endorser identification may be a better predictor of endorsement success. Specifically, the findings suggest that it is important for the consumer to have a connection in the form of identification with the endorser. In...
Article
Full-text available
Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link spe...
Article
Full-text available
Due to its practical importance, the relationship between customer satisfaction and frontline employee (FLE) job satisfaction has received significant attention in the literature. Numerous studies to date confirm that the constructs are related and rely on this empirical finding to infer support for the "inside-out" effect of FLE job satisfaction o...
Chapter
Within the last decade, social media has become an integral part of many companies’ promotion strategies. Marketing research, however, has largely under-examined the antecedents of consumer social media involvement (SMI) as well as its effects on consumer behaviors such as word of mouth (WOM) activity. Utilizing Mowen’s (2000) 3 M theory of persona...
Chapter
As technology such as DVR, television subscription services (e.g. Hulu), and video streaming (e.g. Netflix) continues to change the advertising game, more and more marketers are turning to sponsorship of live or interactive events to capture their target market (Schultz 2013). North American firms will spend nearly $14 billion on sports sponsorship...
Chapter
The need for affect regulation can be explained by the hedonic principle which states that people are motivated to approach pleasure and avoid pain. Mood maintenance theories (e.g., Isen and Means 1983) indicate that a positive mood is more likely to trigger immediate affect regulation compared to a negative mood. In contrast, mood repair theories...
Chapter
By integrating social identity theory with brand personality, the authors test a model of how perceptions of athlete human brands affect consumer’s level of cognitive identification. The authors contend that contrary to the trait schema of human personality, brand personality is a state rather than a trait. States are temporary, brief and caused by...
Article
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativit...
Article
Purpose The purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail spending. Design/methodology/approach A field study was conducted with games watched and retail spending as outcomes. Structural equation modeling was used to explore th...

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