Marketing Research

The Terry College of Business Department of Marketing faculty has a passion for excellence in the classroom and in scholarly activities. Our research-active tenure-track faculty foster a culture of high research productivity.


Bharadwaj, Sundar

Worm, S., Bharadwaj, S. G., Ulaga, W., & Reinartz, W. J. (2017). When and why do customer solutions pay off in business markets? Journal of the Academy Of Marketing Science, 45(4), 490-512.

Bharadwaj, S. G., & Mitra, D. (2016). Satisfaction (Mis)pricing Revisited: Real? Really Big? Journal of Marketing, 80(5), 116-121.

Vila, O. R., Bharadwaj, S. G., & Bahadir, S. C. (2015). Exploration- and Exploitation-Oriented Marketing Strategies and Sales Growth in Emerging Markets. Customer Needs and Solutions, 2(4), 277-289.

Sleep, S., Bharadwaj, S., & Lam, S. K. (2015). Walking a tightrope: the joint impact of customer and within-firm boundary spanning activities on perceived customer satisfaction and team performance. Journal of the Academy of MarketingScience, 43(4), 472-489.

Xiong, G., & Bharadwaj, S. G. (2014). Pre-Release Buzz Evolution Patterns and New Product Performance. Marketing Science, 33(3), 401-421.

Xiong, G., & Bharadwaj, S. G. (2013). Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad into Good and Good into Great. Journal of Marketing Research, 50(6), 706-724.

Xiong, G., & Bharadwaj, S. G. (2011). Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity. Journal of Marketing, 75(6), 87-104.

Bharadwaj, S. G., Tuli, K. R., & Bonfrer, A. (2011). The Impact of Brand Quality on Shareholder Wealth. Journal of Marketing,75(5), 88-104.

Bharadwaj, S. G. (2011). Brand Quality and Shareholder Wealth. Journal of Marketing, 75(4), 88-104.

Chakravarty, Anindita

Saboo, A. R., Sharma, A., Chakravarty, A., & Kumar, V. (2017). Influencing Acquisition Performance in High-Technology Industries: The Role of Innovation and Relational Overlap. Journal of Marketing Research, 54(2), 219-238.

Chakravarty, A., & Grewal, R. (2016). Analyst Earning Forecasts and Advertising and R&D Budgets: Role of Agency Theoretic Monitoring and Bonding Costs. Journal of Marketing Research, 53(4), 580-596.

Saboo, A. R., Chakravarty, A., & Grewal, R. (2016). Organizational Debut on the Public Stage: Marketing Myopia and Initial Public Offerings. Marketing Science, 35(4), 656-675.

Chakravarty, A., Kumar, A., & Grewal, R. (2014). Customer Orientation Structure for Internet-Based Business-to-Business Platform Firms. Journal of Marketing, 78(5), 1-23.

Chakravarty, A., Grewal, R., & Sambamurthy, V. (2013). Information Technology Competencies, Organizational Agility, and Firm Performance: Enabling and Facilitating Roles. Information Systems Research, 24(4), 976-997.

Chakravarty, A., & Grewal, R. (2011). The Stock Market in the Driver's Seat! Implications for R&D and Marketing Budgets. Management Science, 57(9), 1594-1609.

Chen, Hua

Chen, H., & Lim, N. (2017). How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental Analysis. Journal of Marketing Research, 54(1), 44-60.

Lim, N., & Chen, H. (2014). When Do Group Incentives for Salespeople Work? Journal of Marketing Research, 51(3), 320-334.

Chen, H., & Lim, N. (2013). Should Managers Use Team-Based Contests? Management Science, 59(12), 2823-2836.

Cunha Jr., Marcus

Cunha, M. V. D., Forehand, M., & Clair, J. S. (2015). Riding Coattails: When Co-branding Helps versus Hurts Less-known Brands. Journal of Consumer Research, 41, 1284-1300.

Caldieraro, F., Kao, L. -J., & Cunha, M. (2015). Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages? Journal of Marketing, 79(6), 50-70.

Shulman, J. D., Cunha, M., & Saint Clair, J. K. (2015). Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence. Marketing Science, 34(4), 590-605.

Gooner, Richard

Thompson, S. A., Gooner, R. A., & Kim, A. (2015). Your mileage may vary: Managing untargeted consumers' reactions to promotions. Journal of the Academy of Marketing Science, 43(6), 713-729.

Gooner, R. A., Morgan, N. A., & Perreault, W. D. (2011). Is Retail Category Management Worth the Effort (and Does a Category Captain Help or Hinder)? Journal of Marketing, 75(5), 18-33.

Grantham, Kimberly

Neslin, S. A., Taylor, G. A., Grantham, K. D., & McNeil, K. R. (2013). Overcoming the "recency trap" in customer relationship management. Journal of the Academy of Marketing Science, 41(3), 320-337.

Hollenbeck, Candice

Hollenbeck, C., & Kaikati, A. M. (2012). Consumers' Use of Brands to Reflect Their Actual and Ideal Selves on Facebook. International Journal of Research in Marketing, 29, 395-405.

Hulland, John

John Hulland (2020), “Conceptual Review Papers: Revisiting Existing Research to Develop and Refine Theory,” AMS Review, 10 (June), 27-35.

John Hulland and Mark B. Houston (2020), “Why Systematic Review Papers and Meta-Analyses Matter: An Introduction to the Special Issue on Generalizations in Marketing,” Journal of the Academy of Marketing Science, 48 (3), 351-359.

Felipe Thomaz, Carolina Salge, Elena Karahanna, and John Hulland (2020), “Learning from the Dark Web: Leveraging Conversational Agents in the Era of Hyper-Privacy to Enhance Marketing,” Journal of the Academy of Marketing Science, 48 (1), 43-63. (doi:10.1007/s11747-019-00704-3)

Dhruv Grewal, John Hulland, Praveen Kopalle, and Elena Karahanna (2020), “The Future of Technology and Marketing: A Multidisciplinary Perspective,” Journal of the Academy of Marketing Science, 48 (1), 1-8. (doi: 10.1007/s11747-019-00711-4)

Jessica Babin and John Hulland (2019), “Exploring Online Consumer Curation as User-Generated Content: A Framework and Agenda for Future Research, with Implications for Brand Management,” Spanish Journal of Marketing – ESIC, 23 (3), 325-337.

Stefan Sleep, John Hulland, and Rich Gooner (2019), “The Big Data Hierarchy: Factors Influencing the Adoption and Implementation of Data-driven Decision Making,” AMS Review, 9 (December), 230-248.

Stefan Sleep and John Hulland (2019), “Is Big Data Driving Cooperation in the C-Suite? The Evolving Relationship between the Chief Marketing Officer and the Chief Information Officer,” Journal of Strategic Marketing, 27 (8), 666-678.

John Hulland (2019), “In Through the Out Door,” Journal of the Academy of Marketing Science, 47 (1), 1-3. (

Stefan Sleep, Son Lam, and John Hulland (2018), “The Sales-Marketing Integration Gap: A Social Identity Approach,” Journal of Personal Selling & Sales Management, 38 (4), 371-390. (Lead article)

John Hulland and Jeff Miller (2018), “Keep on Turkin’?” Journal of the Academy of Marketing Science, 46 (5), 789-794. (doi: 10.1007/s11747-018-0587-4).

Robert W. Palmatier, Mark B. Houston, and John Hulland (2018), “Review Articles: Purpose, Process, and Structure,” Journal of the Academy of Marketing Science, 46 (1), 1-5.

John Hulland, Hans Baumgartner, and Keith Smith (2018), “Marketing Survey Research Best Practices: Evidence and Recommendations from a Review of JAMS Articles,” Journal of the Academy of Marketing Science, 46 (1), 92-108. (doi: 10.1007/s11747-017-0532-y).

Jenny Van Doorn, Martin Mende, Stephanie M. Noble, John Hulland, Amy L. Ostrom, Dhruv Grewal, and J. Andrew Petersen, (2017), “Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers’ Service Experiences,” Journal of Service Research, 20 (1), 43-58. (Winner, JSR Best Paper Award)

Chris Plouffe, Frederik Beuk, John Hulland, and Gergana Y. Nenkov (2017), “Elaboration on Potential Outcomes (EPO) and the Consultative Salesperson: Investigating Effects on Attributions and Performance,” Journal of Personal Selling and Sales Management, 37 (2), 113-133.

Efua Obeng, Ryan Luchs, Jeff Inman, and John Hulland (2016), "Survival of the Fittest: How Competitive Service Overlap and Retail Format Impact Incumbents' Vulnerability to New Entrants," Journal of Retailing, 92 (4), 383-396.

Ginger Killian and John Hulland (2016), “Marketing Promotions in Social Network Games: Making Them Work,” Journal of Digital and Social Media Marketing, 4 (1: Spring), 54-69.

Casey Newmeyer, Vanitha Swaminathan, and John Hulland (2016), “When Products and Brands Trade Hands: A Framework for Acquisition Success,” Journal of Marketing Theory & Practice, 24 (2), 129-146.

Efua Obeng, John E. Prescott, John Hulland, Robert Gilbert and James Maxham III (2015), “Retail Capability Systems,” AMS Review, 5 (Issue 3-4), 103-122.

John Hulland, Scott Thompson, and Keith Smith, (2015), “Exploring Uncharted Waters: Use of Psychological Ownership Theory in Marketing,” Journal of Marketing Theory & Practice, 23 (2), 140-147.

Rouzies, D., Hulland, J. S., & Barclay, D. W. (2014). Does Marketing and Sales Integration Always Pay Off? Evidence from a Social Capital Perspective. Journal of the Academy of Marketing Science, 42(5), 511-527.

Kurt, D., & Hulland, J. S. (2013). Aggressive Marketing Strategy Following Equity Offerings and Firm Value: The Role of Relative Strategic Flexibility. Journal of Marketing, 75(September), 57-74.

Hulland, J. S., Nenkov, G. Y., & Barclay, D. W. (2012). Perceived Marketing / Sales Relationship Effectiveness: A Matter of Justice. Journal of the Academy of Marketing Science, 40(3), 450-467.

Lam, Son

Bommaraju, R., Ahearne, M., Hall, Z. R., Tirunillai, S., & Lam, S. K. (2018). The Impact of Mergers and Acquisitions on the Sales Force. Journal of Marketing Research, 55(2), 254-264.

Gillespie, E. A., Noble, S. M., & Lam, S. K. (2016). Extrinsic versus intrinsic approaches to managing a multi-brand salesforce: when and h w do they work? Journal of the Academy of Marketing Science, 44(6), 707-725.

DeCarlo, T. E., & Lam, S. K. (2016). Identifying effective hunters and farmers in the salesforce: a dispositional-situational framework. Journal of the Academy of Marketing Science, 44(4), 415-439.

Sleep, S., Bharadwaj, S., & Lam, S. K. (2015). Walking a tightrope: the joint impact of customer and within-firm boundary spanning activities on perceived customer satisfaction and team performance. Journal of the Academy of Marketing Science, 43(4), 472-489.

Mullins, R. R., Ahearne, M., Lam, S. K., Hall, Z. R., & Boichuk, J. P. (2014). Know Your Customer: How Salesperson Perceptions of Customer Relationshi Quality Form and Influence Account Profitability. Journal of Marketing, 78(6), 38-58.

Ahearne, M., Lam, S. K., & Kraus, F. (2014). Performance Impact of Middle Managers' Adaptive Strategy Implementation: The Role of Social Capital. Strategic Management Journal,35(1), 68-87.

Ahearne, M., Lam, S. K., Hayati, B., & Kraus, F. (2013). Intrafunctional Competitive Intelligence and Sales Performance: A Social Network Perspective. Journal of Marketing,77(5), 37-56.

Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer- brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234-252.

Mason, Charlotte

Lurie, N. H., Berger, J., Chen, Z., Li, B., Liu, H., Mason, C. H., . . . Venkatesan, R. (2018). Everywhere and at All Times: Mobility, Consumer Decision-Making, and Choice. Customer Needs and Solutions, 5(1-2), 15-27. doi:10.1007/s40547-017-0076-9

Sevilla, Julio

Sevilla, J. C., & Townsend, C. (2016). The Space-to-Product Ratio Effect: How Interstitial Space Influences Aesthetic Appeal, Store Perceptions and Preferences. Journal of Marketing Research, 53(5), 665-681.

Sevilla, J. C., Zhang, J., & Kahn, B. E. (2016). Anticipation of Future Variety Reduces Satiation from Current Experiences. Journal of Marketing Research, 53(6), 954-968.

Sevilla, J., & Redden, J. P. (2014). Limited Availability Reduces the Rate of Satiation. Journal of Marketing Research,51(2), 205- 217.

Sevilla, J., & Kahn, B. E. (2014). The Completeness Heuristic: Product Shape Completeness Influences Size Perceptions, Preference, and Consumption. Journal of Marketing Research, 51(1), 57-68.

Smith, Rosanna

Reich, T., Kupor, D. M., & Smith, R. K. (2017). Made by Mistake: When Mistakes Increase Product Preference. Journal of Consumer Research, 44(5), 1085-1103.

Smith, R. K., Newman, G. E., & Dhar, R. (2016). Closer to the Creator: Temporal Contagion Explains the Preference for Earlier Serial Numbers. Journal of Consumer Research, 42(5), 653-668.

Wang, Pengyuan

Feit, E. M., Wang, P., Bradlow, E. T., & Fader, P. S. (2013). Fusing Aggregate and Disaggregate Data with an Application to Multiplatform Media Consumption. Journal of Marketing Research, 50(3), 348-364.