Job market paper
Can nuance make advocacy more credible?
A research story about message complexity, credibility, and value-misaligned consumers.
Research program
Questions before citations.
A program in consumer based marketing strategy, connecting firm initiated action to downstream consumer, stakeholder, market, and societal outcomes.
Under review at IJRM
Can being cool protect a brand in crisis?
A multi-study program connecting brand meaning, cultural belief, and product-harm response.
Dissertation Essay 1
What happens when firms take sides?
A mechanism-based framework for support, backlash, and indifference.
The broader portfolio
The same expertise travels into adjacent questions.
Collaborations extend the program into firm strategy, artificial intelligence, religion in the marketplace, and theory use in sales research.
With Nahin Faisal
Trade secrets and corporate activism
Using WRDS data to examine whether firms' strategic protection of knowledge relates to engagement in corporate sociopolitical activism.
With Md Rashedul Islam
AI receptivity and sustainable marketing
Six nationally representative datasets connecting environmental engagement with consumer receptivity to AI across generations and nations.
With collaborators
Religion in the marketplace
Synthesizing more than 100 studies to clarify how religion shapes marketing phenomena and where the literature should go next.
Team project
Theory in sales research
More than 300 studies coded to understand how sales scholars use theory and how future research can build cumulatively.