My research sits at the intersection of consumer behavior and marketing strategy, examining how firm-level strategic actions translate into stakeholder outcomes.
Cool brands, cultural distance, and consumer reactions to product-harm crises.
International Journal of Research in Marketing
When Firms Take Sides: Mechanisms and Moderators of Consumer Responses to Corporate Sociopolitical Activism (CSA)
Conceptual paper — Dissertation Chapter 1. Preparing for submission to Journal of Consumer Behavior special issue on Systematic Literature Review.
Nuanced Advocacy: How Integrative Complexity Shapes Credibility and Behavioral Intentions in Corporate Sociopolitical Activism
Empirical paper — Dissertation Chapter 2. 2/5 studies collected and analyzed. Targeting Journal of the Academy of Marketing Science.
Trade Secrets and Strategic Alliance
Data collected and analyzed. Preparing to submit to Industrial Marketing Management.
Faith in the Marketplace: A Systematic Review of Religion’s Role in Marketing
100+ studies coded. Targeted for Journal of the Academy of Marketing Science.
A Comprehensive Review of The Use of Theory in Sales Research
300+ studies coded. Targeted for Journal of the Academy of Marketing Science.
Company’s Responses to Product Information Leak
Data collected, preliminary analysis complete.
This dissertation develops an integrative conceptual and empirical framework for understanding consumer responses to Corporate Sociopolitical Activism. Chapter 1 synthesizes existing CSA scholarship, identifies five foundational mechanisms, and organizes four broad boundary conditions into guiding propositions. Chapter 2 examines how Message Integrative Complexity shapes source credibility and purchase intention, particularly among value-misaligned consumers.
When a Trust Badge Changes What Sellers Do
Journal of Marketing Research Scholarly Insights — Forthcoming 2026
Consumers’ knowledge discrepancy and confusion in intent to purchase farmed fish
British Food Journal, 122(11), 3567–3583, 2020. (ABDC: B)
🔗 DOIWhat Determines the Purchase Intention of Liquid Milk during a Food Security Crisis? The Role of Perceived Trust, Knowledge, and Risk.
Sustainability, 10, 3722, 2018.
🔗 DOIHealth Consciousness and Its Effect on Perceived Knowledge, and Belief in the Purchase Intent of Liquid Milk
Foods, 7, 150, 2018.
🔗 DOIEffect of Operating Efficiency on the Stock Performance of Food and Allied Corporations in Bangladesh
Chittagong University Journal of Business Administration, ISSN 2223-4843, pp. 189–206, 2013.
When Firms Take Sides: Mechanisms and Moderators of Consumer Responses to Corporate Sociopolitical Activism (CSA)
The Buffering Effect of Brand Coolness: Power Distance Belief as a Moderator in Consumers’ Responses to Product Failure
The Dynamic Effects of Brand Coolness and Power Distance Belief (PDB) on Consumer Responses to Product Failures
Comprehensive Review of The Use of Theory in Sales Research
The Dynamic Effects of Brand Coolness and Power Distance Belief (PDB) on Consumer Responses to Product Failures
The Impact of Brand Coolness and Virtual Presence on Consumers’ Response to Product Failure