Current Appointments & Affiliations
MMCi Instructor in the Department of Biostatistics & Bioinformatics
·
2022 - Present
MMCi Program,
Biostatistics & Bioinformatics
Recent Publications
A “good” new brand — What happens when new brands try to stand out through corporate social responsibility
Journal Article Journal of Business Research · November 1, 2018 Corporate social responsibility (CSR) is increasingly used as a key part of a firm's branding strategy, especially for new brands hoping to stand out in mature markets. Unfortunately, data here demonstrate that new product trial is lower when new brands to ... Full text CiteThe efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf
Journal Article Journal of Advertising Research · June 1, 2018 Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche “green” brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands’ green offerings ca ... Full text CiteLooking innovative: Exploring the role of impression management in high-tech product adoption and use
Conference Journal of Product Innovation Management · January 1, 2013 Although consumer adoption of high-tech innovations is certainly influenced by the product's functional benefits, can the use of a new product confer social benefits as well? Specifically, can the mere use of an innovative product convey the impression tha ... Full text CiteEducation, Training & Certifications
University of Florida ·
1998
Ph.D.