Curriculum Vitae


  • Ph.D., Duke University Fuqua School of Business, Major Field: Marketing (May 1986)
  • M.B.A., Carnegie-Mellon University Graduate School of Industrial Administration, Area of Concentration: Marketing (May 1980)
  • A.B., Cornell University (with distinction in all subjects) College of Arts and Sciences, Majors: Economics and Mathematics (June 1978)


  • Dartmouth College, Tuck School of Business, E.B. Osborn Professor of Marketing, July 1998 to present
  • Dartmouth College, Tuck School of Business, Senior Associate Dean of Marketing and Communications, July 2020 to March 2022
  • Dartmouth College, Tuck School of Business, Senior Associate Dean for Innovation & Research, July 2019 to June 2020
  • Duke University, Fuqua School of Business, Visiting Professor of Business Administration, May 1997 to June 1998. Instructor, September 1984 to December 1984
  • University of North Carolina at Chapel Hill, Kenan-Flagler Business School, Professor of Marketing, July 1995 to May 1997
  • Stanford University, Graduate School of Business, Associate Professor of Marketing (with tenure), June 1993 to July 1995, Associate Professor of Marketing, September 1990 to June 1993, Assistant Professor of Marketing, July 1987 to September 1990
  • University of New South Wales, Australian Graduate School of Management, Visiting Professor, September 1990 to June 1991
  • University of California, Berkeley, School of Business Administration, Assistant Professor of Marketing, January 1986 to June 1987


  • Bank of America, San Francisco, CA, Marketing Consultant, April 1981 to June 1982, Assistant Marketing Consultant, July 1980 to April 1981


  • Dissertation Awards: American Marketing Association (Honorable Mention, August 1986), American Psychological Association Division 23 (First Place, August 1986), Association for Consumer Research (Honorable Mention, October 1986), Marketing Science Institute (First Place, August 1984)
  • American Marketing Association Doctoral Consortium: Fellow 1984; Faculty 1988-1991, 1996, 1998, 2002-2005, 2007-2010, 2013-2014
  • Finalist, Best Paper in Journal of Consumer Research Award for 1986-1988
  • Runner-up, Marketing Science Institute Research Competition on Brand Equity (November 1989)
  • James and Doris McNamara Faculty Fellow for 1989-90
  • Outstanding Reviewer Award for Journal of Marketing Research for 1991-92
  • Fletcher Jones Faculty Scholar for 1992-93
  • 1994 Harold H. Maynard award for Journal of Marketing article in 1993 making the most significant contribution to marketing theory and thought
  • Paul J. Rizzo Faculty Fellow for 1995-97
  • Finalist, 1997 William F. O’Dell Award for Journal of Marketing Research
  • 2003 Sheth Foundation/Journal of Marketing Award recognizing articles published in the Journal of Marketing that have made lasting contributions to the discipline of marketing
  • 2005 ZIBS Distinguished Theory Award (from Zyman Institute of Brand Science (ZIBS) at Emory University's Goizueta Business School)
  • Two articles, "Consumer Evaluations of Brand Extensions" and "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" named by INFORMS Society for Marketing Science in March 2007 to its list of Top 20 marketing science papers written in the past 25 years that have most affected the practice of marketing science
  • 2009 Twenty-Five Year Consortium Fellow Research Excellence Award from American Marketing Association Foundation, 2009
  • 2010 Outstanding Author Contribution Award for "Building a Strong Business-to-Business Brand" published in Advances in Business Marketing and Purchasing as part of the Literati Network Awards for Excellence 2010
  • 2019 Blair Award for Marketing Accountability (with Roger Sinclair) from the Marketing Accountability Standards Board (MASB)
  • 2020 “Paper of the Year” in Sports Marketing for “Understanding Sponsorship: A Consumer-Centric View of Sponsorship Effects,” American Marketing Association (AMA) SportsSIG
  • 2021 Amity Gold Medal for Contribution to the Global Branding Fraternity


Area Editor
Journal of Consumer Research (2018-2021)

Special Guest Editor
International Journal of Research in Marketing Special Issue on “Branding in a Digitally-Empowering World” (2016) and Journal of the Academy of Marketing Science, Special Issue on “Brand and Innovation Interdependency” (2015)

Editorial Boards
Journal of Consumer Research (1994-2002), Journal of Marketing Research (1992-2002), Journal of Marketing (1993-2002, 2008-2010), Journal of Sponsorship (2007-2010), Journal of Brand Management (1995-), Asian Journal of Marketing (1999-)

AdHoc Reviewer
Marketing Science, Journal of Consumer Psychology, Sloan Management Review, California Management Review, Corporate Reputation Review, Harvard Business Review     

Annual Reviewer
Association for Consumer Research Conference (1987-), American Marketing Association Educators' Conference (1988-), American Marketing Association Doctoral Dissertation Competition (1992-), Marketing Science Institute Doctoral Dissertation Competition (1991-)

Academic Trustee
Marketing Science Institute (2000-2006)

Executive Director
Marketing Science Institute (2013-2015)

Executive Committee
Marketing Science Institute (2015-)

JCR Ferber Awards (1999), Forbes “2015 30 Under 30 in Marketing & Advertising” and 2014 - 2017 ANA Marketing Analytics Leadership Awards; 2017 AMA Parlin Award

1994 Annual Conference of the Society for Consumer Psychology

American Marketing Association Knowledge Coalition (2005-2007); American Marketing Association Foundation (AMAF) Board of Advisors (2016-)

American Marketing Association, Association for Consumer Research, The Institute for Management Science


Member:  Dean's Advisory Group (1987-1989)
Member:  Dean's Search Committee (1989-1990)
Member:  MBA Core Review Task Force (1989-1990)
Doctoral Program Liaison for Marketing Area (1989-1990)
Member:  Information Resources Policy Board (1992-4)
Area Coordinator for Marketing (1993-1994)
Area Chair of Marketing (1996)
Area Chair of Marketing (2009-2012, 2018-2019)
Senior Associate Dean for Innovation and Growth (2019-2020)
Senior Associate Dean for Marketing and Communications (2020-)
Member:  MBA Expansion Committee (1996-1997)
Member:  Curriculum Committee (1998-99)
Member:  Faculty Advisory Committee – Strategy Review (1999-2000)
Member:  Admission Committee (1999-2000, 2015-2020)
Member:  Academic Performance Committee (APC) (1999-2004)
Member:  Dean’s Marketing Advisory Group (DMAG) (2000-2003)
Member:  Strategy Review Committee (2005-2006)
Member: Ad Hoc Task Force on Globalization, Project 2012 (2006-2008)
Member: Executive Education Committee (2006-2009, 2015-2020)
Member: Dean’s Executive Committee (2008-2009)
Member: Strategy Review Task Force (2011-2013)
Member of Various Campus Committees (2015-2019)


Doctoral Thesis Principal Adviser

  • Jennifer Aaker (thesis articles, “Dimensions of Brand Personality,” Journal of Marketing Research, 34 (August), 1997, 347-357 & “The Malleable Self:  The Role of Self-Expression in Persuasion,” Journal of Marketing Research, 36 (February), 1999, 45-57)
  • Sheri Bridges (thesis article, "Explanatory Links and the Perceived Fit of Brand Extensions:  The Role of Dominant Parent Brand Associations and Communication Strategies," Journal of Advertising, 29 (4), 2000, 1-11)
  • Christie Brown (thesis article, “Do the Right Thing:  Diverging Effects of Accountability in a Managerial Decision Context,” Marketing Science, 18 (3), 1999, 230-246)
  • Margaret C. Campbell (thesis article, “When Attention-Getting Tactics Elicit Consumer Inferences of Manipulative Intent:  The Importance of Balancing Benefits and Investments,” Journal of Consumer Psychology, 4 (3), 1995, 225-254)
  • Yih Hwai Lee (thesis article, “Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor,” Journal of Consumer Research, 26 (2), 1999, 156-169)

Doctoral Thesis Committee Member

  • Amna Kirmani
  • Chan Su Park
  • Rika Spencer