PUBLICATIONS | WORKS UNDER REVIEW/IN PROGRESS | REFEREED PAPERS AND PRESENTATIONS | RESEARCH FUNDING
Research Interests
Consumer-brand relationships with specific interests in consumer identification, brand communities, personality traits and consumer behavior.
Dissertation
Topic: Brand-Based Community: The Role of Identification in Developing a Sense of Community among Brand Users
Committee: Tom J. Brown (chair), Oklahoma State University
John C. Mowen, Oklahoma State University
Tracy A. Suter, Oklahoma State University
Peter A. Dacin, Queens University
Carlson, Brad D., and D. Todd Donavan, (forthcoming), “Concerning the Effect of Athlete Endorsements on Brand and Team Related Intentions,” Sport Marketing Quarterly.
Carlson, Brad D., Tracy A. Suter and Tom J. Brown, (forthcoming), “Social versus Psychological Brand Community: The Role of Sense of Brand Community,” Journal of Business Research.
Carlson, Brad D., D. Todd Donavan and Kevin J. Cumiskey, (forthcoming), “Consumer-Brand Relationships in Sport: Brand Personality and Identification,” International Journal of Retail and Distribution Management.
Donavan, D. Todd and Brad D. Carlson (2005), “The Influence of Personality Traits on Sports Fan Identification,” Sport Marketing Quarterly, 14 (1), 31-42.
Mowen, John and Brad Carlson (2003), “Exploring the Antecedents and Consumer Behavior Consequences of the Trait of Superstition,” Psychology and Marketing, 20 (12), 1045-1065.
Projects Under Review / Works in Progress
Carlson, Brad D., John C. Mowen, and Xiang Fang, “Trait Superstition: Investigating Its Antecedents and Consumer Behavior Outcomes,” STATUS: revising and preparing for initial submission to Journal of Consumer Marketing – Target date January 15, 2008.
Carlson, Brad D., D. Todd Donavan, and Kevin Cumiskey, “Celebrity Endorsements, Credibility, and Purchase Intentions: The Mediating Role of Endorser Identification,” STATUS: preparing to submit to the Journal of Consumer Research –Target date Spring, 2008.
Donavan, D. Todd, Brad D. Carlson, “The Use of Role Models as Celebrity Endorsers: Does Congruence Matter?” STATUS: targeting Journal of Advertising - This manuscript is an experiment which manipulates role model and congruence with brand.
Arnett, Dennis and Brad D. Carlson, working title – “The Identity Model of Salesperson Cooperative Behaviors: Integrating Identity Theory and Social Identity Theory,” STATUS: conceptual development, targeting Journal of Personal Selling & Sales Management.
Donavan, D. Todd, Brad D. Carlson, and Tom J. Brown, “An Expanded Notion of Identification,” STATUS: We are currently approaching an electronics company in the hopes to collect data with their employees and customers, targeting Journal of Marketing.
Donavan, D. Todd, James G. Maxham III, and Brad D. Carlson, working title – “The Role of Brand and Organizational Identification on Employee Work Behaviors,” STATUS: data collected, targeting Journal of Marketing.
Donavan, D. Todd, Brad D. Carlson, and Tom J. Brown, “Moving Consumers toward Identification: The Role of Corporate Social Responsibility,” STATUS: conceptual development. This is an experiment testing the impact of various advertising campaigns on the prestige, distinctiveness and identification, targeting Journal of Marketing.
McDonald, Bob, Steve Bucheit, Brad D. Carlson, and Robert Ricketts, working title – “Does the Marlboro Man Know I’ve Quit?” STATUS: conceptual development, targeting Journal of Public Policy and Marketing.
Lala, Vishal and Brad D. Carlson, working title – “Let Me Tell You! When Consumers Talk about Brands,” STATUS: conceptual development, targeting Journal of Business Research.
Carlson, Brad D. and Tracy A. Suter, working title – “The Role of Word-of-Mouth-Communication as A Marker of Community Esteem,” STATUS: conceptual development, targeting Journal of Consumer Marketing
Refereed Papers and Presentations
Carlson, Brad D., D. Todd Donavan, Richard Bagozzi (2008), “Emerging Perspectives on Consumer Identification, - Special Session,” American Marketing Association Winter Educator Conference, Austin, Texas.
Carlson, Brad D., D. Todd Donavan and Kevin J. Cumiskey. (2007). “Consumer-Brand Relationships in Sport: Brand Personality and Identification,” International Conference on Sport and Entertainment Business, Columbia, South Carolina, November
Donavan, Todd D., Brad D. Carlson and Kevin Cumiskey (2006), “Enhancing Identification through Brand Characteristics and Brand Relationship Strength,” Sport Marketing Association Conference, Denver, Colorado, November
Carlson, Brad D. (2006), as part of “Directions for Future Research in Brand Alliances,” AMA Winter Marketing Educator’s Conference, St. Petersburg, Florida, February
Carlson, Brad D. (2005), “The Role of Identification in Developing a Sense of Community among Brand Users,” Brand Alliance Research Conference, (Abstract), Oklahoma State University, April
Donavan, D. Todd and Brad Carlson (2004), “Personality Influences on Need for Affiliation and Identification,” Corporate Identity / Associations Research Group Conference, (Abstract), University of Southern California, April
Carlson, Brad and Gary L. Frankwick (2004), “The Role of Market Orientation in New Product Alliances: Model development,” AMA Winter Marketing Educator’s Conference, (Abstract), Scottsdale, Arizona, February
Carlson, Brad and Margaret A. White, (2004), “Information Integration and Filtration: An Examination of Information Integration Theory and Information Overload,” 15th Annual OSU Research Symposium, (Abstract), Oklahoma State University, April
Mowen, John and Brad Carlson (2003), “Exploring the Antecedents and Consumer Behavior Consequences of the Trait of Superstition,” Society for Consumer Psychology Winter Conference, (Abstract), New Orleans, Louisiana, February
Donavan, D. Todd and Brad Carlson (2003), “Personality Influences on Need for Affiliation and Identification,” (Abstract), Sports Marketing Association Conference, Gainesville, Florida, November
Larson, Brian, Gary L. Frankwick and Brad Carlson (2001), “The Effect of Retail Sales Training on Performance,” (Abstract), The Association of Marketing Theory and Practice Conference, Jekyll Island, Georgia, May
Rawls College of
Business: $1,000,
Fall 2006
Rawls College of Business: $600, Fall 2006