Fellow Robin Coulter
Robin’s research interests and published works focus on consumer behavior issues with strategic marketing implications; her work employs both qualitative and quantitative methods to address branding and brand management in a global world, cross-cultural consumer behavior, behavioral pricing, and advertising effects and effectiveness. Current projects explore sensory imaging links to self-brand connections, consumer choice between global and local brands in emerging versus developed markets, and the effects of brand authenticity on choice. Robin has published in marketing and social science journals, including Journal of Consumer Research, Journal of Consumer Psychology, Journal of Applied Psychology, Journal of Advertising, Journal of Advertising Research, and the International Journal for Research in Marketing. She is Volume Editor for Gerald Zaltman’s Legends in Marketing Sage Series, The Zaltman Metaphor Elicitation Technique. Robin is President-elect of the American Marketing Association Academic Council, and an active member of the Association for Consumer Research. Past consultancies include: New York Life Investment Management, Proctor and Gamble, McNeil Consumer Products, and Coca Cola. email@example.com
Professor of Marketing and the Department Head at the University of Connecticut
Coulter, Robin A., Linda L. Price, and Lawrence F. Feick (2003), “Rethinking the Origins of Product Involvement and Brand Commitment: Insights from Postsocialist Central Europe,” Journal of Consumer Research, 30 (September), 151-169.
Strizhakova, Yuliya, Robin A. Coulter, and Linda L. Price (2008), “The Meanings of Branded Products: A Cross-National Scale Development and Meaning Assessment,” International Journal of Research in Marketing, 25(2), 83-94.
Strizhakova, Yuliya, Robin A. Coulter, and Linda L. Price (2008), “Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries,” Journal of International Marketing, 16 (December), 57-85.
Strizhakova, Yuliya, Robin A. Coulter and Linda L. Price (2011), “Branding in a Global Marketplace: The Mediating Effects of Quality and Identity,” International Journal of Research in Marketing, 28 (4), 342-351.
Strizhakova, Yuliya, Robin A. Coulter and Linda L. Price (2012), “The Young Adult Cohort in Emerging Markets: Assessing Their Glocal Cultural Identity in a Global Marketplace,” International Journal of Research in Marketing, 29 (1), 43-54.
Strizhakova, Yuliya and Robin A. Coulter (in press), “Drivers of Local Relative to Global Brands: A Contingency Approach,” Journal of International Marketing, 16 (December), 57-85.