Robert V. Kozinets

Authored over 100 pieces of research, many of them about the intersection of technology, media, brands, and consumer collectivities.


Robert V. Kozinets

Blog on marketing and social media is available at

Recent Articles

Kozinets, Robert V. (forthcoming), “Fan Creep: Why Brands Suddenly Need ‘Fans,’”, i n Denise Mann ed., Wired TV: Post -¬‐ Network Television’s Virtual Worlds , New York: Rutger University Press.

Rinallo, Diego, Stefania Borghini, Gary Bamossy, and Robert V. Kozinets (2012), When Sacred Objects Go B®a(n)d: Fashion Rosaries and the Contemporar y Linkage of Religion and Commerciality, in Rinallo, Diego and Linda M. Scott, ed., Spiritual and Sacred Consumption , London: Routledge.

Kozinets, Robert V., Kristine de Valck, Andrea Wojnicki and Sarah Wilner (2010), “Networked Narratives: Understanding Word -¬‐ of -¬‐ mouth Marketing in Online Communities,” Journal of Marketing , 74 (March), 71 -¬‐ 89.

Borghini, Stefania, Nina Diamond, Robert V. Kozinets, Mary Ann McGrath, Albert Muniz, Jr., and John F. Sherry, Jr. (2009), “Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place,” Journal of Retailing, 85 (September), 363 -¬‐ 375.

Diamond, Nina, John F. Sherry, Jr., Mary Ann McGrath, Albert Muniz, Jr. Robert C. Kozinets, and Stefania Borghini (2009), “American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research,” Journal of Marketing, 73 (May), 118 -¬‐ 134.

Brown, Stephen, Robert V. Kozinets, and John F. Sherry, Jr. (2003) “Sell Me the Old, Old Story: Retromarketing Management and the Art of Brand Revival,” Journa l of Customer Behavior , 2 (June), 85 -¬‐ 98 .

Brown, Stephen, Robert V. Kozinets, and John F. Sherry, Jr. (2003) “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, 67 (July) 19 -¬‐ 33.

Kozinets, Robert V., S herry, John F., Jr., Diana Storm, Adam Duhachek, Krittinee Nuttavuthisit and Benét DeBerry -¬‐ Spence (2002), “Themed Flagship Brand Stores in the New Millennium: Theory, Practice, Prospects,” Journal of Retailing, 78 (Spring), 17 -¬‐ 29 (William R. Davidson Award , Honorable Me


Robert V. Kozinets is Associate Editor of the Journal of Marketing and the Journal of Retailing, an Academic Trustee of the Marketing Science Institute, and sits as the American Anthropological Association’s representative on the Policy Board of the Journal of Consumer Research. He is Professor of Marketing at York University’s Schulich School of Business, where he is also Chair of the Marketing department.