Skip to main content
Erschienen in: Journal of the Academy of Marketing Science 6/2011

01.12.2011 | Original Empirical Research

Establishing human brands: determinants of placement success for first faculty positions in marketing

verfasst von: Angeline G. Close, Julie Guidry Moulard, Kent B. Monroe

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 6/2011

Einloggen

Aktivieren Sie unsere intelligente Suche um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

Based on primary data spanning 5 years, we examine factors that influence the entry-level placement of marketing doctoral candidates at U.S. universities and colleges. Contributing to the emerging research on human brands, we identify marketing doctoral candidates’ intrinsic and extrinsic brand cues that influence their number of AMA interviews, campus visit offers, and starting base salary. The strongest brand cue is the research productivity of candidates’ doctoral degree-granting departments. A related cue that also predicts initial salary is the candidates’ advisors’ research record. Further, when beginning the job search, doctoral students who have a top research publication, who have a dissertation proposal defended with data, and who have attended the AMA-Sheth Foundation Doctoral Consortium receive a substantial entry salary premium. Based on branding frameworks and theories of academic rewards, this study adds to the emerging knowledge on both the concept of human brands as well as the growing literature on issues relating to marketing academia.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Literatur
Zurück zum Zitat Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41.CrossRef Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41.CrossRef
Zurück zum Zitat AMA Marketing Thought Task Force. (1988). Developing, disseminating, and utilizing marketing knowledge. Journal of Marketing, 52, 1–25. AMA Marketing Thought Task Force. (1988). Developing, disseminating, and utilizing marketing knowledge. Journal of Marketing, 52, 1–25.
Zurück zum Zitat Ataman, M. B., Mela, C. F., & van Heerde, H. J. (2008). Building brands. Marketing Science, 27, 1036–1054.CrossRef Ataman, M. B., Mela, C. F., & van Heerde, H. J. (2008). Building brands. Marketing Science, 27, 1036–1054.CrossRef
Zurück zum Zitat Babin, B. L. (2008). Scholarly marketing publication: the American Advantage? European Business Review, 20(5), 370–383.CrossRef Babin, B. L. (2008). Scholarly marketing publication: the American Advantage? European Business Review, 20(5), 370–383.CrossRef
Zurück zum Zitat Bakir, A., Vitell, S. J., & Rose, G. M. (2000). Publications in major marketing journals: an analysis of scholars and marketing departments. Journal of Marketing Education, 22(2), 99–107.CrossRef Bakir, A., Vitell, S. J., & Rose, G. M. (2000). Publications in major marketing journals: an analysis of scholars and marketing departments. Journal of Marketing Education, 22(2), 99–107.CrossRef
Zurück zum Zitat Bauerly, R. J., & Johnson, D. T. (2005). An evaluation of journals used in doctoral marketing programs. Journal of the Academy of Marketing Science, 33(3), 313–329.CrossRef Bauerly, R. J., & Johnson, D. T. (2005). An evaluation of journals used in doctoral marketing programs. Journal of the Academy of Marketing Science, 33(3), 313–329.CrossRef
Zurück zum Zitat Baumgartner, H., & Pieters, R. (2003). The structural influence of marketing journals: a citation analysis of the discipline and its subareas over time. Journal of Marketing, 67(2), 123–129.CrossRef Baumgartner, H., & Pieters, R. (2003). The structural influence of marketing journals: a citation analysis of the discipline and its subareas over time. Journal of Marketing, 67(2), 123–129.CrossRef
Zurück zum Zitat Bertin, W. J., & Zivney, T. L. (1991). The new hire market for finance: productivity, salaries, and other market factors. Financial Practice and Education, 1, 25–34. Bertin, W. J., & Zivney, T. L. (1991). The new hire market for finance: productivity, salaries, and other market factors. Financial Practice and Education, 1, 25–34.
Zurück zum Zitat Broniarczyk, S. M., & Alba, J. (1994). The importance of brand in brand extension. Journal of Marketing Research, 31, 214–228.CrossRef Broniarczyk, S. M., & Alba, J. (1994). The importance of brand in brand extension. Journal of Marketing Research, 31, 214–228.CrossRef
Zurück zum Zitat Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.CrossRef Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.CrossRef
Zurück zum Zitat Burris, V. (2004). The academic caste system: prestige hierarchies in Ph.D. exchange networks. American Sociological Review, 69, 239–264.CrossRef Burris, V. (2004). The academic caste system: prestige hierarchies in Ph.D. exchange networks. American Sociological Review, 69, 239–264.CrossRef
Zurück zum Zitat Carson, R., & Navaro, P. (1988). A seller’s (& buyer’s) guide to the job market for beginning academic economists. The Journal of Economic Perspectives, 2, 137–148. Carson, R., & Navaro, P. (1988). A seller’s (& buyer’s) guide to the job market for beginning academic economists. The Journal of Economic Perspectives, 2, 137–148.
Zurück zum Zitat Cole, J. R., & Cole, S. (1973). Social stratification in science. Chicago: University of Chicago Press. Cole, J. R., & Cole, S. (1973). Social stratification in science. Chicago: University of Chicago Press.
Zurück zum Zitat Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66, 73–93.CrossRef Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66, 73–93.CrossRef
Zurück zum Zitat Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing, 70, 34–49.CrossRef Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing, 70, 34–49.CrossRef
Zurück zum Zitat Fournier, S. (2010). Taking stock in Martha Stewart: A cultural critique of the marketing practice of building person-brands. In Campbell, M. C., Inman, J., & Pieters, R. (Eds.), Advances in consumer research, volume 37. Duluth: Association for Consumer Research (forthcoming). Fournier, S. (2010). Taking stock in Martha Stewart: A cultural critique of the marketing practice of building person-brands. In Campbell, M. C., Inman, J., & Pieters, R. (Eds.), Advances in consumer research, volume 37. Duluth: Association for Consumer Research (forthcoming).
Zurück zum Zitat Gatignon, H., Weitz, B., & Bansal, P. (1990). Brand introduction strategies and competitive environments. Journal of Marketing Research, 27, 390–401.CrossRef Gatignon, H., Weitz, B., & Bansal, P. (1990). Brand introduction strategies and competitive environments. Journal of Marketing Research, 27, 390–401.CrossRef
Zurück zum Zitat Gürhan-Canli, Z., & Maheswaran, D. (2000). Cultural variations in country of origin effects. Journal of Marketing Research, 37, 309–317.CrossRef Gürhan-Canli, Z., & Maheswaran, D. (2000). Cultural variations in country of origin effects. Journal of Marketing Research, 37, 309–317.CrossRef
Zurück zum Zitat Hagstrom, W. O. (1971). Inputs, outputs, and the prestige of university science departments. Sociology of Education, 44(1), 375–397.CrossRef Hagstrom, W. O. (1971). Inputs, outputs, and the prestige of university science departments. Sociology of Education, 44(1), 375–397.CrossRef
Zurück zum Zitat Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River: Prentice-Hall. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River: Prentice-Hall.
Zurück zum Zitat Hirschman, E. C. (1987). People as products: analysis of a complex marketing exchange. Journal of Marketing, 51(1), 98–108.CrossRef Hirschman, E. C. (1987). People as products: analysis of a complex marketing exchange. Journal of Marketing, 51(1), 98–108.CrossRef
Zurück zum Zitat Hofacker, C. F., Gleim, M. R., & Lawson, S. J. (2009). Revealed reader preference for marketing journals. Journal of the Academy of Marketing Science, 37(4), 238–247.CrossRef Hofacker, C. F., Gleim, M. R., & Lawson, S. J. (2009). Revealed reader preference for marketing journals. Journal of the Academy of Marketing Science, 37(4), 238–247.CrossRef
Zurück zum Zitat Hult, G. T. M., Neese, W. T., & Bashaw, R. E. (1997). Faculty perceptions of marketing journals. Journal of Marketing Education, 19(1), 37–52.CrossRef Hult, G. T. M., Neese, W. T., & Bashaw, R. E. (1997). Faculty perceptions of marketing journals. Journal of Marketing Education, 19(1), 37–52.CrossRef
Zurück zum Zitat Hult, G. T. M., Reimann, M., & Schilke, O. (2009). Worldwide faculty perceptions of marketing journals: rankings, trends, comparisons, and segmentations. Global Edge Business Review, 3(3), 1–23. Hult, G. T. M., Reimann, M., & Schilke, O. (2009). Worldwide faculty perceptions of marketing journals: rankings, trends, comparisons, and segmentations. Global Edge Business Review, 3(3), 1–23.
Zurück zum Zitat Iyer, V. M., & Clark, D. (1999). Criteria for recruitment as assistant professor of accounting in colleges and universities. Journal of Education for Business, 74, 6–29.CrossRef Iyer, V. M., & Clark, D. (1999). Criteria for recruitment as assistant professor of accounting in colleges and universities. Journal of Education for Business, 74, 6–29.CrossRef
Zurück zum Zitat Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570–579.CrossRef Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570–579.CrossRef
Zurück zum Zitat Janiszewski, C. A. (1988). Preconscious processing effects: the independence of attitude formation and conscious thought. Journal of Consumer Research, 15(2), 199–209.CrossRef Janiszewski, C. A. (1988). Preconscious processing effects: the independence of attitude formation and conscious thought. Journal of Consumer Research, 15(2), 199–209.CrossRef
Zurück zum Zitat Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.CrossRef Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.CrossRef
Zurück zum Zitat Keller, K. L., & Aaker, J. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 23, 35–50.CrossRef Keller, K. L., & Aaker, J. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 23, 35–50.CrossRef
Zurück zum Zitat Kirmani, A., & Rao, R. R. (2000). No pain, no gain: a critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64, 66–79.CrossRef Kirmani, A., & Rao, R. R. (2000). No pain, no gain: a critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64, 66–79.CrossRef
Zurück zum Zitat Laforet, S., & Saunders, J. (1994). Managing brand portfolios: how the leaders do it. Journal of Advertising Research, 34(5), 64–76. Laforet, S., & Saunders, J. (1994). Managing brand portfolios: how the leaders do it. Journal of Advertising Research, 34(5), 64–76.
Zurück zum Zitat Long, J. S., & McGinnis, R. (1985). The effects of the mentor on the academic career. Scientometrics, 7(3–6), 255–280.CrossRef Long, J. S., & McGinnis, R. (1985). The effects of the mentor on the academic career. Scientometrics, 7(3–6), 255–280.CrossRef
Zurück zum Zitat Malhotra, N. K., Patil, A., & Kim, S. S. (2007). Bias breakdown. Marketing Research, 19(1), 24–29. Malhotra, N. K., Patil, A., & Kim, S. S. (2007). Bias breakdown. Marketing Research, 19(1), 24–29.
Zurück zum Zitat McGuire, W. J. (1985). Attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (Vol. 2, pp. 233–246). New York: Random House. McGuire, W. J. (1985). Attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (Vol. 2, pp. 233–246). New York: Random House.
Zurück zum Zitat Merton, R. K. (1973) [1942]. The normative structure of science. In Storer, N. W. (Ed.), The sociology of science (pp. 267–278). Chicago: University of Chicago Press, National Research Council. Merton, R. K. (1973) [1942]. The normative structure of science. In Storer, N. W. (Ed.), The sociology of science (pp. 267–278). Chicago: University of Chicago Press, National Research Council.
Zurück zum Zitat Mittal, V., Feick, L., & Murshed, F. (2008). Publish and prosper: the financial impact of publishing by marketing faculty. Marketing Science, 27, 430–442.CrossRef Mittal, V., Feick, L., & Murshed, F. (2008). Publish and prosper: the financial impact of publishing by marketing faculty. Marketing Science, 27, 430–442.CrossRef
Zurück zum Zitat Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311–329.CrossRef Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311–329.CrossRef
Zurück zum Zitat Olson, J. C. (1977). Price as an informational cue: Effects on product evaluations. In A. G. Woodside, J. N. Sheth, & P. D. Bennett (Eds.), Consumer and industrial buying behavior (pp. 267–286). New York: Elsvier North Holland, Inc. Olson, J. C. (1977). Price as an informational cue: Effects on product evaluations. In A. G. Woodside, J. N. Sheth, & P. D. Bennett (Eds.), Consumer and industrial buying behavior (pp. 267–286). New York: Elsvier North Holland, Inc.
Zurück zum Zitat Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15, 253–264.CrossRef Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15, 253–264.CrossRef
Zurück zum Zitat Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87–97. Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87–97.
Zurück zum Zitat Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58, 28–36.CrossRef Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58, 28–36.CrossRef
Zurück zum Zitat Russell, C., & Schau, H. J. (2010). The ties that bind: Consumer engagement and transference with a human brand. In Campbell, M. C., Inman, J., & Pieters, R. (Eds.), Advances in consumer research, volume 37. Duluth: Association for Consumer Research, forthcoming. Russell, C., & Schau, H. J. (2010). The ties that bind: Consumer engagement and transference with a human brand. In Campbell, M. C., Inman, J., & Pieters, R. (Eds.), Advances in consumer research, volume 37. Duluth: Association for Consumer Research, forthcoming.
Zurück zum Zitat Seggie, S. H., & Griffith, D. A. (2009). What does it take to get promoted in marketing academia? Understanding exceptional publication productivity in the leading marketing journals. Journal of Marketing, 73(1), 122–132.CrossRef Seggie, S. H., & Griffith, D. A. (2009). What does it take to get promoted in marketing academia? Understanding exceptional publication productivity in the leading marketing journals. Journal of Marketing, 73(1), 122–132.CrossRef
Zurück zum Zitat Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.CrossRef Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.CrossRef
Zurück zum Zitat Tajfel, H. (1978). Social categorization, social identity and social comparison. In H. Tajfel (Ed.), Differentiation between social groups: Studies in the social psychology of intergroup relations (pp. 61–76). London: Academic. Tajfel, H. (1978). Social categorization, social identity and social comparison. In H. Tajfel (Ed.), Differentiation between social groups: Studies in the social psychology of intergroup relations (pp. 61–76). London: Academic.
Zurück zum Zitat Taube, P. M., & MacDonald, D. N. (1989). The job market for finance Ph.D.s. Journal of Financial Education, 18, 54–59. Taube, P. M., & MacDonald, D. N. (1989). The job market for finance Ph.D.s. Journal of Financial Education, 18, 54–59.
Zurück zum Zitat Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2), 278–290.CrossRef Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2), 278–290.CrossRef
Zurück zum Zitat Tellis, G. J., Chandy, R. K., & Ackerman, D. S. (1999). In search of diversity: the record of major marketing journals. Journal of Marketing Research, 36, 120–131.CrossRef Tellis, G. J., Chandy, R. K., & Ackerman, D. S. (1999). In search of diversity: the record of major marketing journals. Journal of Marketing Research, 36, 120–131.CrossRef
Zurück zum Zitat Thomson, M. (2006). Human brands: investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70, 104–119.CrossRef Thomson, M. (2006). Human brands: investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70, 104–119.CrossRef
Zurück zum Zitat Wilkie, W. L. (2005). Needed: a larger sense of marketing and scholarship. Journal of Marketing, 69, 8–10. Wilkie, W. L. (2005). Needed: a larger sense of marketing and scholarship. Journal of Marketing, 69, 8–10.
Zurück zum Zitat Williamson, I., & Cable, D. M. (2003). Predicting early career research productivity: the case of management faculty. Journal of Organizational Behavior, 24(1), 25–44.CrossRef Williamson, I., & Cable, D. M. (2003). Predicting early career research productivity: the case of management faculty. Journal of Organizational Behavior, 24(1), 25–44.CrossRef
Metadaten
Titel
Establishing human brands: determinants of placement success for first faculty positions in marketing
verfasst von
Angeline G. Close
Julie Guidry Moulard
Kent B. Monroe
Publikationsdatum
01.12.2011
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 6/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-010-0221-6

Weitere Artikel der Ausgabe 6/2011

Journal of the Academy of Marketing Science 6/2011 Zur Ausgabe