Chris Pullig, Ph.D.
Department Chair - Marketing
Associate Professor - Marketing
One Bear Place #98007
Waco, TX 76798
Ph D - Business Administration, LOUISIANA ST UNIV BATON ROUGE, 2000
MBA, ANGELO STATE UNIVERSITY, 1996
BBA - Accounting, ANGELO STATE UNIVERSITY, 1981
Associate Professor, Baylor University - Hankamer School of Business (2007 - Present)
Visiting Professor, University of Caen - Institute of Business Management (IAE) (2006 - Present)
Assistant Professor, Baylor University - Hankamer School of Business (2003 - 2007)
Assistant Professor, University of Virginia - McIntire School of Commerce (2000 - 2003)
Awards and Honors
Research Fellow, The International Centre for Trust and Ethical Behaviour - Coventry University, UK (November 2012)
Visiting Research Professor, Coventry University, UK (September 2012)
Dean's Research Award, Baylor University (2006)
Innovation in Marketing Research Award, Procter and Gamble/American Marketing Association (2000)
Sheth Foundation Research Award, Society for Consumer Psychologists (2000)
Doctoral Consortium Fellow, American Marketing Association (1999)
Annual H. L. Saunders Distinguished Paper Award, Journal of Business and Entrepreneurship (1998)
Distinguished Paper Award, Society for Marketing Advances/Irwin McGraw-Hill (1998)
My research and teaching is focused on consumer attitudes and decision-making with a special emphasis on three related areas: 1) how consumers evaluate brands, 2) marketing and branding in the global marketplace, and 3) ethics and the role of marketing in promoting pro-societal causes. I have published my research in a variety of journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Ethics, Journal of Business Research, Journal of Public Policy and Marketing, and others. I am on the Editorial Review Board of the Journal of Business Research and I am a regular reviewer for our leading journals including the Journal of Marketing and Journal of Consumer Research. Currently, I am teaching Marketing Research and Strategic Brand Management which both allow me to bring my current research directly into the classroom to share with my students.
Basic or Discovery Scholarship
"Contingent Self-Esteem, Self-Presentational Concerns and Compulsive Buying," Psychology & Marketing
, Vol. 31, No. 2, (February 2014), pp. 147-160 (coauthors: Jim Roberts, Chris Manolis).
"Branding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces," Journal of Business Research
, (August 2013) (coauthors: E. Kipnis, A. Broderick, C. Demangeot, et al.).
"Towards Intercultural Competency in Multicultural Marketplaces," Journal of Public Policy & Marketing
, Vol. 32, (May 2013), pp. 156-164 (coauthors: C. Demangeot, N. Adkins, R. Mueller, G. Henderson, et al.).
"Local glocal brands as a mirror of inside-out glocalisation: why brand pride matters. An exploration of emerging markets’ consumer evaluations of domestic glocally-positioned brands," Academy of Marketing - Consumer Research SIG Workshop on Cross-Cultural Consumer Research
, (March 2013) (coauthors: E. Kipnis, J. Emontspool, A Broderick).
"I'm Number One! Does Narcissism Impair Ethical Judgment Even For the Highly Religious?," Journal of Business Ethics
, Vol. 112, No. 1, (January 2013), pp. 167-176 (coauthors: Marjorie Cooper).
"Consumer Empowerment in Multicultural Marketplaces: Navigating Multicultural Identities to Reduce Consumer Vulnerability," Journal of Research for Consumers
, Vol. 19, (January 2012), pp. 1-13 (coauthors: A. Broderick, C. Demangeot, N. Adkins, N. Ferguson, G. Henderson, G. Johnson, E. Kipnis, J. Mandiberg, R. Mueller, A. Roy, M. Zuniga).
"No Harm Done? Navigating Culture-based Branding in Multicultural Marketplaces: A Research Agenda," Social Business
, (December 2011) (coauthors: A. Broderick, C. Demangeot, E. Kipnis, M. Zuniga, A. Roy, R. Mueller, J. Mandiberg, G. Johnson, G. Henderson, N. Ferguson, N. Adkins).
"Effectiveness of Corporate Responses to Brand Crises: The Role of Crisis Type and Response Strategies," Journal of Business Research
, Vol. 64, No. 12, (February 2011), pp. 1281-1287 (coauthors: Sujay Dutta).
Applied or Integration/Application Scholarship
"Housing Prices Likely to Turn Around in 2009, Survey Finds," Keller Center Research Report
, (Summer 2008) (coauthors: Chuck North, Laura Indergard, Jacqueline Simpson).
"Stress and Job Performance," Keller Center Research Report
, (Summer 2008).
"What Do Consumers Expect from Real Estate Agents," Keller Center Research Report
, (Summer 2008) (coauthors: Kirk Wakefield, Laura Indergard, Suzanne Blake, Bryan Gregory, Chris Matcek, Tara Gitau).
"Lead Generation: What Really Works?," Keller Center Research Report
, (Spring 2008) (coauthors: Laura Indergard, Suzanne Blake, Jacqueline Simpson).
"What is Brand Equity and What Does the Branding Concept Mean to You?," Keller Center Research Report
, (Spring 2008).
Basic or Discovery Scholarship
"Low Price Guarantees as Signals of Lowest Price: The Moderating Role of Perceived Price Dispersion," Journal of Retailing
, (Fall 2006) (coauthors: A. Biswas, S. Dutta).
"Attitude Basis, Certainty, and Challenge Alignment: A Case of Negative Brand Publicity," Journal of the Academy of Marketing Science
, (2006) (coauthors: R.G. Netemeyer and A. Biswas).
"Brand Dilution: When Do New Brands Hurt Existing Ones?," Journal of Marketing
, (2006) (coauthors: C.J. Simmons and R.G Netemeyer).
"Self-Report Paper and Pencil Measures: Comments and Suggestions Regarding Content and Face Validity, Item Redundancy, Dimensionality, Coefficient Alpha, and Scale Length," Journal of Business Research
, (2006) (coauthors: R. Netemeyer, W. Bearden).
"Conflicts in the Work-Family Interface and Job Stress: Links to Customer Service Employee Performance and Customer Purchase Intent," Journal of Marketing
, Vol. 69, (April 2005), pp. 130-143 (coauthors: R. Netemeyer, J. Maxham III).
"Developing and Validating Measures of Facets of Consumer-Based Brand Equity," Journal of Business Research
, Vol. 57, (Spring 2004), pp. 209-224 (coauthors: R. Netemeyer, B. Krishnan, D. Dean, J. Ricks, G. Wang, F. Wirth, M. Yagci).
"Observations on Some Key Psychometric Properties of Paper-and-Pencil Measures,"
, A. G. Woodside, E. M. Moore (eds.), New York, 2003 (coauthors: R. G. Netemeyer, W. O. Bearden).
"Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image," Journal of Consumer Psychology
, Vol. 12, No. 2, (2002), pp. 107-118 (coauthors: A. Biswas, M. I. Yagci, D. H. Dean).
"Salesforce Automation Systems: An Exploratory Examination of Organizational Factors Associated with Effective Implementation and Salesforce Productivity," Journal of Business Research
, Vol. 55, No. 5, (2002), pp. 401-415 (coauthors: J. G. Maxham III, J. F. Hair).
"The Recycling Cycle: An Empirical Examination of Consumer Waste Recycling and Shopping Behaviors," Journal of Public Policy and Marketing
, Vol. 19, No. 1, (2000), pp. 93-105 (coauthors: A. Biswas, J. Licata, D. McKee, C. Daughtridge).
"Critical Success Factors from an Organizational Life Cycle Perspective: Perceptions of Small Business Owners from Different Business Environments," Journal of Business & Entrepreneurship
, Vol. 9, No. 1, (1997), pp. 47-58 (coauthors: S. K. Chawla, F. D. Alexander).
Presentations and Proceedings
Basic or Discovery Scholarship
"Diluted by Association: Exposure to Copycat Brands Impairs Processing Fluency of Senior Brands," presented at the Society of Consumer Psychology - Annual Academic Conference, Miami, Florida, March 2014.
"Perceptual Dilution: A New Form of Harm to Copied Brands," presented at the Coventry University, Coventry, UK, June 2013.
"Mirror, Mirror on the Wall: Who's Most Ethical of all?," presented at the Evangelical Responses to Neo-Atheist Assaults on God's Goodness and Justice, Dallas, March 2013.
"The Value of a Branding Perspective in Business Decisions," presented at the Coventry University, Coventry, UK, October 2012.
"Effective Strategy Implementation in Marketing: The Strategy Implementation Capability Scale," presented at the American Marketing Association Conference, Austin, Texas, February 2011.
"Trademark Dilution: New Conceptualizations of Perceptual Dilution and Visual Diversion," presented at the Research Symposium for PhD Students, Caen, France, December 2010.
"What Is It Worth? Consumers’ Price Judgments of Really New Products," presented at the 11th Annual Behavioral Pricing Conference, Orlando, Florida, November 2009.