STUDENT & ALUMNI PEER REVIEWED JOURNAL ABSTRACTS
Cui, Y.G., van Esch, P., Eskridge, B., Ladlow, C., & Northey, G. (2025)
Cui, Y., van Esch, P., Harvey, E., Eskridge, B., Sleep, S., & Phichit, X. (2025)
Darby, V., Shin, H., & Eastman, J.K. (2025)
Dean, B.P., Sharma, A., & Sigler, T.H. (2025)
The Diminishing Halo Effect: Celebrities and Negative Events in Marketing
Political Ideology and Anthropomorphized Servant Versus Partner Brand Roles
Sustainable Influencer Services Meet Luxury: A Risky Match
Ethical Leadership Development Leveraging an Empirical Model at a Values-Focused University
Business Horizons, 68(2), 181-195
Australasian Marketing Journal, 33(3), 268-278
Journal of Services Marketing, 39(9), 1281-1298
International Journal of Leadership in Education, 1-14
Celebrities have long been utilized by brands to enhance their products and services, with the underlying assump - tion that the celebrity’s positive attributes and public im - age would transfer a halo effect to the endorsed products. However, recent years have witnessed a paradigm shift in this phenomenon, marked by a growing number of nega - tive marketing events involving celebrities. We identify several key themes, including consumer attributions, psy - chological processes, social media amplification, consum - er empowerment, and cultural shifts. Each contributes to a holistic understanding of why and how negative events involving celebrities can lead to a diminishing halo effect. Depending on whether consumers attribute the event in - ternally or externally, their response can vary and, subse - quently, affect the celebrity’s halo effect. Overlaying attri - bution theory provides deeper insights into the dynamics of consumer perception and response in the context of negative events in marketing. Understanding how consum - ers attribute causality to negative events and the psycho -
Going beyond the realm of politics, consumers’ political ideology influences how they perceive brands portrayed in advertisements. This research examines how consum - ers respond to two distinct anthropomorphized brand roles (servant vs. partner). Across three experiments, we show the impact of brand roles on consumers’ willingness to purchase is contingent upon their political ideology. Politically conservative consumers manifest greater will - ingness to purchase servant brands over partner brands, as servant brand roles align better with their inherent beliefs of social dominance orientation, leading to temporarily heightened relaxation. In contrast, their politically liberal counterparts tend to be indifferent toward different brand roles, as they are less motivated to support social hierarchy. This research offers valuable implications for academics and industry practitioners in relation to understanding the social nature of brands and optimizing branding strategies by leveraging consumers’ political ideology.
Studies have examined the social costs of luxury consump - tion in terms of how observers perceive luxury brand consumers. However, how consumers perceive luxury consumption and collaboration with luxury brands by a social media influencer known for engaging in sustain - able practices is under-explored. Proposing social media influencers as human service providers, this study aims to examine (i) the effect of luxury consumption by sustainable influencers on consumer relationship avoid - ance and positive word-of-mouth (WOM) intentions, (ii) the role of the sustainable influencer’s collaboration with non-sustainable vs sustainable luxury brands and (iii) the mechanism that explains this effect.
This study presents an application of leadership by which a values-focused university implemented an evidence-based, theory-grounded model for educating and developing prin - cipled leaders. By adopting and implementing a rigorous, empirical theory-based model, a university can infuse co - hesive, well-defined elements into its leadership education, development, and training programs. The university for - mally adopted a specific ethical leadership model, includ - ing its validated research instrument, which the institution began using to sharpen learning objectives and to improve leadership assessments. This initiative aimed in particular to evaluate individual students’ ethical leadership compre - hension and competencies by evaluating students’ ability to recognize and understand key behaviors, to apply and analyze the behaviors’ linkage to ethical leadership prac - tices within an actual organizational context. The meth - odology is grounded in Action Research and followed a sequential process for developing and using a rubric to re - liably and consistently assess student essays and outcomes across multiple undergraduate course sections with vari - ous instructors. Results of data collected and analyzed in this study indicate that positive leadership development outcomes emerged directly from this initiative. The study thus shows a practical application of leadership theory to enhance leadership education, development, and training at a university, yet practical implications extend to a vari - ety of organizational contexts.
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