Alexander Kull

Alexander Kull
Phone: (619) 260-2917
Office: Olin Hall 335

Assistant Professor of Marketing

  • PhD, University of South Florida, Marketing
  • MBA, Gonzaga University
  • BBA, summa cum laude, Gonzaga University

Prior to obtaining his PhD, Alexander J. Kull worked for eight years in leading positions at a spin-off of the management consulting firm McKinsey and at the international advertising group BBDO in Germany. His clients included various Fortune Global 500 companies (e.g., BMW, P&G, Unilever). His research lies at the intersection of consumer behavior and marketing strategy—both theoretically and methodologically. A central stream of his research explores the implications of the democratization of power relations and value creation between brands and their stakeholders. His work has been published in the International Journal of Research in Marketing and the Journal of Business Research. Kull presents his research regularly at all major marketing conferences and currently serves on a panel of experts on corporate political activism as one of 40 professors worldwide.

Areas of Expertise

advertising, branding, co-creation, corporate social responsibility, empowerment, experiential marketing, stakeholder marketing

Selected Publications

  • Kull, A., Heath, T. (2016) You Decide, We Donate: Strengthening Consumer–Brand Relationships Through Digitally Co-Created Social Responsibility, International Journal of Research in Marketing, 33(1), 78–92.
  • Kull, A., Mena, J., Korschun, D. (2016) A Resource-Based View of Stakeholder Marketing, Journal of Business Research, 69(12), 5553–5560.

Conferences and Presentations

  • The Past and Future of Co-Creation. Academy of Marketing Science (AMS), Coronado, California, 2017.
  • Co-Created Social Responsibility: How Letting the Consumer Choose the Brand’s Donation Recipient Strengthens Consumer–Brand Relationships. American Marketing Association (AMA), (with T.B. Heath), San Antonio, Texas, 2015.
  • The Asymmetric Effects of Communicating Experiential Brand Benefits. Association for Consumer Research (ACR), (with M. Romero), Baltimore, Maryland, 2014.
  • Prosocial Co-Creation: How Cause-Related Marketing with Choice Strengthens Consumer–Brand Relationships. Association for Consumer Research (ACR), (with T.B. Heath), Baltimore, Maryland, 2014.
  • Advancing Stakeholder Marketing Through Resource-Based Theory. Academy of Marketing Science (AMS), (with J.A. Mena), Indianapolis, Indiana, 2014.
  • You Decide, We Donate: Strengthening Consumer–Brand Relationships Through Cause-Related Marketing with Choice. Brands and Brand Relationships (BBR), (with T.B. Health), Boston, Massachusetts, 2014.
  • A Resource-Based View of Stakeholder Marketing. American Marketing Association (AMA), (with J.A. Mena), Orlando, Florida, 2014.
  • Collector–Brand Relationships: Consumer Engagement via Disney Pin Collecting. Association for Consumer Research (ACR), (with B.A. Lafferty), Chicago, Illinois, 2013.
  • Expanding the Scope of Value Co-Creation. Academy of Marketing Science (AMS), New Orleans, Louisiana, 2012.

News

American Marketing AssociationBizNews, CNBCFast Company, GOOD, LinkedIn, Newswise, PBSSalon and The Conversation, as part of the Corporate Political Activism panel hosted by Drexel University, 2016-2017.

Office Hours

Section 01
9/06 - 12/15 M W 2:30 pm - 5:00 pmOlin Hall - 335
Section 02
9/06 - 12/15 M W 2:30 pm - 5:00 pmOlin Hall - 335