Alexander Kull

Alexander Kull
Phone: (619) 260-2917
Office: Olin Hall 110

Assistant Professor of Marketing

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

Prior to obtaining his PhD and joining the USD faculty in 2016, Dr. Alexander J. Kull worked for nearly a decade in the corporate sector, where he held 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, Journal of Business Ethics and Journal of Business Research. Dr. 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

  • Saine, R., Kull, A., Besharat, A., Varki, S. (2019) I See Me: The Role of Observer Imagery in Reducing Consumer Transgressions, Journal of Business Ethics.
  • 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.
  • View all publications

Conferences and Presentations

  • Branding Implications of Artificial Intelligence. International Research Meeting in Business and Management, (with I. Dalla Pozza), Nice, France, 2018.
  • The Past and Future of Co-Creation. International Research Meeting in Business and Management, Nice, France, 2017.
  • The Past and Future of Co-Creation. Academy of Marketing Science, Coronado, California, 2017.
  • Co-Created Social Responsibility: How Letting the Consumer Choose the Brand’s Donation Recipient Strengthens Consumer–Brand Relationships. American Marketing Association, (with T.B. Heath), San Antonio, Texas, 2015.
  • The Asymmetric Effects of Communicating Experiential Brand Benefits. Association for Consumer Research, (with M. Romero), Baltimore, Maryland, 2014.
  • Prosocial Co-Creation: How Cause-Related Marketing with Choice Strengthens Consumer–Brand Relationships. Association for Consumer Research, (with T.B. Heath), Baltimore, Maryland, 2014.
  • Advancing Stakeholder Marketing Through Resource-Based Theory. Academy of Marketing Science, (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, (with T.B. Health), Boston, Massachusetts, 2014.
  • A Resource-Based View of Stakeholder Marketing. American Marketing Association, (with J.A. Mena), Orlando, Florida, 2014.
  • Collector–Brand Relationships: Consumer Engagement via Disney Pin Collecting. Association for Consumer Research, (with B.A. Lafferty), Chicago, Illinois, 2013.
  • Expanding the Scope of Value Co-Creation. Academy of Marketing Science, New Orleans, Louisiana, 2012.


BizNewsBusiness InsiderCNBCFast Company, GOOD, LinkedIn, Newswise, PBSSalon and The Conversation, as part of the Corporate Political Activism Panel hosted by Drexel University in partnership with the American Marketing Association