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Brian Spaid
Brian Spaid黑料论坛

O'Brien Hall, 405A

MilwaukeeWI53201United States of America(414) 288-3371
Curriculum Vitae

Chair, Department of Marketing

Associate Professor of Marketing

After more than a decade in industry as an internet marketing executive, IT manager, and award-winning creative director, I bring a practical and strategic perspective to the classroom. I am passionate about helping students connect marketing theory to real-world outcomes, equipping them to become responsible and effective leaders in a changing digital landscape.

Education

PhD Marketing, University of Tennessee 鈥� Knoxville: 2013
MBA Marketing, University of Tennessee 鈥� Knoxville: 2008
Graduate Studies in Music, Trinity College of Music, London: 1998
Graduate Studies in Music, University of Cincinnati College-Conservatory of Music: 1997
BM Music Theory & Composition, University of the Pacific: 1996

Courses Taught

MARK 6125 - Graduate Digital Marketing

Research Interests

My research focuses on the intersection of technology and retail marketing, with particular emphasis on how in-store and mobile innovations shape the consumer experience and retail performance. I am also deeply interested in the cultural and behavioral aspects of collecting. More broadly, I explore the accountability of marketing activities, helping businesses link marketing actions to financial and social outcomes.

Professional Affiliations

American Marketing Association (AMA), Academy of Marketing Science (AMS)

Professional Interests

Retail marketing
Digital marketing
Consumer behavior
In-store and mobile technologies
Collecting behavior and culture

Selected Publications

Spaid, B., & Matthes, J. (2021). Consumer collecting identity and behaviors: underlying motivations and impact on life satisfaction. Journal of Consumer Marketing, 38(5), 552-564.

Spaid, B. I., O鈥橬eill, B. S., & Ow, T. T. (2019). The upside of showrooming: How online information creates positive spill-over for the brick-and-mortar retailer. Journal of Organizational Computing and Electronic Commerce, 29(4), 294-315.

Spaid, B. I. (2018). Exploring consumer collecting behavior: a conceptual model and research agenda. Journal of Consumer Marketing, 35(6), 653-662.

Dan, S. M., Spaid, B. I., & Noble, C. H. (2018). Exploring the sources of design innovations: Insights from the computer, communications and audio equipment industries. Research Policy.

Ow, T. T., Spaid, B. I., Wood, C. A., & Ba, S. (2018). Trust and experience in online auctions. Journal of Organizational Computing and Electronic Commerce, 28(4), 294-314.

Esmark Jones, C. L., Stevens, J. L., Breazeale, M., & Spaid, B. I. (2018). Tell it like it is: The effects of differing responses to negative online reviews. Psychology & Marketing, 35(12), 891-901.

Spaid, B. I., & Flint, D. J. (2014). The meaning of shopping experiences augmented by mobile internet devices. Journal of Marketing Theory and Practice, 22(1), 73-90.

Dabholkar, P. A., & Spaid, B. I. (2012). Service failure and recovery in using technology-based self-service: effects on user attributions and satisfaction. The Service Industries Journal, 32(9), 1415-1432.