Marketing Faculty Research

DAVID BOJANIC, Anheuser-Busch Foundation Professor of Tourism
D.B.A., Marketing, University of Kentucky, 1988; M.B.A., James Madison University, 1983; B.S., Markting, Pennsylvania State University, 1980.

Research Interests: Services marketing with an emphasis on tourism, sports, and hospitality. Specific interests include pricing, market segmentation, and sustainability.

Recent Publications: 
Bojanic, D. and R. Warnick (forthcoming), “The Role of Purchase Decision Involvement in a Special Event,” Journal of Travel Research.

Bojanic, D. (2011), “Using a Tourism Importance-Performance Typology to Investigate Environmental Sustainability on a Global Level,” Journal of Sustainable Tourism, Vol. 19 (7).

Bojanic, D. (2011), “The Impact of Age and Family Life Experiences on Mexican Visitor Shopping Expenditures,” Tourism Management, Vol. 32, (2), pp. 406-414.

Warnick, R., D. Bojanic, A. Mathur, and D. Ninan (2011), “Segmenting Event Attendees Based on Travel Distance, Frequency of Attendance and Involvement Measures: A Cluster Segmentation Technique,” Event Management, Vol. 15, (1), pp. 97-103.

Kim, J., D. Bojanic, and R. Warnick (2009), “Price Bundling and Travel Product Pricing Practices Used by Online Channels of Distribution,” Journal of Travel Research, Vol. 47, (4), pp. 403-412. (JTR List of Most Read Papers, 2009).

Musante, M., D. Bojanic, and J. Zhang (2009), “An Evaluation of Hotel Website Attribute Utilization and Effectiveness by Hotel Class”, Journal of Vacation Marketing, Vol. 15, (3), pp. 203-215.

Musante, M., D. Bojanic, and J. Zhang (2008), “A Modified Brand Personality Scale for the Restaurant Industry,” Journal of Hospitality and Leisure Marketing, Vol. 16, (4).

Bojanic, D. , R. Warnick and M. Musante (2007), “An Extension of Burgernomics: Using a Full-Service Restaurant Product to Measure Purchasing Power Parity,” Journal of Hospitality Financial Management, Vol. 15, (1), pp. 57-69.

Bojanic, D. (2007), “Global Pricing Strategy for a Quick-Service Restaurant Chain,” FIU Hospitality and Tourism Review, Spring.

Bojanic, D. (2007), “Customer Profile of the ‘Carryout’ Segment for Restaurants,” International Journal of Contemporary Hospitality Management, Vol. 19, (1), pp. 21-31.

Bojanic, D. and Y. Xu (2006), “An Investigation of Acculturation and the Dining-Out Behavior of Chinese Living in the United States,” International Journal of Hospitality Management, Vol. 25, (2), pp. 211-226.

Bojanic, D. (2005), “Tourism Area Life Cycle Stage and the Impact of a Crisis,” ASEAN Journal on Hospitality and Tourism, Vol. 4, (2), pp. 139-150.


RICHARD GRETZ, Associate Professor of Marketing
Ph.D., Claremont Graduate University, MA Claremont Graduate University, BA Westfield State College

Research Interests: Empirical Modeling, Entertainment Industries, Two-Sided Markets, Network Effects, Product Lifecycles

Recent Publications:

Rao, R., S. Abraham (Avri) Ravid, Richard T. Gretz, Jialie Chen, and Suman Basuroy, “The Impact of Advertising Content on Movie Revenues,” Marketing Letters, Vol. 28 (3), 2017, pp. 341-355. (1) PDF

Gretz, Richard T. and Suman Basuroy, “Why Quality May Not Always Win: The Impact of Product Generation Life Cycles on Quality and Network Effects in High-Tech Markets,” Journal of Retailing, Vol. 89 (3), 2013, pp. 231-300. (24) PDF

Gretz, Richard T., “Hardware Quality vs. Network Size in the Home Video Game Industry,” Journal of Economic Behavior and Organization, Vol. 76 (2), 2010, pp. 168-183. (31) PDF

Filson, Darren and Richard T. Gretz, “Strategic Innovation and Technology Adoption in an Evolving Industry,” Journal of Monetary Economics, Vol. 51 (1), 2004, pp. 89-121. (37) PDF

ALLEN ZHANG, Professor of Marketing
Ph.D., Marketing, University of Pittsburgh, 2004; M.Ph., Hong Kong University of Science & Technology, 1999; B.A., History, Renmin University of China, 1992.

Research Interests: Consumer psychology of cross-cultural and globalization issues

Recent Publications:
Winterich, K., and Yinlong Zhang, “Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior,”Journal of Consumer Research, forthcoming in 2014.

Kim, Y., and Yinlong Zhang, “The Impact of Power-Distance Belief on Consumers’ Preference for Status Brands,” Journal of Global Marketing, forthcoming in 2014.

Zhang, Yinlong., L. Feick, and V. Mittal, “How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth,”Journal of Consumer Research, forthcoming in 2014.

Winterich, K., Yinlong Zhang, and V. Mittal, “How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory,”International Journal of Research in MarketingVol. 29, Issue 4, 2012, pp. 346-354.

Tu, L., A. Khare, and Yinlong Zhang, “A Short 8-item Scale for Measuring Consumers’ Local-Global Identity,”International Journal of Research in Marketing, Vol. 29, Issue 1, 2012, pp. 35-42.

Zhang, Yalan, and Yinlong Zhang, “The Impact of Jin-Shang Teachings on Chinese People’ Trust,” Asian Journal ofSocial PsychologyVol. 14, 2011, pp. 197-206.

ZhangYinlong, Karen P. Winterich, and Vikas Mittal, “Power-Distance Belief and Impulsive Buying,” Journal of Marketing Research, October 2010, pp. 945-54.

ZhangYinlong, and Adwait Khare, “The Impact of Accessible Identities on the Evaluation of Global versus Local Products,” Journal of Consumer Research, Vol. 36, October 2009, pp. 524-537.

ZhangYinlong, and L.J. Shrum, “The Influence of Self-Construal on Impulsive Consumption,” Journal of Consumer Research. Vol. 38, February 2009, pp. 838-850.

ZhangYinlong and Vikas Mittal, “The Attractiveness of Enriched and Impoverished Options: Culture, Self-Construal, and Regulatory Focus,” Personality and Social Psychology Bulletin, Vol. 33, Issue 4, April 2007, pp. 588-598.

ZhangYinlong, Lawrence Feick, and Lydia Price, “The Impact of Self-Construal on Aesthetic Preference for Angular versus Rounded Shapes,” Personality and Social Psychology Bulletin, Vol. 32, Issue 6, 2006, pp. 794-805.

Zhang, Yinlong and Vikas Mittal, “Decision Difficulty: Effects of Procedural and Outcome Accountability,” Journal of Consumer Research, Vol. 32, Issue 3, 2005, pp. 465-472.