Bob Leone
Professor of Marketing
J. Vaughn and Evelyne H. Wilson Chair in Marketing
J. Vaughn and Evelyne H. Wilson Chair in Marketing
Marketing Department
Education
- PhD, Purdue University,
- MBA, University of Texas at Arlington
- BA, University of Texas at Arlington
Areas of Expertise/Research
- Evaluating the effects of advertising, price and promotion on market performance
- Evaluating the effects of retail pricing strategies and promotion on brand, category and store substitution behavior
- Branding and brand equity
- Consumer relationship marketing
- Marketing packaged goods
Selected Publications
BOOKS:- Marketing Research, 13th e (John Wiley & Sons, Inc), 2013 (with David Aaker, V Kumar and George Day).
- “Enhancing Customer Engagement”, Journal of the Academy of Marketing Science, with V. Kumar & Leight McAlister (forthcoming).
- “Brand response to environmental turbulence: A framework and propositions for resistance, recovery and reinvention”, International Journal of Research in Marketing, Vol 39, Issue 2, June 2022, 583-602, with Lopo Rego, Michael Brade, John Roberts & Raj Srivastava.
- “Who’s Your Most Valuable Salesperson?”, with V. Kumar and Sarang Sunder, Harvard Business Review.
- “Measuring and Managing a Salesperson’s Future Value to the Firm,” with V. Kumar and Sarang Sunder, Journal of Marketing Research, October 2014.
- "Defining, Measuring and Managing Business Reference Value," with V. Kumar and Andrew Peterson, Journal of Marketing, January 2013,
Honors and Awards
- 2025 Global Retail Brand Marketing [GRBM] Fellow
- 2023 American Marketing Association Fellow
- 2010 Churchill Award for Lifetime Achievement in Marketing Research presented by the American Marketing Association.
- Co-editor - Journal of Marketing