Faculty & Staff Directory

Bob Leone

Professor of 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).
ARTICLES:
  • “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