DR. KAREN ANNE WALLACH
I hold a PhD and an MBA from Emory University, and a BSBA from Washington University in St. Louis. My research focuses on the intersection of social media, branding, and corporate social responsibility.
My industry experience spanned roles in brand management, digital marketing, product development, advertising and market research. I worked on brands such as Carnival Cruise Lines, M&M Mars Inc. (Twix/Dove), Kimberly-Clark (Huggies), and Diageo (Smirnoff).
Originally from Florida, but have lived in New York City, Atlanta, Paris, London, St. Louis, Wisconsin and Alabama! I am currently a tenure-track Professor at the University of Alabama in Huntsville.
Email: kaswallach@gmail.com
EDUCATION
Emory University
Ph.D., Marketing
Emory University
M.B.A., Marketing
Washington University in St. Louis
B.S.B.A., Triple Major: Marketing, French, International Business
RESEARCH
RESEARCH INTERESTS
Social Media & Digital Marketing
Corporate Social Responsibility & Sustainability
Branding & Brand Relationships
DISSERTATION
“Three Essays on Corporate Social Responsibility & Sustainability Efforts with Brands and Consumers”
(Dissertation Approved: April 2021)
Dissertation Chair: Professor Jagdish Sheth
Committee: Professor Douglas Bowman, Professor Sandy Jap, Professor Wes Longhofer, Professor Morgan Ward
JOURNAL PUBLICATIONS
-
Wallach, K. A., & Popovich, D. (2023). When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives. Journal of Business Research, 158, 113694. https://doi.org/10.1016/j.jbusres.2023.113694
-
Wallach, K. A., & Popovich, D. (2022). Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts. Journal of Public Policy & Marketing, 42(2), 187–202. https://doi.org/10.1177/07439156221138755
PAPERS UNDER REVIEW
Wallach, Karen Anne, Sean Blair and Jaclyn Tanenbaum, “This Paper is Not for Everyone: Message Framing and Perceived Preferences.” (Preparing for 3rd round at the Journal of Consumer Research)
Anderson, Kelley Anderson, Magdiel Grimes, and Karen Anne Wallach, “Digital Resocialization: Consumer Digital Detox Journey.” (Preparing for 2nd round at the Journal of Consumer Behaviour).
Wallach, Karen Anne, Hieu Pham, Anthony Koschmann, and Gaurav Arwade, “Face Size and User Engagement in Social Media Videos: A Machine Learning Approach” (Under review at Marketing Science)
PUBLISHED BOOK CHAPTER
Bright, Laura F., and Karen-Anne Wallach (2021), “How to Turn Consumer Privacy into a Strategic Benefit for Your Brand,” An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing, eds. Jamie Turner and Chuck Moxley; McGraw Hill
RESEARCH IN PROGRESS
“Examining Consumer and Investor Responses to Corporate Social Responsibility Initiatives and Firm Diversity Targets” with Beth Fossen and Dionne Nickerson (Preparing for submission to Marketing Science)
“Affective Aesthetic Atmospheres: Redefining Beauty with #BodyPositive TikTok Influencers” with Kelley Anderson, Pia Albinsson, and Ryann Tracy
“Branding & Emotionality on TikTok” with Anthony Koschmann, Buffy Mosley, and Hieu Pham
“Immune to Persuasion: Social Media and Vaccine Hesitancy” with Candice Lanius, Ryan Weber, and William Mackenzie
“Purpose and Publicity: The Historical Evolution of Corporate Social Responsibility in America.”
“The Upside of Incompetence: When Low Brand Competence Signals Low Prices” with Ryan Hamilton and Morgan Ward
CONFERENCES
CONFERENCE PRESENTATIONS
“Examining Consumer and Investor Responses to Corporate Social Responsibility Initiatives and Firm Diversity Targets.” 2023 AMA Marketing and Public Policy Conference, Arlington, VA
“Examining Consumer and Investor Responses to Corporate Social Responsibility Initiatives and Firm Diversity Targets. 2023 Theory and Practice in Marketing (TPM) Conference (2023), Lausanne, Switzerland
“Examining Consumer and Investor Responses to Corporate Social Responsibility Initiatives and Firm Diversity Targets.” 2023 Marketing Science Diversity, Equity, and Inclusion (DEI) Conference, Dallas, TX
“Face Size and User Engagement in Social Media Videos: A Machine Learning Approach.” 2023 American Marketing Association (AMA) Conference, Nashville, TN
“Examining Consumer and Investor Responses to Corporate Social Responsibility Initiatives and Firm Diversity Targets. ” 2023 American Marketing Association (AMA) Conference, Nashville, TN
“The Psychology of Price: Advances in Pricing and Payment Perceptions in Consumer Decision Making”, Special Session at the 2022 Association for Consumer Research Conference (ACR) – October 2022, Denver, CO
“When Big is Bad: Brand Dominance and the Authenticity Deficit of Sustainable Products.” Presented Competitive Paper at the 2020 Academy of Marketing Science Conference– Virtual conference in January 2021
“When Big is Bad: Brand Dominance and the Authenticity Deficit of Sustainable Products.” Presented Competitive Paper and Session Chair at the 2020 Society for Marketing Advances Conference– Virtual conference in November 2020. *Won Runner Up: Best Dissertation Proposal Competition
“When Big is Bad: Brand Dominance and the Authenticity Deficit of Sustainable Products.” Accepted Paper for 2020 Atlantic Marketing Association Conference, Virtual conference in October 2020. *Won Best Student Paper Award
“This Paper is Not for Everyone: Message Framing and Perceived Preferences.” Presented Competitive Paper and Session Chair at the 2019 Association of Consumer Research (ACR), Atlanta, GA
“Breaking up Before You Get Together: Brand Honesty and Expectations.” Presented Competitive Paper and Session Chair at the 2019 Atlantic Marketing Association Conference, Asheville, NC. *Won Best Student Paper Award
“This Paper is Not for Everyone: Message Framing and Perceived Preferences” Poster presented at the 2019 Society for Consumer Psychology (SCP), Savannah, GA
“The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image.” Presented Competitive Paper at the 2018 Association of Consumer Research (ACR), Dallas, TX
“The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image,” Poster presented at the 2017 Society for Consumer Psychology (SCP), Dallas, Texas
TEACHING
TEACHING INTERESTS:
Consumer Behavior Social Media Marketing Digital Marketing
Principles of Marketing Marketing Strategy Marketing Research
TEACHING EXPERIENCE:
The University of Alabama in Huntsville
Buyer Behavior, Fall 2022 (BBA), Spring 2023 – (4.80/5.0)
Social Media Marketing (BBA & MBA), Spring 2023 – (4.76/5.0)
Buyer Behavior, Fall 2022 (BBA), Fall 2022 (4.58/5.0)
Social Media Marketing (BBA & MBA), Fall 2022 – (4.60/5.0)
Buyer Behavior, Spring 2022 (4.54/5.0)
Social Media Marketing (BBA & MBA), Spring 2022 (4.86/5.0)
Buyer Behavior, Fall 2021 (4.77/5.0)
Social Media Marketing (BBA & MBA), Fall 2021 (4.4/5.0)
Kennesaw State University
Principles of Marketing, Spring 2021, Visiting Lecturer
Emory University:
Global Marketing MBA Seminar, Fall 2019, Lecturer, select sessions
Global Marketing BBA Seminar, Fall 2019, Lecturer, select sessions
Integrated Marketing Communications, Fall 2019, Lecturer, select sessions
Introduction to Consumer Behavior, Spring 2019, Lecturer, select sessions
Marketing Strategy Consultancy MBA, Fall 2018, Teaching Associate
Marketing Strategy Consultancy BBA, Fall 2018, Teaching Associate
Georgia State University:
Buyer Behavior, Spring 2019, Lecturer, select sessions
Masters Teaching Program Certification
AWARDS, HONORS, SERVICE
AWARDS & HONORS
Best Research Paper Award of 2023, “Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts.” Awarded by the College of Business at the University of Alabama in Huntsville (Article published in the Journal of Public Policy & Marketing in 2022)
Award Recipient for the 2023 Course Innovation Grant Program, UAH ($5000)
ISMS Early Career Scholars Fellow, Duke University, 2022
Award Recipient for the Mark McDaniel, Henri McDaniel, and Robert (Bud) Cramer Faculty Fellowship, College of Business, UAH, 2022/2023 ($5000)
Award Recipient for the Office of Research & Economic Development New Faculty Research Grant, UAH, 2022 ($10,000)
Grant Recipient for the ICPSR Program in Quantitative Methods of Research Workshop, UAH, 2022 ($1800)
Honor Roll Recipient, College of Business Student's Choice Award for Teaching, UAH, 2022
Selected Faculty for UAH Charger Blue Impact Survey, UAH Honors Day, 2022
AMA-Sheth Doctoral Consortium Fellow, Indiana University, 2021
Runner Up Award for Best Overall Dissertation Proposal- Society for Marketing Advances Dissertation Competition, 2020 ($500)
Marketing Strategy Consortium Fellow, 2020
AMA DocSig Spotlight Award, American Marketing Association, 2020
Laney Graduate School Research Grant, Emory University, 2019 ($2500)
AMA Sheth Foundation Doctoral Consortium Fellow, 2019 ($1000)
Goizueta Business School Doctoral Fellowship, Emory University, 2016-2021
SERVICE
University, College and Department Services
WGS (Women's, Gender, and Sexuality Studies) Program Advising Committee (2023–current)
Featured Presenter for Marketing Department, Business Explorations Day Camp, College of Business, UAH (Summer 2023)
Faculty Advisor, Women in Business and Leadership Student Organization, College of Business, UAH (2023-current)
Faculty Co-Advisor, Immerse DC, College of Business, DEI Committee UAH (2023-current)
Evaluator, 2022 BSBA Assurance of Learning Assessment, UAH (Fall 2022)
Invited Judge, Emory Impact Student Competition (Spring 2022)
Member, Department Chair Search Committee, College of Business, UAH (Fall 2021)
Invited Participant, Finance Tenure Track Candidate Hiring Search, UAH (Fall 2021)
Honor Student Advisor, College of Business, UAH (Fall 2021)
GBS Graduate Student Representative, Emory, 2019-2020
Net Impact Goizueta Member, Emory, 2019-2020
Co-Manager, Behavioral Lab, Goizueta Business School, Emory University, 2016-2017
Professional Services
Invited Mentor, Hudson Alpha AgTech Accelerator Day, 2023
Reviewer, European Association of Consumer Research, 2023
Reviewer, AMA Global Marketing Conference, 2023
Reviewer, American Marketers Association Academic Conference, 2023
Reviewer, Association of Consumer Researchers Conference, 2022
Session Chair: AMA Conference. Topic: Behavioral Outcomes of Marketing Strategy, 2021
Reviewer, Society of Marketing Advances, 2021
American Marketing Association Case Competition Judge, 2020
Reviewer, Association for Consumer Research Conference, 2019
Reviewer, Association for Consumer Research Conference, 2018
Doctoral Student Volunteer, Association for Consumer Research Conference, 2019
Doctoral Student Volunteer, Society for Consumer Psychology Conference, 2018
INDUSTRY EXPERIENCE
NORWEGIAN CRUISE LINE, MIAMI, FL (2013-2015)
Director of Marketing
Directed the strategic and creative direction across 25 teams for marketing initiatives. Managed projects for Norwegian.com, print advertising, direct mail, brochures and onboard selling promotions.
CARNIVAL CRUISE LINES, MIAMI, FL (2008-2013)
Senior Manager, Marketing Research and Product Development
Developed new brands under the Carnival umbrella including Guy Fieri Burger Joint & Cherry on Top candy store. Efforts included marketing research (qualitative and quantitative), concept development and testing, product design and brand standards.
Senior Manager, Brand Marketing
Managed and led social media platforms, new ship launch efforts (including Carnival Dream in Rockefeller Center), and onboard programming initiatives.
DIAGEO NORTH AMERICA, NEW YORK, NY (2007-2008)
Associate Brand Manager, Smirnoff Vodka
Performed classic brand management responsibilities for the #1 vodka brand. Efforts included quarterly business analyses on vodka category, digital program on Yahoo.com, and James Bond/Sony Pictures partnership for digital and point-of-sale.
KIMBERLY CLARK CORPORATION, NEENAH, WI (Intern 2006)
Summer Brand Management Intern, Huggies
Developed analytic SKU rationalization tool for Huggies Bath products. Conducted consumer research for Extra Sensitive Baby Skin Care line.
***Further details of industry experience available upon inquiry.
SKILLS:
Software Packages: SAS, SPSS, Qualtrics, Process, Stata, MPlus
Industry Skills: Google Analytics, Hootsuite, Crimson Hexagon/Brandwatch, Salesforce, Hubspot, Wix, Mailchimp, Social Media advertising, A/B testing, Focus group moderator, Field experiments
