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 corporate social responsibility, branding and social media. In my dissertation, I take a multi-method approach to understand consumer perceptions of sustainability initiatives, the role of product centrality in creating sustainable brands, and the importance of corporate social responsibility in society at large.
Prior to the PhD program, my work spanned roles in brand management, 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).
Email: kwallach@emory.edu
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 INTERESTS
Corporate Social Responsibility & Sustainability
Branding & Brand Relationships
Privacy
Social Media & Digital Marketing
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
PAPERS UNDER REVIEW
Wallach, Karen Anne and Jaclyn Tanenbaum, “This Paper is Not for Everyone: Message Framing and Perceived Preferences.” (Revising for Second round at the Journal of Consumer Research)
Wallach, Karen Anne, “Cause Beneficial or Cause Exploitive? The Effectiveness of Dual Motive Communications on Consumer Skepticism of Sustainable Products.” (Revising for Second round at the Journal of Public Policy & Marketing)
Wallach, Karen Anne, “Overcoming Big is Bad: Brand Dominance and the Authenticity Deficit of Sustainable Products.” (Revising for Invited Resubmission to the Journal of Marketing)
Hamilton, Ryan, Karen Anne Wallach, and Morgan Ward, “The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image.” (Under review at the Journal of Marketing)
WORKING PAPERS & WORK IN PROGRESS
Wallach, Karen Anne, Beth Fossen, Dionne Nickerson, “Consumers and Firm Reactions to CSR Initiatives Using an Event Study Approach.” (Dissertation Essay 3, Data Analysis Stage)
INVITED CHAPTER
Bright, Laura F., and Karen Anne Wallach (2021). "Privacy and Ethics in 2020 and Beyond”. In “An Audience of One”, eds. Jamie Turner and Chuck Moxley, Sr.; Proposal under review at Random House (submitted September 2020).
CONFERENCE PRESENTATIONS
“When Big is Bad: Brand Dominance and the Authenticity Deficit of Sustainable Products.” Accepted Paper for 2020 Academy of Marketing Science Conference– Virtual conference rescheduled for December 2020
“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 & Digital Marketing
Principles of Marketing Marketing Strategy Marketing Research
Brand Management Sustainability Marketing Integrated Mktg Comm
TEACHING EXPERIENCE:
LECTURER:
Principles of Marketing (Online Course, Spring 2021 at Kennesaw State University)
Global Marketing MBA Seminar (11/19), Emory (4 classes) 4.8/5.0
Global Marketing BBA Seminar (11/19), Emory (4 classes) 4.9/5.0
Integrated Marketing Communications (8/19-9/19), Emory (4 classes) 4.9/5.0
Buyer Behavior (2/19-3/19), Georgia State University (5 classes) 4.9/5.0
Introduction to Consumer Behavior (1/19), Emory (2 classes) 4.8/5.0
TEACHING ASSISTANT:
Marketing Strategy Consultancy, Emory University (MBA course)
Marketing Strategy Consultancy, Emory University (Undergraduate course)
Dynamics of Advertising and Promotion, Emory University (Undergraduate course)
Advertising and Marketing Communications, Emory University (Undergraduate course)
OTHER:
Masters Teaching Program Certification
AWARDS & HONORS
2020 Runner Up Award for Best Overall Dissertation Proposal- Society for Marketing Advances Dissertation Competition ($500)
2020 AMA-Sheth Doctoral Consortium Fellow, Indiana University (moved to 2021 due to pandemic)
2020 Marketing Strategy Consortium Fellow, UT Austin (moved to 2021 due to pandemic)
AMA Recipient of the July 2020 DocSig Spotlight Award
Laney Graduate School Research Grant ($2500)
2019 Sheth Fellowship Recipient ($1000)
Goizueta Business School Doctoral Fellowship, Emory University, 2016-current
SERVICE
2020 AMA Case Competition Judge
2019-2020 Goizueta Business School Graduate Student Representative
2019-2020 Net Impact Goizueta Member
2019 Reviewer, Association for Consumer Research Conference, Atlanta, GA
2018 Reviewer, Association for Consumer Research Conference, Dallas, TX
2019 Doctoral Student Volunteer, Association for Consumer Research Conference, Atlanta, GA
2018 Doctoral Student Volunteer, Society for Consumer Psychology Conference, Dallas, TX
2016-2017 Co-Manager, Behavioral Lab, Goizueta Business School, Emory University
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.
THE KAPLAN THALER GROUP (PUBLICIS), NEW YORK, NY (2004-2005)
Account Supervisor, Aflac and Coldwell Banker
Managed television advertising and branding projects for Aflac and Coldwell Banker.
GREY WORLDWIDE (WPP), NEW YORK, NY (2002-2004)
Account Executive, M&M Mars Inc. & Playtex Products Inc.
Managed branding projects, advertising, and competitive data analysis including BASES, Nielsen, AdSpender, and competitive reviews for Dove and Twix.
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
