KAREN ANNE WALLACH

I am a PhD Candidate at Emory University. My research focuses on the intersection of corporate social responsibility and branding. 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 (expected completion 2021)

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 & Green Marketing               
Branding & Brand Relationships
Privacy

DISSERTATION

“Three Essays on Corporate Social Responsibility & Sustainability Efforts with Brands and Consumers”

(Proposal successfully defended: April 2020)

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, “Overcoming Big is Bad: Brand Dominance and the Authenticity Deficit of Sustainable Products.” (Dissertation Essay 1, 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, “Benevolence & Benjamins: Understanding Consumer Skepticism of Brand Commitments to Go Green.” (Dissertation Essay 2, Preparing for journal submission)


  • 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 Society for Marketing Advances Conference– Virtual conference rescheduled for 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 Academy of Marketing Science Conference– Virtual conference rescheduled for November 2020


  • “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:

Principles of Marketing                      Marketing Strategy                      Consumer Behavior

Marketing Research                            Brand Management                Sustainability Marketing

Digital Marketing                                Integrated Mktg Comm          International Marketing

     

TEACHING EXPERIENCE:

LECTURER:

  • 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

 
 
Coding

CONTACT INFO

Karen Anne Wallach

(p) 305-978-2520

 

LinkedIn Profile:

  • LinkedIn

©2020 by Karen Anne Wallach