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Dr. John Story Associate Professor; Chair, Mgmt & Mktg; Interim Burnett Chair in Leadership
Management & Marketing

Dr. John Story's research areas are customer-brand relationships, brand assessment and marketing strategy. He can speak on pricing, branding, strategic marketing management and international marketing.

Areas of Expertise
Strategic Marketing, Branding, Marketing


  • Doctor of Philosophy - Business Administration - University of Colorado (2000)
  • Master of Science - Marketing - Texas A&M University (1995)
  • Bachelor of Business Admin - Marketing - Texas A&M University (1991)


  • Voters Brand Relationships with Political Candidates (2010)
  • Learning in Second Life (2007)


  • "The Role of Academic Research in Student Learning"
    Huffington Post (2012)
  • "On the Validity of Measuring Brand Images by Rating Concepts and Free Associations"
    Journal of Brand Management
    (2012) Vol. 19 Page 289-303
  • "A Three Stage Model of Consumer Relationship Investment"
    Journal of Product and Brand Management
    Purpose This paper aims to examine the sources of consumer-brand relationship investment, specifically isolating the sources and outcomes of communality and exchange relationship characteristics. Design/methodology/approach The paper utilizes a survey-based empirical study and subsequent structural modeling approach to test a series of hypotheses concerning how brand performance perceptions influence the development of consumer relationship connections. Findings The paper finds that perceptions of product performance and service quality influence the development of brand reliability and brand fidelity respectively. Similarly, brand reliability is the primary source of an exchange orientation, while brand fidelity leads to communal brand connections and, ultimately, consumer-brand relationship investment. Research limitations/implications This research is limited by the scope of the sample, fast food restaurants. Future research should explore consumer relationship investment in other product and service categories in order to determine the extent to which relationship development processes vary by product category. Practical implications Brands that wish to develop enduring relationships with their customers must understand the relative impact of both personal and functional (exchange) relationship characteristics on the development of relationship investment. Each has a specific role to play and the roles of each vary at different relationship stages. Originality/value This research offers at least three significant contributions to the marketing discipline and marketing practice. First, it introduces constructs and associated scales for brand fidelity, communality, exchange and relationship investment. Second, it demonstrates how brand service and product performance differentially contribute to two dimensions of consumer-brand relationships. Finally, it describes three discrete relationship development stages that play specific roles in the evolution of consumer-brand relationship investment.
    (2011) Vol. 20 Page 14-26
  • "Ethical Brand Management: Customer Relationships and Ethical Duties"
    Journal of Product and Brand Management
    (2010) Vol. 19 Page 240-249
  • "Qualitative Measurement of Brand Image via Web-Based Free Association"
    Qualitative Market Research - An International Journal
    (2010) Vol. 13 Page 309-323


  • "Millennial Myths in the Workplace" (2014)
    UHY Advisors Quarterly Meeting
  • "Leading Millennials and Millennial Leaders" (2014)
    Leadership in a MultiCultural Global Market
  • "Challenges and Opportunities of a Multigenerational Workforce" (2014)
    Challenges and Opportunities of a Multigenerational Workforce
  • "Attracting and Recruiting the Latest Generation of College Students" (2014)
    Enrollment and Recruiting Workshop
  • "Challenges and Opportunities of a Multigenerational Workforce" (2013)
  • "Driving and Surviving with the Next Generation at Work, Managing Millenniums" (2013)
    NACD Conference
  • "Customer Loyalty and Switching Behavior" (2013)
  • "Converging Perceptions Future Research at the University of St. Thomas" (2012)
    Board of Directors Meeting
  • "The Role of Research in Teaching" (2012)
    Family Weekend
  • "Brand Health, Donors, and Student Recruiting" (2012)
    Faculty Study Day
  • "Brand Health and Customer Perceptions" (2012)
    Board of Directors Meeting
  • "Brand Health of University of St. Thomas" (2012)
    President's Advisory Board
  • "Brand Health and Donors Study" (2012)
    Board of Directors Meeting
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