KEVIN VOSS

School of Marketing & International Business
Spears Professorship
Professor

476 BUSINESS
STILLWATER, OK 74078
Phone: 405-744-5106

kevin.voss@okstate.edu

Biography

Kevin E. Voss (Ph.D., Washington State University) is a Professor of Marketing in the Spears School of Business at Oklahoma State University and a Don and Cathey Humphreys Chair in International Studies. Dr. Voss' Research interests include international strategic alliances, international branding issues, brand alliances, measurement of marketing phenomenon, and cross-cultural research methods. His research has been published in the Journal of Marketing Research, Journal of Retailing, International Marketing Review, European Journal of Marketing, Journal of Business Research, Marketing Letters, Psychology & Marketing and other journals and conference proceedings. Dr. Voss and serves on the editorial review boards at Journal of the Academy of Marketing Science, International Marketing Review, Psychology & Marketing, and served as Associate Editor at European Journal of Marketing in the area of research methods for 8 years. Currently, he teaches marketing research methods (Ph.D. program), global competitive environment (MBA program), and brand marketing (undergraduate). He has received OSU's Distinguished Teaching Award, the Spears School of Business Richard W. Poole Research Excellence Award (twice), served as faculty fellow at the Academy of Marketing Science Doctoral Consortium, and was selected to represent Washington State University at the 1996 Sheth-AMA doctoral consortium. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Association for Consumer Research.

Education

• Ph D, Washington State University, Business Administration, 1998
• MBA, Washington State University, Business Administration, 1991
• BA, Washington State University, Business Administration, 1980

Publications

• Yingying Li and Kevin Voss. (2023). "'How Emotional Valence Influences Consumers’ Responses to a Brand". Chicago, Illinois: 2023 AMA Summer Educator's Conference, Volume 34. (34),
• Kevin Voss. (2023). "Composite-based and covariancebased structural equations modeling: moving forward by changing the dialogue". European Journal of Marketing. (57), 6, 1780-1792.
• Kevin Voss. (2023). "Guest editorial: Current issues in composite-based and covariance-based structural equations modeling: what to do and when to do it". European Journal of Marketing. (57), 6, 1593-1596.
• Kevin Voss, Yingying Li, and Young Ok Sunny Song. (2022). "Competing Cues in Brand Alliance Advertisements". Amsterdam: Journal of Business Research.
• Ying Ying Li and Kevin Voss. (2022). "The Influence of Experience Type on Consumers’ Emotional Brand Attachment". Chicago, Illinois: AMA Summer Educator's Conference, Volume 33 . (33),
• Sunny Song and Kevin Voss. (2022). "Celebrity Endorsers in Brand Alliance Marketing Strategy". Chicago IL: AMA Winter Educator's Conference Volume 33 (Forthcoming). (33),
• Ying Ying Li and Kevin Voss. (2021). "Building Brand Attachment through Anthropomorphic Design". Chicago Illinois: AMA Winter Educator's Conference Proceedings Volume 32. (32),
• Minjoo Kim and Kevin Voss. (2021). "That Brand is No Good Unless I Forgive It: Mindset Effect on Post Brand Transgression Response". AMA Winter Educator's Conference Volume 32.
• Kevin Voss, Alex R Zablah, Yu-Shan "Sandy" Huang, and Goutam Chakraborty. (2020). "Conjunctionitis: A Call for Clarity in Construct Definitions". Bingley: European Journal of Marketing. (54), 5, 1147-59.
• Yingying Li and Kevin Voss. (2020). "The impact of fear on emotional attachment: the effect of arousal". Stillwater: 2020 AMA Winter Educator's Conference (Forthcoming). (31),
• Yasamin Vahdati and Kevin Voss. (2019). "Brand identification, cause-brand alliances and perceived cause controversy". Bingley, West Yorkshire: Journal of Product and Brand Management. (28), 7, 880-892. 1061-0421.
• Kevin Voss, Emily Tanner, Mayoor Mohan, YongKi Lee, and HongKuen Kim. (2019). "Integrating Reciprocity into a Social Exchange Model of Inter-Firm B2B Relationships". West Yorkshire: Journal of Business and Industrial Marketing. (34), 8, 1668-1680. 0885-8624.
• Kevin Voss and Mayoor Mohan. (2019). "Measuring Front-End of Innovation Performance". New Orleans Lousiana: World Marketing Congress Volume 22. (33),
• Kevin Voss and Yingying Li. (2018). "Consumer Evaluation of Brand Alliances under Distraction". Proceedings of the Academy of Marketing Science Annual Conference.
• Richie L. Liu, David Sprott, Eric Spangenberg, Sandor Czellar, and Kevin Voss. (2018). "Consumer Preference for National vs. Private Brands: The Influence of Brand Engagement and Self-Concept Threat". Journal of Retailing and Consumer Services. (41), 90-100.
• David A. Gilliam and Kevin Voss. (2018). "Causes and Control of Vagueness in Construct Definition and Item Construction". Proceedings of the Annual Conference of the Academy of Marketing Science. (38),
• Kevin E Voss and Yingying Li. (2018). "Consumer Evaluation of Brand Alliances under Distraction". Proceedings of the Annual Conference of the Academy of Marketing Science. (38),
• Mayoor Mohan, Kevin Voss, Fernando Jiménez, and Bashar S. Gammoh. (2018). "Corporate-brand Effects in Brand Alliances: The Moderating Role of Product Category Knowledge". Journal of Product and Brand Management. (27), 1, 41-56.
• Yasamin Vahdati and Kevin Voss. (2017). "Building Brand Identification through Cause-Brand Alliances". Ruston Louisiana: 2017 Proceedings of the Annual Conference of the Academy of Marketing Science. 1.
• Mayoor Mohan, Kevin Voss, and Fernando Jiménez. (2017). "Managerial Disposition and Front End Innovation Success". Amsterdam: Journal of Business Research. (70), 193-201.
• Kevin Voss and Mayoor Mohan. (2016). "Corporate Brand Effects in Brand Alliances". Atlanta Georgia: Journal of Business Research. (69), 4177-4184.
• Kevin Voss and Mayoor Mohan. (2016). "Good Times, Bad Times: The Stock Market Performance of Firms that own High Value Brands". European Journal of Marketing. (50),
• Fernando R. Jimenez and Kevin Voss. (2014). "An Alternative Approach to the Measurement of Emotional Attachment". John Wiley & Sons: Psychology & Marketing. (31), 5, 360-370.
• Steven W. Rayburn and Kevin Voss. (2013). "A Model of Consumer’s Retail Atmosphere Perceptions". Journal of Retailing and Consumer Services. (20), 400-407.
• Fernando R Jimenez, Kevin Voss, and Gary L Frankwick. (2013). "A Classification Schema of Co-Production of Goods: An Open-Systems Perspective". Bingley, England: European Journal of Marketing. (47), 11, 1841-1858.
• Prashanth Srivastava, Jaewon Yoo, Gary L Frankwick, and Kevin Voss. (2013). "Evaluating the Relationship of Firm Strategic Orientations and New Product Development Program Performance". Armonk, N.Y.: Journal of Marketing Theory and Practice. (21), Fall, 429-441.
• Mayoor Mohan and Kevin Voss. (2013). "Ambiguity Aversion in the Front-End of Innovation: A Conceptual Model". Chicago, IL: AMA Summer Educator's Conference Proceedings. (24),
• Mayoor Mohan and Kevin Voss. (2013). "Managerial Aversion to Ambiguity". Proceedings of the Annual Conference of the Academy of Marketing Science.
• Mayoor Mohan and Kevin Voss. (2013). "Managerial Aversion to Ambiguity: A Decision Theory Perspective with a Note on Innovation". Proceedings of the Annual Conference of the Academy of Marketing Science. (33),
• B.S. Gammoh and Kevin Voss. (2013). "Alliance Competence: The Moderating Role of Valence of Alliance Experience". London: European Journal of Marketing. (47), 5/6, 968-986.
• Xiang Fang, Bashar S Gammoh, and Kevin Voss. (2013). "Building Brands through Brand Alliances: Combining Warranty Information with a Brand Ally". Blingley: Journal of Product & Brand Management. (22), 2, 153-160.
• David A. Gilliam and Kevin Voss. (2013). "A Proposed Procedure for Construct Definition in Marketing". European Journal of Marketing. (47), 1/2, 5-26.
• Kevin Voss, Bashar S. Gammoh, and Xiang Fang. (2012). "How Does a Brand Ally Affect Consumer Evaluations of a Focal Brand?". Psychology & Marketing. (29), 12, 929-940.
• Bashar Gammoh and Kevin Voss. (2011). "Brand Alliance Research: In Search of a New Perspective and Directions for Future Research". Journal of Marketing Development and Competitiveness. (5 (spring)),
• Bashar Gammoh, Kevin Voss, and Ryan Skiver. (2011). "Consumer Evaluation of Continuous and Discontinuous Innovation: The Effects of Brand Equity and Product Category Knowledge". American Journal of Business. (26), 1, 65-79.
• Kevin Voss. (2011). "Voss Wins the Presidency! A Commentary Essay on “Predicting Elections from Biographical Information about Candidates: A Test of the Index Method". Journal of Business Research. (64), 345-347.
• Gary Frankwick, Kevin Voss, and Jaewon Yoo. (2010). "Moderating Effect of Organizational Climate on the Relationship Between New Product Development Capabilities and New Product Performance". Proceedings of the ACME.
• Jerome Christia, Kevin Voss, and Gary Frankwick. (2010). "“Hi-Tech Company Image: The Construct and Its Measurement". American Journal of Business Research. (3), 2, 53-68.
• Kevin Voss and Fernando Jiménez. (2010). "Social and Equity Inferences in Customer Evaluations of Services". Journal of Marketing Theory and Practice. (18), Fall, 219-231.
• Fernando Jiménez and Kevin Voss. (2010). "An Alternative Scale of Emotional Attachment". Ruston Louisiana: Proceedings of the Academy of Marketing Science. (34),
• David A. Gilliam and Kevin Voss. (2010). "A Proposed Procedure for Construct Definition in Marketing". Chicago, IL: AMA Winter Educator's Conference Proceedings. (21),
• Bashar Gammoh, Kevin Voss, and Xiang Fang. (2010). "Multiple Brand Alliances: A Portfolio Diversification Perspective". Journal of Product and Brand Management. (19), 1, 27-33.
• Mayoor Mohan and Kevin Voss. (2009). "Corporate Social Responsibility Via Cause Brand Alliances". AMA Winter Educator's Proceedings. (20),
• Bashar Gammoh, Kevin Voss, and Xiang Fang. (2009). "Multiple Brand Alliances: A Portfolio Diversification Perspective". 2009 AMS Developments in Marketing Science. (23),
• Kevin Voss. (2009). "Using Humor in Conjunction with Negative Consequences in Advertising". Journal of Current Issues and Research in Advertising. (31), 2, 25-40. 1064-1734.
• Todd Arnold, Karen Flaherty, Kevin Voss, and John Mowen. (2009). "Role Stressors and Retail Performance: TOn the Moderating Role of Organizational Competitive Climate". Journal of Retailing. (85), 2, 194-205. 0022-4359.
• Mayoor Mohan and Kevin Voss. (2008). "New Product Pre-Announcements: Incumbent Reactions to Competitive Signals". AMA Winter Educator's Proceedings. (19),
• John Mowen and Kevin Voss. (2008). "On Building Better Construct Measures: Implications of a General Hierarchical Approach". Psychology & Marketing.
• Kevin Voss and Mayoor Mohan. (2008). "The Influence of Corporate Associations on Brand Alliance Evaluations". Proceedings of the American Marketing Association Winter Educators Conference.
• Kevin Voss. (2008). "New Product Pre-Announcements: Incumbent Reactions to Competitive Signals". Austin, TX: AMA Winter Educator's Conference. (19),
• Fernando Jiménez and Kevin Voss. (2007). "Emotional Attachment to Objects: Proposed Antecedents". AMA Summer Educator's Conference. (18),
• Kevin Voss, J.L. Johnson, J.B. Cullen, and H. Takenouchi. (2006). "Marketing Performance in U.S.-Japanese Cooperative Alliances: Commitment or Communication?". International Marketing Review. (23), 6, 610-635.
• Kevin Voss and B. Gammoh. (2006). "Building Brands through Brand Alliances: Risk Reduction or Bonding". AMA Educator's Proceedings. (17), 154.
• B. Gammoh, Kevin Voss, and Goutam Chakraborty. (2006). "Consumer Evaluation of Brand Alliance Signals". Psychology & Marketing. (23), 6, 465-486.
• Kevin Voss and B. Gammoh. (2005). "Multiple Brand Alliances: Risk Reduction or Bonding?". Brand Alliance Research Conference.
• Kevin Voss and B. Gammoh. (2004). "Building Brands through Brand Alliances: Does a Second Ally Help?". Marketing Letters. (15), 2-3, 147-59.
• B. Gammoh, Kevin Voss, and Goutam Chakraborty. (2004). "Building Brands through Brand Alliances: The Moderating Role of Involvement". Chicago, IL: 2004 AMA Educator's Conference Proceedings. (15), 124-125.
• Kevin Voss. (2004). "Measuring Firm Performance: Formative or Reflective Scales". Scottsdale, AZ: AMA Winter Educator's Conference.
• Bashar Gammoh and Kevin Voss. (2003). "Building Brands through Brand Alliances: Multiple-Brand Alliances". Chicago, IL: 2003 AMA Educator's Proceeding. (14 ),
• Kevin Voss, E.R. Spangenberg, and B. Grohmann. (2003). "Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude". Journal of Marketing Research. (40 ), August, 310-320.
• Kevin Voss, Gary Frankwick, and Goutam Chakraborty. (2002). "The Marketing-Human Resource Interface: Superior Performance for the Small Business". Journal of Business and Entrepreneurship. (14 ), October, 69-84.
• J.G. Helgenson, Kevin Voss, and W. Terpening. (2002). "Determinants of Mail Survey Response: Respondent Factors Versus Survey Design Factors". Psychology & Marketing. (19 ), March, 303-328.
• R. Hoverstad, R. Sylvester, and Kevin Voss. (2001). "The Expected Monetary Value of a Student: A Model and Example". Journal of Marketing for Higher Education. (10 ), Winter, 51-62.
• Kevin Voss, D.E. Stem, Jr., and S. Fotopoulos. (2000). "A Comment on the Relationship Between Coefficient Alpha and Scale Characteristics". Marketing Letters. (11), 2, 181-195.
• Kevin Voss and D.C. Duong. (2000). "POP Advertising at the Drive-Thru: A Content Analysis of Fast Food Menuboards". Chicago, IL: 2000 AMA Educator's Proceedings. (11),
• K.B. Nichols and Kevin Voss. (2000). "Reordering the Statistics Curriculum: Improving Understanding and Retention Among Business Majors". Proceedings of the Decision Sciences Institute Annual Meeting. November,
• Kevin Voss. (2000). "New Directions in Scale Equivalence". AMS Multicultural Marketing Conference.
• Kevin Voss and P. Tansuhaj. (1999). "A Consumer Perspective on Foreign Market Entry: Building Brands through Brand Alliances". Journal of International Consumer Marketing. (11), Winter, 39-58.
• Kevin Voss and D.E. Stem, Jr.. (1998). "A Comment on the Relationship Between Coefficient Alpha and the Number of Items in the Scale". AMA Educator's Proceedings. (9), 123-4.
• R. Hoverstad, R. Sylvester, and Kevin Voss. (1998). "The Expected Monetary Value of a Student: A Model and Example". Proceedings of the 9th Annual Symposium for the Marketing of Higher Education.
• Kevin Voss and P. Tansuhaj. (1997). "A Consumer Perspective on Foreign Market Entry: Building Brands through Brand Alliances". AMA Educator's Proceedings. (8), 99-1000.
• E. Spangenberg and Kevin Voss. (1997). "Measuring the Hedonic and Utilitarian Components of Attitude: A Generally Acceptable Scale". Advances in Consumer Research. (24), 235-41.
• Kevin Voss and D.E. Stem, Jr.. (1997). "How Do Market Research Scales Compare Across Languages". Australasian Journal of Market Research. (5), July, 39-46.
• Kevin Voss, D.E. Stem, Jr., L.W. Johnson, and C. Arce. (1996). "An Exploration of the Comparability of Semantic Adjectives in Three Languages: A Magnitude Estimation Approach". AMA Educators' Proceedings. (7), 451-2.
• Kevin Voss and DE. Stem, Jr.. (1996). "An Exploration of the Comparability of Semantic Adjectives in Three Languages: A Magnitude Estimation Approach". International Marketing Review. (13), 5, 44-58.
• Kevin Voss, P. Tansuhaj, J.M. McCullough, and S. Hongphisanvivant. (1992). "The Role of Synergy in Import/Export Activities: A Case of Singaporean Firms". Proceedings: Academy of International Business.