Profiles

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Kevin Voss Don and Cathey Humphreys Chair in the School of International Studies and Professor Department of Marketing 312 Business Building Stillwater Campus 405-744-5106 (Phone) 405-744-5180 (Fax)

Kevin E. Voss (Ph.D., Washington State University) is a Professor of Marketing in the Spears School of Business at Oklahoma State University. 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 is Associate Editor at European Journal of Marketing and serves on the editorial review boards at International Marketing Review, Psychology & Marketing, and Journal of Business Research. Currently, he teaches marketing research methods (Ph.D. program), global competitive environment (MBA program), and brand marketing (undergraduate). He has twice received the Spears School of Business Richard W. Poole Research Excellence Award 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 UniversityBusiness Administration1998
MBA, Washington State UniversityBusiness Administration1991
BA, Washington State UniversityBusiness Administration1980

Publications

Kevin Voss & Mayoor Mohan. (2016). "Corporate Brand Effects in Brand Alliances". Atlanta Georgia: Journal of Business Research. (Forthcoming).

Mayoor Mohan, Kevin Voss & Fernando Jiménez. "Managerial Disposition and Front End Innovation Success". Amsterdam: Journal of Business Research. (Forthcoming).

Kevin Voss & Mayoor Mohan. (2016). "Good Times, Bad Times: The Stock Market Performance of Firms that own High Value Brands". European Journal of Marketing. (Forthcoming).

Fernando R. Jimenez & Kevin Voss. (2014). "An Alternative Scale of Emotional Attachment". John Wiley & Sons: Psychology & Marketing.

Steven W. Rayburn & 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 & Gary L Frankwick. (2013). "A Classification of Co-Production Activities: An Open Systems Perspective". Bingley, England: European Journal of Marketing. (Forthcoming).

Prashanth Srivastava, Jaewon Yoo, Gary L Frankwick & Kevin Voss. (2013). "Evaluating the Relationship of Firm Strategic Orientations and New Product Development Program Performance". Armonk, N.Y.: Journal of Marketing Theory & Practice. (Forthcoming).

Mayoor Mohan & 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 & Kevin Voss. (2013). "Managerial Aversion to Ambiguity". Proceedings of the Annual Conference of the Academy of Marketing Science.

Mayoor Mohan & 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 & Kevin Voss. (2013). "Alliance Competence: The Moderating Role of Valence of Alliance Experience". London: European Journal of Marketing.

Xiang Fang, Bashar S Gammoh & 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 & 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 & Xiang Fang. (2012). "How Does a Brand Ally Affect Consumer Evaluations of a Focal Brand?". Psychology & Marketing. 29 (12), 929-940.

Bashar Gammoh & 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 & 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 & 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 & Gary Frankwick. (2010). "“Hi-Tech Company Image: The Construct and Its Measurement". American Journal of Business Research. 3 (2), 53-68.

Kevin Voss & Fernando Jiménez. (2010). "Social and Equity Inferences in Customer Evaluations of Services". Journal of Marketing Theory and Practice. 18 (Fall), 219-231.

Fernando Jiménez & Kevin Voss. (2010). "An Alternative Scale of Emotional Attachment". Ruston Louisiana: Proceedings of the Academy of Marketing Science. 34

David A. Gilliam & Kevin Voss. (2010). "A Proposed Procedure for Construct Definition in Marketing". Chicago, IL: AMA Winter Educator's Conference Proceedings. 21

Bashar Gammoh, Kevin Voss & Xiang Fang. (2010). "Multiple Brand Alliances: A Portfolio Diversification Perspective". Journal of Product and Brand Management. 19 (1), 27-33.

Mayoor Mohan & Kevin Voss. (2009). "Corporate Social Responsibility Via Cause Brand Alliances". AMA Winter Educator's Proceedings. 20

Bashar Gammoh, Kevin Voss & 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 & 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 & Kevin Voss. (2008). "New Product Pre-Announcements: Incumbent Reactions to Competitive Signals". AMA Winter Educator's Proceedings. 19

John Mowen & Kevin Voss. (2008). "On Building Better Construct Measures: Implications of a General Hierarchical Approach". Psychology & Marketing.

Kevin Voss & 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 & Kevin Voss. (2007). "Emotional Attachment to Objects: Proposed Antecedents". AMA Summer Educator's Conference. 18

Kevin Voss, J.L. Johnson, J.B. Cullen & H. Takenouchi. (2006). "Marketing Performance in U.S.-Japanese Cooperative Alliances: Commitment or Communication?". International Marketing Review. 23 (6), 610-635.

Kevin Voss & B. Gammoh. (2006). "Building Brands through Brand Alliances: Risk Reduction or Bonding". AMA Educator's Proceedings. 17, 154.

B. Gammoh, Kevin Voss & Goutam Chakraborty. (2006). "Consumer Evaluation of Brand Alliance Signals". Psychology & Marketing. 23 (6), 465-486.

Kevin Voss & B. Gammoh. (2005). "Multiple Brand Alliances: Risk Reduction or Bonding?". Brand Alliance Research Conference.

Kevin Voss & B. Gammoh. (2004). "Building Brands through Brand Alliances: Does a Second Ally Help?". Marketing Letters. 15 (2-3), 147-59.

B. Gammoh, Kevin Voss & 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 & Kevin Voss. (2003). "Building Brands through Brand Alliances: Multiple-Brand Alliances". Chicago, IL: 2003 AMA Educator's Proceeding. 14

Kevin Voss, E.R. Spangenberg & B. Grohmann. (2003). "Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude". Journal of Marketing Research, 40 (August), 310-320.

Kevin Voss, Gary Frankwick & 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 & W. Terpening. (2002). "Determinants of Mail Survey Response: Respondent Factors Versus Survey Design Factors". Psychology & Marketing. 19 (March), 303-328.

R. Hoverstad, R. Sylvester & 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. & S. Fotopoulos. (2000). "A Comment on the Relationship Between Coefficient Alpha and Scale Characteristics". Marketing Letters. 11 (2), 181-195.

Kevin Voss & 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 & 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 & 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 & 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 & 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 & P. Tansuhaj. (1997). "A Consumer Perspective on Foreign Market Entry: Building Brands through Brand Alliances". AMA Educator's Proceedings. 8, 99-1000.

E. Spangenberg & Kevin Voss. (1997). "Measuring the Hedonic and Utilitarian Components of Attitude: A Generally Acceptable Scale". Advances in Consumer Research. 24, 235-41.

Kevin Voss & D.E. Stem, Jr.. (1997). "How Do Market Research Scales Compare Across Languages". Australasian Journal of Market Research. 5 (July), 39-46.

Kevin Voss & 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, D.E. Stem, Jr., L.W. Johnson & 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, P. Tansuhaj, J.M. McCullough & S. Hongphisanvivant. (1992). "The Role of Synergy in Import/Export Activities: A Case of Singaporean Firms". Proceedings: Academy of International Business.

Awards and Honors

Don and Cathey Humphreys Endowed Chair in the School of International Studies (2013)
Kenneth D. and Leitner Greiner Teaching Award (2010)
Regents Distinguished Teaching Award (2010)
Richard W. Poole Research Excellence Award (2009)
Outstanding Faculty (2008)
Full Member - Graduate Faculty (2005)
Promoted to Associate Professor with Tenure (2005)
Associate Member - Graduate Faculty (2002)
Honored Member (2002)
Richard W. Poole Research Excellence Award (2002)
Instructional Innovation Awards (2000)
Honorary Member (1999)
C.B.E. Graduate Student Research Award (1997)
American Marketing Association Consortum Fellow (1996)
American Marketing Association National Honor Society (1991)

Editorial and Review Activities

Psychology & Marketing
Editorial Board Member
2013

European Journal of Marketing
Associate Editor
2010

International Marketing Review
Editorial Board Member
2008

International Journal of Research in Marketing
Invited Manuscript Reviewer
2006

Journal of Marketing Research
Invited Manuscript Reviewer
2005

Journal of Business Research
Editorial Board Member
2008 - 2015

Journal of Retailing
Invited Manuscript Reviewer
2005 - 2009

Journal of Consumer Research
Invited Manuscript Reviewer
2004 - 2009

Asia Pacific Management Review
Invited Manuscript Reviewer

Marketing Science
Invited Manuscript Reviewer