PO Box 644750 | Pullman, WA 99164-4750

Dr. Marlys Mason Search Committee Chair Associate Professor of Marketing Spears School of Business Oklahoma State University Stillwater, OK 74078 June 21, 2014 Dear Dr. Mason: I am writing this letter and enclosing my curriculum vitae and supporting documents to express my strong interest in the Assistant Professor of Marketing position at Oklahoma State University beginning August 2015. I look forward to the possibility of discussing this opportunity with you. I will be attending the AMA Summer Marketing Educators’ Conference in San Francisco, CA in August. I am very interested in this position because of the importance that Oklahoma State University places on research excellence. Developing and publishing high quality scholarly research is very important to me as I continue to answer questions that have theoretical and practical implications. I believe my ambitions as a researcher overlap with those of the Department of Marketing at Oklahoma State University. My stream of ongoing research, outlined in my curriculum vitae, indicates a strong potential to contribute to your department in the consumer behavior area focusing on brands, public policy, and corporate social responsibility. I have a particular interest in linking my public policy research with the initiatives of the Center for Social and Services Marketing at Oklahoma State University. Currently, I am a marketing doctoral candidate at Washington State University. I successfully defended my dissertation proposal in April 2013. My dissertation consists of three essays, each focusing on a different aspect of rebranding. I have included an abstract for my dissertation in my curriculum vitae. My committee and I are confident that I can complete my dissertation and graduate by May 2015. I have completed the data collection for my dissertation and at the moment, I am preparing one of the essays for submission to the Journal of Marketing. I intend to submit it later this summer with the other two essays to follow early this fall. My primary research interest is in brands with current focuses on rebranding and the inclusion of brands in the self-concept. Additionally, I have strong research interests in the marketing domains of public policy and corporate social responsibility. During the doctoral program, I have developed a research pipeline within the branding domain with colleagues at WSU and other universities. For example, my dissertation explores rebranding in three specific ways – conceptualization of a definition and framework, the role of consumers’ identification with brands on responses to a rebrand, and the impact of rebranding on sales employees’ motivation and performance. In addition, I have a research project underway that examines investors’ responses to rebranding press releases.

PO Box 644750 | Pullman, WA 99164-4750

This project utilizes an event study methodology and is targeted for the Journal of Marketing. I have also been interested in self-brand connections. My co-authors and I have two research projects that examine defining the self with brands and its impact on preferences for national and private label brands (targeted towards the Journal of Retailing) and on norms (i.e., exchange and communal) in consumer brand relationships (under review at the European Journal of Marketing). Furthermore, I have been active with my other research interests, namely public policy and corporate social responsibility. My colleagues and I have a paper under third round review at the Journal of Public Policy & Marketing that explores how corporate social responsibility initiatives impact consumers’ responses to service failures. Moreover, my colleague and I have a revision request at the Journal of Environmental Psychology that focuses on gender differences in willingness to take actions to address climate change. Lastly, my co-authors and I have a project under review at the International Journal of Research in Marketing that examines the ability to overcome skepticism toward corporate social responsibility advertisements when strong (vs. weak) claims are made and images (vs. no images) supporting those claims are included. As an instructor at WSU, I have had the privilege to teach undergraduate courses in Principles of Marketing, Consumer Behavior, Marketing Research, and Marketing Management in a traditional classroom environment. I have also been able to instruct and facilitate MBA students in the management development program and online graduate program. Given my teaching history and professional industry experience, I feel capable in teaching undergraduate and graduate marketing courses wherever a need exists. I also look forward to contributing to your department by working with marketing doctoral students as an assistant professor. Within my courses, I have found it extremely beneficial to incorporate experiential based teaching methods. I have taught students using traditional and live case studies and marketing projects tied to businesses in the Pullman community. My previous industry experiences as a public accountant and corporate banking officer have allowed me to help students connect their education to the situations they will face in the business world. Additionally, I strive to be passionate in my teaching and interactive and creative in my delivery of materials. At the end of each semester, my hope is that students have a strong sense that I care about them and their success. In sum, my pedagogy can be characterized by four themes, namely “active learning,” “application to the real world,” “educator as well as mentor,” and “continual progress and adaptation.” My efforts as an instructor at WSU have resulted in extremely favorable evaluations from my students and receiving the Outstanding Graduate Student Teaching Award from WSU’s College of Business this past spring. I have also had the opportunity to work with students, faculty, and administrators outside of the marketing department. These experiences have not only been enjoyable, but have also prepared me to contribute to your department and university. For example, I advised a group of undergraduates on their business case competition earlier this year. In addition, I was elected as the chair of the Board of Directors for the Student Book Corporation at WSU. Membership consists of faculty, administrators, and students from various areas of the university. As the chair, I am responsible for leading a $16 million dollar operation with locations that extend beyond the main campus. Another aspect that attracts me to this position is the similarity of Stillwater, OK to where I am currently living. The Stillwater area offers many of the same scenic and natural amenities that we currently have in Pullman, WA. Also, my family and I desire to settle in a community-focused area with access to outdoor activities. I believe this region offers a high quality of life with many opportunities for both professional and personal development.

PO Box 644750 | Pullman, WA 99164-4750

In closing, thank you for your consideration of my application for the Assistant Professor of Marketing position. I am excited about the possibility of serving your student body, department, and university as well as the community of Stillwater. Again, I look forward to the potential opportunity to discuss my application further. Please feel free to reach me at (509) 339-4144 or richie.liu@wsu.edu. Sincerely,

Richie L. Liu

R. Liu - June 2014 1

Richie L. Liu Washington State University, College of Business

Department of Marketing and International Business PO Box 644730

Pullman, WA 99164-4730 richie.liu@wsu.edu

(509) 339-4144

EDUCATION

2010 – 2015 Ph.D., Washington State University Major: Marketing GPA: 4.00 Pullman, WA

2003 – 2006 M.B.A., Gonzaga University

Major: Business Administration Spokane, WA

1996 – 2000 B.S., Santa Clara University

Major: Economics Minor: Business Administration Santa Clara, CA

RESEARCH INTERESTS Brand Management, Self-Concept, Corporate Social Responsibility, and Public Policy REVISION REQUEST “Future-Oriented Women will Pay to Reduce Global Warming: Mediation via Political Orientation, Environmental Values, and Belief in Global Warming,” with Jeff Joireman. (Revision requested at Journal of Environmental Psychology). RESEARCH UNDER REVIEW “It’s All Good: Corporate Social Responsibility Reduces Negative and Promotes Positive Responses to Service Failures among Value-Aligned Customers,” with Jeff Joireman, Dustin Smith, and Jonathan Arthurs. (Under third round review at Journal of Public Policy & Marketing). “Effects of Brand Engagement in Self-Concept on Brand Relationship Norms,” with David Sprott, Eric Spangenberg, and Sandor Czellar. (Under review at European Journal of Marketing).

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“Overcoming Skepticism toward Corporate Social Responsibility: The Benefits of Strong Claims and Supporting Images,” with Jeff Joireman and Ioannis Kareklas. (Under review at International Journal of Research in Marketing).

DISSERTATION “Rebranding: Three Essays” Proposal Defended on April 17th, 2013 Co-Chairs: David Sprott and Eric Spangenberg Committee Members: Jeff Joireman and Babu John Mariadoss Firms invest heavily in building and maintaining consumers’ brand knowledge (i.e., awareness and image). Despite allocating marketing resources to its brand to differentiate itself from its competitors and to induce consumer loyalty, a firm will eventually face the decision of whether to engage in rebranding and if so, to what extent. Unfortunately, our insight of this brand decision does not compare to what we have of other brand strategies (e.g., brand extensions and brand alliances). Previous rebranding literature has been scant with no unified direction for brand managers. Moreover, prior brand research has alluded to “refreshing the brand” and “how challenging it is to reposition a brand,” but no theoretical reasoning has been attributed to these notions. I begin to fill this gap in the brand literature with this dissertation that comprises of three essays. Each essay examines rebranding from a different vantage point. First, Essay 1 is a conceptual piece that develops a rebranding framework that relies on both the resource-based view and associative network theory. In addition, semi-structured field interviews were conducted to validate the framework and conceptualization presented in Essay 1. Specifically, I define rebranding as a continuum of change to dimensions relevant to the brand ranging from the brand element (e.g., name, logo) to aspects of the firm (e.g., culture, goals) that impact brand knowledge. Essay 1 concludes with research propositions for rebranding. I am targeting this essay towards the Journal of Marketing with an anticipated submission in the fall of 2014. In Essay 2, I examine rebranding from a consumer perspective. Consumers have been influential in this realm to the point of forcing firms to revert to the original brand (e.g., Coca-Cola and The Gap). Despite the strong negative reactions, consumer responses to rebranding have not yet been explored. Drawing on the identity-based motivation model, I help advance our understanding of when consumers are more likely to respond less favorably to rebranding. The experimental studies in this essay focus on the brand logo. Results show that those who more (vs. less) identify with a brand will respond less favorably to rebranding efforts. Additional experimental work has demonstrated that customer participation does not improve responses to rebranding, but reminders of past rebrands attenuate consumers’ unfavorable responses to rebranding. I am targeting this essay towards the Journal of Marketing with an anticipated submission in the summer of 2014. Lastly, I explore rebranding in a firm setting. In Essay 3, I build upon recent research on sales employees’ brand identification. In particular, salespeople, with higher brand identification, were shown to have more motivation behind their sales efforts. This line of research is extended by examining sales employees’ responses to corporate rebranding. I expect that a salesperson, with higher levels of brand identification, will have less sales motivation and lower sales performance as he/she experiences more corporate rebrands. My prediction relies on social identity theory and its extension into both organization and brand identification. Primary data has been collected via a survey from sales employees at a telecommunications

R. Liu - June 2014 3

firm. I am targeting this essay towards the Journal of Marketing with an anticipated submission in late summer of 2014. RESEARCH IN PROGRESS “Brand Contagion: The Transference of Brand Personality,” with Jeff Joireman. (1 study completed; next data collection to occur in Fall 2014; targeting Journal of Consumer Research). “Brand Extensions Meta-Analysis,” with Skyler King, Ioannis Kareklas, Jeff Joireman, and David Sprott. (Coding in progress; targeting Journal of Marketing). “Dark Side of Resource Diversity Seeking: Implications of R&D Resource Diversity in a Strategic Alliance on Innovation Outcomes,” with Sean Yim, Sakdipon Juasrikul, and Shinhye Kim. (Data collection and analysis in progress; targeting Journal of Marketing). “Effects of Ego-Depletion on Evaluations of Hedonic and Utilitarian Brands,” with Jeff Joireman. (2 studies completed; next data collection to occur in Fall 2014; targeting Journal of Consumer Research). “Mixing Rebranding and Religiosity: How Consumers’ Spirituality Influences Responses to Rebranding,” with Elizabeth A. Minton. (2 studies collected; next data collection to occur in Summer 2014; targeting Journal of Consumer Research). “Notice the Brand Name? See the Logo? Check Out the Design? Brand Signaling Importance and the Consumer,” with Jim Helgeson and Peggy Sue Loroz. (Scale development studies completed; predictive validity studies in progress; targeting Journal of Consumer Psychology). “Potential Downsides of Charity Disclosure,” with Mark Mulder and Jeff Joireman. (Preparing manuscript for submission; targeting Journal of Public Policy & Marketing). “The Influence of Brand Engagement and Self-View on Consumer Preference for National vs. Private Brands,” with David Sprott, Eric Spangenberg, and Sandor Czellar. (Preparing manuscript for submission; targeting Journal of Retailing). “The Worth of Rebranding in the Marketplace: An Event Study Analysis,” with Babu John Mariadoss, Jeff Joireman, David Sprott, and Eric Spangenberg. (Data collection in progress; targeting Journal of Marketing). ABSTRACTS IN CONFERENCE PROCEEDINGS “Potential Downsides of Charity Disclosure,” with Mark Mulder and Jeff Joireman. (2014 AMA Public Policy Conference, Boston, MA). “I Don’t Know You Anymore: Effects of Identity-Based Motivation on Responses to Rebranding,” with Jeff Joireman, David Sprott, and Eric Spangenberg. (Forthcoming at 2014 Association for Consumer Research North American Conference, Baltimore, MD). “Concrete Claims with Supporting Images Overcome Skepticism toward Advertising in a CSR Context,” with Jeff Joireman and Ioannis Kareklas. (Forthcoming at the 2014 University of Washington – Tacoma: Center for Leadership and Social Responsibility Academic Conference, Tacoma, WA).

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“CSR Initiatives Mitigate Negative Reactions to Service Failures When Customers Share the Firm’s Values,” with Jeff Joireman, Dustin Smith, and Jonathan Arthurs. (Forthcoming at the 2014 University of Washington – Tacoma: Center for Leadership and Social Responsibility Academic Conference, Tacoma, WA). “Dark Side of Resource Diversity Seeking: Implications of R&D Resource Diversity in a Strategic Alliance on Innovation Outcomes,” with Sean Yim, Sakdipon Juasrikul, and Shinhye Kim. (Forthcoming at the 2014 Institute for the Study of Business Markets Academic Conference, San Francisco, CA). “Future-Oriented Women Will Pay to Reduce Global Warming,” with Jeff Joireman. (Forthcoming at the 2014 International Conference on Time Perspective, Warsaw, Poland). “Effects of Brand Engagement in Self-Concept on Brand Relationship Norms,” with David Sprott, Eric Spangenberg, and Sandor Czellar. (2012 European Marketing Academy Conference, Lisbon, Portugal). “Effects of Brand Engagement in Self-Concept on National and Private Label Brands,” with David Sprott, Eric Spangenberg, and Sandor Czellar. (2012 European Institute of Retailing and Service Studies Conference, Vienna, Austria). PRESENTATIONS “Nuances of Amazon’s Mechanical Turk,” (2014 Washington State University, Department of Marketing’s Brown Bag Presentations, Pullman, WA). “Effects of Identity-Based Motivation on Rebranding,” with David Sprott, Jeff Joireman, and Eric Spangenberg. (2013 Pacific Lutheran University’s Research Speaker Series, Tacoma, WA). “Consumer Brand Relationships and Self-Enhancement: The Interactive Effects of Consumers’ Brand Engagement in the Self and Self-Esteem on Brand Behaviors,” with David Sprott and Eric Spangenberg. (2012 Robert Mittelstaedt Doctoral Symposium, Lincoln, NE). ACADEMIC EXPERIENCE

2012 – Present Senior Coordinator Center for Behavioral Business Research Laboratory Washington State University, College of Business

Summer 2013 Coordinator and Instructor

WSU Management Development Program Seattle, WA Students from an Executive MBA Program in Saudi Arabia

2010 – 2012 Graduate Assistant Department of Marketing and International Business Washington State University, College of Business

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TEACHING INTERESTS Undergraduate, Graduate, and Study Abroad Program courses in the following: Brand Management, Consumer Behavior, Electronic Commerce Marketing, International Marketing, Marketing Communications (Promotions), Marketing Management, Marketing Research, Principles of Marketing, Product Management, Public Policy, Retail Marketing, Sales Management, Services Marketing, and Sports Marketing TEACHING EXPERIENCE

Summer 2014 Mktg 360: Principles of Marketing Washington State University, College of Business Evaluations Forthcoming

Spring 2014 Mktg 368: Marketing Research Washington State University, College of Business Evaluations Forthcoming

Spring 2014 Mktg 501: Foundations in Marketing Washington State University, College of Business Online MBA Program Facilitator

Fall 2013 Mktg 495: Marketing Management Washington State University, College of Business Overall Score: 3.90 out of 4.00

Summer 2013 Mktg 368: Marketing Research Washington State University, College of Business Overall Score: 3.65 out of 4.00

Summer 2013 Mktg 505: Survey of Marketing

Washington State University, College of Business Online MBA Program Facilitator

Summer 2013 Mktg 501: Foundations in Marketing Washington State University, College of Business

Online MBA Program Facilitator

Summer 2012 Mktg 360: Principles of Marketing Washington State University, College of Business Overall Score: 3.56 out of 4.00

Summer 2011 Mktg 417: Consumer Behavior

Washington State University, College of Business Overall Score: 3.64 out of 4.00

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INDUSTRY EXPERIENCE 2007 - 2010 Vice-President: Corporate Banking

Intermountain Community Bank – Spokane, WA

2005 - 2007 Vice-President: Corporate Banking AmericanWest Bank – Spokane, WA

2000 - 2005 Various positions as a Public Accountant and Financial Analyst

SERVICE

2014 Undergraduate Honors Thesis Advisor: Keegan Sullens 2014 Alpha Kappa Psi Case Competition Advisor 2013 – Present Chair and Director for WSU’s Student Bookstore Corporation

Board

2013 – Present Reviewer, American Marketing Association Winter and Summer Marketing Educators' Conference

2012 – Present Reviewer, Association for Consumer Research Conference

2011 – Present Reviewer, Society for Consumer Psychology Conference

HONORS AND AWARDS

2014 AMA – Marketing and Public Policy Doctoral Consortium Fellow, University of Massachusetts Amherst

2014 Outstanding Graduate Student Teaching Award; Washington State University, College of Business

2014 Doctoral Student Conference Grant; The Center for Leadership and Social Responsibility at the Milgard School of Business, University of Washington - Tacoma

2013 AMA – Sheth Doctoral Consortium Fellow, University of Michigan

2012 Robert A. Mittelstaedt Doctoral Symposium Fellow,

University of Nebraska

2010 Rod and Janet Church Scholarship, Washington State University, College of Business

R. Liu - June 2014 7

2008 Corporate Bank Officer of the Year, Intermountain Community Bank – Spokane, WA

PROFESSIONAL AFFILIATIONS American Marketing Association, Association for Consumer Research, Society of Consumer Psychology, and American Advertising Association REFERENCES David E. Sprott Associate Dean and Professor of Marketing College of Business and Department of Marketing Washington State University PO Box 644730 Pullman, WA 99164-4730 (509) 335-6896 dsprott@wsu.edu Eric R. Spangenberg Dean and Professor of Marketing The Paul Merage School of Business University of California, Irvine SB 350 Irvine, CA 92697-3125 (949) 824-8470 ers@uci.edu Jeff Joireman Associate Professor of Marketing and Ph.D. Coordinator College of Business and Department of Marketing Washington State University PO Box 644730 Pullman, WA 99164-4730 (509) 335-0191 joireman@wsu.edu SELECTED ABSTRACTS It’s All Good: Corporate Social Responsibility Reduces Negative and Promotes Positive Responses to Service Failures among Value-Aligned Customers (under third round review at Journal of Public Policy & Marketing) The present paper investigates whether corporate social responsibility (CSR) reduces negative and promotes positive responses to service failures among value-aligned customers. Study 1 finds customers are less likely to experience anger and spread negative word of mouth following a service failure when a firm engages in high (donating 15% of profits to environmental conservation) but not low levels of environmental CSR (donating 2% of profits), but only if customers are high in environmental concern.

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Study 2 explores the benefits of CSR policies targeting a broader range of beneficiaries and CSR policies offering customers a choice over the firm’s CSR allocations. Compared to a No CSR policy, CSR with choice has a stronger effect on customers’ emotions and intentions: CSR with choice enhances perceived value alignment, reduces anger and regret over choosing the firm, and increases guilt over harming the firm, emotions which subsequently reduce negative word of mouth and increase positive word of mouth and repurchase intentions. Results support the benefits of value-aligned and choice-based CSR policies in the wake of service failures. Effects of Brand Engagement in Self-Concept on Brand Relationship Norms (under review at European Journal of Marketing) This research examines consumers’ favorite brands in relation to the self within the context of brand relationship norms. Building on Aggarwal’s (2004) application of social relationship theory to consumer brand relationships, we examine the interactive effects of brand relationship norms and consumers’ tendencies to define their self-concept with relevant brands (Sprott, Czellar, & Spangenberg, 2009). Results show that the importance of brands as part of the self-concept moderates the effect of brand relationship norms on brand attitudes. Specifically, people with lower (versus higher) likelihood of incorporating brands in their self-concept tend to place more value on adherence to brand relationship norms. Future-Oriented Women will Pay to Reduce Global Warming: Mediation via Political Orientation, Environmental Values, and Belief in Global Warming (revision request at Journal of Environmental Psychology) The present work addresses calls to clarify the role of gender in climate change mitigation and adaptation by testing a theoretical model linking gender and time orientation to mitigation actions through political orientation, environmental values, and belief in global warming (GW). Study 1 samples 368 college students to test the model’s mediation hypothesis (gender liberal political orientation environmental values belief in GW willingness to pay to reduce GW). Study 2 samples 299 U.S. residents to evaluate how gender and time orientation interact to predict the model’s variables. In study 1, women scored higher than men on all model variables and structural equation modeling supported the mediation model. In study 2, the gender difference was replicated among those high in future orientation, but reversed among those low in future orientation (on LPO and WTP), and SEM supported the proposed model. Practical and theoretical implications are considered.

Richie L. Liu Personal References David E. Sprott

Associate Dean and Professor of Marketing College of Business and Department of Marketing Washington State University PO Box 644730, Pullman, WA 99164-4730 (509) 335-6896 dsprott@wsu.edu Eric R. Spangenberg

Dean and Professor of Marketing The Paul Merage School of Business University of California, Irvine SB 350 Irvine, CA 92697-3125 (949) 824-8470 ers@uci.edu

Jeff Joireman

Associate Professor of Marketing and Ph.D. Coordinator College of Business and Department of Marketing Washington State University PO Box 644730, Pullman, WA 99164-4730 (509) 335-0191 joireman@wsu.edu

Department of Marketing College of Business Washington State University Pullman, WA 99164-4730 Dr. Marlys Mason Search Committee Chair Associate Professor of Marketing Spears School of Business Oklahoma State University Stillwater, OK 74078 June 20, 2014 Dear Professor Mason: It is my pleasure to introduce you to my student Richie Liu and to recommend him for an entry-level assistant professor position at Oklahoma State University. Richie is a native of the Pacific Northwest having lived and worked here most of his life; I am truly proud to introduce him to the national market and encourage you to consider him for an entry-level position with your school. I am delighted to offer this letter on Richie’s behalf as I believe that he will be a strong addition to your faculty. I am the co-chair of Richie’s committee, so I have been able to observe him in many different venues. Overall, Richie is one of the hardest working PhD students I have had the pleasure to work with and I provide him with my strongest possible recommendation. Richie is a strong researcher who is passionate about various topics within the field of marketing and consumer behavior. It is for this reason that our faculty selected him to represent WSU at both the AMA Sheth Doctoral Consortium and the University of Nebraska’s Mittelstaedt Symposium. I have been especially impressed by Richie’s ability to ask interesting research questions that are grounded in both the practice and science of marketing. Richie also has an extraordinary work ethic that surpasses what I have seen exhibited by other doctoral students here at WSU and other institutions. Richie is dedicated to completing his work in a timely manner with the high levels of rigor and quality. I believe that his ability to work hard and efficiently, along with his strong theoretical and methodological skills, will make a potent combination that is likely to lead to long-term success as an academic in our field. While at WSU, Richie has established a solid research program. His dissertation consists of three essays that focus on rebranding (e.g., when a brand changes one of its brand elements). While clearly an important topic for practitioners, the issue of rebranding has received hardly any attention in the marketing literature. I am pleased that Richie will be one of the first academics to tackle this important and interesting issue. In his first essay, Richie focuses on conceptualizing rebranding by developing a definition and framework for the phenomenon. In essay two, he delves into consumers’ responses to rebranding by considering the role of identity-based motivation on responses to a rebrand. In the final essay, he examines rebranding from a marketing management perspective by exploring the impact of rebranding on sales, employees’

motivation and performance. Richie has defended his proposal and is in the process of preparing manuscripts for submission. Essay 2 is targeted towards the Journal of Marketing and will be submitted later this summer. Also, it is anticipated that essay 3 will be under review by early fall. In addition to being highly publishable, it is noteworthy that this topic has been identified by Richie and selected on his own – a promising sign for future research productivity and academic leadership. Furthermore, Richie demonstrates his breadth of expertise by approaching this topic from both consumer and managerial perspectives (a relatively unique way to go about a dissertation, from my experience). In terms of other research, Richie has a number of papers in various stages of development in branding (his primary research interest). In particular, he has worked with my colleagues and I on two papers that examine the effect of BESC (Sprott et al. 2009) on preferences for national and private brands (targeted towards the Journal of Retailing) and on brand relationship norms (currently under review at European Journal of Marketing). Richie is also working on a promising brand contagion project that has long-term potential for a premiere outlet. In that project, he examines whether the brand personality of a product can transfer (via touch) to another product. Beyond branding, Richie has a secondary interest in research aimed at corporate social responsibility and public policy. For example, he and his co-authors are currently studying whether CSR initiatives can reduce consumers’ negative responses to service failures. A paper reporting studies on this topic is currently under third review at the Journal of Public Policy & Marketing. Space precludes me from detailing other policy-relevant projects that Richie is working on, so I encourage you to review his CV to see the other projects he has underway and to speak with him at AMA about their details. All of Richie’s projects serve as clear examples of his strong self-motivation, hard work and independence regarding research. I should mention that Richie’s work has received consistently favorable feedback from a variety of sources (including faculty at the AMA Sheth Consortium, Mittelstaedt Consortium, the AMA Marketing & Public Policy Consortium, as well as from conference attendees, and journal reviewers). I am confident that his work will result in multiple, significant journal publications in the field’s best outlets. In terms of teaching, Richie is an absolutely excellent teacher and I have no doubts that he will be a top performer in the college classroom during his career. Similar to his focus on research, he is a dedicated, caring and compassionate teacher. Having earned his undergraduate and master degrees from Santa Clara University and Gonzaga University respectively, he learned first-hand what it takes to be an excellent teacher. During his time at WSU, Richie has provided clear evidence that he has the ability to be a similarly excellent teacher. In particular, Richie has had complete responsibility for teaching four courses, including: principles of marketing, marketing management, marketing research and consumer behavior. Furthermore, Richie has also facilitated two online MBA courses for the College of Business (while he was not the instructor of record, he was integral to the execution and delivery of these courses). Richie’s exemplary teaching evaluations (3.69 out of 4.00) and his recent college-wide teaching award this past spring at WSU both provide evidence of his effectiveness in the classroom. Skimming open-ended feedback from his students clearly suggests to me that Richie is dedicated to contributing to our students’ education here at WSU. As a PhD student with a family and corporate banking experience (vice president of a publicly traded bank in Spokane, WA), Richie brings a lot of real-

world (both personal and professional) experience to the classroom and his students. I am confident that he will perform equally as well at your institution, as he has done here at WSU. While I would not normally talk about a PhD student’s level of service, I would be remiss not to mention that Richie possesses the skills and characteristics necessary to be excellent in terms of service. For example, since his arrival at WSU, Richie has served as the manager of the College’s Behavioral Lab, as part of his TA/RA responsibilities. The lab (and associated subject pool) are a critical shared resource for faculty and PhD students across the College of Business. Richie has done a superb job in managing this important resource (often times to competing needs from different, often times senior, researchers). As the person who is ultimately responsible for the lab, I am very grateful to have had the opportunity to work with Richie on the lab’s operations. Furthermore, Richie is a team player, works well in group settings, and is careful in what he says and does when interacting with broader groups (I am guessing due to his extensive banking experience). From my observations, he has a natural ability to work with others and this will serve him well in terms of service whether that be working with faculty, staff, or donors, serving on committees, and interacting in professional settings. As you can tell, I have extremely high expectations for Richie as a marketing scholar and faculty member. In addition to what I have already written, there are other characteristics about Richie that point to his likely success as a researcher and professor. Most important is the fact that his personality fits the career of an academic researcher. He is hard working, thoughtful, well-prepared, enjoys to be challenged and likes to see things through to completion. As you may have guessed, our WSU faculty think very highly of Richie and I am confident this will be true of your faculty as well. I encourage you to take a very close look at Richie. In summary, I have zero doubts that Richie Liu will be a fabulous colleague and a strong addition to your faculty. As I have detailed above, he is an excellent researcher, a top-notch teacher, and a pleasure to work with. If you are looking for a great addition to your faculty, I encourage you to speak with Richie. If you need any additional information, please contact me by phone (509-335-6896) or email (dsprott@wsu.edu). Cordially,

David E. Sprott Boeing / Scott and Linda Carson Chair Professor of Marketing Associate Dean for Graduate, International and Professional Programs

UNIVERSITY OF CALIFORNIA, IRVINE

Eric R. Spangenberg The Paul Merage School of Business Dean University of California ers@uci.edu Irvine, California 92697-3125 Dr. Marlys Mason Search Committee Chair Associate Professor of Marketing Spears School of Business Oklahoma State University Stillwater, OK 74078 June 20, 2014 Dear Professor Mason: I am writing to recommend Richie Liu for an assistant professor position in Marketing at Oklahoma State University. I encourage you to take a close look at Richie; I am confident that he will be a great colleague who will immediately make a positive contribution wherever he joins as a faculty member. I first met Richie through the recommendation of a longtime marketing colleague, Jim Helgeson at Gonzaga University where Richie completed his master’s degree. I was impressed with Richie’s potential and interest in pursuing a Ph.D. and I helped successfully recruit him to Washington State University. My trust in Jim’s recommendation was well-founded and I have now worked with Richie for over three years as co-chair of his dissertation committee. I can say without reservation that he has all of the many important qualities that will make him an unquestionable asset to a faculty group. Richie is regarded by many at WSU as one of the hardest working Ph.D. students to have matriculated there in a long time. It may be important to note that although I have moved to the Merage School at the UC Irvine, Richie is one of the few WSU colleagues—professors and Ph.D. students included—that I will continue to work with on research. Richie is talented at conceptualizing theory and applying it to research problems with sound operationalization and methodological rigor. He works hard, is focused, and has good research instincts. He is also great in the classroom and a good presenter. As a Ph.D. student he exhibits the focus, drive, and independent motivation necessary to succeed as a scholar. His independence stands out in that his two primary advisors include Dave Sprott and me—both of us busy administrators. To work with us, a Ph.D. student has had to be a self-starter, aggressive about pursuing our input, and move projects forward independent of our physical presences. Importantly, Richie has been a significant contributor on all of his co-authored publications and work under submission. Although yet to hit a significant number of journal publications, Richie’s pipeline is filling up with work that I am confident will make an impact in the marketing literature. Further, his work is garnering attention at prominent venues for presentation and input from other scholars which increases the quality of the work and Richie’s visibility in the field. I’m confident that Richie will remain committed to publishing scholarly research over time. On a personal level, Richie embodies the characteristics one looks for in a colleague. He is affable, honest, bright, hard-working, and a committed scholar teacher. He is well-liked by his students and colleagues. Should you have questions regarding my recommendation, feel free to call me at (949) 824-8470 or reach me via email at ers@uci.edu. I certainly hope you give Richie serious consideration. Sincerely,

Eric R. Spangenberg Dean and Professor The Paul Merage School of Business; University of California, Irvine

BERKELEY · DAVIS · IRVINE · LOS ANGELES · MERCED . RIVERSIDE · SAN DIEGO · SAN FRANCISCO SANTA BARBARA · SANTA CRUZ

 

Department of Marketing College of Business Washington State University Pullman, WA 99164-4730

Dr.  Marlys  Mason  Search  Committee  Chair  Associate  Professor  of  Marketing  Spears  School  of  Business    Oklahoma  State  University  Stillwater,  OK  74078    June  20,  2014    Dear  Professor  Mason,    Richie  Liu  has  asked  me  to  write  a  letter  of  recommendation  in  support  of  his  application  for  your  open  position,  and  I  am  pleased  to  do  so.  I  have  worked  closely  with  Richie  since  he  entered  our  program,  and  I  know  him  quite  well.  Based  on  my  many  interactions  with  him  over  the  years,  I  give  Richie  my  very  highest  recommendation.  He  is  the  single,  hardest  working  graduate  student  I  have  ever  met,  and  I  have  full  confidence  that  he  will  become  a  star,  in  research,  teaching  and  service.    Research    Richie  is  a  highly  talented,  motivated  and  ethical  researcher  who  brings  together  an  impressive  understanding  of  the  marketing  literature  with  a  drive  for  high  quality  data  and  sophisticated  command  of  fundamental  and  modern  statistical  techniques  to  produce  top  notch  research.      To  date,  Richie  has  focused  his  research  efforts  on  the  areas  of  branding  and  public  policy  issues.  He  has  several  papers  under  review,  including  a  second  round  revision  at  Journal  of  Public  Policy  and  Marketing  and  first  submissions  at  the  International  Journal  of  Research  in  Marketing  and  European  Journal  of  Marketing.  He  also  has  a  revision  request  at  the  Journal  of  Environmental  Psychology.  Although  he  does  not  yet  have  a  ‘hit’,  it  is,  in  my  judgment,  just  a  matter  of  time  before  the  high  quality  publications  begin  to  pour  in  and  Richie  becomes  recognized  as  a  major  player  in  the  field.  Richie  will  be  successful,  because  he  is  one  of  the  rare  breed  of  scholars  who  brings  together  a  well-­‐rounded  arsenal  of  skills  and  characteristics  that  promote  high  quality  scholarship.      To  begin,  Richie  is  constantly  reading  both  within  and  outside  his  areas,  which  allows  him  to  identify  novel  and  interesting  questions  that  address  real  gaps  in  the  literature  and  are  consequently  capable  of  making  significant  contributions  in  our  best  journals.  Richie  is  also  familiar  with  the  major  players  in  the  field,  and  has  an  outstanding  ability  to  network,  which  will  certainly  pay  major  dividends  as  he  continues  to  develop  as  a  scholar.    Richie  also  takes  great  care  in  designing  studies,  devoting  serious  attention  to  the  small  details  that  can  make  or  break  a  study.  Richie  is  also  constantly  looking  for  ways  to  capitalize  on  the  latest  technologies  to  take  advantage  of  unique  study  opportunities.  As  an  example,  following  one  of  our  home  football  games  this  fall,  Richie  conducted  a  rebranding  study  which  he  administered  via  cell  phones.  He  signed  

up  over  three  hundred  participants  on  his  own,  put  their  cell  phone  numbers  into  a  data  base,  sent  out  a  text  message  to  each  phone  either  before  or  after  the  game,  and  had  participants  complete  a  Qualtrics  study  on  their  phones.  Needless  to  say,  this  involved  a  huge  amount  of  (independent)  learning  and  testing  to  ensure  that  everything  worked  properly.      As  noted  on  his  vita,  Richie  has  also  served  as  our  research  lab’s  coordinator  for  the  past  two  years.  As  the  lab  coordinator,  Richie  has  been  responsible  for  making  sure  that  over  five  hundred  students  successfully  sign  up  to  participate,  complete  a  preliminary  set  of  covariates,  and  then  sign  up  and  participate  in  three  sessions  throughout  the  semester.  In  addition  to  managing  the  participant  side  of  the  process,  Richie  has  been  responsible  for  coordinating  researchers’  access  to  the  lab,  proctoring  of  lab  sessions,  and  final  implementation  of  the  researchers’  various  studies,  including  Qualtrics  and  local  host  machine  programs  such  as  media  lab.  Suffice  it  to  say,  Richie  knows  his  stuff,  and  can  always  be  counted  on  to  manage  the  many  competing  and  challenging  demands  of  the  lab  with  ease.      Outside  the  lab,  Richie  is  equally  impressive.  Most  notably,  Richie  has  a  sophisticated  understanding  of  how  to  use  Qualtrics  and  MTurk  for  various  study  designs.  If  anyone  has  a  question  on  either  of  these  services,  Richie  is  our  “go-­‐to  person.”  He  is  able  to  answer  most  any  question  we  throw  at  him,  and  if  he  doesn’t  know  the  answer  (which  is  rare),  he  volunteers  to  find  it,  and  does  so  quickly  and  adeptly.    I  should  also  add  that  Richie  has,  in  my  view,  the  best  grasp  of  basic  and  advanced  statistics  of  any  student  in  our  program,  with  much  of  it  being  self-­‐taught.  For  example,  one  semester,  due  to  his  schedule,  Richie  was  unable  to  take  my  advanced  general  linear  model  course.  Rather  than  wait  until  the  course  was  offered  again,  Richie  spent  the  summer  independently  reading  the  book,  working  through  the  slides,  and  performing  all  of  the  homework  assignments.  He  never  once  came  into  my  office  to  ask  for  help,  and  yet,  ended  up  mastering  the  material  and  indeed  understanding  it  so  well  that  I  would  feel  completely  confident  asking  him  to  guest  lecture  in  that  class  at  any  time.  It  was  truly  remarkable,  because  the  concepts  were  not  at  all  easy  to  grasp,  even  for  many  students  who  were  actually  enrolled  in  the  class.  In  addition  to  mastering  GLM  on  his  own,  Richie  has  independently  learned  many  of  the  more  recent  developments  in  the  field,  including  bootstrapping  indirect  effects  via  Hayes’  macros,  and  testing  interactions  using  the  floodlight  (vs.  spotlight)  technique.  In  fact,  I  must  admit,  Richie  installed  the  program  and  showed  me  how  to  run  it  on  my  own  machine!      Finally,  I  believe  it  is  important  to  mention  that  Richie  is  a  highly  ethical  researcher.  As  a  co-­‐author,  I  trust  him  completely  to  make  the  correct  decision  on  data  collection,  analysis  and  reporting.  In  fact,  working  closely  over  the  past  three  years,  we  have  had  numerous  extended  and  sophisticated  discussions  about  ethics,  and  one  thing  is  clear:  Richie  will  always  report  the  truth.            To  summarize,  in  three  short  years,  Richie  has  developed  into  one  of  the  most  productive  and  capable  researchers  we  have  ever  produced.  I  am  very  proud  of  his  accomplishments,  and  I  see  great  things  in  his  research  future.    Teaching    Richie  brings  the  same  positive  qualities  to  his  teaching.  To  date,  Richie  has  had  an  opportunity  to  teach  principles  of  marketing,  consumer  behavior,  marketing  research  and  marketing  management.  Richie  is  clearly  dedicated  to  offering  a  stimulating  and  supportive  environment,  and  he  receives  excellent  evaluations  as  a  result.  In  addition,  this  spring,  Richie  was  awarded  the  College  of  Business’  Teaching  Award  in  recognition  of  his  superb  performance.  In  the  labor  intensive  marketing  research  class,  Richie  

arranges  with  an  outside  client  to  have  students  conduct  a  real-­‐world  research  project,  which  is  a  major  benefit  to  the  students.  Although  he  has  not  taught  graduate  courses,  he  has  been  a  guest  facilitator  in  one  of  my  seminars  and  he  did  an  outstanding  job:  he  developed  an  excellent  list  of  classic  and  recent  readings  on  brands;  offered  thought-­‐provoking  discussion  questions;  and  expertly  facilitated  the  nearly  three-­‐hour  in-­‐class  discussion.  Based  on  my  observations,  and  knowledge  of  his  abilities,  I  am  certain  he  would  offer  outstanding  graduate  courses  focusing  on  both  the  content  and  methods  of  marketing  that  equip  students  to  conduct  high  quality  research.    Service    Complementing  his  research  and  teaching  acumen,  Richie  is  a  true  team  player,  who  believes  in  benefitting  the  collective.  He  can  always  be  counted  on  to  help  others  with  their  work,  and  to  do  so  without  hesitation.  In  fact,  it  is  impossible  to  count  the  number  of  times  he  has  offered,  without  being  asked,  to  help  someone  with  their  project.  I  am  certain  he  will  provide  exceptional  service  to  your  department,  college  and  university,  and  prove  to  be  a  truly  valued  colleague  that  members  of  your  university  seek  out  and  trust.    Personal  Qualities    Before  closing,  I  would  like  to  speak  to  Richie’s  qualities  as  a  human  being.  As  I  have  already  noted,  Richie  is  motivated,  hard-­‐working,  ethical,  trustworthy,  independent,  and  a  team  player.  He  is  also  a  friendly  person,  with  a  good  sense  of  humor,  who  takes  an  interest  in  and  relates  easily  to  others.  Indeed,  he  is  one  of  the  finest  people  I’ve  had  the  pleasure  to  work  with  over  my  career.      Conclusion    Richie  is  a  rising  star.  If  he  is  offered  the  job,  he  will  reward  that  decision  with  years  of  highly  productive  contributions.      Sincerely,    

   Jeff  Joireman,  PhD  PhD  Coordinator  Department  of  Marketing  Washington  State  University  Pullman,  WA  99164-­‐4730  joireman@wsu.edu  or  509-­‐335-­‐0191        

Richie L. Liu Research Statement During my doctoral program at Washington State University, I have built a foundation of scholarly research from which I can generate new ideas and research streams in the marketing domains of brands, corporate social responsibility, and public policy. In my research, I value addressing questions that advance theoretical knowledge and offer meaningful practical implications for relevant stakeholders (e.g., scholars, marketing practitioners, firms, consumers, and society as a whole). Brands My primary area of research focuses on brands. The psychological influence that brands have on consumers, and the attention firms place on brand management, both have contributed to my desire to extend what we already know about brands. I began my research in this area by focusing on how a self-concept defined with brands impacts brand attitude and choices. Currently, I have two projects in this domain. The first project, targeted towards the Journal of Retailing, examines the impact of self-brand connections on preferences for national versus private label brands. Our findings reveal that consumers with higher self-brand connections prefer national over private brands. However, consumers with higher self-brand connections show a reduced preference for national brands when their self-view has been threatened. In the second project that is currently under first round review at the European Journal of Marketing, my colleagues and I consider the importance of interpersonal norms in consumer brand relationships for consumers more (vs. less) likely to include brands in the self. Interestingly, our results indicate that consumers who are more likely to define themselves with brands do not place as much importance on relationship norms (i.e., exchange and communal). Specifically, consumers with greater self-brand connections evaluate the brand favorably regardless of the relationship norms. However, consumers with lower self-brand connections find the brand with communal norms to be more positively favorable. Complementing my work on brands and the self, in my dissertation, I have undertaken three essays that consider rebranding from both a firm and a consumer perspective. In a conceptual piece for Essay 1, I develop a framework for rebranding grounded in the resource-based view and associative network theory (i.e., memory spreading activation). Based on the resource-based view, I posit that a firm is making an investment towards its market-based asset (i.e., the brand) when it elects to rebrand. My model also theorizes that consumer responses to rebranding will come from brand associations (i.e., associative network) that are activated once the rebranding occurs. In my second essay, I examine the impact of consumers’ identification with brands on responses to rebranding utilizing experimental methods across both lab and field settings. Results show that consumers who more strongly identify with a brand respond less favorably to rebranding efforts and that reminders of past rebrands attenuate consumers’ unfavorable responses to rebranding. In my final essay, I examine the effect of rebranding on sales employees’

motivation and performance in a firm setting. Based on social identity theory, I hypothesize that a salesperson with higher levels of brand identification should show less motivation and lower sales as they experience a higher number of rebrands. Corporate Social Responsibility and Public Policy In addition to studying brands, I have developed a second line of research focusing on marketing actions relevant to the well-being of society, including corporate social responsibility and public policy-related topics. For example, in a manuscript under third round review at the Journal of Public Policy & Marketing, my colleagues and I explore how corporate social responsibility (CSR) initiatives impact consumers’ responses to service failures. Our results indicate that policies offering consumers a choice over the firm’s CSR allocations reduce negative emotions and behavioral intentions and promote positive responses following a service failure. In another project, currently under first round review at the International Journal of Research in Marketing, my colleagues and I find that strong CSR claims paired with images supporting those claims overcome skepticism toward CSR advertisements. In a third manuscript addressing public policy concerns, my colleague and I focus on gender differences in willingness to take actions to address climate change. Results reveal that women who consider the future consequences of their actions are more likely to pay to reduce global warming because such women adopt a liberal political orientation, more strongly endorse environmental values, and have a stronger belief in global warming. We are currently revising this manuscript for a second round review at the Journal of Environmental Psychology. In a final public policy manuscript, recently presented at the American Marketing Association Public Policy Conference, and in preparation for submission, my colleagues and I examine how consumers respond to disclosures that a high percentage of their charitable donation is retained by fund-raising organizations serving as intermediary between the donor and the charity. Our experiments reveal that consumers show less favorable reactions to charitable organizations after learning, through pre- and post-donation disclosures, that a certain percentage of their donation is directed to the fundraising organization, thus providing insight into recent legislative attempts to require such disclosures. Research Approach In each of my research projects, I seek methodological and statistical rigor. When I first arrived at Washington State University, I started designing and conducting experiments in a behavioral laboratory (e.g., studies involving taste tests, ego-depletion, and tactile experiences, to name a few). Soon after, I learned how to develop Implicit Association Tests for my research examining self-brand connections and preference for national or private label brands. Complementing my experimental skills, I have worked hard to broaden my ability to conduct research with various methods. For example, in my dissertation, I conducted semi-structured interviews to develop my rebranding framework

and I am now completing a rebranding project that examines investors’ responses using an event study methodology. In addition, I am currently in the process of completing a meta-analysis on the impact of low (vs. high) fit in brand extensions. Finally, I have two CSR projects under review that utilize a variety of statistical approaches (i.e., hierarchical regression analysis, ANOVA, spotlight and floodlight analyses, bootstrapping indirect effects, confirmatory factor analyses, path analyses, and structural equation modeling). Closing Comments Overall, my research streams have generated a passion for the discovery of knowledge and a desire to continually learn intricate research methods. As I transition to an assistant professor of marketing, I bring with me a perspective that places much importance on conducting and publishing high quality research. The foundation has been set and I now look forward to building on it during my academic career.

Richie L. Liu Teaching Philosophy While at Washington State University, I have had the privilege of teaching courses in Principles of Marketing, Consumer Behavior, Marketing Research, and Marketing Management in a traditional classroom environment. Additionally, I have had the opportunity to instruct MBA students in the management development program and online graduate program. My efforts have yielded high teaching evaluations and the Outstanding Graduate Student Teaching Award from the College of Business at Washington State University for 2014. My pedagogy can be characterized by four themes: “active learning,” “application to the real world,” “educator as well as mentor,” and “continual progress and adaptation.” Active Learning I balance class time between traditional lecture and active learning. In particular, I constantly strive for an environment that promotes gaining knowledge in each class from experiential based teaching methods (e.g., traditional and live case studies). During my classes, I have students answer particular questions so that I am able to gauge their progress. I also think of interesting and current examples that reinforce new concepts, and then ask students to provide examples of their own to demonstrate their level of comprehension. Additionally, I develop a script of probing questions before each class that encourages student participation and generates interesting class discussions. I have also seen my students benefit from sharing their views in small group settings, and interacting with industry professionals who occasionally visit my classes. Application to the Real World I also utilize marketing projects tied to community businesses. Collaborative projects between students and firms provide valuable hands-on application that extends the material I cover in my lectures and class discussions. The experiences that my students gain from projects with locally based firms also provide them with an idea of the types of marketing activities they are likely to carry out in their future careers. Indeed, I have seen students enthused in their learning when they can link the knowledge acquired in the classroom to future decisions and actions that will be required when they enter the workplace. For example, one of my former students recently called to inform me that the research project from my marketing research class enabled him to develop a survey at a wine company where he is interning. Educator as well as Mentor I create opportunities in my curriculum that enhance the soft skills that my students need as they seek a professional job (e.g., interacting with industry professionals, working with others in a team setting, and solving problems). I provide feedback to students in a

mentoring capacity so that they can continue to prepare for life after graduation. Additionally, I believe it is important to provide constructive and encouraging feedback - I aim to be fair and caring in the assessments I provide. At the end of each semester, my hope is that students have a strong sense that I care about them and their success in their education and beyond. It is satisfying to be able to contribute to my students’ critical and analytical thinking as well as their progression towards their life goals. My dedication in the classroom has allowed me to remain connected with many of my students while they are at Washington State University and into their careers after graduation. I believe there is no greater way to show my appreciation to faculty who invested time in me than by doing the same for my own students. Continual Progress and Adaptation Finally, as I reflect on my teaching, I have come to realize that my teaching will continually progress and evolve based on feedback from my students, peers, and mentors. This perspective has influenced me to incorporate new ideas into my classes each semester and sometimes even in the middle of the term. Despite developing a pedagogy, I believe that effective teaching requires adaptation. For example, students in my Marketing Management class were initially struggling to develop recommendations for case studies. I noticed this during class and immediately found current events from business news to discuss in class. I prepared questions for the current events that enabled my students to think from the perspective of a marketing manager. Class discussions centered on current events developed critical thinking needed for the case studies. In closing, I have personally experienced the impact that a professor can have in the classroom and in the relationship that ensues. At each stage of my education, many faculty members have contributed to where I am currently and have had a profound impact on who I am today. As such, my time as a student will continually guide my teaching and dialogue with my students. I look forward to what lies ahead in the classroom as an assistant professor of marketing.

Richie L. Liu Teaching Summary Teaching Recognition Outstanding Graduate Student Teaching Award; Washington State University, College of Business, 2014

Teaching Philosophy My pedagogy can be characterized by four themes: “active learning,” “application to the real world,” “educator as well as mentor,” and “continual progress and adaptation.”

Face-to-Face Instruction

Washington State University Semester

# of Students

Course Organization

Instructor Interaction

Overall Score

Consumer Behavior Summer 2011

14 3.67 3.79 3.64

Principles of Marketing Summer 2012

54 3.77 3.85 3.56

Marketing Research Summer 2013

15 3.75 3.84 3.65

Marketing Management Fall 2013

44 3.99 3.97 3.90

Marketing Research Spring 2014

43 "Forthcoming"

Principles of Marketing Summer 2014

51 "Forthcoming"

All scores reported above are on a scale of '0' to '4' with '4' representing the highest one could obtain.

Online Classes Facilitated Summer 2013 Survey of Marketing (Online MBA Program); Washington State

University, College of Business

Summer 2013 Foundations in Marketing (Online MBA Program); Washington State University, College of Business

Spring 2014 Foundations in Marketing (Online MBA Program); Washington State University, College of Business

Teaching Interests Undergraduate, Graduate, and Study Abroad Program courses in the following: Brand Management, Consumer Behavior, Electronic Commerce Marketing, International Marketing, Marketing Communications (Promotions), Marketing Management, Marketing Research, Principles of Marketing, Product Management, Public Policy, Retail Marketing, Sales Management, Services Marketing, and Sports Marketing

Selected Comments from Face-to-Face Instruction Consumer Behavior (Summer 2011)

• Instructor is engaging and knowledgeable; keep Richie teaching it. This

instructor is phenomenal.

• You can tell Richie enjoys teaching and makes class more enjoyable. He is also very organized and approachable, and everyone seems comfortable giving input.

• I love this teacher.

• Richie helped me a lot in understanding consumer behavior, and he was one of

the greatest instructors I have ever had.

Principles of Marketing (Summer 2012)

• He had a great personality, and you could tell he genuinely cared about the class and students. He was able to talk to us and make it a good participating environment.

• Richie is a great teacher. I hope to take another one of his classes here.

• Friendly and approachable; good use of examples and anecdotes to explain

ideas.

• The course was fun and interesting and got me interested in marketing.

Marketing Research (Summer 2013)

• Passionate about the subject.

• Very personable and understanding; worked with students to help them succeed.

• Receptive to the needs of the students; very willing to work with everyone to make sure they understood the material; great teacher, one of the best I’ve had.

Marketing Management (Fall 2013)

• You can tell he actually cares about the material and students – a hard combo to

find.

• He effectively gets students to participate and has the students in mind when guiding discussion.

• Richie is the best instructor I have had at WSU. He makes an effort to teach

what we want to learn and makes an effort to see his students succeed in his class as well as in life. I would take any class taught by Richie.

• He was extremely good at helping and making us apply what we have learned

so far in college to actual situations. The class helped me understand what is important to consider in the work world and how to make the best decisions.

• Richie is a great instructor with a diverse skill set, and he understands what we

will face in the real world. Great instructor; great course.