Bruce L.

Alford
Associate Professor of Marketing
Marketing Doctoral Coordinator
Max P. Watson Jr. Endowed Professorship
Department of Marketing & Analysis
Dept. of Marketing & Analysis
College of Business
P.O. Box 10318 T.S.
Louisiana Tech University
Ruston, LA 71272

Voice: (318) 257-3962

Fax: (318) 257-4253
Email: balford@latech.edu

EDUCATION
B.S. University of West Florida, 1987
Major: Marketing

Ph.D. Louisiana State University, 1993

Major: Marketing
Minor: Social Psychology
Support Area: Experimental Statistics

EXPERIENCE
Louisiana Tech University (2007 present)
Associate Professor of Marketing with Tenure, Department of Marketing & Analysis
Max P. Watson Jr. Endowed Professorship, Marketing Doctoral Coordinator
Louisiana Tech University (2004 2007)
Interim Department Head, Department of Marketing & Analysis
Associate Professor of Marketing with Tenure, Department of Marketing & Analysis
Max P. Watson Jr. Endowed Professorship
Louisiana Tech University (2003 2004)
Associate Professor of Marketing with Tenure, Department of Marketing & Analysis
Louisiana Tech University (2001 2003)
Associate Professor of Marketing, Department of Marketing & Analysis
Courses:
Undergraduate
Marketing Principles
Personal Selling
IMC
Consumer Behavior

Graduate (Masters)
Buyer Behavior

Mississippi State University (1998 2001)

Graduate (Doctoral)
Seminar in Price & Promotion
Seminar in Buyer Behavior
Seminar in Product & Place
Survey of Marketing & Strategy
Research Methods I

Assistant Professor of Marketing; Department of Marketing, Quantitative Analysis, &

Business Law
Courses:
Undergraduate
Graduate (Masters)
Services Marketing Research Design & Execution
Marketing Research
Personal Selling

Graduate (Doctoral)
Quantitative Marketing
Seminar (SEM)
Univariate Statistics

University of Evansville (1993 - 1998)

Assistant Professor of Marketing, School of Business Administration, Responsible for 21
semester hours per year teaching load (3/4) consisting of various courses in marketing and a
general education course.
Courses: (all undergraduate)
Retail Management
Sales/Sales Management

Promotion Management
Marketing Research

Consumer Behavior
World Cultures

Louisiana State University (1989 - 1993)

Graduate Teaching Assistant, Department of Marketing
Courses taught:
Retail Management
Buyer/Seller Communication
Marketing Research
Graduate Research Assistant, Department of Marketing
Milliken & Company (Jan. 1988 - Aug. 1989)
Production Manager, Front line manager of manufacturing personnel; responsible for
production performance, quality of product, work scheduling, associate evaluations,
and pay administration. Interacted with upper management on quality control
improvement, quick change, and world class manufacturing.

DISCIPLINE-BASED SCHOLARSHIP
Peer Reviewed Journal Articles
Amyx, Douglas, Dheeraj Sharma, and Bruce L. Alford (2014), The Influence of Role
Ambiguity and Goal Acceptance on Salesperson Performance and Commitment,
Marketing Management Journal, Vol. 24, No. 1, 52-65.

Zhuang, Weiling, Kevin J. Cumiskey, Qian Xiao, and Bruce L. Alford (2010), The Impact
of Perceived Value on Behavior Intention: An Empirical Study, Journal of Global
Business Management, Vol. 6, No. 2 (October).
Sharma, Dheeraj, Jule B. Gassenheimer, and Bruce L. Alford (2010), Internet Channel and
Cannibalization: An Empirical Assessment of Sales Agents' Perspective, Journal of
Personal Selling and Sales Management, Vol. 30, No. 3 (Summer), 209-221.
Sharma, Dheeraj, Bruce L. Alford, Shahid N. Bhuian, and Lou E. Pelton (2009), A HigherOrder Model of Risk Propensity, Journal of Business Research, Vol. 62, No. 7, 741744.
Hayes, J. Bryan, Bruce L. Alford, and Louis M. Capella (2008), "When the Goal is Creating
a Brand Personality, Focus on User Imagery, Academy of Marketing Studies
Journal, Vol. 12, No. 1, 95-116.
Hayes, J. Bryan, Bruce L. Alford, Lawrence Silver, and Rice P. York (2006), Looks Matter
In Developing Consumer-Brand Relationships, Journal of Product and Brand
Management, Vol. 15, No. 5, 306-315.
Silver, Lawrence S., Sean Dwyer, and Bruce Alford (2006), Learning and Performance
Goal Orientation of Salespeople Revisited: The Role of Performance-approach and
Performance-avoidance Orientations, Journal of Personal Selling and Sales
Management, Vol. 26, No. 1 (Winter), 27-38.
Amyx, Douglas and Bruce L. Alford (2005), The Effects of Salespersons Need for
Achievement and Sales Managers Leader Reward Behavior, Journal of Personal
Selling and Sales Management, Vol. 25, No. 4 (Fall), 347-361.
Wood, Charles M., Bruce L. Alford, Ralph W. Jackson, and Otis W. Gilley (2005), Can
Retailers Get Higher Prices for End-of-Life Inventory Through Online Auctions,
Journal of Retailing, Vol. 81, No. 3, 181-190.
Awarded the Emerald Management Reviews 2005 Citation of Excellence.
Awarded to the top 50 articles from Emeralds article-review database of 15,000
articles.
Hopkins, Christopher D. and Bruce L. Alford (2005), Pioneering the Development of a
Scale to Measure E-Tailer Image, Journal of Internet Commerce, Vol. 4, Iss. 4, 7799.
Alford, Bruce L. and Abhijit Biswas (2002), "The Effects of Discount Level, Price
Consciousness and Sale Proneness on Consumers' Price Perception and Behavioral
Intention," Journal of Business Research. Vol. 55, No. 9, 775-783.
Maertz, Carl. P., Donald C. Mosley, and Bruce L. Alford (2002), Does Organizational
Commitment Fully Mediate Constituent Commitment Effects? A Reassessment and

Clarification, Journal of Applied Social Psychology, Vol. 32, No. 6, 1300-1313.

Hopkins, Christopher D. and Bruce L. Alford (2001), A New Seven-Dimensional Approach
to Measuring the Retail Image Construct, Academy of Marketing Studies Journal,
Vol. 5, No. 2, 105-114.
Faircloth, James, Louis M. Capella, and Bruce L. Alford (2001), The Effect of Brand
Attitude and Brand Image on Brand Equity, Journal of Marketing Theory and
Practice, Vol. 9, No. 3 (Summer), 61-75.
Alford, Bruce L. and Brian T. Engelland (2000), "Advertised Reference Price Effects on
Consumer Price Estimates, Value Perception, and Search Intention," Journal of
Business Research, Vol. 48, No. 2, 93-100.
Engelland, Brian T. and Bruce L. Alford (2000), Consumer Learning and the Creation of
Primacy Advantages for Followers," Journal of Business Strategies, Vol. 17, No. 2,
(Fall), 145-162.
Alford, Bruce L. (1998), "Using Cognitive Scripts to Assess the Process of Professional
Service Delivery," Journal of Professional Services Marketing, Vol. 17, No. 1, 77103.
Alford, Bruce L. (1998), "Affect, Attribution, and Disconfirmation: Their Impact on Health
Care Services Evaluation," Health Marketing Quarterly, Vol. 15, No. 4, 55-74.
Alford, Bruce L. and Daniel L. Sherrell (1996), "The Role of Affect in Consumer
Satisfaction Judgments of Credence-Based Services," Journal of Business Research,
Vol. 37, No. 1, (September), 71-84.
Other Intellectual Contributions
Introduction to the Special Issue on Measurement Validation
Alford, Bruce L. and Brian T. Engelland (2004), Measurement Validation in Marketing
Research: A Review and Commentary, Journal of Business Research, Vol. 57, No.
2, 95-97. (editors of the special issue)
Refereed Proceedings
Hayes, J. Bryan, Bruce L. Alford, and Louis M. Capella (2008), "When the Goal is Creating
a Brand Personality, Focus on User Imagery, in Academy of Marketing Studies
Proceedings, Vol. 13 Iss. 1.
Alford, Bruce L., Otis W. Gilley, and Charles M. Wood (2005) Analyzing Auction Data:
What Doesnt Sell Could Matter, in Advances in Marketing: Managerial,

Pedagogical, Theoretical, William J. Kehoe and Linda K. Whitten, eds. Society for
Marketing Advances 202-203.
Awarded the Outstanding Paper Award, Marketing Research Track
Silver, Lawrence, Sean Dwyer and Bruce Alford (2004), Fear of Failure: Rethinking the
Unidimensionality of Performance Goals in the Salesperson Work Motivation
Model, in Professional Sales and Sales Management Practices for the 21st Century,
C. David Shepherd, ed. National Conference in Sales Management 85-90.
Wood, Charles M., Bruce L. Alford, and Ralph W. Jackson (2001), Going, Going, Gone!
An Examination of the Applicability of Traditional Pricing Theory to the Open
Marketplace of Online Auctions, in Marketing Advances in Pedagogy, Process,
and Philosophy, Tracy A. Suter, ed. Society for Marketing Advances 269-270.
Hopkins, Christopher D. and Bruce L. Alford (2001), A New Seven Dimensional Approach
to Measuring the Retail Image Construct, in Marketing Advances in Pedagogy,
Process, and Philosophy, Tracy A. Suter, ed. Society for Marketing Advances 203204.
Awarded the Outstanding Paper Award, Retailing and Entrepreneurship
Track.
Engelland, Brian E., Bruce L. Alford, and Ronald D. Taylor (2001), Cautions and
Precautions on the Use of Borrowed Scales in Marketing Research, in Marketing
Advances in Pedagogy, Process, and Philosophy, Tracy A. Suter, ed. Society for
Marketing Advances 152-153.
Awarded the Outstanding Paper Award, Marketing Research Track.
Hopkins, Christopher D. and Bruce L. Alford (2001), A Proposed Multi-Dimensional Scale
to Measure the E-Tailer Image Construct, in Marketing Advances in Pedagogy,
Process, and Philosophy, Tracy A. Suter, ed. Society for Marketing Advances 197198.
Hayes, J. Bryan, Louis M. Capella and Bruce L. Alford (2001), The Brand Personality as a
Basis for Consumer-Brand Relationships, in New Meanings for Marketing in a New
Millennium, Melissa L. Moore and Robert S. Moore, eds., Academy of Marketing
Science,
Stammerjohan, Claire A. and Bruce L. Alford (2000), An Examination of Generalized and
Domain-Specific Deal Proneness within a Transaction Utility Theory Model, in
Marketing Advances in the New Millennium, Dawn R. Deeter-Schmelz and Timothy
P. Hartman, eds., Society for Marketing Advances, 199-200.
Stammerjohan, Claire A. and Bruce L. Alford (2000), Color Effects Revisited: Two for the
Price of One," in Marketing Management Association 2000 Proceedings, Robert
Green and Ram Kesavan, eds., Marketing Management Association, 8.

Alford, Bruce L. and Abhijit Biswas (1999), "The Effect of Discount Level, Price
Consciousness and Sale Proneness on Consumers' Price Perception and Behavioral
Intention," in Advances in Marketing: Theory, Practice and Education, Joyce A.
Young, Robert D. Green and Faye W. Gilbert, eds., Society for Marketing Advances,
236-237.
Awarded the Outstanding Paper Award, Sales Promotion Track.
Awarded the Society for Marketing Advances Fellows Best Theoretical Paper
Award.
Engelland, Brian T. and Bruce L. Alford (1998), "Testing Nomological Validity through
Structural Equation Modeling: A Procedural Guideline and Demonstration," in
Marketing Advances in Theory, Practice and Education, Duncan Herrington and
Ronald D. Taylor, eds., Society for Marketing Advances, 246-247.
Awarded the Outstanding Research Paper Award, Marketing Research, Models
and Theory Track.
Engelland Brian T. and Bruce L. Alford (1997), "Order Effects and Innovation Learning: An
Empirical Test," in Enriching Marketing Practice and Education, Elnora Stuart and
Ellen Moore, eds., Rock Hill, SC: Southern Marketing Association, 317-318.
Alford, Bruce L. and Abhijit Biswas (1996), "A Test of Two Models of Reference Price
Effects," in Developments in Marketing Science, vol. 19, Elizabeth J. Wilson and
Joseph F. Hair, Jr., eds., Academy of Marketing Science, 274-281.
Awarded the Best-In-Track Paper Award, Product and Price Management
Track.
Awarded the M. Wayne Delozier Best Conference Paper Award.
Alford, Bruce L. and Brian T. Engelland (1996), "The Effects of Plausible and Implausible
Advertised Reference Prices on Consumer Price Estimates, Value Perception, and
Search Intention," in Marketing: Moving Toward the 21st Century, Elnora W. Stuart,
David J. Ortinau, and Ellen M. Moore, eds., Southern Marketing Association, 16-19.
Awarded the Best-In-Track Paper Award, Consumer/Buyer Behavior Track.
Eastman, Jacqueline K., Bruce L. Alford, Laura Spells and Cathy Neal (1996), "An
Exploratory Investigation of Ethical and Unethical Children's Promotional Practices:
The Viewpoint of Mothers and Fathers," in Marketing: Moving Toward the 21st
Century, Elnora W. Stuart, David J. Ortinau, and Ellen M. Moore, eds., Southern
Marketing Association, 32-36.
Alford, Bruce L. and Brian T. Engelland (1995), "Of Root Canals and Other Credence-Based
Services: Dimensions in Customer Retention," in Midwest Marketing Association
Proceedings, E. Wayne Chandler and Michael d'Amico, eds., Midwest Marketing
Association, 198-202.
Alford, Bruce L. and Jacqueline K. Eastman (1995), "Advertising to Children: An Ethical
Checklist," in Expanding Marketing Horizons Into The 21st Century, David L.

Moore, ed., Association of Marketing Theory and Practice, 242-247.

Engelland, Brian T. and Bruce L. Alford (1994), "Order Effects in Innovation Learning: A
Model for Followers," in Marketing: Advances in Theory and Thought, Brian T.
Engelland and Alan Bush, eds., Richmond, VA: Southern Marketing Association,
304-308.
Sherrell, Daniel L., Abhijit Biswas and Bruce L. Alford (1991), "The Influence of Prior
Product and Store Knowledge on Consumer Reference Price Estimates," in
Developments in Marketing Science, Robert L. King, ed., Vol. XIV, Richmond, VA:
Academy of Marketing Science, 12-16.
Alford, Bruce L. and Scott S. Roach (1991), "Measurement of Consumers' Perceptions of
Pain in Dental Services," in Marketing: Toward the Twenty-First Century, Robert L.
King, ed., Richmond, VA: Southern Marketing Association, 76-81.
Presentations
Improving Application of the Scale Development Process, (with Michael J. Dorsch,
Ronald E. Goldsmith, and Christopher D. Hopkins), 2003, Presentation to the
Society for Marketing Advances.
On the Use of Borrowed Scales in Marketing, (with Ronald Taylor and Brian Engelland),
2001, Presentation to the Marketing Management Association.
Affect, Attribution, and Disconfirmation: Their Impact on Health Care Services
Evaluation," Bruce L. Alford, 1997, Presentation to the Consumer Satisfaction,
Dissatisfaction, and Complaining Behavior Conference.
"Ethical Issues in the Nineties: A Marketing Panel," (with Jacqueline K. Eastman, Alan
Reddy, Sid C. Dudley, Paula Fitzgerald Bone, and Robert J. Corey), 1996,
Presentation to the Association of Marketing Theory and Practice.
LEARNING AND PEDAGOGICAL SCHOLARSHIP
Alford, Bruce L. and Brian T. Engelland (2001), Delivering Distance Education via
Interactive Television: Considerations in Faculty Preparation, Course Administration
and Student Evaluation, Journal for the Advancement of Marketing Education, Vol.
1 (Summer), 13-18.
Laura A. Williams, Scott Roach, Bruce Alford, and William C. Black. (1995) Instructors
Manual for Multivariate Data Analysis with Readings. Fourth Edition. Englewood
Cliffs: Prentice Hall.
Alford, Bruce L., Scott S. Roach and William C. Black (1992), Instructor's Manual for
Multivariate Data Analysis with Readings, Third Edition. Englewood Cliffs: Prentice

Hall.
SCHOLARSHIP UNDER SUBMISSION:
Is It Really Different: The Case of Online Auction Data, (with Charles Wood, Otis Gilley,
and Obi Obilo), First revision under review at Marketing Letters.
The Role of Sticker Shock: Exploring Mediating Effects between Price Messages and
Consumer Responses, (with Weiling Zhuang), First revision under review at the
Journal of Product and Brand Management.
Advancing Scholarship: Fostering the Motivation to Research in Future Marketing
Scholars, (with Obi Obilo), Submitted to the Journal for the Advancement of
Marketing Education.
SCHOLARSHIP IN PROGRESS:
The Functional Approach as a Conceptual Lens to Examine Self-Creation, (with Obi
Obilo), Targeted for the Journal of Consumer Psychology, final editing for
submission stage.
A Typology of Retailer Advertising, (with Janna Parker), Targeted for the Journal of
Advertising, final editing for submission stage.
Salesperson Depression and Its Effect on Performance, (with Doug Amyx), Targeted for
the Journal of Professional Selling and Sales Management, writing first draft stage.
DISSERTATION COMMITTEES:
Louisiana Tech University
Joanne Tran, Committee Chair, In-progress
Obi Obilo, Committee Chair, Completed
Janna Parker, Committee Chair, Completed
Dheeraj Sharma, Committee Chair, Completed
Lauren Brewer, Committee Member, Completed
David Locander, Committee Member, Completed
Yasemin Atinc, Committee Member, Completed
David Shows, Committee Member, Completed
Kevin James, Committee Member, Completed
Weiling Zhuang, Committee Member, Completed
Mahmoud Darrat, Committee Member, Completed
Krist Swimberghe, Committee Member, Completed
Kishwar Joonas, Committee Member, Completed
Mississippi State University

Christopher Hopkins, Committee Member, Completed

Bryan Hayes, Committee Member, Completed
David McMahon, Committee Member, Completed
MAJOR FIELDS
Research:

Online auction pricing behavior. Advertising message processing.

Measurement and analysis issues/methods.

Teaching:

The areas of quantitative marketing techniques, marketing research,

services marketing, integrated marketing communications, pricing,
consumer behavior, sales/sales management.

HONORS
Emerald Management Reviews 2005 Citation of Excellence for the Journal of Retailing
article Can Retailers Get Higher Prices for End-of-Life Inventory Through Online
Auctions. Awarded to the top 50 articles from Emeralds article-review database of 15,000
articles.
Outstanding Reviewer Award for the Journal of Marketing Theory and Practice, 2002 2005.
Outstanding Paper Award, Marketing Research Track, Society for Marketing Advances
Conference, 2005
Distinguished faculty for the Marketing Management Association 2002 Doctoral Student
Consortium
Outstanding Paper Award, Retailing and Entrepreneurship Track, Society for Marketing
Advances Conference, 2001
Outstanding Paper Award, Marketing Research Track, Society for Marketing Advances
Conference, 2001
Outstanding Paper Award, Sales Promotion Track, Society for Marketing Advances
Conference, 1999
Society for Marketing Advances Fellows Best Theoretical Paper Award, Society for
Marketing Advances Conference, 1999
Distinguished faculty for the Society for Marketing Advances 1999 Doctoral Student
Consortium
Outstanding Research Paper Award, Marketing Research, Models and Theory Track, Society
for Marketing Advances Conference, 1998

United Methodist Church Exemplary Teaching Award, 1997

Outstanding Paper Award, Consumer/Buyer Behavior Track, Southern Marketing
Association Conference, 1996.
Best-In-Track Paper Award, Product and Price Management Track, Academy of Marketing
Science Conference, 1996.
M. Wayne Delozier Best Conference Paper Award, Academy of Marketing Science
Conference, 1996
University of Evansville Faculty Research Fellowship Award recipient, 1996.
Doctoral Consortium Fellow, American Marketing Association, 1992.
Graduate Assistantship, Full-time, Competitive Award, Marketing Department,
College of Business Administration, Louisiana State University, 1989 to 1993.
Mu Kappa Tau (marketing honor society)
Alpha Sigma Lambda (national honor society)
PROFESSIONAL ACTIVITIES:
Editorial review board member for the Journal of Business Research.
Editorial review board member for the Journal of Marketing Theory and Practice.
Track chair for the 2012 Mary Kay Doctoral Dissertation Competition for the Academy of
Marketing Science Conference.
Reviewer for the Journal of Retailing special issue on Consumer Behavior and Retailing
2008
Reviewer of grant applications to the Academy of Marketing Science to attend the 2008
European Doctoral Programmes Association in Management and Business Administration
Summer Academy
Ad hoc reviewer for the Journal of Marketing Theory and Practice 2002-2005
Reviewer for the 2008 Society for Marketing Advances conference.
Track chair for the marketing research methods track for the 2006 Academy of Marketing
Science conference.

Reviewer for the 2005 Society for Marketing Advances conference

Guest co-editor for the special issue on measurement validation for the Journal of Business
Research Vol. 57, No. 2, 2004.
Track chair for the marketing models and research track for the 2003 Marketing
Management Association conference.
Reviewer for the 2002 Society for Marketing Advances conference
Reviewer for the 2001 Society for Marketing Advances conference.
Track chair for the marketing research track for the 2000 Society for Marketing Advances
conference.
Reviewer for the 2000 Atlantic Marketing Association conference
Reviewer for the 1999 Marketing Management Association conference.
Reviewer for the 1999 Society for Marketing Advances conference.
Reviewer for the 1999 Academy of Marketing Science conference.
Discussant for the 1998 Society for Marketing Advances conference.
Reviewer for the 1998 Society for Marketing Advances conference.
Reviewer for the 1997 Academy of Marketing Science conference.
Reviewer for the 1997 Southern Marketing Association conference.
Reviewer for the 1997 Association of Marketing Theory and Practice conference.
Reviewer for the 1996 Academy of Marketing Science conference.
Session Chair for the 1996 Southern Marketing Association conference.
Reviewer for the 1996 Southern Marketing Association conference.
Discussant for the 1996 Southern Marketing Association conference.
Reviewer for the 1996 Midwest Marketing Association conference.
Reviewer for the 1996 Association of Marketing Theory and Practice conference.
Reviewer for the 1994 Southwest Marketing Association conference.

Discussant for the 1994 Southern Marketing Association Conference.