Kelly Wilder

Instructor of Business

Email: .(JavaScript must be enabled to view this email address)
Office: 229 Harris
Phone: (919) 760-8831


Areas of Expertise

  • Brand advocacy and the internal and external factors that encourage brand advocacy behaviors
  • Anti-branding and its influence on brand equity
  • Management’s impact on employee’s delivery of adaptive customer


Academic Credentials

MBA, Florida State University, 2008

B.S., Finance, Auburn University, 2002
 


Awards

Sheth AMA Doctoral Consortium Fellow, 2011

Graduate Service Assistant of the Year, Graduate Student Association,
  Mississippi State University, 2011

Society for Marketing Advances Conference Best Paper in Track
  Marketing Research, 2009

Society for Marketing Advances Doctorial Consortium Fellow, 2009
 


Publications

Graham, Kenneth W. and Kelly M. Wilder (2013), “The Impact of Anti-brand Advertising and Brand Attitude: The Role of Consumer-Brand Identification,” (summary brief), Marketing Identity, John D. Brand, ed. (Society for Marketing Advances: Hilton Head, SC), pp. 205-206.

Wilder, Kelly M. and Michael Breazeale (2012), “Everybody Knows I love That Brand! Toward an Understanding of Brand Advocacy,” (summary brief), The What and ‘So What’ of Brand Relationships, Susan Fournier, Michael Breazeale, and Jill Avery, eds. (Consumer-Brand Relationships: Simmons School of Management, Boston, MA).

Blakeney, Alisha, Kelly M. Wilder, and Toni-Rochelle Ford (2012), “What’s That Doing Here? Toward an Understanding of Product-Retailer Brand Incongruity,” (summary brief), The What and ‘So What’ of Brand Relationships, Susan Fournier, Michael Breazeale, and Jill Avery, eds. (Consumer-Brand Relationships:  Simmons School of Management, Boston, MA) p. 21.

Wilder, Kelly M. and Cynthia Webster (2011), “An Exploration of the Effects of Motivational Priming on Consumers’ Food Portion Size Change Intentions,” (summary brief), Marketing 2011:  Delivering Value in Turbulent Times, Stephanie M. Noble and Charles H. Noble, eds. (American Marketing Association:  San Francisco, CA), pp. 220-221.

Wilder, Kelly M., Joel E. Collier, and Donald C. Barnes (2011), “The Role of Service Climate in Adaptive Service Offerings,” (summary brief), Marketing Theory and Applications, Raji Srinivasan and Leigh McAlister, eds. (American Marketing Association, Austin, TX), pp. 66-67.

Wilder, Kelly M. and Cynthia Webster (2010), “Motivational Priming and Consumers’ Food Portion Sizes.” (summary brief), Marketing in a Turbulent Environment, Uen Young Kim, ed. (Global Marketing Conference, Tokyo, Japan), pp.120-127.

Wilder, Kelly M., Allyn White, and Cynthia Webster (2009), “Toward an Understanding of the Consumer-Food Relationship,” (summary brief), Embracing Challenges and Changes – A Global Perspective, William J. Kehoe and Linda K. Whitten, eds. (New Orleans, LA), pp. 163-164. *Best Paper in Track Award
 


Presentations

Horky, Alisha B., Kelly M. Wilder, and Toni Ford (2012), “What's That Doing Here? Toward an Understanding of Product-Retailer Brand Incongruity,” Southeast Marketing Symposium, University of Tennessee, Knoxville, TN.

Wilder, Kelly M. (2012), “Everybody Knows I Love that Brand!: Toward an Understanding of Brand Advocacy,” Southeast Marketing Symposium, University of Tennessee, Knoxville, TN.

Wilder, Kelly M. (2011), “The Role of Service Climate in Adaptive Service Offerings,” Southeast Marketing Symposium, University of Mississippi, Oxford, MS.

Wilder, Kelly M. (2010), “The Ripple Effects of Rage: How Outraged Customers Affect Others,” Southeast Marketing Symposium, University of Memphis, Memphis, TN.


 

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