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Gordon Ford College of Business Staff


Mary Jane Gardner, DBA
Mary Jane Gardner, DBA
- Associate Professor - Marketing
Teaching Area
Principles of Marketing
 
Integrated Marketing Communications
 
Services Marketing
 
Social Media Marketing
Education

DBA, Marketing, Kennesaw State University, 2017

MA, Organizational Communication, Western Kentucky University, 1996

BA, Broadcasting, Western Kentucky University, 1994

Biography
Dr. Gardner brings almost 20 years of experience in retail marketing, services marketing, and promotion and advertising to the Gordon Ford College of Business Marketing Department. Prior to coming to WKU, she was employed as the director of marketing and advertising for an automotive group where she directed all marketing and advertisings activities including a $6 million+ annual promotion budget for more than 20 automotive and motorcycle dealerships spanning six states
 
Since joining the faculty in the Marketing Department, Dr. Gardner has taught a variety of undergraduate marketing course including Principles of Marketing, Integrated Marketing Communication, Services Marketing, and Social Media Marketing. She has received numerous awards for teaching including GFCB Teaching Award 2020-2021, GFCB Beta Gamma Sigma Professor of the Year 2019-2020, and the WKU National Society of Leaders and Success Excellence in Teaching Award 2019-2020.
 
Her research interests include digital and traditional marketing communications, consumer behavior, atmospherics and servicescapes, and gender issues in sales and marketing.
Recent Publications

"Deal or no deal: Sales promotion influence on consumer evaluation of deal value and brand attitude", Small Business Institute Journal, 2022, 18(2).

"What’s in it for me? Perceived value of marketing activities as a driver of consumer engagement on social network sites" (with J. Hair and J. Melancon), Marketing Management Journal, 2022, 32(2).
 
"I deserve that deal! Effects of new customer exclusive promotions on existing service customers" (with J. Melancon), Services Marketing Quarterly, Accepted October 2022.
 
"The era of consumer entitlement: Investigating entitlement activation after a perceived brand failure" (with J. Melancon and V. Dalakas), Journal of Consumer Marketing, 2021, 38(7), 780-790.
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 Last Modified 3/29/22