Bobby Calder

  • 2005 Citations
1969 …2020

Research output per year

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Personal profile

Research Interests

Professor Calder's research focuses on the analysis of consumer behavior, media consumption, and marketing strategy. His work has covered the health care, food, electronics, and financial services industries.

Education/Academic qualification

Social Psychology; Minor Field: Psychometrics, MA, University of North Carolina at Chapel Hill

… → 1970

Social Psychology; Minor Field: Psychometrics, PhD, University of North Carolina at Chapel Hill

… → 1970

Psychology; Minor Field: Economics, AB, University of North Carolina at Chapel Hill

… → 1966

Research interests

  • Advertising
  • Arts marketing
  • Brand management
  • Consumer behavior
  • Marketing research
  • Marketing strategy
  • Mass communications
  • Newspaper management
  • Strategy

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Research Output

The experimental evaluation of brand strength and brand value

He, J. & Calder, B. J., Jul 2020, In : Journal of Business Research. 115, p. 194-202 9 p.

Research output: Contribution to journalArticle

  • B2B content marketing for professional services: In-person versus digital contacts

    Wang, W. L., Malthouse, E. C., Calder, B. & Uzunoglu, E., Aug 2019, In : Industrial Marketing Management. 81, p. 160-168 9 p.

    Research output: Contribution to journalArticle

  • 9 Scopus citations

    Integrating effects and theory in research and application

    Calder, B. J., Miguel Brendl, C. & Tybout, A. M., Apr 15 2019, Handbook of Research Methods in Consumer Psychology. Taylor and Francis Inc., p. 419-437 19 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

    1 Scopus citations

    Process control for monitoring customer engagement

    Malthouse, E. C., Wang, W. L., Calder, B. & Collinger, T., Jun 1 2019, In : Journal of Marketing Analytics. 7, 2, p. 54-63 10 p.

    Research output: Contribution to journalArticle

  • From advertising to engagement

    Malthouse, E. C. & Calder, B. J., Feb 9 2018, The Handbook of Communication Engagement. Wiley-Blackwell, p. 411-420 10 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

    3 Scopus citations