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Dr. Astrid Keel

Dr. Astrid Keel

Professor, Marketing

Data Analytics / Marketing and Law
College of Business
Main: (909) 448-1585
La Verne / College of Business 129

Dr. Keel’s research has been accepted in Psychology & Marketing, Journal of Services Marketing, Marketing Management Journal, among others. She is on the editorial review boards of Psychology & Marketing and Marketing Education Review. She is a member of the Society of Marketing Advances.

Publications

  • Key, M., A. Keel, et al. (2021) “Brand Activism Change Agents: Strategic Storytelling for Impact and Authenticity,” Journal of Strategic Marketing.
  • Tran, A. & A. Keel (2021) “The Effects of Liking for Activities on Perceived Spare Time,” Journal of Consumer Marketing, 38(2), pp. 159-167.
  • Keel, A. & M. Wolf (2020) “Exploring Marketing Opportunities to Curtail Marine Wildlife Crime,” Psychology & Marketing, 37, pp. 1743-1754.
  • Key, M. T. & A. Keel (2020) “How Executives Talk: Exploring Marketing Executive Value Articulation with Computerized Text Analysis,” European Journal of Marketing, 54(3), pp. 546-569.
  • Keel, A., C. Lending & B. Marshall (2019) “The Impact of Buzz on Internet IPO Valuation,” Journal of Strategic Marketing, pp. 1-23.
  • Lee, J., H. Hwang, A. Tran, & A. Keel (2019) “The Mediation Effect of Inertia on Service Duration,” Journal of Applied Structural Equation Modeling (JASEM), 3(1), pp. 1-14.
  • Abernethy, A & A. Keel, (2016) “How Researchers Respond to Replication Requests Revisited,” Journal of Advertising, 45(1), pp. 13-18.
  • Keel, A. & D. Padgett (2015) “The Effects of Adjacent Competitors and Promotion on Brand Sales,” Journal of Consumer Marketing, 32(1), pp. 43-50.
  • Keel, A. & B. Bourdeau (2014) “Should all Service Firms Follow the Recessionary Advertising Prescription?” Journal of Services Marketing, 28(3), pp. 207-213.
  • Bourdeau, B., M. K. Brady, J. J. Cronin, A. Keel & C. M. Voorhees (2013) “The Moderating Role of Attitude in Consumers’ Service Assessments,” Marketing Management Journal, 23(2), pp. 86-100.
  • Bourdeau, B. & A. Keel (2013) “New Thoughts on Internal Service Quality: Does the Chief Purchasing Officer’s Commitment to Front-Line Employees’ Satisfaction Affect the Quality Perceptions of Consumers?” Innovative Marketing, 9(3), pp. 39-47.
  • Keel, A. & R. Nataraajan (2012) “Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding,” Psychology & Marketing, 29(9), pp. 690-703.
  • Carver, J. & A. Keel  “A ‘Legitimate’ Look at CMO Influence: How Legitimacy Can Impact Future CMO Inquiry,” The CMO Journal.

Additional Information

Teaching Areas

  • Marketing Research & Analytics
  • Digital Marketing
  • Principles of Marketing

Research Interests

  • Marketing in Recessions
  • Retailing
  • Digital Marketing

Faculty Website

https://www.astridkeel.com/

To explore the scholarship and creative works of University of La Verne faculty, please visit the Research Works profiles hosted by Wilson Library.

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