• Assistant Professor of Marketing, University of Cincinnati

Joshua T. Beck is an associate professor in the Department of Marketing and Judy and Hugh Oliphant Research Scholar at the Lundquist College of Business. He holds a PhD from the University of Washington. Beck researches topics at the intersection of consumer behavior and marketing strategy, with a focus on customer loyalty and consumer-brand relationships in the domains of retail, sports, and food. Beck's research has been published in top-level research publications, including the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of International Marketing. He has also coauthored several book chapters on the topics of customer relationships and persuasion.

Beck serves on the editorial review board of the Journal of the Academy of Marketing Science and Journal of International Marketing, he also serves as a reviewer for several top-level journals. He has taught classes in marketing strategy, international marketing, and marketing research at both undergraduate and graduate levels.

• PhD, Marketing, Foster School of Business, University of Washington, 2014
• MS, Business Administration, Foster School of Business, University of Washington, 2012
• BA, Business Administration and Psychology, California State University, 2007

Research Interests:

• Customer loyalty and loyalty programs
• Customer relationship management
• Economic and social influence

Teaching Interests:

• Business strategy
• International marketing
• Marketing management

• Kageyama Research Award, 2017
• Kageyama Research Award, 2016
• UC Dean's List of Teaching Excellence, 2015
• UC Dean's List of Teaching Excellence, 2014

• Gish, Jeff, Lauren Lanahan, and Joshua Beck. "Entrepreneurial Activity from Income Inequality: Panel Evidence from the Craft Brewing Industry."
• Edelblum, Andrew, Joshua Beck, Sokiente Dagogo-Jack, and Lea Dunn. "Sit Back or Act? How Self-Brand Connection Shapes Response to Brand Activism." Journal of Consumer Research.
• Beck, Joshua, Colleen Harmeling, Yashoda Bhagwat, and Conor Henderson. "Economic Inequality, Trust, and Brand Leadership." Marketing Science Institute Working Paper Series, 16-109.

• "The Role of Identification Needs in Shaping the Efficacy of the One-for-One Promotional Model," with Riley Dugan and Joshua Clarkson, American Marketing Association Summer Conference, August 2017
• "Marketing to Fans All Over the World: How Fan Identification and Social Context Jointly Shape Brand Sponsorship Effectiveness," with Marc Mazodier and Conor Henderson, American Marketing Association Summer Conference, August 2017
• "Soapbox Profits: How Brand Activism Impacts Abnormal Stock Returns," with Yashoda Baghwat, Nooshin Warren, and George F. Watson, INFORMS Society for Marketing Science Conference, June 2017
• "By the Grace of Brands: The Role of Brand Leadership in the Process of Restoring Control," with Alexander Bleier and Ryan Rahinel, Association for Consumer Research Conference, October 2016
• "Economic Inequality and Brand Performance," with Colleen Harmeling, Yashoda Bhagwat, and Conor M. Henderson, American Marketing Association Summer Conference, August 2016
• "Economic Inequality, Trust, and Brand Leadership," with Colleen Harmeling, Yashoda Bhagwat, and Conor M. Henderson, Theory + Practice in Marketing Conference, May 2016
• "Brands as Stewards: The Role of Brand Leadership in the Process of Restoring Control," with Alex Bleier and Ryan Rahinel, European Marketing Academy (EMAC) Conference, May 2016
• "Winning Me (Us) Back: How Self-Construal Shapes the Efficacy of Targeted Brand Apologies," with Roseann V. Hassey, American Marketing Association Winter Conference, February 2016
• "Norms as Standards vs. Self-Descriptions: How Dynamic Information Shifts Interpretation of Normative Messages," with Sokiente W. Dagogo-Jack and Nidhi Agrawal, Association for Consumer Research North American Conference, October 2014
• "Culture's Impact on Relationship Marketing in BRIC Countries," with Stephen A. Samaha, American Marketing Association Summer Conference special session with Jag Sheth, Olga Tretyak, and Aurea Ribeiro, August 2012
• "Unpacking Loyalty: A Meta-analytic Review for B2B Relationships," Special session: Emerging Interorganizational Issues, with George F. Watson IV, Conor M. Henderson, and Robert W. Palmatier, American Marketing Association Summer Conference, August 2012
• "Relationship Marketing," with Robert Palmatier, B2B Authors' Conference hosted by Edward Elgar Publishing, Ltd., Harvard University, August 2010
• "Leveraging Groups," with Robert W. Palmatier and Conor M. Henderson, American Marketing Association Summer Conference, August 2010