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Gordon Ford College of Business Staff

Joanna Phillips Melancon, PhD
Joanna Phillips Melancon, PhD
- Professor - Marketing
Teaching Area(s)
Marketing Research
Social Media Marketing
Consumer Behavior

PhD, Marketing, University of Mississippi, 2007

BS, Business Administration, Marketing, Berry College, 2001


Dr. Joanna Melancon researches in the areas of consumer loyalty, consumer relationships, consumer complaint, and social media. Her manuscripts have been published in outlets such as The Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Advertising, and Business Horizons, among others. Collectively, these works have been cited over 2,000 times.

Recent Publications
“Brands in the eye of the storm: navigating political consumerism and boycott calls on social media" (with V. Dalakas and I. Szczytynski), Qualitative Marketing Research, 2022/forthcoming.
“What’s in it for me? Perceived value of marketing activities as a driver of consumer engagement on social network sites,” (with M.J. Gardner and J.M. Hair), Marketing Management Journal, 2022/forthcoming.
“The era of consumer entitlement: investigating entitlement after a perceived brand failure" (with M.J. Gardner and V. Dalakas), Journal of Consumer Marketing, 2021, 38(7).
“Does Fandom Influence Marketing Executives’ Valuations of Sports Sponsorships? Insight from the French Soccer League" (with O. Renier and V. Dalakas), Services Marketing Quarterly, 2021, 42(3-4), 194-207.
“Consumer Voice in the Age of Social Media,” (with V. Dalakas), Business Horizons, 2018, 61(1), 157-167.
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 Last Modified 3/29/22