GFCB Marketing Staff

Principles of Marketing

 

Integrated Marketing Communications

 

Services Marketing

 

Social Media Marketing

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.

"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.