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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鈥檚 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.,础.Keel,et al.(2021) 鈥淏rand Activism Change Agents: Strategic Storytelling for Impact and Authenticity,鈥�Journal of Strategic Marketing.
  • Tran, A. &A. Keel(2021) 鈥淭he Effects of Liking for Activities on Perceived Spare Time,鈥�Journal of Consumer Marketing,38(2), pp. 159-167.
  • Keel, A.& M. Wolf (2020) 鈥淓xploring Marketing Opportunities to Curtail Marine Wildlife Crime,鈥�Psychology & Marketing, 37, pp. 1743-1754.
  • Key, M. T. &A. Keel(2020) 鈥淗ow Executives Talk: Exploring Marketing Executive Value Articulation with Computerized Text Analysis,鈥�European Journal of Marketing,54(3), pp. 546-569.
  • Keel, A., C. Lending & B. Marshall (2019) 鈥淭he Impact of Buzz on Internet IPO Valuation,鈥�Journal of Strategic Marketing,pp. 1-23.
  • Lee, J., H. Hwang, A. Tran, &A. Keel(2019) 鈥淭he Mediation Effect of Inertia on Service Duration,鈥�Journal of Applied Structural Equation Modeling (JASEM),3(1), pp. 1-14.
  • Abernethy, A &A. Keel, (2016) 鈥淗ow Researchers Respond to Replication Requests Revisited,鈥�Journal of Advertising, 45(1), pp. 13-18.
  • Keel, A.& D. Padgett (2015) 鈥淭he Effects of Adjacent Competitors and Promotion on Brand Sales,鈥�Journal of Consumer Marketing, 32(1), pp. 43-50.
  • Keel, A.& B. Bourdeau (2014) 鈥淪hould all Service Firms Follow the Recessionary Advertising Prescription?鈥�Journal of Services Marketing,28(3), pp. 207-213.
  • Bourdeau, B., M. K. Brady, J. J. Cronin,A. Keel& C. M. Voorhees (2013) 鈥淭he Moderating Role of Attitude in Consumers鈥� Service Assessments,鈥�Marketing Management Journal,23(2), pp. 86-100.
  • Bourdeau, B. &A. Keel(2013) 鈥淣ew Thoughts on Internal Service Quality: Does the Chief Purchasing Officer鈥檚 Commitment to Front-Line Employees鈥� Satisfaction Affect the Quality Perceptions of Consumers?鈥�Innovative Marketing, 9(3), pp. 39-47.
  • Keel, A.& R. Nataraajan (2012) 鈥淐elebrity Endorsements and Beyond: New Avenues for Celebrity Branding,鈥�Psychology& Marketing,29(9), pp. 690-703.
  • Carver, J. &A. Keel鈥淎 鈥楲egitimate鈥� Look at CMO Influence: How Legitimacy Can Impact Future CMO Inquiry,鈥�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

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