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Profile photo of Diane Halstead, Ph.D.
Diane Halstead, Ph.D.
Mary Harris Distinguished Professor of Entrepreneurship
Marketing and Entrepreneurship
B.B.A., M.B.A., Ph.D.
  Fletcher Hall 400-J

Entrepreneurship and Small Business Strategy
Marketing Strategy
Services Marketing
Advertising and Promotion
Strategic Brand Management
Customer Service, Satisfaction, Quality, and Loyalty

Customer Satisfaction and Complaint Behavior                                                                                 

Customer Service and Loyalty    

Customer Expectations

Advertising and Promotion

Entrepreneurship and Small Business Strategy                                                                                                  

Brand Equity and Brand Management                                                                                                             

Internet Marketing

Ph.D. - 1990, Michigan State University
M.B.A - 1981, Western Michigan University
B.B.A. - 1980, Western Michigan University

Sample Publications

2014: "The Impact of Small Service Providers' Christian Identity on Consumer Perceptions," Academy of Marketing Studies Journal, in press, with Valerie A. Taylor.


2011:  "Using RFM Data to Optimize Marketing Campaigns: A Linear Programming Approach," Academy of Marketing Studies Journal, 15 (2), 59-76, with Arben Asllani.

2010: “Consumer Responses to Christian Religious Symbols in Advertising,” Journal of Advertising, 39 (2), 79-92, with Valerie A. Taylor and Paula J. Haynes.

2010: “An Exploratory Model of Interpersonal Cohesiveness in New Product Development Teams,” Journal of Product Innovation Management, 27 (2), 201-219, with Beverly K. Brockman, Melissa E. Rawlston, and Michael A. Jones.  

2009: “Service Provider Use of Christian Religious Messages in Yellow Pages Advertising,” Advertising and Society Review, 10 (4), with Paula J. Haynes and Valerie A. Taylor.

2009: “Developing a Strategic Framework of Key Account Performance,” Journal of Strategic Marketing, 17 (3-4), 221-235, with Eli Jones, Keith A. Richards, and Frank Q. Fu. 

2008: “Customer Orientation of Financial Advisors,” Journal of Financial Services Marketing, 13 (3) 183-192, with Michael A. Jones, Vance P. Lesseig, and Thomas I. Smythe. 

2008: "Auction Characteristics and Outcomes: An Empirical Examination of eBay," Journal of Internet Commerce, 7 (3), 403-424, with Richard C. Becherer, and A.J. Taylor.

2007:“Satisfaction Theory and the Disadvantaged Consumer", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 20 (December), 15-35.  Halstead, Diane, Michael A. Jones, and April N. Cox.

2004: “Characteristics and Internet Marketing Strategies of Online Auction Sellers,” International Journal of Internet Marketing and Advertising, 1 (1), 24-37.  Becherer, Richard C. and Diane Halstead.

2003: “Internet Auction Sellers: Does Size Really Matter?” Internet Research: Electronic Networking Applications and Policy, 13 (3), 183-194.  Halstead, Diane and Richard C. Becherer.

2003: “Marketing Orientation in SMEs: Effects of the Internal Environment,” New England Journal of Entrepreneurship, 6 (1), 13-22.   Becherer, Richard C., Diane Halstead, and Paula Haynes.

2003:  “The Impact of Instruction Understanding on Satisfaction and Switching Intentions,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16 (December), 10-18.   Jones, Michael A., Valerie A. Taylor, Richard C. Becherer, and Diane Halstead.

2002: “Negative Word-of-Mouth: Substitute For or Supplement to Consumer Complaints?” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15 (December), 1-12.

2000: “Antecedents of Job Burnout among Small Company Presidents,” Journal of Small Business Strategy, 11 (1), 26-38.   Becherer, Richard C., Diane Halstead, and John Maurer.

1999: “The Use of Comparison Standards in Consumer Satisfaction Research and Management: A Review and Proposed Typology,” Journal of Marketing Theory and Practice, 7 (3), 13-26.

Professional Activities and Memberships

Editorial Review Board:  Journal of Marketing Theory and Practice
Editorial Review Board:  Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Society for Marketing Advances
American Marketing Association
Chattanooga Advertising Federation
Beta Gamma Sigma

Honors and Awards
College of Business named Top Corporate Fundraising Team for ALS (2010)                                                

Awarded "Dean's Merit" (2009-2010)                                                                                                        

Awarded EDO rating of "Dean's Merit (2009-2010)

Awarded EDO rating of “Exceptional Merit” at UTC (2008-2009)

Inducted into Alpha Society at UTC (2003)

Inducted into “Who’s Who in Business in Higher Education” (2003)

Awarded “Dean’s Merit” honor for “Excellence in Development” (2003)

Awarded Mary Harris Distinguished Professorship (2002)

Awarded Alan S. Lorberbaum Professorship (2001)

Awarded EDO rating of "Exceptional Merit" at UTC (1999)

Awarded "Excellence in Applied Research" Honor at UTC (1999)

Awarded EDO rating of "Exceptional Merit" at UTC (1998)

Awarded EDO rating of "Exceptional Merit" at UTC (1997)

Awarded UC Foundation Professorship at UTC (1998)

Appointed W. Max Finley Centennial Scholar (1997-1998)

Awarded "Highest Quality Rating" from ANBAR Electronic Intelligence, a leading guide to management journal articles, for two articles (1996 JBR and 1997 JAMS)

University of Kentucky Competitive Summer Research Fellowship Award (1995)