Barbara Lafferty, Associate Professor, has taught Basic Marketing, Promotion Management, MBA Promotion Management and MBA Sustainable Marketing.
Lafferty's research in cause-related marketing has helped establish her as one of this area's foundational researchers. She has published articles in Journal of Advertising, Journal of Business Research, Psychology & Marketing and European Journal of Marketing among others. She was awarded the Outstanding Paper in a Track five times from the Society for Marketing Advances and the Steven J. Shaw Award for Best Paper. Her research has been cited over 1500 times in peer-reviewed journals nationally and internationally. She serves on editorial review boards and as ad hoc reviewer for eight major marketing journals; is in Who's Who in Business Higher Education and has been nominated for best researcher in the college of business at USF in 2003 and 2004.
Lafferty received a BA from The Ohio State University, MS from University of Illinois, and PhD from Florida State University. Work experience includes: corporate communications for General Motors, advertising/PR for Flournoy and Gibbs, and sales for Reams and Susquehanna Broadcasting.
- MAR 4333 - Promotion Management
- MAR 6936 - Marketing Management for a Sustainable Future
- Goldsmith, Ronald E., Lafferty, Barbara A., Holmes, Yvette, Zhu, Yimin (2011), "A Brand Alliance Model," Second International Colloquium on Consumer-Brand Relationships, Rollins College, Winter Park, FL.
- Carrillat, Francois A., Eric Harris, and Barbara A. Lafferty (2010), "Fortuitous Brand Image Transfer: Investigating the Side Effect of Multiple Sponsorships," Journal of Advertising 39 (2), 109-123.
- Lafferty, Barbara A. (2009), "Selecting the Right Cause Partners for the Right Reasons: The Role of Importance and Fit in Cause-Brand Alliances," Psychology & Marketing, 26 (4), 359-382
Future research goals
To explore ways to motivate greater consumer consciousness with respect to how we live our lives. We are at the threshold of a new paradigm in the field of marketing. The old model will not survive as we move into a future that places an emphasis on conservation and renewable resources instead of disposability and consumption without regard to the consequences.
- Editorial review board: Psychology & Marketing
- Editorial review board: Journal of Business Research, Journal for Advancement of Marketing Education
- Ad hoc reviewer 8 major marketing journals including: Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Personal Selling and Sales Management
- Professional Associations: AMA, ACR, SCP, SMA
- University, college, and department committees