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.
Dr. Lafferty received her 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