Concepedia

Ronald A. Fullerton

RA

25

Publications

2K

Citations

19

H-Index

1977

Active since

Affiliations

Southeastern University(Current)

University of Connecticut

American University in Cairo

Ronald A. Fullerton is an author at Southeastern University specializing in marketing, management, and consumer research.

Top concepts

MarketingManagementConsumer ResearchBusinessConsumer BehaviorMarketing CommunicationAdvertisingConsumer CultureMarketing StrategyConsumer Decision Making

Publications per year

1977–2013

25

Publications

25

Repercussions of promoting an ideology of consumption: consumer misbehavior

Ronald A. Fullerton, Girish Punj · Journal of Business Research · 2002 · 418 citations

Consumer Decision Making, Consumer Uncertainty, Consumer Culture +7

Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation

George S. Low, Ronald A. Fullerton · Journal of Marketing Research · 1994 · 308 citations

Brand Strategy, Personal Branding, Brand Manager System +16

How Modern is Modern Marketing? Marketing's Evolution and the Myth of the “Production Era”

Ronald A. Fullerton · Journal of Marketing · 1988 · 253 citations

Production Era Concept, Advertising, Business History +12

Choosing to Misbehave: a Structural Model of Aberrant Consumer Behavior

Ronald A. Fullerton, Girish Punj · Advances in consumer research · 1993 · 247 citations

Behavioral Sciences, Consumer Decision Making, Consumer Choice +14

Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation

George S. Low, Ronald A. Fullerton · Journal of Marketing Research · 1994 · 133 citations

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