Bruce L. Alford, Ph.D.

Max P. Watson Jr. Endowed Professor

Associate Professor of Marketing


Department of Marketing & Analysis
College of Business
P. O. Box 10318
Louisiana Tech University
Ruston, LA 71272

BUS Room #211E

(318) 257- 3962 (Office)
(318) 257- 4013 (FAX)



Marketing Doctoral Program Information

Journal Publications:
Obilo, Obinna O. and Bruce L. Alford, (2018), "Market Segmentation via Attitudinal Functions: A Multi-Method Approach," Qualitative Market Research: An International Journal, Vol. 21, Iss. 1, 63-81.
Alford, Bruce L., Otis W. Gilley, Charles M. Wood, and Obinna Obilo (2017), ""No Sale" Items in Auctions: Do They Really Matter?", Marketing Letters, Vol. 28, Iss. 1, (March), 155-168.

*Obilo, Obinna O. and Bruce Alford, (2015) “Advancing Scholarship: Fostering the Motivation to Research in Future Marketing

Scholars,”Journal for Advancement of Marketing Education, Vol. 23, Iss. 1 (Spring), 12-22.


            *Awarded the 2015 Article of the Year Award by the Journal for Advancement of Marketing Education.

Zhuang, Weiling and Bruce Alford (2015), "The Mediation Effects of Sticker Shock," Journal of Product and Brand Management, Vol. 24, No. 4, 412-419.
Amyx, Douglas, Dheeraj Sharma, and Bruce L. Alford (2014), "The Influce of Role Ambiguity and Goal Acceptance on Salesperson Performance and Commitment," Marketing Management Journal, Vol. 24, No. 1, 52-65.
Zhuang, Weiling, Kevin J. Cumiskey, Qian Xiao, and Bruce L. Alford (2010), “The Impact of Perceived Value on Behavior Intention: An Empirical Study,” Journal of Global Business Management, Vol. 6, No. 2 (October).
Sharma, Dheeraj, Jule B. Gassenheimer, and Bruce L. Alford (2010), " Internet Channel and Cannibalization: An Empirical Assessment of Sales Agents' Perspective," Journal of Personal Selling and Sales Management, Vol. 30, No. 3 (Summer), 209-221.
Sharma, Dheeraj, Bruce L. Alford, Shahid N. Bhuian, and Lou E. Pelton (2009), "A Higher-Order Model of Risk Propensity," Journal of Business Research, Vol. 62, No. 7, 741-744.
Hayes, J. Bryan, Bruce L. Alford, and Louis M. Capella (2008), "When the Goal is Creating a Brand Personality, Focus on User Imagery,” Academy of Marketing Studies Journal, Vol. 12, No. 1, 95-116.
Hayes, J. Bryan, Bruce L. Alford, Lawrence Silver, and Rice P. York (2006), “Looks Matter In Developing Consumer-Brand Relationships,” Journal of Product and Brand Management, Vol. 15, No. 5, 306-315.
Silver, Lawrence S., Sean Dwyer, and Bruce Alford (2006), “Learning and Performance Goal Orientation of Salespeople Revisited: The Role of Performance-approach and Performance-avoidance Orientations”, Journal of Personal Selling and Sales Management, Vol. 26, No. 1 (Winter), 27-38.
Amyx, Douglas and Bruce L. Alford (2005), “The Effects of Salesperson’s Need for Achievement and Sales Manager’s Leader Reward Behavior”, Journal of Personal Selling and Sales Management, Vol. 25, No. 4 (Fall), 347-361.
**Wood, Charles M., Bruce L. Alford, Ralph W. Jackson, and Otis W. Gilley (2005), “Can Retailers Get Higher Prices for End-of-Life Inventory Through Online Auctions”, Journal of Retailing, Vol. 81, No. 3, 181-190. 
**Awarded the Emerald Management Reviews 2005 Citation of Excellence.  Awarded to the top 50 articles from Emerald’s article-review database of 15,000 articles.
Hopkins, Christopher D. and Bruce L. Alford (2005), “Pioneering the Development of a Scale to Measure E-Tailer Image,” Journal of Internet Commerce, Vol. 4, Iss. 4, 77-99.
Alford, Bruce L. and Abhijit Biswas (2002), "The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers' Price Perception and Behavioral Intention," Journal of Business Research. Vol. 55, No. 9, 775-783.
Maertz, Carl. P., Donald C. Mosley, and Bruce L. Alford (2002), “Does Organizational Commitment Fully Mediate Constituent Commitment Effects? A Reassessment and Clarification”, Journal of Applied Social Psychology, Vol. 32, No. 6, 1300-1313.
Faircloth, James, Louis M. Capella, and Bruce L. Alford (2001), “The Effect of Brand Attitude and Brand Image on Brand Equity,” Journal of Marketing Theory and Practice, Vol. 9, No. 3 (Summer), 61-75.
Hopkins, Christopher D. and Bruce L. Alford (2001), “A New Seven-Dimensional Approach to Measuring the Retail Image Construct”, Academy of Marketing Studies Journal, Vol. 5, No. 2, 105-114.
Alford, Bruce L. and Brian T. Engelland (2001), “Delivering Distance Education via Interactive Television: Considerations in Faculty Preparation, Course Administration and Student Evaluation,” Journal for the Advancement of Marketing Education, Vol. 1, (Summer), 13-18.
Alford, Bruce L. and Brian T. Engelland (2000), "Advertised Reference Price Effects on Consumer Price Estimates, Value Perception, and Search Intention," Journal of Business Research, Vol. 48, No. 2, 93-100.
Engelland, Brian T. and Bruce L. Alford (2000), “Consumer Learning and the Creation of Primacy Advantages for Followers," Journal of Business Strategies, Vol. 17, No. 2, (Fall), 145-162.
Alford, Bruce L. (1998), "Using Cognitive Scripts to Assess the Process of Professional Service Delivery," Journal of Professional Services Marketing, Vol. 17, No. 1, 77-103.
Alford, Bruce L. (1998), "Affect, Attribution, and Disconfirmation: Their Impact on Health Care Services Evaluation," Health Marketing Quarterly, Vol. 15, No. 4, 55-74.
Alford, Bruce L. and Daniel L. Sherrell (1996), "The Role of Affect in Consumer Satisfaction Judgments of Credence-Based Services," Journal of Business Research, Vol. 37, No. 1, (September), 71-84.



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