Jill Avery

Assistant Professor
P: 617-521-3853
F: 617-521-3880
jill.avery@simmons.edu

D.B.A., Harvard Business School, M.B.A.; The Wharton School, B.A.; University of Pennsylvania


Specialization

Brand management, customer relationship management, conspicuous consumption, social mission brands, marketing in Web 2.0, and brand communities

Bio

Dr. Jill Avery is an Assistant Professor of Marketing at the Simmons School of Management in Boston.  She received a DBA (marketing) from the Harvard Business School, a MBA (marketing and finance) from the Wharton School, and a BA (English and art history) from the University of Pennsylvania.

 Dr. Avery’s research focuses on brand management and customer relationship management issues.  Her dissertation research won the 2006 Harvard Business School Wyss award for excellence in doctoral research and the best paper award at the Association of Consumer Research conference on gender, marketing, and consumer behavior.  Her work has been published in the Journal of Marketing Communications. Her branding insights have been cited in Advertising Age, The Economist, The New York Times, The Financial Times, The Harvard Business Review, and Strategy and Business.     

Dr. Avery teaches marketing management, brand management/integrated marketing communications, and consumer behavior in the MBA and undergraduate programs.  She was awarded a Certificate of Distinction in Teaching and was nominated for the Joseph R. Levenson Memorial Teaching Prize at Harvard University.  She has written a series of teaching cases on marketing in Web 2.0 which are available from Harvard Business School Publishing.  

Prior to her academic career, Dr. Avery spent nine years in brand management, managing brands for The Gillette Company, Braun Inc., Samuel Adams, and AT&T, and spent three years on the agency side of the business, as an account executive managing consumer promotions for Pepsi, General Foods, Bristol-Myers, and Citibank.  She remains close to practice by offering pro-bono marketing consulting services to a range of entrepreneurial start-up companies and non-profit organizations, including the Museum of Fine Arts, Boston, where she serves as a member of the Board of Overseers.

Current Course(s)

  • Marketing Management
  • Integrated Promotion and Brand Management
  • Brand Management and Integrated Marketing Communications
  • Consumer Behavior

Publications

  • Heckler, Susan E., Kevin Lane Keller, Michael J. Houston, and Jill Avery (forthcoming) “Building Brand Knowledge Structures:  Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims,” Journal of Marketing Communications.
  • Avery, Jill (forthcoming) “Chick Cars, Chick Cigs, and Chick Flicks: Gendered Brands and their Consumers,” Consumer Behavior: How Humans Think, Feel, and Act in the Marketplace, ed. Banwari Mittal, Open Mentis.
  • Avery, Jill (forthcoming) “The Relational Roles of Brands,” Cultural Marketing Management, eds. Lisa Penaloza, Nil Toulouse, Luca Visconti.
  • Avery, Jill (2008) “Marketing in the Age of Web 2.0,” Simmons Magazine, 90 (3).
  • Keinan, Anat and Jill Avery (2008) “Understanding Brands,” Harvard Business School Publishing, 9-509-041.
  • Steenburgh, Thomas and Jill Avery (2008) “UNME Jeans:  Branding in Web 2.0,” Harvard Business School Publishing, 9-509-035.
  • Steenburgh, Thomas and Jill Avery (2009) “HubSpot: Inbound Marketing and Web 2.0,” Harvard Business School Publishing, 9-509-049.

Research

  • BrandManagement
  • Brand Meaning and Consumer Identity Construction
  • Consumer-Brand Relationships and CRM
  • Branding in Web 2.0

Dissertation

“Saving Face by Making Meaning: The Negative Effects of Consumers’ Self-Serving Response to Brand Extension,” Harvard Business School Doctoral Dissertation, UMI Dissertation Publishing. 

Awards & Accolades

  • Best Paper Award, ACR Conference on Gender, Marketing, and Consumer Behavior (2008)
  • Harvard Business School Wyss Award for Excellence in Doctoral Research (2006)
  • AMA Sheth Foundation Doctoral Consortium Fellow, University of Maryland (2006)
  • Joseph R. Levenson Memorial Teaching Prize Nominee, Harvard University (2004)
  • Certificate of Distinction in Teaching, Harvard University (2003)
  • Bachelor of Arts cum laude honors, University of Pennsylvania (1988)

Work in Progress

Working Papers

  • “Protecting the Markers of Hegemonic Masculinity: Consumer Resistance to Gender Bending Brand Extensions,” available for download at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1088802.
  • “Saving Face by Making Meaning: The Negative Effects of Brand Communities Self-Serving Response to Brand Extensions”
  • “Adding Bricks to Clicks: The Contingencies Driving Cannibalization and Complementarity in Multichannel Retailing,” with Thomas J. Steenburgh, John Deighton, and Mary Caravella, available for download at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=961567. 
  • “The Underdog Effect: The Marketing of Disadvantage through Brand Biography,” with Neeru Paharia, Anat Keinan, and Juliet Shor
  • “Putting Relationships Back into CRM,” with Susan Fournier and Andrea Wojnicki

 

Professional Memberships

  • American Marketing Association
  • Association for Consumer Research
  • Marketing Science Institute

Speaking Engagements

  • The Underdog Effect: The Marketing of Disadvantage through Brand Biography,” 2009 Consumer Culture Theory Conference, University of Michigan.
  • The Evolution of Hierarchical Status Systems and Hegemonic Interpretation of Brand Meaning in Brand Communities, 2008 Consumer Culture Theory Conference, Suffolk University.
  • Protecting the Markers of Hegemonic Masculinity: Consumer Resistance to Gender-Bending Brand Extensions, 2008 Association for Consumer Research Conference on Gender, Marketing, and Consumer Behavior, Simmons College
  • You Can’t Change My Brand: How Communities Renegotiate Brand Meaning, 2007 Engaging Communities for the Company and the Brand, Marketing Science Institute Conference, Boston University.
  • Saving Face: Consumers’ Collective Negotiation of Brand Meaning Change, 2006 Consumer Culture Theory Conference, Notre Dame University.
  • Adding Bricks to Clicks, with Thomas Steenburgh, John Deighton, and Mary Caravella, 2006 INFORMS Marketing Science Conference, Pittsburgh 
  • Adding Bricks to Clicks, with Thomas J. Steenburgh, John Deighton, and Mary Caravella, 2006 Advertising and Consumer Psychology Conference, Houston
  • Contracting for Loyalty: CRM from the Consumer’s Perspective, 2005 Customer Advocacy Symposium, Bentley College with Susan Fournier and Andrea Wojnicki. 
  • Contracting for Relationships: A Developmental View, with Susan Fournier and Andrea Wojnicki, 2004 American Marketing Association Summer Educators Conference, Boston
  • Contracting for Relationships: A Developmental View, with Susan Fournier and Andrea Wojnicki, 2004 Association for Consumer Research Annual Conference, Portland

 

Last Updated: June 2, 2009 01:36 PM | Content Editor: SOM