Feature article written by Kris Lindsey Hall – Updated (08/16/2022) -.
Dr. Alexander Ziegler, Assistant Professor of Marketing at Wichita State University, held the position of VP of Communications until 2022. Alex earned his Ph.D. from the University of Kentucky with John Peloza serving as his chair. He says he was attracted to the multifaceted nature of marketing and its importance for all businesses, “from small mom-and-pop shops and startups to multinational corporations.” When it comes to his research, Alex indicates he is most interested in the behavioral side of marketing, particularly in the role that self-concept and self-consciousness play in consumers’ product/service, brand, or channel selection.
Professional Title: Assistant Professor of Marketing
Current University: Wichita State University
PhD Granting Institution: University of Kentucky
Title held in RAPSIG: VP of Communications
Email: alexander.ziegler@wichita.edu
Website: www.wichita.edu/academics/business/marketing/Alex.php
Alex points to two important retailing areas that need more attention from academics, namely technological advances and globalization, which he says “have made it inevitable for scholars to focus on how these factors impact retailing and pricing strategies.” He believes the intersection of the two is an especially important area of research. One example, Alex shares, is that “regional differences can impact technology adaptation and cultural differences can influence the effectiveness of technological advances across regions and countries.”
“It’s super important to be persistent – there will be many setbacks in one’s academic journey, but you can’t let them derail you.”
And how does Alex celebrate once he has reached a big academic milestone? With a glass of good bourbon, of course.
When Alex is not hard at work, some of his non-academic interests or hobbies include:
- Traveling
- Sports (both as an active participant and fan)
- Movies