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Conor Henderson
Associate Professor of Marketing | Judy and Hugh Oliphant Research Scholar
Henderson, Conor M., Marc Mazodier, and Jamel Khenfer. "The Positive Effects of Integrated Advertising, Featuring Diverse Ensembles, on Societal Identification and Mainstream Brand Value." Journal of the Academy of Marketing Science, forthcoming. https://doi.org/10.1007/s11747-023-00977-9.
Steinhoff, Lena, Robert W. Palmatier, Kelly D. Martin, Grace Fox, Conor M. Henderson, Julian K. Saint Clair, Shuai Yan, Ju-Yeon Lee, Taylor Perko, and Colleen M. Harmeling. "Commentaries on Relationship Marketing: The Present and Future of Customer Relationships in Services." Journal of Service Management Research 6, no. 1: 2-27. https://doi.org/10.5771/2511-8676-2022-1-2
Henderson, Conor M., Lena Steinhoff, Colleen M. Harmeling, and Robert W. Palmatier. "Customer Inertia Marketing." Journal of the Academy of Marketing Science 49, no. 2: 350-373. https://doi.org/10.1007/s11747-020-00744-0.
Hilton, Bryson, Bita Hajihashemi, Conor M. Henderson, Robert W. Palmatier. "Customer Success Management: The Next Evolution in Customer Management Practice?" Industrial Marketing Management 90: 360-369. https://doi.org/10.1016/j.indmarman.2020.08.001.
Henderson, Conor M., Marc Mazodier, and Aparna Sundar. "The Color of Support: The Effect of Sponsor-Team Visual Congruence on Sponsorship Performance." Journal of Marketing 83, no. 3: 50-71. https://doi.org/10.1177/0022242919831672.
Mazodier, Marc, Conor M. Henderson, and Joshua T. Beck. "The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship Performance." Journal of Marketing 82, no. 6: 28-48. https://doi.org/10.1177/0022242918807673. Also published as a Marketing Science Institute working paper (17-123).
Watson IV, George F., Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier. "Building, Measuring, and Profiting from Customer Loyalty." Journal of the Academy of Marketing Science 43, no. 6: 790-825. https://doi.org/10.1007/s11747-015-0439-4. Also published as a Marketing Science Institute working paper (13-120).
Lee, Ju-Yeon, Shrihari Sridhar, Conor Henderson, and Robert W. Palmatier. "Effect of Customer-Centric Structure on Long-Term Financial Performance." Marketing Science 34, no. 2: 250-268. https://doi.org/10.1287/mksc.2014.0878. Also published as a Marketing Science Institute working paper (12-111).
Carter, Robert E., Conor M. Henderson, Inigo Arroniz, and Robert W. Palmatier. "Effect of Salespeople's Acquisition-Retention Trade-off on Performance." Journal of Personal Selling and Sales Management 34, no. 2: 91-111. https://doi.org/10.1080/08853134.2014.890903.
Henderson, Conor M., Joshua T. Beck, and Robert W. Palmatier. "Review of the Theoretical Underpinnings of Loyalty Programs." Journal of Consumer Psychology 21, no. 3: 256-276. https://doi.org/10.1016/j.jcps.2011.02.007.
Henderson, Conor M., and Aparna Sundar. "Foreward: Brand Touchpoints." In Brand Touchpoints, edited by Aparna Sundar. New York: Nova Science Publishers.
Henderson, Conor M., and Robert W. Palmatier. "Understanding the Relational Ecosystem in a Connected World." In The Connected Consumer: The Changing Nature of Consumer and Business Markets, edited by Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, and F.G.M. (Rik) Pieters, 37-75. New York: Taylor and Francis Group.
Sundaresan, Gautam, Shrihari Sridhar, and Conor Henderson. "New Product Development with Conjoint Analysis at Mobilmax Inc." In Marketing Strategy: Based on First Principles and Data Analytics, edited by Robert W. Palmatier and Shrihari Sridhar. London: Red Globe Press.
Henderson, Conor, Shrihari Sridhar, and Alejandro Durant. "Segmenting The Smartwatch Market." In Marketing Strategy: Based on First Principles and Data Analytics, edited by Robert W. Palmatier and Shrihari Sridhar. London: Red Globe Press.
Henderson, Conor, Shrihari Sridhar, and Alejandro Durant. "Acquiring New Customers in Hospitality." In Marketing Strategy: Based on First Principles and Data Analytics, edited by Robert W. Palmatier and Shrihari Sridhar. London: Red Globe Press.
According to new research by marketing professors Conor Henderson, Joshua Beck, and their coauthor, there is untapped potential in out-of-market “isolated” fans.