Jennifer B. Barhorst, Ph.D.

Assistant Professor of Marketing

Address: Beatty Center, Room 434
Office Hours: Contact for appointment
Phone: 843.953.4810
E-mail: barhorstj@cofc.edu
Personal Website: https://www.brandphd.com/
Curriculum Vitae: Download


Dr. Jennifer Brannon Barhorst is an Assistant Professor of Marketing at the School of Business, Department of Management and Marketing. She completed her Ph.D. at the University of Strathclyde in Glasgow, Scotland and her M.B.A. through a consortium of six European universities. Before her work in academia, she owned a brand management consultancy in the U.K. and consulted in the technology and financial services sectors. 

In 2021, she was the recipient of the ExCEL Award for Outstanding Faculty of the Year for the School of Business, recognizing overall excellence in teaching and service to students. She teaches Digital & Social Media Marketing (MKTG 345) and Brand Management (MKTG 348). 

Dr. Barhorst's research focuses on the Experiential Marketing, Brand Management and MarTech domains. She has published her work in high-caliber journals, including the Journal of Business Research, the Journal of Services Marketing, and the Journal of Travel Research. In 2021, she was a recipient of the Harold and Muriel Berkman Charitable Foundation Research Grant for a project focused on Augmented Reality. In 2020, she received the ANA Education & Fordham Center for Positive Marketing Grant for a project focused on Virtual Social Media Influencers. 

Dr. Barhorst is an active member of marketing organizations, including the American Marketing Association (where she served as Vice Chair of Social Media for DocSIG), the Academy of Marketing, and the Academy of Marketing Science. She periodically presents her work at conferences around the world. In 2019, she won the Best Paper Award, Managerial Contribution at the 5th International Augmented and Virtual Reality Conference in Munich, Germany for the paper “Exploring the Antecedents and Consequences of Augmented Reality on Brand Experiences – A Longitudinal Perspective.” In 2017, she won the Donald Sawyer Best Paper Award for her paper titled “Retweeting Brand Experiences: Factors Motivating Receivers to Proliferate Brand Image Disruptions” at the Marketing Management Association annual conference.

Education

  • Ph.D.   University of Strathclyde, Glasgow, Scotland, Marketing, 2018
  • M.B.A.   Euro MBA Consortium, 2011
  • University of Strathclyde, Glasgow, Scotland, Postgraduate Certificate in Research Methodology in Business and Management, 2013
  • B.B.A.   University of Southern Mississippi, Hattiesburg, MS, International Business, 2002

Research Interests

  • Digital Brand Management
  • eWOM 
  • Services Marketing

Courses Taught

  • Marketing Management
  • Services Marketing
  • Digital Marketing
  • International Business
  • Global Business (Honors College)
  • Brand Management

Honors and Awards

  • 2021 - ExCEL Award for Outstanding Faculty of the Year. Winner of the College of Charleston's ExCEL Award for Outstanding Faculty of the Year for the School of Business. The ExCEL Awards Outstanding Faculty of the Year category recognizes and honors faculty’s overall excellence in teaching and service to students.
  • 2019 - Best Conference Paper – Managerial Contribution. Awarded Best Conference Paper at the 5th International Augmented and Virtual Reality Conference in Munich, Germany for the paper “Exploring the Antecedents and Consequences of Augmented Reality on Brand Experiences – A Longitudinal Perspective”.

  • 2017 -  Donald Sawyer Best Paper in Branding, Strategy & Research Award, Marketing Management Association.
    Awarded the Donald Sawyer Best Paper in Branding, Strategy & Research Award at the Spring Marketing Management Association Conference for the paper titled "Retweeting Brand Experiences: Factors Motivating Receivers to Proliferate Brand Image Disruptions".


Publications

McLean, G., Barhorst, J. (2021), "Living the Experience Before You Go...but Did it Meet Expectations?" Journal of Travel Research,
https://journals.sagepub.com/doi/10.1177/00472875211028313 

McLean, G., Osei-Frimpong, K., & Barhorst, J. (2021), "Driving Brand Engagement through Voice Assistants," Journal of Business Research, https://doi.org/10.1016/j.jbusres.2020.08.041 

Barhorst J., McLean, G. Shah, E. & Mack, R. (2021), "Blending the Real World and the Virtual World: Exploring the Role of Flow in Augmented Reality Experiences," Journal of Business Research, https://doi.org/10.1016/j.jbusres.2020.08.041

Barhorst, J., Wilson, A., McLean, G., & Brooks, J. (2020). “Service Encounter Microblog Word of Mouth and its Impact on Firm Reputation,” Journal of Services Marketinghttps://doi.org/10.1108/JSM-07-2019-0263

Barhorst, J., Wilson, A., & Brooks, J. (2020). "Negative Tweets about Airlines and the Factors that Influence a Change in Likelihood to Recommend,” Journal of Business Research.   https://doi.org/10.1016/j.jbusres.2020.01.054    

Barhorst, J. (2015). “Brand Psychology: Consumer Perceptions, Corporate Reputations – Book Review”. International Journal of Market Researchhttps://doi.org/10.2501/IJMR-2015-064

 
For a comprehensive list of Dr. Barhorst's research, please see her CV.