Journal of the Academy of Marketing Science

, Volume 41, Issue 6, pp 722–736 | Cite as

Human brands and mutual choices: an investigation of the marketing assistant professor job market

  • César ZamudioEmail author
  • Yu Wang
  • Ernan Haruvy
Original Empirical Research


We present a two-sided matching framework to investigate the entry-level marketing assistant professor job market. Under this framework, candidates’ and departments’ decisions to mutually choose one another are driven by the matching value produced by the pair, which is in turn determined by observable department brand cues and candidates’ human brand cues such as field of research, research productivity, and ranking status. Our results suggest that matches between candidates and faculty trained in the same field do not always generate the highest matching value. Candidates’ publications in top marketing journals enhance their likelihood of matching with research-oriented hiring departments, and this effect is moderated by their field of research. In general, the ranking status of candidates boosts their chance of being matched with research-oriented hiring departments. However, this effect differs across fields, and it also interacts with candidates’ own research productivity. In particular, publications by candidates from top-ranked degree-granting departments are taken as three to four times more valuable by research-oriented hiring departments. Our work extends the current research on the marketing job market and, most importantly, quantifies and compares the significance of various human brand cues in influencing mutual choices in the job market.


Human brands Mutual choices Two-sided matching Job market Research productivity Academic stratification 

Supplementary material

11747_2013_341_MOESM1_ESM.doc (2 mb)
ESM 1 (DOC 2012 kb)


  1. Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: an event study analysis. Journal of Marketing, 59(3), 56–62.CrossRefGoogle Scholar
  2. Amaldoss, W., & Staelin, R. (2010). Cross-function and same-function alliances: how does alliance structure affect the behavior of partnering firms? Management Science, 56(2), 302–317.CrossRefGoogle Scholar
  3. Basil, M. D., & Basil, D. Z. (2006). The marketing market: a study of PhD supply, demand, hiring institutions and job candidates. Journal of Business Research, 59(4), 516–523.CrossRefGoogle Scholar
  4. Becker, G. S. (1973). A theory of marriage: Part I. Journal of Political Economy, 81(4), 813–846.CrossRefGoogle Scholar
  5. Bedeian, A. G., Cavazos, D. E., Hunt, J. G., & Jauch, L. R. (2010). Doctoral degree prestige and the academic marketplace: a study of career mobility within the management discipline. Academy of Management Learning and Education, 9(1), 11–25.CrossRefGoogle Scholar
  6. Close, A. G., Moulard, J. G., & Monroe, K. (2011). Establishing human brands: determinants of placement success for first faculty positions in marketing. Journal of the Academy of Marketing Science, 39(6), 922–941.CrossRefGoogle Scholar
  7. Coughlan, A. T., & Rao, V. R. (2003). Recruiting rookie faculty: school, candidate, competition. Asian Journal of Marketing, 9(1), 5–20.Google Scholar
  8. Ding, H., Molchanov, A. E., & Stork, P. A. (2011). The value of celebrity endorsements: a stock market perspective. Marketing Letters, 22(2), 147–163.CrossRefGoogle Scholar
  9. Fournier, S. (2010). Taking stock in Martha Stewart: A cultural critique of the marketing practice of building person-brands. In M. C. Campbell, J. Inman, & R. Pieters (Eds.), Advances in consumer research (Vol. 37). Duluth: Association for Consumer Research.Google Scholar
  10. Fox, J.T. 2010. Estimating matching games with transfers. Unpublished. University of Michigan.Google Scholar
  11. Hasselback, J. R. (1997). The worth publishers directory of marketing faculty 1997. New York: Worth Publishers Inc.Google Scholar
  12. Hasselback, J. R. (1999). The 1998–1999 Prentice hall guide to marketing faculty. Upper Saddle River: Prentice Hall.Google Scholar
  13. Hasselback, J. R. (2001). Prentice hall marketing faculty directory 2001–2002. Upper Saddle River: Prentice Hall.Google Scholar
  14. Hasselback, J. R. (2003). Prentice hall marketing faculty directory 2002–2003. Upper Saddle River: Prentice Hall.Google Scholar
  15. Hasselback, J. R. (2005). Prentice hall marketing faculty directory 2004–2005. Upper Saddle River: Prentice Hall.Google Scholar
  16. Hirschman, E. C. (1987). People as products: analysis of a complex marketing exchange. Journal of Consumer Research, 51(1), 98–108.Google Scholar
  17. Hitsch, G. J., Hortaçsu, A., & Ariely, D. (2010a). Matching and sorting in online dating. American Economic Review, 100(1), 130–163.CrossRefGoogle Scholar
  18. Hitsch, G. J., Hortaçsu A., Ariely, D. (2010b). What makes you click? Mate preferences in online dating. Quantitative Marketing and Economics, forthcoming.Google Scholar
  19. Hoegg, J., & Lewis, M. V. (2011). The impact of candidate appearance and advertising strategies on election results. Journal of Marketing Research, 48(5), 895–909.CrossRefGoogle Scholar
  20. Hunt, J. G., & Blair, J. D. (1987). Content, process and the Matthew effect among management academics. Journal of Management, 13(2), 191–210.CrossRefGoogle Scholar
  21. Jillapalli, R. K., & Wilcox, J. B. (2010). Professor brand advocacy: do brand relationships matter? Journal of Marketing Education, 32(3), 328–340.CrossRefGoogle Scholar
  22. Kamins, M. A. (1990). An investigation into the “Match-Up” hypothesis in celebrity advertising: when beauty may be only skin deep. Journal of Advertising 10, 4–13.Google Scholar
  23. Lehmann, D. R. (2005). Journal evolution and the development of marketing. Journal of Public Policy and Marketing, 24(1), 137–142.CrossRefGoogle Scholar
  24. Manski, C. F. (1975). Maximum score estimation of the stochastic utility model of choice. Journal of Econometrics, 3(3), 205–228.CrossRefGoogle Scholar
  25. Merton, R. K. (1968). The Matthew effect in science. Science, 159(3810), 56–63.CrossRefGoogle Scholar
  26. Mittal, V., Feick, L., & Murshed, F. (2008). Publish and prosper: the financial impact of publishing by marketing faculty. Marketing Science, 27(3), 430–442.CrossRefGoogle Scholar
  27. Parmentier, M., Fischer E., and Reuber, R. (2012). Positioning person brands in established organizational fields. Forthcoming in Journal of the Academy of Marketing Science.Google Scholar
  28. Politis, D. N., Romano, J. P., & Wolf, M. (1999). Subsampling. New York: Springer.CrossRefGoogle Scholar
  29. Roth, A. E., Marilda A. Oliveira Sotomayor (1990). Two-sided matching: A study in game-theoretic modeling and analysis. Cambridge University Press.Google Scholar
  30. Seggie, S. H., & Griffith, D. A. (2009). What does it take to get promoted in marketing academia? Understanding exceptional publication productivity in the leading marketing journals. Journal of Marketing, 73(1), 122–132.CrossRefGoogle Scholar
  31. Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374.CrossRefGoogle Scholar
  32. Stremersch, S., & Verhoef, P. C. (2005). Globalization of authorship in the Marketing discipline: does it help or hinder the field? Marketing Science, 24(4), 585–594.CrossRefGoogle Scholar
  33. Thomson, M. (2006). Human brands: investigating antecedents to consumers’ strong attachment to brands. Journal of Marketing, 70(3), 104–119.CrossRefGoogle Scholar
  34. Trieschmann, J. S., Dennis, A. R., Northcraft, G. B., & Niemi, A. W., Jr. (2000). Serving multiple constituencies in business schools: M.B.A. program versus research performance. The Academy of Management Journal, 43(6), 1130–1141.CrossRefGoogle Scholar
  35. Watts, D. J., & Dodds, P. S. (2007). Influentials, networks, and public opinion formation. Journal of Consumer Research, 34(4), 441–458.CrossRefGoogle Scholar
  36. Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: exploring the “4 eras” of thought development. Journal of Public Policy and Marketing, 22(2), 116–146.CrossRefGoogle Scholar
  37. Williamson, I. O., & Cable, D. M. (2003). Predicting early career research productivity: the case of management faculty. Journal of Organizational Behavior, 24(1), 25–44.CrossRefGoogle Scholar
  38. Yang, Y., Shi, M., & Goldfarb, A. (2009). Estimating the value of brand alliances in professional team sports. Marketing Science, 28(6), 1095–1111.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2013

Authors and Affiliations

  1. 1.College of Business Administration, Department of Marketing and EntrepreneurshipKent State UniversityKentUSA
  2. 2.Naveen Jindal School of ManagementThe University of Texas at DallasRichardsonUSA

Personalised recommendations