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MSMC Authors

Colleen Kirk

Assistant Professor of Marketing
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Articles

Tropicana : social media teach marketers a branding lesson
Colleen P. Kirk, K.A. Berger
Journal of Critical Incidents, v4, 2011, p108-111.

Some people just want to read: the roles of age, interactitivy, and perceived usefulness of print in the consumption of digital information products
Colleen P. Kirk, L. Chiagouris, P. Gopalakrishna
Journal of Retailing and Consumer Services, v19, n1, 2012, p168-178.

The effect of nonconscious goals on investor choice
Colleen P. Kirk, Bernard McSherry
Journal of Behavioral Finance & Economics, v2, n2, 2012, p1-13.

The impact of brand value on firm valuation: the moderating influence of firm type
Colleen P. Kirk, B. Wilson, I. Ray
Journal of Brand Management, v20, n6, 2013, p488-500.