Kevin Mason

Kevin Mason

Professor of Marketing
Arkansas Tech University


Highest Degree
Ph.D. in Marketing from University of Arkansas, USA

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Biography

Kevin Mason (ORCID # 0000-0001-6648-0105) has MBA and PhD degrees in marketing from the University of Arkansas and is currently a Professor of Marketing with over thirty years at Arkansas Tech University in the USA. Kevin’s journal publications total twenty-seven and, in addition, he has over thirty published proceedings. His primary research interest is examining how consumers process marketing information to formulate product evaluations. His work has been published in several journals including the Journal for the Academy of Marketing Science (JAMS), Journal of Consumer Marketing, Journal of Marketing Theory and Practice and the Journal of Foodservice Business Research.

Area of Interest:

Business Management and Accounting
100%
Customer Behaviour
62%
Brand Management
90%
Services Marketing
75%
Social Media Marketing
55%

Selected Publications

  1. Jones, S., J. Narcum and K. Mason, 2019. Fast food strategic advantage: healthy foods. RBR., 19: 5-12.
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  2. Walton, J., A. Mason and K. Mason, 2016. Marketing analysis of the pharmaceutical manufacturing industry. J. Int. Business Econ., 16: 81-86.
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  3. Mason, K., S. Jones, M. Benefield and J. Walton, 2016. Building consumer relationships in the quick service restaurant industry. J. Foodservice Bus. Res., 19: 368-381.
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  4. Mason, A. and K. Mason, 2016. collegiate sports: are you a fan? J. Int. Mange. Sys., 16: 19-24.
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  5. Mason, K., S. Jones, M. Benefield and J. Walton, 2013. Consumer perceptions of quick service restaurants. JIBE, 13: 109-116.
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  6. Mason, K. and J. Bequette, 2002. Product experience and consumer product attribute inference accuracy. J. Consumer Market., 15: 343-357.
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  7. Mason, K., T. Jensen and S. Burton and D. Roach, 2001. The accuracy of brand and attribute judgments: the role of information relevancy, product experience, and attribute-relationship schemata. J. Acad. Marketing Sci., 29: 308-318.
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  8. Kevin, M. and D. Roach, 2001. Multidimensional measures of consumer rating accuracy. J. Marketing Theory Pract., 9: 14-23.
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  9. McGaughey, R.E. and K.H. Mason, 1988. The internet as a marketing tool. J. Marketing Theory Pract., 6: 1-11.
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