Harold Koenig

Associate Professor
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Office: 541-737-4117

Austin Hall

Austin Hall 474

2751 SW Jefferson Way

2751 SW Jefferson Way
Corvallis, OR 97331

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At OSU
Affiliated with: 
College of Business
Research/Career Interests: 

Hal Koenig’s professional focus is on research methods and customer satisfaction. He is published in several academic journals including the Journal of Marketing, the Journal of Health Care Marketing and Hospital & Health Services Administration, Journal of Product Innovation Management, and Public Opinion Quarterly. He authored “Financial Aspects of Retail Management," a supplement to Retailing Management. Dr. Koenig earned his M.B.A. and Ph.D. in marketing from the University of Nebraska-Lincoln. He teaches fundamentals of marketing research and the marketing research practicum for the College of Business using “real world” projects.

Courses Taught: 
Beyond OSU
Education: 
  • Ph.D. University of Nebraska-Lincoln, 1989 Business (Marketing)
  • M.B.A. University of Nebraska-Lincoln, 1982
  • B.A. University of Rochester, 1980
Employment: 
  • Oregon State University College of Business
  • Fall 1995 - present Associate Professor, Marketing
  • Fall 1989 - Spring 1995 Assistant Professor, Marketing
Service: 
  • American Marketing Association
  • American Collegiate Retailing Association
  • The International Network for Social Network Analysis (INSNA)
  • Service to Discipline
  • Reviewer for American Marketing Association Winter Educators' Conference 1994, 1995, 1998, 1999, 2003, 2004.
  • Reviewer for 1994 Marketing and Public Policy Conference
  • Reviewer for 1994, 1996 Academy of Marketing Science Conference
  • Session Chairperson for American Marketing Association Winter Educators' Conference 1998.
  • Session Discussant for American Marketing Association Winter Educators' Conference 1998.
  • Session Discussant for 1994 Academy of Marketing Science Conference. Journal Reviewing
  • Editorial Review Board member for the Journal of Marketing Education
  • Ad Hoc reviewer for the Journal of Retailing, Journal of Marketing.
  • Service to College/University
  • College of Business Graduate Program Committee, chair, 2001-2003.
  • Health Care Administration Advisory Committee, Summer 2003 - present.
  • Marketing area, tenure-track search committee, Summer-Fall 2003.
  • MBA2000 Taskforce, Chair 1999-2000.
  • Marketing area, tenure-track search committee, Fall 2002.
  • Marketing area visiting faculty search committee, chair, Winter - Spring 1997.
  • Marketing area, organized the annual Meier & Frank Student Awards Luncheon, 1997-2002.
  • Marketing area, liaison to Meier and Frank, 1995-2002.
  • Salary Equity Study Committee, member, Fall 1996.
  • Marketing area tenure-track faculty search committee, member, Fall 1996.
  • Accreditation Coordinating Committee, 1995-97.
  • Scholarship Committee, Chair, 1996-97.
  • Scholarship Committee, Member, 1994-96.
  • Marketing research study of alumni of the OSU MBA program, conducted for the GPC in cooperation with Fran Saveriano, MBA Program Coordinator, Oregon State University, Winter 1998.
  • Marketing research study for the High School Outreach program, conducted for Dr. Leslie Burns, Director of Undergraduate Academic Programs, Oregon State University, Winter 1997.
  • Service to Community
  • Survey research advice for DaVinci Days Festival, Corvallis, Oregon. Steve Remington. Spring 1997
  • Survey research advice for the Downtown Corvallis Association, Parking Committee. Winter 1997
  • Market research study for Oregon Employees Federal Credit Union, Salem, OR, Winter 1996.
  • Market research study for the Benton County Fairgrounds, Fall 1993.
  • Marketing research study for Benton County United Way and Linn County United Way, 1989.
My Publications

Journal Articles


L. Tobey, Koenig, H., Brown, N., and Manore, M., “Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign”, Nutrients, vol. 8, no. 9, 2016.

J. McAlexander, Koenig, H., and DuFault, B., “Millennials and Boomers: Increasing Alumni Community Affinity and Intent to Give by Target Market Segmentation”, International Journal of Nonprofit and Voluntary Sector Marketing, vol. 21, pp. 82-95, 2015.

J. McAlexander, Koenig, H., and DuFault, B., “Advancement in Higher Education: The Role of Marketing in Building Philanthropic Giving Communities”, Journal of Marketing for Higher EducationRoutledge, vol. 24, no. 2, pp. 243-257, 2014.

J. McAlexander and Koenig, H., “Building Communities of Philanthropy in Higher Education: Contextual Influences”, Journal of Nonprofit and Voluntary Sector Marketing, vol. 17, no. 2, pp. 122-131, 2012.

J. McAlexander and Koenig, H., “Contextual Influences: Building Brand Community in Large and Small Colleges”, Journal of Marketing for Higher Education, 2010.

U. Orth, Koenig, H., and Firbasova, Z., “Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe”, European Journal of Marketing, vol. 41, no. 3/4, 2007.

J. Schouten, McAlexander, J., and Koenig, H., “Transcendent Consumption Experience and Brand Community”, Journal of the Academy of Marketing Science, vol. 35, no. 3/Fall, pp. 357-368, 2007.

J. McAlexander, Koenig, H., and Schouten, J., “Building the Relationships of Brand Community in Higher Education: A Strategic Framework for University Advancement”, International Journal of Educational Advancement, vol. 6, no. 2, pp. 107-118, 2006.

J. McAlexander, Koenig, H., and Schouten, J., “Building a University Brand Community: The Long-Term Impact of Shared Experiences”, Journal of Marketing for Higher Education, vol. 14, no. 2, pp. 61 - 79, 2004.

C. Mishra, Koenig, H., and Gobeli, D., “Creating Brand Equity Through Strategic Investments”, Journal of Private Equity, vol. 5, no. 2, pp. 45-52, 2002.

J. Jenssen and Koenig, H., “The Effect of Social Networks on Resource Access and Business Start-Ups”, European Planning Studies, vol. 10, no. 8, pp. 1039-1046, 2002.

J. Giampaoli, Sneed, J., Cluskey, M., and Koenig, H., “School Foodservice Directors' Attitudes and Perceived Challenges to Implementing Food Safety and HACCP Programs”, Journal of Child Nutrition & Management, vol. 26, no. 1, 2002.

J. McAlexander, Schouten, J., and Koenig, H., “Building Brand Community”, Journal of Marketing, vol. 66, no. 1, pp. 38-54, 2002.

J. McAlexander and Koenig, H., “University Experiences, the Student-College Relationship, and Alumni Support”, Journal of Marketing for Higher Education, vol. 10, no. 3, pp. 21-43, 2001.

D. Gobeli, Koenig, H., and Bechinger, I., “Managing Conflict in Software Development Teams: A Multi-Level Analysis”, Journal of Product Innovation Management, vol. 15, no. 5, pp. 423-435, 1998.

J. Brown, Johnson, J., and Koenig, H., “Measuring the sources of marketing channel power: A comparison of alternative approaches”, International Journal of Research in Marketing, vol. 12, no. 4, pp. 333-354, 1995.

H. Koenig and Kleinsorge, I., “Perceptual Measures of Quality: A Tool to Improve Nursing Home Systems”, Hospital & Health Services Administration, vol. 39, no. 4, pp. 487-503, 1994.

H. Koenig and McAlexander, J., “The Measurement of Service Quality in Healthcare: An Examination of Dental Practices”, Journal of Health Care Marketing, pp. 34-40, 1994.

J. McAlexander, Kaldenburg, D., and Koenig, H., “Service Quality Measurement”, Journal of Health Care Marketing, vol. 14, pp. 34-41, 1994.

D. Kaldenberg, Koenig, H., and Becker, B., “Mail Response Rate Patterns in a Population of Elderly: Does Response Deteriorate With Age?”, Public Opinion Quarterly, vol. 58, no. 1, pp. 68-76, 1994.

H. Koenig, “When Knowledge Levels Vary, Why Not Try Hypermedia”, Marketing Education Review, vol. 4, no. 1, pp. 36-44, 1994.

D. Brown and Koenig, H., “Applying Total Quality Management to Business Education”, Journal of Education for Business, vol. 68, no. 6, pp. 325-329, 1993.

H. Koenig and Friese, S., “Shopping for Trouble: Experiences of Compulsive Buyers”, Advancing the Consumer Interest, vol. 5, no. 1, pp. 24-29, 1993.

H. Koenig and Kleinsorge, I., “The Silent Customers: Measuring Customer Satisfaction in Nursing Homes”, Journal of Health Care Marketing, vol. 11, no. 4, pp. 2-13, 1991.

B. James, Lusch, R., and Koenig, H., “Environmental Uncertainty Regarding Inventory Ordering: Its Behavioral Consequences in a Distribution Channel”, International Journal of Physical Distribution and Materials Management, vol. 14, no. 3, pp. 19-36, 1984.

Conference Papers


J. McAlexander and Koenig, H., “Alumni Giving: Cultivating Connections that Build Commitment”, in AMA Symposium for the Marketing of Higher Education, San Diego, 2007.

J. McAlexander, Koenig, H., and Schouten, J., “Brand Community in Higher Education”, in 2005 AMA Conference for Marketing of Higher Education, Chicago (Abstract), 2005.

L. Duncan, Koenig, H., and Becker, B., “A Patriotism Scale and Patriotic-Themed Advertising Post 9/11 ” An Exploratory Experimental Study”, in American Academy of Advertising Conference, American Academy of Advertising, Baton Rouge, LA, 2004.

J. McAlexander and Koenig, H., “Building the Relationships of Brand Community in a Service Setting”, in American Marketing Association, Winter Educators' Conference Proceedings, Chicago, IL, 2003, pp. 236-7.

J. McAlexander and Koenig, H., “Intercustomer Relationships, Service Experiences and Loyalty: An Empirical Exploration”, in American Marketing Association, Winter Educators' Conference Proceedings, Chicago, IL, 2002, pp. 84-85.

H. Koenig and Gobeli, D., “Enhancing Technology Management Through Alliances”, in Technology Management in the Knowledge Era, Portland International Conference on Management of Engineering and Technology (PICMET), Portland State University, Dept. of Engineering and Technology Management, Portland, OR, 2001, pp. 707-714.

D. Gobeli and Koenig, H., “Enhancing the E-Business Value Sequence Through R&D”, in Proceedings Volume-2: Conference Presentations, Portland International Conference on Management of Engineering and Technology (PICMET), Portland State University, Dept. of Engineering and Technology Management, Portland, OR, 2001.

J. McAlexander and Koenig, H., “The College Experience and Relationships: Antecedents of Alumni Support”, in AMA Conference on Marketing of Higher Education, 1999, pp. 214-223.

H. Koenig, “Antecedents of Power in a Channel of Distribution”, in 1993 AMA Winter Educators' Conference Proceedings, American Marketing Association, Chicago, IL, 1993, pp. 303-4.

J. McAlexander, Schouten, J., and Koenig, H., “Born to be Mild?: Women in a Male Consumption Domain”, in Gender and Consumer Behavior, proceedings of the Association for Consumer Research's Second Conference on Gender and Consumer Behavior, abstract, 1993.

H. Koenig, “One Step Toward Better Understanding Channel Relationships: Tie Strength”, in 1990 Winter Educators' Conference Proceedings, American Marketing Association, Chicago, IL, 1990, pp. 95-101.

J. Brown, Koenig, H., and Johnson, J., “The Bases of Marketing Channel Power: A Comparison of Alternative Measures”, in 1986 AMA Educators' Conference Proceedings, American Marketing Association, Chicago, IL, 1986.

J. Johnson, Koenig, H., and Brown, J., “The Bases of Marketing Channel Power: An Exploration and Confirmation of Their Underlying Dimensions”, in 1985 AMA Educators' Conference Proceedings,American Marketing Association, Chicago, IL, 1985, pp. 160-165.

H. Koenig, “The Effects of Power Utilization on Interorganizational Relations”, in 1985 Winter Educators' Conference Proceedings, American Marketing Association, Chicago, IL, 1985, pp. 27-31.

H. Koenig, Kroeten, T., and Brown, J., “The Bases of Power: Their Effect Upon Retailer's Perceptions of Uncertainty”, in 1984 AMA Educators' Conference Proceedings, American Marketing Association, Chicago, IL, 1984, pp. 266-270.

Presentations


H. Koenig and McAlexander, J., “Alumni Giving: Cultivating Connections that Build Commitment”, Symposium for the Marketing of Higher Education. San Diego, CA, 2007.

H. Koenig, McAlexander, J., and Schouten, J., “Brand Community in Higher Education: A Framework for Understanding and Building Loyalty”, Symposium for the Marketing of Higher Education. Chicago, IL, 2005.

H. Koenig, Duncan, L., and Becker, B., “A Patriotism Scale and Patriotic-Themed Advertising Post 9/11 ? An Exploratory Experimental Study”, American Academy of Advertising Conference. Baton Rouge, LA, 2004.

H. Koenig, “A New Direction for Branding”, Corvallis Chamber of Commerce, Business Connection. Corvallis, OR, 2004.

H. Koenig and McAlexander, J., “Building the Relationships of Brand Community in a Service Setting”, American Marketing Association Winter Educators' Conference. Chicago, IL, 2003.

H. Koenig and McAlexander, J., “Intercustomer Relationships and Service Experiences: An Empirical Exploration”, American Marketing Association Winter Educator's Conference. Chicago, IL, 2002.

H. Koenig, “The Future of Branding”, Seed Research of Oregon, Summer Turf Conference. Corvallis, OR, 2002.

H. Koenig, Giampaoli, J., Sneed, J., and Cluskey, M., “Challenges Relative to Food Safety in School Foodservice”, California Dietetic Association Conference. Riverside, CA., 2002.

D. Gobeli and Koenig, H., “Enhancing the E-Business Value Sequence Through R&D”, Portland International Conference on Management of Engineering and Technology. Portland, OR, 2001.

D. Gobeli and Koenig, H., “Enhancing Technology Management Through Alliances”, Technology Management in the Knowledge Era, Portland International Conference on Management of Engineering and Technology. 2001.

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