James McAlexander

Professor
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Office: 541-737-3182

Austin Hall

Austin Hall 472

2751 SW Jefferson Way

2751 SW Jefferson Way
Corvallis, OR 97331
Credentials: 
Ph.D., University of Utah, 1987 Marketing
B.A., B.Y.U., 1981 Political Science

Profile Field Tabs

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

James is Professor of Marketing and serves as Senior Kahuna for the Close to the Customer Project. He earned his Ph.D. at the University of Utah. Professor McAlexander's most recent research explores the interactions of marketing institutions and consumers as they jointly participate in the formation and experiences of brand community. Publications drawn from that research appear in a number of academic outlets, including the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Sciences, and the Journal of Marketing Theory and Practice. Professor McAlexander works actively with business. Recently he has consulted with such prominent firms as Harley-Davidson, Nissan, and Kellogg's.

Sponsored Research:

2005 Kauffman Foundation Grant to study entrepreneurship.

Oregon State University Research Council Grant to study Subcultures of Consumption.

Beyond OSU
Employment: 

2005-Current - Senior Kahuna, Close to the Customer Project

2002-2005 - Coordinator of the Marketing Option and Professor of Marketing

1994-2002 - Associate Professor

1990-94 - Assistant Professor, Oregon State University:

1986-90 Assistant Professor, Iowa State University

1981-82 General Telephone and Electronics

1979-81 Federal Aviation Administration

Consulting/Management Development:

2006, Harley-Davidson Motor Company, "Marketing Planning and Strategy."

2006, Microsoft, "Brand Community: Live and On-Line."

2006, Reser's Fine Foods, "Strategic Marketing Planning."

2005, Fred Meyer Regional Managers Meeting, "Beyond Satisfaction."

2003, American Marketing Association Advanced School of Marketing Research, "Applied Ethnographic Methods," University of Georgia

2003, Kodak, "Strategic Contributions of Ethnographic Research."

2002, American Marketing Association Advanced School of Marketing Research, "Applied Ethnographic Methods," University of Georgia

2001, Toyota Motor Company, "Ethnographic Research Methods."

1999, Toyota Motor Company, "Market Development of Hybrid Vehicles."

1999, Nissan Motor Company, "Market Opportunities and Product Development."

1999, Harley-Davidson Motor Company, "Strategic Planning."

1999, Daimler-Chrysler, "Building Customer Bonds in the Sport/Luxury Market."

1997-1998, Harley-Davidson Motor Company, Scholar in Residence.

1997, Nissan Motor Company, Product Development,  "Generation X: Merging Opportunities."

1997, Harvard University Graduate School of Business Administration, Guest Instructor for Executive Education Program, "Strategic Marketing Management."

1997, Oregon State University, Professional Management Institute, "Marketing Management."

1997, Harley-Davison Motor Company Functional Leadership Group, Milwaukee, "Generation X: The Future Market."

1997, Oregon State University, "Marketing in the Graduate Curriculum," to delegation from Thailand

1996, Hewlett-Packard, "Market Segmentation: Strategic Opportunities."

Service: 

Senior Kahuna, Close to the Customer Project 2005 - Current

Coordinator of the Marketing Program, 2001 - 2005

Director, College of Business Business-ONE Program, 1996-1997

Director of Graduate Programs, 1995-1996

Professional Affiliations:

Reviewer, Journal of Marketing

Reviewer, Journal of Public Policy and Marketing.

Reviewer, Journal of Advertising.

Reviewer, Journal of Consumer Research.

Special Issue Editorial Board (1995), Journal of Marketing Theory and Practice.

Editorial Review Board, Journal of Health Care Marketing.

Session Chair, "Products and Gender Stereotypes: Mountain Men, Skateboarders, and Bikers," 1993 Association for Consumer Research Conference on Gender and Consumer Behavior.

Reviewer, 1993 Association for Consumer Research Conference on Gender and Consumer Behavior.

Reviewer, Advances in Non-Profit Marketing

Reviewer, Research in Consumer Behavior

Editorial Advisory Committee, Journal of Professional Services Marketing, Health Marketing Quarterly, and Journal of Hospital Marketing.

Reviewer, 1995 American Marketing Association: Summer Educator's Conference.

Reviewer, 1994 Association for Consumer Research Conference.

Reviewer, 1993 Association for Consumer Research Conference.

My Publications

Journal Articles


J. McAlexander, DuFault, B., Martin, D., and Schouten, J., The Marketization of Religion: Field, Capital, and Consumer Identity, Journal of Consumer ResearchUniversity of Chicago Press, vol. 41, no. 3, pp. 858-875, 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. 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, Kim, S., and Roberts, S., Loyalty: The Influences of Satisfaction and Brand Community, Journal of Marketing Theory and Practice, vol. 11, no. 4, pp. 1-11, 2003.

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

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

J. McAlexander, Schouten, J., and Roberts, S., Consumer Behavior and Divorce, Research in Consumer Behavior, vol. 6, pp. 153-184, 1993.

J. McAlexander and Schouten, J., Hairstyles as Transition Markers, Sociology and Social Research, vol. 74, pp. 58-62, 1989.

J. Schouten and McAlexander, J., Positioning Services for Competitive Advantage, Annual Editions: Marketing 90/91 (Reprint) Guilford Conn: Dushkin, pp. 60-65, 1988.

Conference Papers


J. McAlexander, Communitas Interruptus, in Association for Consumer Research, 2010.

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.

D. Martin, McAlexander, J., and Schouten, J., Women in a Hyper-masculine Consumption Domain, in National Conference of the Society for Heretical Consumer Research, 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.

J. McAlexander and Hansen, E., Retailer Efforts for Sustainable Forest Products, in Proceedings of the Forest Products Society, Vancouver, B.C., 1997.

J. McAlexander and Schouten, J., Identifying Values in a Subculture of Consumption, in Proceedings of the Society for Consumer Psychology Conference, abstract, 1995.

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.

J. McAlexander, Laczniak, R., and Olsen, J., Consumers' Processing of Pictorial Elements in Print Ads: An Exploratory Analysis, in Proceedings of the annual meetings of the American Academy of Advertising, abstract, 1993.

J. McAlexander and Schouten, J., Consumer Behavior in Coping Strategies for Divorce, in Advances in Consumer Research, Proceedings of the Association for Consumer Research, 1992, pp. 555-556.

J. McAlexander and Schouten, J., Hog Heaven: The Structure, Ethos, and Market Impact of a Consumption Subculture, in Advances in Consumer Research, Proceedings of the Association for Consumer Research, 1992, pp. 167-168.

J. McAlexander and Schouten, J., The Harley Davidson Mystique: Market Impact of a Consumption Subculture, in European Advances in Consumer Research, Proceedings of the Association for Consumer Research's International Conference in Amsterdam, 1992, pp. 389-393.

J. McAlexander, Divorce, the Disposition of the Relationship, and Everything, in Advances in Consumer Research, Proceedings of the Association for Consumer Research, Provo, UT: Association for Consumer Research, 1991, pp. 43-48.

J. McAlexander, Laczniak, R., and Olsen, J., Visual Communications: Pictorial Representations of Vacation Destinations in Travel Ads, in Proceedings of the 1990 Conference of the American Academy of Advertising, Austin, Texas: University of Texas, 1990, pp. 137-142.

J. McAlexander and Schouten, J., To-Me/For-me and the Extended Self: A Consumer Experiential Perspective of Services, in AMA Winter Educator's Conference: Marketing Theory, Chicago: American Marketing Association, 1987, pp. 56-59.

J. Olsen, McAlexander, J., and Roberts, S., The Impact of the Visual Content of Advertisements Upon the Perceived Vacation Experience, in Marketing of Tourism Services, Proceedings of the Academy of Marketing Sciences' Conference on Travel and Tourism, Winner of Best Paper Award, 1986.

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