James McAlexander

Emeritus Appointment
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Austin Hall

Austin Hall 443

2751 SW Jefferson Way

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

Profile Field Tabs

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

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."


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 and Koenig, H., Building Communities of Philanthropy in Higher Education: Contextual Influences, International 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, Kaldenburg, D., and Koenig, H., Service Quality Measurement, Journal of Health Care Marketing, vol. 14, pp. 34-41, 1994.

J. W. 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, Living and Leaving Brand Community, Royal Bank Distinguished Visiting Speaker. Montreal Canada, 2013.

J. McAlexander and DuFault, B., Genius for Sale: The Conspicuous Consumption of Ideas, Consumer Culture Theory International Conference. Oxford University, 2012.

J. McAlexander, Where are we going with this..relationship?, International Colloquium on the Consumer-Brand Relationship. Winter Park Fl, 2011.