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Brand Leadership: Behaviors that Drive Brand Engagement with Consumers

Saturday, March 5 2016 04:15pm

Roy Gifford, Ohio University MSA Class of 1996, is working on research that illuminates what behaviors are typical of growing brand leaders and how it drives sales.

Roy GiffordWhere has your career taken you since graduating from Ohio with your Master of Sports Administration degree?

When I left Ohio University, I went on to receive my MBA from the University of Tennessee-Knoxville. With the MSA and MBA degrees, I launched my post graduate career within the consumer goods industry.  I have had the honor over the years of leading marketing for some very recognizable global brands such as Coors Light, Carhartt, Jack Daniel’s, Remington, Bicycle, etc.  I am currently the Vice President of Marketing at West Chester Protective Gear. We are the largest manufacturer of work gloves in the Western Hemisphere. I am also a Marketing Adjunct Professor at the University of Cincinnati and currently pursuing my PhD at Case Western Reserve University.


What inspired you to pursue your PhD?

I enjoy all aspects of marketing, especially leading new brand building ideas to engage consumers (e.g., new product innovation).  This has inspired me to research how the behaviors of brand leaders drive brand engagement with consumers.  Some brands have lost the ability to engage their brands with consumers; whereas, some brands have been able to engage their brand across generations of consumers (e.g., John Deere).  I believe this is the difference between brands with declining revenue trends versus brands that consistently deliver long-term sustainable growth.


Who is your research targeted at?

I believe my research findings will provide valuable brand leadership learnings for the academic and practitioner communities; therefore, my research targets individuals in both communities interested in learning how the behaviors of leaders drive long-term sustainable brand growth.


What are the implications for business leaders, especially those in sports?

A sports brand is no different than any other consumer brand.  Sports brand leaders must also lead brand building activities that engage their brands with consumers (fans).  The more engagement, the more opportunities to drive consumer purchases (e.g., season tickets, merchandise, etc.).  The behavior of these leaders impacts their ability to drive brand engagement with consumers.  


Where do you see your research going from here?

Now that I have concluded the qualitative learnings, I am completing my quantitative analysis.  Be sure to click on the link to receive an overview of the research learnings thus far.  I look forward to updating everyone on the next round of learnings from my quantitative study.


You can read a complete overview of Roy's research HERE

Contact Roy with questions or comments at