LOPO L. REGO Associate Professor of Marketing Kelley School of Business Indiana University 1309 East Tenth Street, HH 426A Bloomington, Indiana 47405-1701 (812) 855-1202 3456 E. Terra Cove Ct. Bloomington, IN 47401-9601 (319) 321-5676 lrego@indiana.edu EDUCATION Ph.D., Marketing University of Michigan Business School MBA, Marketing and Strategy Universidade Nova de Lisboa, Lisbon, Portugal B.Sc., Economics Universidade Nova de Lisboa, Lisbon, Portugal 2000 1993 1991 RESEARCH INTERESTS Marketing-Finance Interface; Strategic Marketing; Shareholder Wealth Creation; Customer Satisfaction; Strategic Brand Management; Brand Equity; Empirical Generalizations. HONORS AND AWARDS Gary C. Fethke Research Fellowship, University of Iowa, 2008-2011 School of Management Marketing Faculty of the Year, University of Iowa, 2007, 2008, 2009 Dean s Teaching Award, University of Iowa Tippie College of Business, 2008 Marketing Science Institute Research Award #4-1462a, 2007 Marketing Science Institute Research Award #4-1462b, 2007 Instructional Improvement Award, University of Iowa, 2007 Old Gold Fellowship, University of Iowa, 2005 Old Gold Fellowship, University of Iowa, 2004 Marketing Science Institute Research Award #4-1262, 2004 Doctoral Fellowship, University of Michigan, 1998-1999 PRAXIS XXI Fellowship and Scholarship, European Community, 1994-1998 Gerald & Lillian Dykstra Fellowship for Teaching Excellence, University of Michigan, 1997 January 10 th, 2014
PROFESSIONAL EXPERIENCE July 2011 present Associate Professor of Marketing, Kelley School of Business, Indiana University July 2010 June 2011 Associate Professor of Marketing, Tippie College of Business, University of Iowa July 2003 June 2010 Assistant Professor of Marketing, Tippie College of Business, University of Iowa January 2001 June 2003 Visiting Assistant Professor of Marketing, Tippie College of Business, University of Iowa January 2000 December 2000 Adjunct Lecturer of Marketing, Tippie College of Business, University of Iowa PEER REVIEWED PUBLICATIONS Lopo L. Rego, Neil A. Morgan and Claes Fornell (2013), Reexamining the Market Share- Customer Satisfaction Relationship, Journal of Marketing, 77 (5), 1-20. Michael A. Wiles, Neil A. Morgan and Lopo L. Rego (2012), The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns, Journal of Marketing, 76 (1), 38-58. Sanguk Jung, Thomas S. Gruca and Lopo L. Rego (2010), Excess Loyalty in CPG Markets: A Comprehensive Examination, Journal of Empirical Generalisations in Marketing Science, 13 (1), 1-13. Lopo L. Rego, Matthew T. Billett and Neil A. Morgan (2009), Customer-Based Brand Equity and Firm Risk, Journal of Marketing, 73 (6), 47-60. Neil A. Morgan and Lopo L. Rego (2009), Brand Portfolio Strategy and Firm Performance, Journal of Marketing, 73 (1), 59-74. Neil A. Morgan and Lopo L. Rego (2008), Rejoinder: Can behavioral WOM Measures Provide Insight into the Net Promoter Concept of Customer Loyalty? Marketing Science, 27 (3), 533-534. Gina Pingitore, Neil A. Morgan, Lopo L. Rego, Adriana Giglotti and Jay Meyers (2007), The Single Question Trap: The Net Promoter Score Has Limitations in Predicting Financial Performance, Marketing Research, 19 (2), 9-13. Neil A. Morgan and Lopo L. Rego (2006), The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance, Marketing Science, 25 (5), 426-439. Thomas S. Gruca and Lopo L. Rego (2005), Customer Satisfaction, Cash Flow, and Shareholder Value, Journal of Marketing, 69 (3), 115-130. Utpal M. Dholakia and Lopo L. Rego (1998), What Makes Commercial Web Pages Popular? An Empirical Investigation of Web Page Effectiveness, European Journal of Marketing, 32 (7/8), 724-736. 2
MARKETING SCIENCE INSTITUTE WORKING PAPERS Michael A. Wiles, Neil A. Morgan and Lopo L. Rego (2009), The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns, Marketing Science Institute WP 09-103. Neil A. Morgan and Lopo L. Rego (2006), Brand Portfolio Strategy and Firm Performance, Marketing Science Institute WP 06-101. Thomas S. Gruca and Lopo L. Rego (2003), Customer Satisfaction, Cash Flow, and Shareholder Value, Marketing Science Institute WP 03-106. WORKING PAPERS Matthew T. Billett, Zhan Jiang and Lopo L. Rego, Glamour Brands and Glamour Stock under review (second round) at the Journal of Economic Behavior & Organization. Hui Feng, Neil A. Morgan and Lopo L. Rego, Marketing Department Power and Firm Performance, under review at the Journal of Marketing. JianJun Zhu, Thomas S. Gruca and Lopo L. Rego, Drivers of Manufacturer Brand Performance, readying for submission to the Journal of Marketing Research. (Feb-2014) WORK IN PROGRESS With Neeraj Bharadwaj, Service Transitioning Strategies. Target: Journal of Marketing. With Alexander Krasnikov, Exploring Stock Market Reactions to Trademark Infringement Litigation: Building Reputation or Protecting Brand? Target: Journal of Marketing. With Michael A. Wiles and Neil A. Morgan, Strategic Factor Markets For Intangible Assets: Efficiency, Information Asymmetry, and Stock Returns. Target: Journal of Marketing. With Neil A. Morgan and Douglas W. Vorhies, The Financial Consequences of Brand Management Capabilities. Target: Journal of Marketing. OTHER PROJECTS With Younhan Bae and Gary J. Russell, (Re)-Investigating the Customer Satisfaction Customer Loyalty Association. With Yilei Zhang, Matthew T. Billett and David C. Mauer, The Effect of Brand Equity on Capital Structure and Debt Structure. With Christopher Groening, Understanding the Complex Relationship between Customer Satisfaction and Customer Loyalty. With Neil A. Morgan and Girish Mallapragada, Corporate Social Responsibility, Brand Equity and Firm Performance. With Kelley Hewett, Neil A. Morgan and Abhi Bhattacharya, A New Approach to Switching Cots. 3
OTHER PUBLICATIONS Customer Satisfaction and Business Performance, (2009) in Marketing Science Institute Empirical Generalizations about Marketing Impact, ed. Dominique M. Hanssens. Customer Satisfaction and Market Share, (2009) in Marketing Science Institute Empirical Generalizations about Marketing Impact, ed. Dominique M. Hanssens. A Comment on The One Number You Need to Grow, (2004) Harvard Business Review, April 2004. PRESENTATIONS Brand Management Capabilities American Marketing Association Winter Educators Conference, Las Vegas, Nevada, February 2013. Marketing Power, Marketing Capabilities, and Firm Performance American Marketing Association Winter Educators Conference, Las Vegas, Nevada, February 2013. Corporate Social Responsibility, Brand Equity and Firm Performance Reputation Symposium, Centre for Corporate Reputation, Merton College, Oxford University, September 2012. Methodological Challenges in Marketing Strategy Research American Marketing Association Summer Educators Conference, Chicago, Illinois, August 2012. Customer Relationship Management Capabilities and Firm Risk American Marketing Association Summer Educators Conference, Chicago, Illinois, August 2012. Strategic Emphasis, Firm Capabilities, and Financial Performance American Marketing Association Summer Educators Conference, Chicago, Illinois, August 2012. "Firing" Customers: Does It Pay Off, and When? Exploring the Impact of Customer Divestment on Stock Returns Marketing Science Conference, Boston University, June 2012. Modeling Determinants of the Satisfaction-loyalty Relationship Marketing Science Conference, Boston University, June 2012. From Brand Strength to Customer Satisfaction Brands and Branding in Law, Accounting and Marketing Conference, Kenan-Flagler School, University of North Carolina, March 2012. Brand Management Capabilities and Firm Performance Brands and Branding in Law, Accounting and Marketing Conference, Kenan-Flagler School, University of North Carolina, March 2012. Re-examining the Market Share-Customer Satisfaction Relationship Krannert School of Management, Purdue University, March 2012. Communications Effectiveness and Financial Performance Marketing Science Conference, Rice University, June 2011. (Re)-Investigating the Customer Satisfaction-Customer Loyalty Association Marketing Science Conference, Rice University, June 2011. Communications Effectiveness and Financial Performance European Marketing Academy Conference, University of Ljubjani, May 2011. Marketing Power and Firm Performance: Is Marketing Good for Shareholders? Marketing Strategy Meets Wall Street II Marketing Science Institute Conference, Boston University, May 2011. 4
The Direct and Indirect Effects of Marketing Capabilities on Idiosyncratic Risk Marketing Strategy Meets Wall Street II Marketing Science Institute Conference, Boston University, May 2011. Stock Market Response to Corporate Asset Reconfiguration through Brand and Technology Acquisition/Disposal Marketing Strategy Meets Wall Street II Marketing Science Institute Conference, Boston University, May 2011. Does Customer Sentiment Drive Investor Sentiment? Kelley School of Business, Indiana University, October 2010. The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns Fox School of Business, Temple University, September 2010. Does Customer Sentiment Drive Investor Sentiment? Richard H. Driehaus Center for Behavioral Finance, DePaul University, June 2010. Does Customer Sentiment Drive Investor Sentiment? College of Business, University of South Florida, April 2010. The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns McCombs School of Business, University of Texas at Austin, October 2009. Customer Relationship Management Capabilities and Shareholder Value Marketing Science Conference, University of Michigan, June 2009. Traditional and User-Generated Voice-of-Customer Metrics and Financial Performance Marketing Science Conference, University of Michigan, June 2009. Can Brand Equity Explain Excess Behavioral Loyalty? Marketing Science Conference, University of Michigan, June 2009. Does Coffee Help You Sell Paper Towels? Cross-effects of Sister Brand's Success on Brand Performance Marketing Science Conference, University of Michigan, June 2009. The Effect of Brand Acquisition and Disposal on Stock Returns University of Iowa Marketing Symposium, May 2009. Brand Management Capabilities and Shareholder Value Marketing Strategy Meets Wall Street Conference, Emory University, Atlanta, Georgia, January 2009. The Effect of Brand Acquisition and Disposal on Stock Returns Marketing Strategy Meets Wall Street Conference, Emory University, January 2009. The Customer Satisfaction Market Share Relationship: Empirical Generalizations and Marketing Implications Kelley School of Business, Indiana University, October 2008. The Effects of Brand Strategy and Customer Characteristics on Brand Revenue Premium Marketing Science Conference, University of British Columbia, June 2008. Brand Equity and Product Recalls Marketing Science Conference, University of British Columbia, June 2008. Brand Equity, Cash Flow Certainty and Systematic Equity Risk Marketing Science Conference, University of British Columbia, June 2008. Customer Word-of-Mouth Recommendation Intentions and Behaviors as Predictors of Supplier Business Performance European Marketing Academy Conference, May 2008. Brand Portfolio Strategy and Firm Performance American Marketing Association Winter Educators Conference, Austin, Texas, February 2008. The Financial Consequences of Brand Management Capabilities American Marketing Association Winter Educators Conference, Austin, Texas, February 2008. 5
Customers Word-of-Mouth Intentions and Behaviors as Predictors of Suppliers Business Performance Marketing Science Conference, University of Singapore, June 2007 The Financial Consequences of Brand Management Capabilities, Marketing Science Institute Conference on Creating and Cultivating Brand Connections at the University of Minnesota, Carlson School of Management, June 2007. Voice-of-Customer Metrics and Financial Performance J.D. Power and Associates Senior International Research Conference, Santa Barbara, California, April 2007. Brand Portfolio Strategy and Brand Management Capabilities as Predictors of Firm Performance, Yale Center for Customer Insights, Yale School of Management, May 2007. The Customer Satisfaction Market Share Relationship: Empirical Generalizations and Marketing Implications, Frank M. Bass Conference, The University of Texas at Dallas, March 2007. Competing Constituent Demands: The Case of Collegiate Athletics, Organization Science Winter Conference, Steamboat Springs, Colorado, February 2007. The Financial Consequences of Brand Management Capabilities, Marketing Science Conference, University of Pittsburg, June 2006. Exploring Spatial Variation in the Customer Satisfaction-Customer Loyalty Relationship, Marketing Science Conference, University of Pittsburg, June 2006. How Competition and Market Area Characteristics Affect Retail Promotion Sensitivity, Marketing Science Conference, University of Pittsburg, June 2006. Customer Satisfaction Monitoring System Design and the Predictive Value of Firms' Customer Satisfaction Data, American Marketing Association Summer Educators Conference, San Francisco, August 2005. Spatial Variation in the Customer Satisfaction-Loyalty Relationship, Marketing Science Conference, Emory University, June 2005. The Marketing and Financial Performance Consequences of Brand Strategy Decisions, Marketing Science Institute Conference on Brand Architecture and Corporate Reputation Conference, March 2005. Customer Satisfaction, Cash Flows and Shareholder Value, University of North Carolina, Kenan-Flagler Business School, December 2004. The Satisfaction-Loyalty Link: How Robust are the Findings? Marketing Science Conference, ERASMUS University, June 2004. What s Best: Good Customers, Good Employees or Good Managers, Marketing Science Conference, University of Maryland, June 2003. Strategic Decisions Leading to Customer Satisfaction and Shareholder Value, Marketing Science Conference, University of Maryland, June 2003. Customer Satisfaction, Cash Flows and Shareholder Value, College of Commerce and Business Administration, University of Illinois Urbana-Champaign, January 2003. Customer Satisfaction, Cash Flow and Shareholder Value, Marketing Science Conference on Measuring Marketing Productivity: Linking Marketing to Financial Returns, Dallas, Texas, October 2002. Customer Satisfaction and Shareholder Value, Tippie College of Business, University of Iowa, September 2002. How Much Control Do Managers Really Have Over Customer Satisfaction? Tippie College of Business, University of Iowa, November 1999. 6
How Much Control Do Managers Really Have Over Customer Satisfaction? Stephen M. Ross School of Business, University of Michigan, February 1999. Identifying and Understanding Customer Satisfaction Segments, Marketing Science Conference, INSEAD, July 1998. MEDIA AND PROFESSIONAL CITATIONS Stocks with Benefits, Wall Street Journal, Dec-13, 2013. Array of Travel Gadgets Springs from Tight Airport Security, USA Today, May-21, 2012. Should Airlines Create Separate Sections For Kids, Larger Fliers? USA Today, Mar-23, 2011. Support Local, Say Restaurateurs; Give em Reason to, The Gazette, Dec-4, 2010. JetBlue, Southwest Ads Jab at Rivals Bag Fees, USA Today, Oct-25, 2010. Southwest Thrives On Policy of Free Checked Bags, USA Today, Dec-13, 2009. Delta Brings Back Red Coats To Help With Customer Service, USA Today, Jun-24, 2009. Customer Service Still Matters, Miami Herald, May-9, 2009. The Upside of an Economic Downturn Quad Cities Times, May-6, 2009. An Upside to the Downturn: Better Customer Service, Houston Chronicle, May-5, 2009. A Bruise or Two on Apple s Reputation, BusinessWeek, Oct-22, 2007. Bloomberg Radio, After the Bell, May-15, 2007 Right Customer Service Wrongs, The Motley Fool, Mar-24, 2007. One Question and Plenty of Debate, Wall Street Journal, Dec-4, 2006 Don t Believe Everything You Read, NetPromoter.com, Nov-27, 2006. The Good Service Test: Part I, WQAD-TV, Nov-19, 2006 Does the Morgan & Rego Study in Marketing Science Undermine the NPS Metric? Word-of-Mouth Communication Study, Nov-13, 2006. Customer Service Based on Morgan & Rego Study PR Communications, Nov-9, 2006. UI Business Professor Studies Lousy Customer Service University of Iowa, Nov-3, 2006. Discussion of Morgan & Rego Study Word-of-Mouth Communication Study, Nov-3, 2006. Customer Satisfaction Delivers Future Cash Flow, Marketing NPV, Jan-12, 2006. Surveys Says? Business 2.0, Nov-15 2005. Study shows customer satisfaction-cash flow link Corridor Business News, Oct-3, 2005. Study Shows How Satisfaction Translates into Future Cash Flow Insight Online, Sep-15, 2005. PROFESSIONAL AFFILIATIONS American Marketing Association INFORMS Marketing Science 7
TEACHING EXPERIENCE Indiana University (Associate Professor) 2011 Present X504 Marketing Core, MBA program (2013 three cohorts) NA / 7.0 X504 Marketing Core, MBA program (2012 three cohorts) 5.8 / 7.0 X504 Marketing Core, MBA program (2011 three cohorts) 5.2 / 7.0 University of Iowa 2000 2011 (Associate Professor / Assistant Professor / Visiting Assistant Professor) Marketing Management, Hong-Kong MBA program (five sections) 5.7 / 6.0 Marketing Management, MBA program (thirteen sections) 5.7 / 6.0 Customer Relationship Management, MBA program (six sections) 5.5 / 6.0 Brand Management, MBA program (six sections) 5.8 / 6.0 Services Marketing, MBA (five sections) 5.6 / 6.0 Advertising and Promotions, MBA program (one section) 5.8 / 6.0 Advertising Theory, undergraduate (two sections) 5.7 / 6.0 Marketing Research/Analytics, MBA program (seven sections) 5.4 / 6.0 University of Frankfurt 2007 (Guest Assistant Professor) Marketing Strategy Doctoral Seminar University of Michigan 1997 (Teaching Assistant) Marketing Management (one section) 4.9 / 5.0 TEACHING INTERESTS Marketing Management Marketing Strategy Strategic Brand Management Customer Insights Marketing and Customer Analytics Marketing Research 8
PROFESSIONAL EXPERIENCE Indiana University 2011 Present Service Ph.D. Advisor for Shekhar Misra 2013 Ph.D. Committee member for Kim Whitler 2010 MBA Policy Committee 2011 MBA Core Committee 2011 Ph.D. Committee member for Hui Feng 2009 2013 Referee / Reviewer 2013 Summer AMA Conference, Track Chair 2012 2013 2012 Winter AMA Conference, Track Chair 2011 2012 2011 Winter AMA Conference, Track Chair 2010 2011 Journal of Marketing Journal of Marketing Research Marketing Science Management Science International Journal of Research in Marketing Marketing Letters American Marketing Association Journal of Retailing Journal of Interactive Marketing The Services Industries Journal Journal of Economic Behavior & Organization Journal of Business Research Sloan Management Review Marketing Analytics, 1 st Ed., Wayne Winston. 2012 2013 Marketing Management, 12 th Ed., Philip Kotler and Kevin Lane Keller. 2004 2005 IMC: Advertising and Promotion to Build Brands, 2 nd Ed., Tom Duncan. 2002 2003 University of Iowa 2003 2011 Service Ph.D. Committee chair/co-chair for Younghan Bae, Qiang Fei and John Zhu 2007 2012 Faculty Recruiting Committee 2003 2011 MBA Program Committee 2005 2011 Elected Faculty Council 2007 2011 Library and Publications committee 2008 2011 Mentor 2 nd Year Paper for Younghan Bae, Qiang Fei and Sang-Uk Jung 2007 2010 University of Iowa Marketing Camp 2005 2010 Ph.D. Program Review Committee 2004 2011 University of Iowa Big 10 Case Study Competition Advisor 2001 2011 9