蘑菇短视频

Biography

Dr. Brian Whelan is an Assistant Professor of Marketing at 蘑菇短视频, where his primary research and teaching focus encompasses brand management and consumer behavior. He brings over 20 years of industry experience to the classroom, having held senior-level roles in marketing, branding, product management, corporate communications, and public relations for some of the world鈥檚 largest financial services firms. Before entering academia full time, Dr. Whelan was a Managing Director and Global Head of Corporate and Strategic Communications at Barings, a leading global investment management firm with over $400 billion in assets under management. In this role, Dr. Whelan was responsible for managing the firm's corporate and strategic communications and public relations initiatives across the U.S., Europe and Asia-Pacific. <br><br>Prior to joining 蘑菇短视频, Dr. Whelan served as a Lecturer in Marketing at the UNC Charlotte Belk College of Business, where he also completed his doctoral degree. His research interests include branding, consumer behavior, blockchain, AI and social media, and his research has been published in numerous peer-reviewed journals. He is currently serving as the Associate Editor of the Journal of Applied Marketing Theory

Education

• DBA, University of North Carolina at Charlotte, Marketing
• MS, West Virginia University, Marketing
• BA, Hofstra University, Sociology

Teaching Interests

Dr. Whelan utilizes a highly interactive teaching method that makes extensive use of real-world business scenarios and exercises created from his experiences in industry. His goal is to demonstrate to his students how academic theory impacts business practice, and he seeks to illuminate the connectivity between academia and practice in all of his courses. Dr. Whelan's primary teaching interests include branding, consumer behavior and digital marketing. He is also a member of the graduate faculty, and teaches in the MBA program.

Research Interests

Dr. Whelan's research, published in numerous peer-reviewed journals, focuses primarily on the intersection of branding and consumer behavior; specifically, how individuals form personal attachments and loyalty to brands in a perpetually changing digital world. Dr. Whelan is also actively researching the impact that social media activity has on brand attachment and loyalty, and is acutely interested in the impact that social media activity has on the formation of brand attitudes, brand affinity and brand loyalty among Gen Z and Millennials.