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Jill Avery, D.B.A.

Affiliations: 
2007 Harvard University, Cambridge, MA, United States 
Area:
Marketing Business Administration, Social Psychology
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John A. Deighton grad student 2007 Harvard
 (Saving face by making meaning: The negative effects of consumers' self -serving response to brand extension.)

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Publications

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Paharia N, Avery J, Keinan A. (2014) Positioning brands against large competitors to increase sales Journal of Marketing Research. 51: 647-656
Avery J. (2012) Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending International Journal of Research in Marketing. 29: 322-336
Paharia N, Keinan A, Avery J, et al. (2011) The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography Journal of Consumer Research. 37: 775-790
Fournier S, Avery J. (2011) The Uninvited Brand Business Horizons. 54: 193-207
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