I investigate marketing phenomena and research practices in two primary areas:

  1. Brand strategy

  2. Research methods

I use multiple research methods including data simulations, content analysis, and controlled psychology experiments. My dissertation work was on brand latitude, the idea that some brands may have more freedom to engage in unexpected behavior. A couple more things:

  1. I have a lab called the Metascience & Marketing Lab at ISU. We mainly analyze articles published in academic marketing journals.

  2. I have a website called that keeps track of retractions and replications in marketing.


Charlton, Aaron B., and T. Bettina Cornwell. "Authenticity in horizontal marketing partnerships: A better measure of brand compatibility." Journal of Business Research 100 (2019): 279-298.