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. I am the principal investigator of the Metascience & Marketing Lab at ISU.


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.