Kimberly V. Legocki
Adjunct Professor
Part-Time Faculty
Biography
Kimberly V. Legocki brings 20 years of industry experience with Piper Aircraft, Regal-Beloit, ATP Software, and JohnsonDiversey (SC Johnson) to her academic career. She earned her doctorate from the AACSB-accredited Grenoble Ecole de Management. Her research explores reputation-damaging issues, including boycotts, consumer activism, brand transgressions, and digital vigilantism, informed by her marketing background. Kimberly's work has been featured in leading journals such as Journal of Public Policy and Marketing, Journal of Consumer Marketing, and Journal of Marketing Management. She is also the co-author of Retail Marketing: Managing for Fast-Changing Consumer Demands, Technology, and Trends published by Kendall Hunt Publishing.
Expertise
- Consumer activism
- Social media marketing
- Brand firestorms
- User-generated content
Research Areas
- User-generated content
- Consumer activism
- Brand firestorms
Education
- Grenoble Ecole de Management, DBA
- Nova Southeastern University, MBA
- University of South Florida, BA
Prior Experience
- Marketing Lecturer, St. Mary's College of California
- Marketing Lecturer, California State University, East Bay
Selected Publications
- TEXTBOOK: Purnell, D.L., and Legocki, K.V. Retail Marketing: Managing for Fast-Changing Consumer Demands, Technology and Trends. Kendall Hunt Publishing. ISBN 9798765756041 (October 2023).
- Yeh, M., Legocki, K.V, Walker, K. L., and Eilert, M. (2024). From Search to Support: The Role of UGC in Stigmatized Consumers’ Mental Health Treatment Journeys. Journal of Services Marketing. Forthcoming.
- Yeh, M., Walker, K. L. Legocki, K.V, and Eilert, M. (2023). Folklore in Mental Health Treatment: YouTube Reflections on Psychiatric Drugs for Depression. Journal of Marketing Management. 1-26.
- Legocki, K.V, Walker, K. L., Eilert, M. (2022). Fanning the Flames: Understanding Viral Content After Brand Transgressions. Journal of Consumer Marketing, 39(5), 460-474.
- Legocki, K.V, Walker, K. L., Kiesler, T. (2020). Sound and Fury: Digital Vigilantism as a Form of Consumer Voice. Journal of Public Policy & Marketing, 39(2), 169-187.