Serwaa Karikari, PhD
Assistant Professor of Practice
| Academic Area | Marketing |
|---|
Serwaa Karikari is an Assistant Professor of Practice in Marketing. She researches attitudes and persuasion, and focuses on consumer insights with broad social and public policy implications. Serwaa is an avid case researcher and is passionate about highlighting African entities through her case research and writing.
Education
- PhD, Morgan State University
- MSc.,Ghana Institute of Management & Public Administration
Teaching
Current
- Advanced Behavioral Marketing
- Consumer Behavior
- Integrated Digital Marketing
Research
Selected Publications
- “The three musketeers? The roles of authenticity, justice, and empathy in consumer responses to brand-issue incongruence” (with Michael A. Callow and Xingxing Zu). Journal of the Association for Consumer Research.
- "Marketing the “faast” way: the corn dough revolution" (with Haiyan Hu). The Case Journal.
- “Evaluating individual level antecedents and consequences of social media use in Ghana” (with Kofi Osei-Frimpong, and Nana Owusu-Frimpong). Technological Forecasting and Social Change.
Working Papers
- Examining responses to brand activism through the lens of incongruence
- Assessing attitudes to brand-issue incongruence
Honors and Distinctions
- Runner-up, AMS-Review—Sheth Doctoral Competition for Conceptual Papers, 2022
- Honorable Mention, 2022 Small Research Grant - Consumer Behavior Special Interest Group (CBSIG) of the AMA
- AMA-EBSCO Answers in Action Grant from the American Marketing Association (AMA), 2019
Impact and Engagements
- October, 2024. “The three musketeers? The roles of authenticity, justice, and empathy in consumer responses to brand-issue incongruence.” Invited presentation at the Journal of the Association for Consumer Research (JACR) Webinar for the Consumer Movements and Activism Issue. 2.
- March 2024. Guest Speaker, “Marketing and Budgeting for Micro-businesses.” Invited presentation by the EMERGE (Engaging Microenterprise for Resource Generation and Health Empowerment) Project – In conjunction with Johns Hopkins University, Yo! Baltimore, AIRS Inc., JOY Baltimore, and the University of North Carolina at Chapel Hill