Brian  Spaid
Brian SpaidMarquette University

Straz Hall, 434

MilwaukeeWI53201United States of America
(414) 288-3371Personal Website
Curriculum Vitae

Associate Professor of Marketing

Dr. Spaid joins Marquette from the University of Tennessee – Knoxville where he completed his Ph.D. and MBA in marketing. He received a BM in Music Theory & Composition from the University of the Pacific and also studied music at the University of Cincinnati College-Conservatory of Music, and the Trinity College of Music in London. Prior to his Ph.D., Dr. Spaid worked for twelve years as an Internet marketing executive, a Silicon Valley IT manager, and an award-winning marketing creative director.

Dr. Spaid's research focuses on retail marketing with a special emphasis on the role of in-store and mobile technologies and their impact on the brick-and-mortar and online retail realms. In addition, he also explores the role of collecting in consumer behavior and culture. His work has been published in Research Policy; Journal of Organizational Computing and Electronic Commerce; Psychology and Marketing; The Service Industries Journal; Journal of Consumer Marketing; Business Horizons; The International Review of Retailing, Distribution and Consumer Research; and Journal of Marketing Theory and Practice.


  • Ph.D. – Marketing, University of Tennessee – Knoxville
  • MBA – Marketing, University of Tennessee – Knoxville
  • BM – Music Theory & Composition, University of the Pacific

Professional Interests

  • Retail Marketing

  • Digital Marketing

  • Consumer Collecting Behavior

  • Mobile Marketing

Selected Publications

Spaid, B. I. (2018). Exploring consumer collecting behavior: a conceptual model and research agenda. Journal of Consumer Marketing, 35(6), 653-662.

Dan, S. M., Spaid, B. I., & Noble, C. H. (2018). Exploring the sources of design innovations: Insights from the computer, communications and audio equipment industries. Research Policy.

Ow, T. T., Spaid, B. I., Wood, C. A., & Ba, S. (2018). Trust and experience in online auctions. Journal of Organizational Computing and Electronic Commerce, 28(4), 294-314.

Esmark Jones, C. L., Stevens, J. L., Breazeale, M., & Spaid, B. I. (2018). Tell it like it is: The effects of differing responses to negative online reviews. Psychology & Marketing, 35(12), 891-901.

Spaid, B. I., & Flint, D. J. (2014). The meaning of shopping experiences augmented by mobile internet devices. Journal of Marketing Theory and Practice, 22(1), 73-90.

Dabholkar, P. A., & Spaid, B. I. (2012). Service failure and recovery in using technology-based self-service: effects on user attributions and satisfaction. The Service Industries Journal, 32(9), 1415-1432.