Marketing

Harold Koenig

Associate Professor
koenig@bus.oregonstate.edu

Office: 541-737-4117

Austin Hall

Austin Hall 474

2751 SW Jefferson Way

2751 SW Jefferson Way
Corvallis, OR 97331

Profile Field Tabs

At OSU
Affiliated with: 
College of Business
Research/Career Interests: 

Hal Koenig’s professional focus is on research methods and customer satisfaction. He is published in several academic journals including the Journal of Marketing, the Journal of Health Care Marketing and Hospital & Health Services Administration, Journal of Product Innovation Management, and Public Opinion Quarterly. He authored “Financial Aspects of Retail Management," a supplement to Retailing Management. Dr. Koenig earned his M.B.A. and Ph.D. in marketing from the University of Nebraska-Lincoln. He teaches fundamentals of marketing research and the marketing research practicum for the College of Business using “real world” projects.

Courses Taught: 
Beyond OSU
Education: 
  • Ph.D. University of Nebraska-Lincoln, 1989 Business (Marketing)
  • M.B.A. University of Nebraska-Lincoln, 1982
  • B.A. University of Rochester, 1980
Employment: 
  • Oregon State University College of Business
  • Fall 1995 - present Associate Professor, Marketing
  • Fall 1989 - Spring 1995 Assistant Professor, Marketing
Service: 
  • American Marketing Association
  • American Collegiate Retailing Association
  • The International Network for Social Network Analysis (INSNA)
  • Service to Discipline
  • Reviewer for American Marketing Association Winter Educators' Conference 1994, 1995, 1998, 1999, 2003, 2004.
  • Reviewer for 1994 Marketing and Public Policy Conference
  • Reviewer for 1994, 1996 Academy of Marketing Science Conference
  • Session Chairperson for American Marketing Association Winter Educators' Conference 1998.
  • Session Discussant for American Marketing Association Winter Educators' Conference 1998.
  • Session Discussant for 1994 Academy of Marketing Science Conference. Journal Reviewing
  • Editorial Review Board member for the Journal of Marketing Education
  • Ad Hoc reviewer for the Journal of Retailing, Journal of Marketing.
  • Service to College/University
  • College of Business Graduate Program Committee, chair, 2001-2003.
  • Health Care Administration Advisory Committee, Summer 2003 - present.
  • Marketing area, tenure-track search committee, Summer-Fall 2003.
  • MBA2000 Taskforce, Chair 1999-2000.
  • Marketing area, tenure-track search committee, Fall 2002.
  • Marketing area visiting faculty search committee, chair, Winter - Spring 1997.
  • Marketing area, organized the annual Meier & Frank Student Awards Luncheon, 1997-2002.
  • Marketing area, liaison to Meier and Frank, 1995-2002.
  • Salary Equity Study Committee, member, Fall 1996.
  • Marketing area tenure-track faculty search committee, member, Fall 1996.
  • Accreditation Coordinating Committee, 1995-97.
  • Scholarship Committee, Chair, 1996-97.
  • Scholarship Committee, Member, 1994-96.
  • Marketing research study of alumni of the OSU MBA program, conducted for the GPC in cooperation with Fran Saveriano, MBA Program Coordinator, Oregon State University, Winter 1998.
  • Marketing research study for the High School Outreach program, conducted for Dr. Leslie Burns, Director of Undergraduate Academic Programs, Oregon State University, Winter 1997.
  • Service to Community
  • Survey research advice for DaVinci Days Festival, Corvallis, Oregon. Steve Remington. Spring 1997
  • Survey research advice for the Downtown Corvallis Association, Parking Committee. Winter 1997
  • Market research study for Oregon Employees Federal Credit Union, Salem, OR, Winter 1996.
  • Market research study for the Benton County Fairgrounds, Fall 1993.
  • Marketing research study for Benton County United Way and Linn County United Way, 1989.
My Publications

Journal Articles


T. - Y. Tung, Burns, L., and Koenig, H., “Choice Overload and Online Approach Behavior”, International Journal of e-Business Research, vol. 15, no. 4 (October-December), pp. 56-72, 2019.

T. - Y. Tung, Koenig, H., and Chen, H. - L., “Effects of Green Self-Identity and Cognitive and Affective Involvement on Patronage Intention in Eco-Friendly Apparel Consumption: A Gender Comparison”, Sustainability, vol. 9, 2017.

L. N. Tobey, Koenig, H., Brown, N., and Manore, M. M., “Reaching Low-Income Mothers to Improve Family Fruit and Vegetable Intake: Food Hero Social Marketing Campaign”, Nutrients, vol. 8, no. 9, 2016.

J. McAlexander, Koenig, H., and DuFault, B., “Millennials and Boomers: Increasing Alumni Community Affinity and Intent to Give by Target Market Segmentation”, International Journal of Nonprofit and Voluntary Sector Marketing, vol. 21, pp. 82-95, 2015.

J. McAlexander, Koenig, H., and DuFault, B., “Advancement in Higher Education: The Role of Marketing in Building Philanthropic Giving Communities”, Journal of Marketing for Higher Education, vol. 24, no. 2, pp. 243-257, 2014.

J. McAlexander and Koenig, H., “Building Communities of Philanthropy in Higher Education: Contextual Influences”, International Journal of Nonprofit and Voluntary Sector Marketing, vol. 17, no. 2, pp. 122-131, 2012.

J. McAlexander and Koenig, H., “Contextual Influences: Building Brand Community in Large and Small Colleges”, Journal of Marketing for Higher Education, 2010.

U. Orth, Koenig, H., and Firbasova, Z., “Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe”, European Journal of Marketing, vol. 41, no. 3/4, 2007.

J. Schouten, McAlexander, J., and Koenig, H., “Transcendent Consumption Experience and Brand Community”, Journal of the Academy of Marketing Science, vol. 35, no. 3/Fall, pp. 357-368, 2007.

J. McAlexander, Koenig, H., and Schouten, J. W., “Building the Relationships of Brand Community in Higher Education: A Strategic Framework for University Advancement”, International Journal of Educational Advancement, vol. 6, no. 2, pp. 107-118, 2006.

J. McAlexander, Koenig, H., and Schouten, J. W., “Building a University Brand Community: The Long-Term Impact of Shared Experiences”, Journal of Marketing for Higher Education, vol. 14, no. 2, pp. 61 - 79, 2004.

C. S. Mishra, Koenig, H., and Gobeli, D., “Creating Brand Equity Through Strategic Investments”, Journal of Private Equity, vol. 5, no. 2, pp. 45-52, 2002.

J. Inge Jenssen and Koenig, H., “The Effect of Social Networks on Resource Access and Business Start-Ups”, European Planning Studies, vol. 10, no. 8, pp. 1039-1046, 2002.

J. McAlexander, Schouten, J., and Koenig, H., “Building Brand Community”, Journal of Marketing, vol. 66, no. 1, pp. 38-54, 2002.

J. Giampaoli, Sneed, J., Cluskey, M., and Koenig, H., “School Foodservice Directors' Attitudes and Perceived Challenges to Implementing Food Safety and HACCP Programs”, Journal of Child Nutrition & Management, vol. 26, no. 1, 2002.

J. McAlexander and Koenig, H., “University Experiences, the Student-College Relationship, and Alumni Support”, Journal of Marketing for Higher Education, vol. 10, no. 3, pp. 21-43, 2001.

D. Gobeli, Koenig, H., and Bechinger, I., “Managing Conflict in Software Development Teams: A Multi-Level Analysis”, Journal of Product Innovation Management, vol. 15, no. 5, pp. 423-435, 1998.

J. R. Brown, Johnson, J. L., and Koenig, H., “Measuring the sources of marketing channel power: A comparison of alternative approaches”, International Journal of Research in Marketing, vol. 12, no. 4, pp. 333-354, 1995.

H. Koenig and Kleinsorge, I., “Perceptual Measures of Quality: A Tool to Improve Nursing Home Systems”, Hospital & Health Services Administration, vol. 39, no. 4, pp. 487-503, 1994.

H. Koenig and McAlexander, J., “The Measurement of Service Quality in Healthcare: An Examination of Dental Practices”, Journal of Health Care Marketing, pp. 34-40, 1994.

J. McAlexander, Kaldenburg, D., and Koenig, H., “Service Quality Measurement”, Journal of Health Care Marketing, vol. 14, pp. 34-41, 1994.

D. O. Kaldenberg, Koenig, H., and Becker, B. W., “Mail Response Rate Patterns in a Population of Elderly: Does Response Deteriorate With Age?”, Public Opinion Quarterly, vol. 58, no. 1, pp. 68-76, 1994.

H. Koenig, “When Knowledge Levels Vary, Why Not Try Hypermedia”, Marketing Education Review, vol. 4, no. 1, pp. 36-44, 1994.

D. J. Brown and Koenig, H., “Applying Total Quality Management to Business Education”, Journal of Education for Business, vol. 68, no. 6, pp. 325-329, 1993.

H. Koenig and Friese, S., “Shopping for Trouble: Experiences of Compulsive Buyers”, Advancing the Consumer Interest, vol. 5, no. 1, pp. 24-29, 1993.

H. Koenig and Kleinsorge, I., “The Silent Customers: Measuring Customer Satisfaction in Nursing Homes”, Journal of Health Care Marketing, vol. 11, no. 4, pp. 2-13, 1991.

B. R. James, Lusch, R. F., and Koenig, H., “Environmental Uncertainty Regarding Inventory Ordering: Its Behavioral Consequences in a Distribution Channel”, International Journal of Physical Distribution and Materials Management, vol. 14, no. 3, pp. 19-36, 1984.

Conference Papers


T. - Y. Tung, Koenig, H., and Chen, H. - L., “Effects pf Green Self-Identity and Gender Influences on Consumers' Involvement and Patronage Intention in Eco-Apparel Consumption”, in Association for Consumer Research, San Diego, California, 2017.

Presentations


H. Koenig and McAlexander, J., “Alumni Giving: Cultivating Connections that Build Commitment”, Symposium for the Marketing of Higher Education. San Diego, CA, 2007.

H. Koenig, McAlexander, J., and Schouten, J. W., “Brand Community in Higher Education: A Framework for Understanding and Building Loyalty”, Symposium for the Marketing of Higher Education. Chicago, IL, 2005.

H. Koenig, Duncan, L. M., and Becker, B. W., “A Patriotism Scale and Patriotic-Themed Advertising Post 9/11 ? An Exploratory Experimental Study”, American Academy of Advertising Conference. Baton Rouge, LA, 2004.

H. Koenig, “A New Direction for Branding”, Corvallis Chamber of Commerce, Business Connection. Corvallis, OR, 2004.

H. Koenig and McAlexander, J., “Building the Relationships of Brand Community in a Service Setting”, American Marketing Association Winter Educators' Conference. Chicago, IL, 2003.

H. Koenig and McAlexander, J., “Intercustomer Relationships and Service Experiences: An Empirical Exploration”, American Marketing Association Winter Educator's Conference. Chicago, IL, 2002.

H. Koenig, “The Future of Branding”, Seed Research of Oregon, Summer Turf Conference. Corvallis, OR, 2002.

H. Koenig, Giampaoli, J., Sneed, J., and Cluskey, M., “Challenges Relative to Food Safety in School Foodservice”, California Dietetic Association Conference. Riverside, CA., 2002.

D. Gobeli and Koenig, H., “Enhancing the E-Business Value Sequence Through R&D”, Portland International Conference on Management of Engineering and Technology. Portland, OR, 2001.

D. Gobeli and Koenig, H., “Enhancing Technology Management Through Alliances”, Technology Management in the Knowledge Era, Portland International Conference on Management of Engineering and Technology. 2001.

H. Koenig, Giampaoli, J., Sneed, J., and Cluskey, M., “Food Safety and HACCP Challenges in School Foodservice”, American Dietetic Association Food and Nutrition Conference, Foodservice Systems Management Education Council Research Reports. St. Louis, MO, 2001.

H. Koenig, Schneider, C. L., and Cluskey, M., “Teaching Practices Related to Customer Service Dimensions: A Study of Dietetics Educators”, American Dietetic Association Food and Nutrition Conference, Foodservice Systems Management Education Council Research Reports. St. Louis, MO, 2001.

H. Koenig, “University Experiences, the Student-College Relationship, and Survey”, Student Affairs Assessment Showcase, Oregon State University. Corvallis, OR, 2001.

D. Gobeli, Mishra, C., and Koenig, H., “Impact of R&D on Performance”, Financial Management Association Conference. Seattle, WA, 2000.

D. Gobeli and Koenig, H., “Two Stage Internalization Framework for Multinational Corporations”, Academy of International Business Conference. South Carolina, 1999.

D. Gobeli, Mishra, C., and Koenig, H., “Strategic Value of Technology and Brand Equity”, International Conference on Valuation of Intangible Assets in Global Operations. New Jersey, 1999.

H. Koenig, Bechinger, I., and Gobeli, D., “Product Success and Conflict in the Software Industry”, College of Business Friday Seminar Series. Corvallis, OR, 1997.

H. Koenig, “Researching Customer Interests and Market Opportunities”, Marketing Section- Professional Management Institute. Corvallis, OR, 1997.

H. Koenig, “Marketing Research: An Overview”, Oregon Association of Convention and Visitor Bureaus' Fall Conference. Corvallis OR, 1996.

H. Koenig, “Marketing ” Beyond the Spit”, Llama Association of North America Expo and Conference. Boise, ID, 1995.

H. Koenig, “Information Technology in the Classroom: What Can You Do Today, What Might You Do Tomorrow?”, Western Marketing Educators' Association Conference. San Diego, CA, 1995.

H. Koenig, “Evaluating Formal Student Writing”, Writing Intensive Curriculum Faculty Seminar. Corvallis, OR, 1994.

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