Randy Raggio

Associate Dean
Director, The Richmond MBA
Executive Director, Executive Education
Associate Professor of Marketing

Profile

Randy Raggio is Associate Dean of The Richmond MBA and Executive Education programs and Associate Professor of Marketing at the Robins School of Business at the University of Richmond.  He joined the Robins School faculty in August 2010 after four years teaching undergraduate and MBA courses at LSU. He received his Ph.D. in marketing from The Ohio State University.  Before moving to Columbus to work on his Ph.D., Randy was director of the Jack C. Massey Graduate School of Business and instructor of business at Belmont University in Nashville, TN where he taught undergraduate, MBA, and professional education courses.  Randy earned his undergraduate degree in Management Information Systems from the University of Southern Mississippi and an MBA with a concentration in Marketing from Vanderbilt University.   

Grants and Fellowships

3.5 million SEK (Approx $490,000) from Swedish Energy Agency, to develop a model for understanding the implementation of Green eServices, with Steve Thompson (UR) and Peter Ekman (Mälardalen University), 2013-2015

Funded
Ekman, Peter, Thompson, Steve, Raggio, Randle, "STINT Grant, to study New Service Development for Green Apps across Sweden and U.S.," Sponsored by the Swedish Foundation for International Cooperation in Research and Higher Education, 146,900 SEK, Approx. $24,000. (2013)

Funded
Raggio, Randle, "LSU Council on Research Summer Stipend," Sponsored by LSU Council on Research, Other, $5,000.00. (2007).

Funded
Raggio, Randle, Folse, Judith Garretson, "Drivers of Perceptions of Louisiana, its People, Products and Services," Sponsored by Louisiana Department of Culture, Recreation, and Tourism, $10,000.00. (2006).

Awards

Robins School of Business Terry Weisenberger Service Award (2015)

Finalist (Top 3) for Flores MBA Program Class of 2011 Professor of The Year, LSU Flores MBA Program Student Association (2010)

Best Paper - Corporate Affairs, Social Responsibility and Sustainability Track, American Marketing Association, Best Paper in Corporate Affairs, Social Responsibility and Sustainability Track (2010)

Finalist (Top 3) for Flores MBA Program Class of 2010 Professor of The Year, LSU Flores MBA Program Student Association (2009)

Finalist (Top 3) for Flores MBA Program Class of 2009 Professor of The Year, LSU Flores MBA Program Student Association (2009)

Tiger Athletic Foundation Undergraduate Teaching Award, TAF undergraduate teaching award (2009)

Dr. George W. Fair Memorial Professorship for Developing Scholars, Louisiana State University, Awarded professorship in recognition of intellectual contributions and to assist future productivity with the associated research stipend (2009)

E. J. Ourso College of Business Summer Award for Intellectual Contribution, Louisiana State University, Summer grant recognizing intellectual contribution

President's Volunteer Service Award (Presented by President George W. Bush), White House, Presented by President George W. Bush in Baton Rouge on April 22, 2008, for work with Desire Street Academy

Presentations

Session Chair, "Brand Authenticity," AMA Winter Marketing Educators' Conference, Orlando, FL, February 21-23, 2014

"What is Brand Authenticity? Introducing the Entity-Referent Correspondence Framework of Authenticity and Its Application to Brands," AMA Winter Marketing Educators' Conference, Orlando, FL, February 21-23, 2014, with Julie Guidry Moulard and Judith Anne Garretson Folse

"What is True-to-Self Brand Authenticity? Understanding the Antecedents and Consequences of a Brand?s Passion," AMA Winter Marketing Educators' Conference, Orlando, FL, February 21-23, 2014, with Julie Guidry Moulard and Judith Anne Garretson Folse

"Academic Publishing and Higher Education in the U.S." Invited presentation at Mälardalen University, Västerås, Sweden, June 12, 2013, with Steve Thompson

"From Engineering to Relationship Perspectives: The Identification and Implications of Differential and Evolving Brand Effects," The Next Generation: Brands and Branding in Law, Accounting and Marketing Conference, Chapel Hill, NC, April 12-13, 2012, with Robert P. Leone and William C. Black

"Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness," Academy of Marketing Science Annual Conference, Coral Gables, FL, May 24-27, 2011, with Phillip Hartley and Jie Sun (author only)

Raggio, Randle, Kuzmina Yana, Black C. William, Brand Creation vs. Brand Acquisition as a Brand Portfolio Expansion Strategy, American Marketing Association Winter Educator's Conference, Austin, TX (2011).

Raggio, Randle, Folse Anne Garretson Judith, Interpreting the Impact of Media on the Public's Perception of Expressions of Gratitude, American Marketing Association Winter Educator's Conference, New Orleans, LA (2010).

Raggio, Randle, Folse Anne Garretson Judith, Recognizing Those Who Participated and Encouraging Those Who Didn't: A Social Marketing Perspective on Expressions of Gratitude from post-Katrina Louisiana, American Marketing Association Winter Educator's Conference, New Orleans, LA (2010).

Raggio, Randle, Folse Anne Garretson Judith, Special Session Co-Chair: Gratitude, Attitudes, and Intentions, American Marketing Association Winter Educator's Conference, New Orleans, LA (2010).

Raggio, Randle, Walz Green Anna, Godbole Bose Mousumi, Folse Garretson Judith Anne, Gratitude in the Relationship Marketing Paradigm, American Marketing Association Summer Educator's Conference, San Diego, CA (2008).

Raggio, Randle, Folse Garretson Judith Anne, Gratitude Works: The Impact of 'Thank You' from Post-Katrina Louisiana, American Marketing Association Summer Educator's Conference, San Diego, CA (2008).

Raggio, Randle, Leone P. Robert, Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs Into Brand and Attribute Sources, Boston, MA (2006).

Raggio, Randle, Leone P. Robert, The Theoretical Separation of Brand Equity and Brand Value, St. Petersburg, FL (2006).

Raggio, Randle, Special Session Chair: Brand Equity, Customer Equity, and Brand Value - Past and Future, American Marketing Association Winter Educator's Conference, St. Petersburg, FL (2006). 

Raggio, Randle, Leone P. Robert, Separating Equity and Value, ZIBS Brand Valuation Workshop, Atlanta, GA (2005).

Raggio, Randle, Leone P. Robert, Measuring the Impact of Brand on Consumers Brand Ratings, MSI/JMR Conference on Academic-Practitioner Collaborative Research, New Haven, CT (2004).

Neeli, Bendapudi M., Randle Raggio, Brown W. Stephen, Value Pricing: Navigating the Free-to-Fee Transition for B2B Services, ISBM Academic Conference, Boston, MA  (2004).

Memberships

Academy of Marketing Science

American Marketing Association

Professional Experience

Previous positions include:

Previous positions include:

Academic

DeBoer Foundation, Naung Shwe, Myanmar (Burma) Faculty, taught Marketing and Strategic Planning to Fellows in DeBoer Foundation's leadership development program, May 2015

Visiting Scholar, Mälardalens University, Västerås, Sweden (2013)

Assistant Professor, Louisiana State University (2006 - 2010)

Director of Graduate Programs, Belmont University (2000 - 2002)

Instructor of Business, Belmont University (1999 - 2002)

Professional

Director of Marketing, Kidpower, Inc. (1997 - 1999)

Marketing Manager, Kidpower, Inc. (1996 - 1997)

Blue Ribbon Communications Panel Member, Toy Manufacturers of America (1998 - 1999)

President, Raggio and Associates, Inc. (1994 - 1995)

Senior Consultant, Andersen Consulting (1993 - 1994)

Staff Consultant, Andersen Consulting (1991 - 1993)

Institutional Service

University of Richmond

Faculty Athletic Committee (August 2013 - Present)

Robins School of Business

Assessment Committee (August 2010 - Present)

Executive Education Advisory Committee (August 2011 - Present)

Queally Lecture Series Committee (January 2011 - May 2011).

Marketing Department

National Team Selling Competition, Robins Team Coach (August 2010 - Present)

Chairperson, Marketing Department Curriculum Review Committee (August 2011 - Present)

Marketing Department Principles Course Coordinator (August 2011 - Present)

Marketing Department Capstone Committee (August 2010 - Present) 

Selected Publications

Books

Raggio, Randle D., Anna Green Walz, Mousumi Bose Godbole, and Judith Anne Garretson Folse (in press), "Gratitude in Relationship Marketing" in Handbook of Research in Relationship Marketing, Robert M. Morgan, Janet Turner Parish, and George Deitz (eds.), Northampton, MA: Edward Elgar, Ltd.

Randle Raggio, Brand Value (in Wiley International Encyclopedia of Marketing), John Wiley & Sons, 2011

Randle Raggio, Perceptions of Brand Equity (in Wiley International Encyclopedia of Marketing), John Wiley & Sons, 2011

Randle Raggio, Robert P. Leone, Producing a Measure of Brand Equity by Decomposing Brand Beliefs into Brand and Attribute Sources, (in Brand Equity Measurement: Concepts and Applications), ICFAI Press, 2007

Articles

Raggio, Randle D., Robert P. Leone and William C. Black (2014), "How Consumers' Use of Brand vs. Attribute Information Evolves over Time," Journal of Consumer Marketing, Vol. 31 (5)

Raggio, Randle D., Robert P. Leone and William C. Black (2014), "Beyond Halo: The Identification and Implications of Differential Brand Effects," Journal of Consumer Marketing, Vol. 31 (2) 

Raggio, Randle D., Anna Green Walz, Mousumi Bose Godbole, and Judith Anne Garretson Folse (2014), "Gratitude in Relationship Marketing: Theoretical Development and Directions for Future Research," European Journal of Marketing, Vol. 48 (1/2) Lead article in double issue

Moulard, Julie, Judith Folse, and Randle Raggio, Psychological Ownership: A Social Marketing Message Appeal? Not for Women, International Journal of Advertising, 2012

Randle Raggio, Judith Anne Garretson Folse, Expressions of Gratitude in Disaster Management: An Economic, Social Marketing and Public Policy Perspective on Post-Katrina Campaigns, Journal of Public Policy and Marketing, 2011

Randle Raggio, Judith Anne Garretson Folse, Expressions of Gratitude in Disaster Management: An Economic, Social Marketing and Public Policy Perspective on Post-Katrina Campaigns, Cited as an Article of Interest in Centers for Disease Control and Prevention's Health Communications Science Digest, February 2012 

Yana Kuzmina, William C Black, Randle Raggio, Brand Acquisition vs. Brand Creation in Portfolio Expansion Strategy, Journal of Product and Brand Management, 2011, 268-281

Randle Raggio, When the CEO's Personal Crusade Drives Company Decisions (Case Study), Harvard Business Review, 2010

Randle Raggio, Do You Thank the Taxpayer for Your Bailout? (Case Study), Harvard Business Review, 2009

Randle Raggio, Judith Anne Garretson Folse, Gratitude Works: Its Impact and the Mediating Role of Affective Commitment, Journal of Academy of Marketing Science, 2009

Robert P Leone, Randle Raggio, Drivers of Brand Value, Estimation of Brand Value in Practice, and Use of Brand Valuation: Introduction to the Special Issue, Journal of Brand Management, 2009

Robert P Leone, Randle Raggio, Postscript: Preserving (and Growing) Brand Value in a Downturn, Journal of Brand Management, 2009

Randle Raggio, Robert P. Leone, Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value, Journal of Brand Management, 2009

Randle Raggio, Robert P. Leone, The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning, Journal of Brand Management, 2007

Additional Publications

Michael Shaps Winery: Evaluating the "Custom Crush" Opportunity, Case and Teaching Note, (Product #9B13A027), London, Ontario: Ivey Publishing, 2013, with Ben Eubanks (MBA student)

Pitching J.Crew Maternity Apparel to Mickey Drexler, Case and Teaching Note, (Product #UVA-M-0854), Charlottesville, VA: Darden Business Publishing, 2013, with Paul Farris (Darden), Lindsay Murphy, Patrick DesMarteau, and Alex Mazakov (MBA students)

The Robins Center: Is Less More? Case and Teaching Note, Sport Marketing Quarterly, 21(2), 2012

Absolut Vodka: The Spirit of a Brand, Case and Teaching Note, Darden Business Publishing, 2012

Randle Raggio, Helping Employees Live the Brand, Invited Commentary, HBR.com, 2011

Randle Raggio, Why GM's Gratitude Is Worth Sharing, Invited Commentary, HBR.com, 2010

Randle Raggio, Sy.Med Development, Inc., Case and Teaching Note, Ivey Publishing, 2009

Neeli M. Bendapudi, Randle Raggio, Tassu Shervani, Is Mr. Clean Service Ready?, Invited commentary, HBR.com, 2009

Education

B.S.B.A., University of Southern Mississippi 1991
Management Information

M.B.A., Vanderbilt University 1997
Marketing

M.A., Ohio State University 2005
Marketing

Ph.D., Ohio State University 2006
Marketing

Contact Information

(804) 289-8593
(Mobile)
(804) 289-8878 (Fax)

Areas of Expertise

Branding
Brand Equity Theory and Measurement
Brand Authenticity
Marketing Strategy
Gratitude in Marketing