My primary research interests are brand extensions, brand collaborations, and international retailing. I have conducted research on various brand extension strategies of fashion apparel brands and its impact on brand image. This includes brand collaborations, such as brand and retailer collaborations and brand and cause collaborations and its impact on brand image. I also enjoy examining topics related to international retailing, such as economical and psychological factors that impact internationalization strategies. I currently teach professional develop and international retailing.
- Brand Strategy: Brand Extension and Collaboration
- International Retailing
- Consumer Response to Corporate Brand Behavior
Childs, M. L., & Jin B. (2016). Do Status Symbols in Advertising Increase Product Evaluations? An Experimental Analysis of Groups Difference on Product Evaluations for Scarce and Brand Presence Products. Journal of International Consumer Marketing. 28(3), 154-168.
Childs, M. L., & Jin, B. (2016). A New Age in Brand and Retailer Collaborations: Trends and Recommendations for a Successful Partnership. Journal of Brand Strategy, 5(1).
Yurchisin, J., Chang, H. J., and Childs, M. L. (2015). Where am I Wearing? Using Kelsey Timmerman’s Book to Teach Students about Social Responsibility in the Apparel Industry. Fashion Design, Technology and Education, 8(3), 185-193.
Hodges, N., Watchravesringkan, K., Yurchisin, J., Karpova, E., Marcketti, S., Hegland, J., Yan, R-N., & Childs, M. L. (2015). Women and apparel entrepreneurship: An exploration of small business challenge and strategies in three countrys. International Journal of Gender and Entrepreneurship, 7(2), 191-213.
Childs, M. L., & Jin B. (2015). Firm factors that influence internationalisation and subsequent financial performance of fashion retailers. Journal of Service Theory and Practice, 25(1), 95-114.
Childs, M. L., & Jin, B. (2014). Is Uppsala model valid to fashion retailers? An analysis from internationalization patterns of fast fashion retailers. Journal of Fashion Marketing and Management, 18(1), 36-51.
Mower, J. M., Kim, M., & Childs, M. L. (2012). External atmospherics and consumer behavior: Influence of landscaping and window display. Journal of Fashion Marketing and Management, 16(4), 442-453.