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Dr. Baker Contributes Chapter to Marketing Encyclopedia


Dr. William Baker, chair of the CBA’s department of marketing, has written a chapter for the Wiley International Encyclopedia of Marketing, edited by Jagdish Sheth and Naresh Malhotra.

With over 300 entries from hundreds of global experts, the 6-volume publication is the first international, multi-volume encyclopedia of marketing and one of the premier marketing reference resources available worldwide.

Dr. Baker’s chapter, titled “Attitude Behavior Consistency”, which appears in Volume 4: Advertising and Integrated Communication, discusses the correlation between brand attitude and brand choice.