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Joanne Cao

Dr. Joanne Cao

Assistant Professor


Dr. Joanne T. Cao joined the School of Marketing after completing her doctorate at Louisiana Tech University. Dr. Cao currently teaches Principle of Marketing, Integrated Marketing Communications, and Developing an Honors Thesis. Her research interests include value consumption, service failures and recovery, and branding. She has an established record of research, and her work has been presented at international, national, and regional conferences. Dr. Cao is a Gulf Coast native and has over ten years of experience in the services and healthcare industry.

  • DBA - Louisiana Tech University (2016)
  • MBA - Univ of Southern Mississippi (2009)
  • BSBA - Univ of Southern Mississippi (2008)

Principles of Marketing | International Marketing | Integrated Marketing Communications | Developing an Honors Thesis

  • Brand Love: Corroborating Evidence across Four Continents, Journal of Business Research,
  • Complainers’ Resource Investment and Mobilization in Digital Environments Using Conservation of Resource Theory, Journal of Service Management,
  • Hedonic and Utilitarian Value: The Role of Shared Responsibility in Higher Education Services, Journal of Marketing for Higher Education, 2019
  • Does Co-creation Always Produce Value in Experience: An Experimental Study, The Journal of Selling, 2014
  • Effective College Instruction
  • Teaching Marketing Analytics
  • Applying the QM Rubric
  • Society for Marketing Advances
  • Association of Marketing Theory and Practice
  • Direct Selling Education Foundation
  • Academy of Marketing Science
  • Vietnamese (Native or Bilingual)

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Areas of Expertise

Services Marketing • Consumer Behavior • Multi-Method Approaches