W Kassaye

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W Kassaye

Professor of Marketing

Marketing

Office Hours

TR 09:00 to 10:50; T: 14:00-15:00

Biography

W. Wossen Kassaye received his PhD in Business Administration from the University of Illinois, Urbana-Champaign in 1980. His research interests include haggling, green marketing, and skippable ads. These activities align with the strategic marketing management and principles of marketing he teaches.

Education

PhD in Consumer Behavior

University of Illinois, Urbana

MA in Institute of Labor and Industrial Relations

University of Illinois

BBA in Management

Addis Ababa University

Published Works

  • Kassaye, W. W., Flores, A. F. Is Generation Z Re-defining the Scope and Length of Skippable Ads?. Western Decision Sciences Institute (WDSI).
  • Flores, A. F., Kassaye, W. w. Examining the Use of Micro Advertisements in Social Media. Academy for Global Business Advancement (AGBA).
  • Kassaye, W. (2024). Ad Agencies’ Strategic Plan to Combat the Internet Crisis: A Study of their Deliberations and Actions. Journal of Strategic Innovation and Sustainabililty https://doi.org/10.33423/jsis..
  • Kassaye, W. (2024). The Competitive Challenge in Post-Internet Advertising: Appraising the Functional Divide Between Agencies and the Newcomers. Journal of Marketing Development and Competitiveness (ISSN# 2155-2843) https://americanpublishingservices.com/. www.nabpress.com.
  • Kassaye, W. W., Hutto, A. (2023). THE ADVERTISING IMPLICATIONS OF THE DYNAMICS IN MILLENNIALS’ EVALUATIVE CRITERIA: COMPARING PRINT, BROADCAST, AND THE INTERNET. WDSINET.org, www.wdsinet.org.
  • Kassaye, W. w. Leveraging the Common Threads Between Millennials and Centennials (aka Gen Zers).
  • Kassaye, W. w., Hutto, A. Reaching Millennials and Gen Z’ers Through the Latest Targeting Methods. Promotion and Marketing Communications, ISBN 978-1-83880-228-8.
  • Hutto, A., Kassaye, W. (2018). Exploring Millennials’ Motives in Media Class Preferences: Advertising Implications. IRBE International Review and of Business and Economics.
  • Kassaye, W. w. (2016). MIllennials. WDSInet.org.
  • Kassaye, W. W., Hutto, A. (2016). Advertising Implications of Millenials' Motives and Device-Platform Consideration Sets: An Exploratory Study. Journal of Promotion Management, 22(1), 16-33. https://www.tandfonline.com/toc/wjpm20/22/1?nav=tocList.
  • Kassaye, W., Hutto, A. (2016). Understanding Millennials' Digital Engagement. World Business, Finance and Management Conference, Auckland, NZ, November 28 – 29, 2016., http://www.newzealandconfo.com/.
  • Kassaye, W. W. (2015). Assessing the Impact of Unilateral Pricing Policy on Store Brand Image Differentiation Efforts: The case of HD and Ultra-HD television brands. IJEB 2015, 5th International Conference on Economic and Business Issues is starting on 19 December, 2015 and ending on 20 December, 2015., www.ijeb.com.
  • Hutto, A., Kassaye, W. (2014). Exploring Millennials’ Motives in Media-Platform Preferences: Advertising Implications. IJEB Conference in Denver, CO., www.ijeb.com.
  • Black, S. G., Kassaye, W. W. (2014). Do Student Learning Styles Impact Student Outcomes in Marketing Classes?. Academy of Educational Leadership Journal, 18(4), 35-48.
  • Kassaye, W. W., Black, S. G., Watson, R. K., Chang, T. T. (2013, September). The Competitive Challenge in Internet Advertising. International Conference on Marketing Studies.
  • Kassaye, W. W., Hutto, A. Examining the Intersections of Device Use and Media Platform Preferences among Millennials: Some Advertising Implications. Journal of Promotion Management.
  • Watson, R. K., Bahl, A., Kassaye, W. W. (2013, April (2nd Quarter/Spring)). SCHOLARS VS. PRACTITIONERS: AN EXPLORATION OF MARKETING SCHOLARS AND PRACTITIONERS: THE IMPACT AND PERCEIVED VALUE OF SCHOLARLY RESEARCH ON MARKETING PRACTICE AND PRACTITIONERS. Marketing Educators' Association Conference Proceedings.
  • Watson, R. K., Kassaye, W. W., Bahl, A. (2012). Scholars vs. Practitioners: The Great Divide. Global Trends Conference of the Academy of Business Administration.
  • Black, S. G., Kassaye, W. W., Duber-Smith, C. D., Frontczak, T. N., Daughtrey, C., Watson, R. K. (2012, April (2nd Quarter/Spring)). The Evolution of an "Award Winning" Assessment Plan. Marketing Educators' Association 2012 Annual Conference.
  • Kassaye, W. W., Black, S. G. (2012, April (2nd Quarter/Spring)). Assessing Student Learning Outcomes: Strategic Planning Shortcomings. Marketing Educators' Association 2012 Annual Conference.
  • Kassaye, W. W., Black, S. G., Bahl, A. (2011). Challenges in Improving Student Learning Outcomes: The Need for Strategic Planning Framework. Academy of Business Administration's 2011 Global Trends Conference.
  • Kassaye, W. W. (2009). The Competitive Challenge in Internet Advertising: Agencies vs. Newcomers. European Journal of Marketing.
  • Kassaye, W. W. (2008). Sorting out. The Institute of Direct Marketing website www.theidem.com/index.cfm.
  • Kassaye, W. W. (2008). Virtual Reality as Source of Advertising. Journal of Website Promotion, 2 ((3/4)), 103-124.
  • Kassaye, W. W. (2004). Deciding on Environmentally-Safe Packaging. Academy of Marketing Science Annual Conference.
  • Kassaye, W. W. (2001). Green Dilemma. Marketing Intelligence and Planning, 19(6), 444-455.
  • Kassaye, W. W., Humeyumptewa, E. (2001). The Effects of Web Site Design & Architecture on Customer Value. Applied Business Research Conference Program & Proceedings.
  • Kassaye, W. (2000). IntechOpen - Promotion and Marketing Communications . IntechOpen.com.
  • Kassaye, W. W., Downs, C. J. (1999). Managing via the Internet. Proceedings of the 41st Annual Mountain Plains Management Conference.
  • Kassaye, W. W. (1999). Sorting out the practical concerns in WWW advertising. International Journal of Advertising, 18(3), 339-361.
  • Kassaye, W. W., Schumacher, P. (1998). Testing the impact of trying in behavior intervention. Journal of Economic Psychology, 19, 75-100.
  • Kassaye, W. W. (1998). Effects of instructors' personal characteristics on students' evaluations. Proceedings of Mountain Plains management Conference/40th Annual Mountain Plains Management Conference.
  • Kassaye, W. W., Holloway, W. E. (1998). A strategic perspective on green packaging: Concerns and actions. Developments in Marketing Science/Proceedings of the Annual Conference of the Academy of Marketing Science.
  • Kassaye, W. W. (1997). Global advertising and the World Wide Web. Business Horizons.
  • Vaccaro, P. J., Kassaye, W. W. (1997). Taking advantage of barter in radio?. Journal of Services Marketing, 11(2), 120-130.
  • Kassaye, W. W. (1997). The effect of World Wide Web on agency-advertiser relationships: Towards a strategic framework. International Journal of Advertising.
  • Kassaye, W. W., Mirmirani, S. (1994). Making the most of conspicuous production in hospital marketing. Journal of Hospital Marketing, 9(1), 33-44.
  • Kassaye, W. W., Vaccaro, P. J. (1993). TV stations use of barter to finance programs and advertisements. Journal of Advertising research, 33(3), 40-48.
  • Kassaye, W. W., Verma, D. (1992). Balancing traditional packaging functions with current "Green" packaging concerns. SAM Advanced Management Journal, 57(4), 15.23;29.
  • Vaccaro, P. J., Kassaye, W. W. (1992). The prevalence of barter in television: An empirical study. Journal of Media Planning, 7(1), 51-58.
  • Kassaye, W. W., Vaccaro, P. J. (1991). Assessing the merits of countertrade as a marketing strategy. The Review of Business Studies, 1(1), 57-70.
  • Kassaye, W. W., Vaccaro, P. J. (1991). Increasing advertising effectiveness through better selection of media. Review of Business, 13(3), 40-45.
  • Kassaye, W. W., Vaccaro, P. J. (1991). Revisiting radio: managerial and advertising implications. Journal of promotion Management, 1(2), 3-14.
  • Pfeiffer, D., Kassaye, W. W. (1991). Student evaluations and faculty members with a disability. Disability, Handicap & Society, 6(3), 247-251.
  • Kassaye, W. W., Tseng, C. K. (1990). Effects of micro and macro-environmental factors on supply of hospital services. Journal of Hospital Marketing.
  • Kassaye, W. W. (1990). Improving our performance in sales training. Journal of Professional Services Marketing, 5(2).
  • Vaccaro, P. J., Kassaye, W. W. (1990). Marketing segmentation: A crucial aspect for small business advertising. Journal of Professional Services Marketing, 5(2).
  • Vaccaro, P. J., Kassaye, W. W. (1990). T.V. syndication: A managerial perspective. Journal of Media Planning, 5(4), 20-26.
  • Kassaye, W. W. (1990). The role of haggling in marketing: An examination of buyer behavior. Journal of Consumer Marketing, 7(4), 53-62.
  • Kim, H. J., Kassaye, W. W., Kwon, T. (1990). U.S. anti-dumping law and countertrade: Some considerations. Proceedings of Pan-Pacific Conference VII, A Business & Technological Exchange.
  • Kassaye, W. W. (1990). Using haggling in the marketing of goods internationally. Journal of International Consumer Marketing, 3(1), 85-100.
  • Kassaye, W. W., Kim, J. (1989). Effect of countertrade on trade imbalance: The case of the U.S. and its Far East trading partners. Pan-Pacific Conterence VI.
  • Kassaye, W. W., Vaccaro, P. J. (1988). Switching media and retail sales. Journal of Media Planning, 3(2).
  • Kassaye, W. W., Vaccaro, P. J. (1988). Increasing the advertising effectiveness of small retail businesses in the face of changes in the marketplace. Entrepreneurship: Theory and Practice, 13(1).
  • Kassaye, W. W. (1985). Countertrade prospects and dilemma for small businesses. American Journal of Small Business, 9(3).
  • Kassaye, W. W. (1985). Risks and Problems in Countertrade Negotiations with the Eastern Bloc. Countertrade and Barter Quarterly.
  • Kassaye, W. W. (1985). Some sources of personal prejudice in student-instructor evaluations. Journal of Financial Education.
  • Pfeiffer, D., Kassaye, W. W. (1985). Affirmative action and the marketing of disabled persons. Proceedings of The Society of Chronic Illness, Impairment, and Disability.
  • Kassaye, W. W. (1984). Assessment of the impact of monetary incentives upon smoking behavior. Journal of Drug Education, 14(2).
  • Kassaye, W. W. (1984). Critical insight into how students size-up prospective business classes. Journal of Business Education, 10.
  • Kassaye, W. W., Thomas, M. (1984). Why are HMOs in financial difficulties?. Advances in Health Care Research/ Conference proceedings.
  • Kassaye, W. W., Keysor, K. (1984). An overview of factors affecting catalog businesses. Southeast AIDs, 14th Annual Convention Proceedings.
  • Kassaye, W. W. (1983). The effects of embargoes on international marketing: An analysis of policy and strategy issues. World Marketing Congres, Managing the International Marketing Function: Creative Challenges of the Eighties, Conference Proceedings.
  • Kassaye, W. W., Feldman, W. (1983). Students perceptions of American-born vs. Foreign-born instructors: A preliminary experiment. Developments in Marketing Science, Vol. VI, Proceedings of Academy of Marketing Science.
  • Kassaye, W. W., Vacarro, P. J. (1983). Assessment of advertising practices of discount liquor stores. Northeast AIDS, 1983 Proceedings.
  • Kassaye, W. W. (1983). Proprietary health care institutions: An assessment of their effects on traditional hospitals. Advances in Health Care Research, 1983 Conference Proceedings.
  • Kassaye, W. W., Wheeler, R. D. (1982). Test of supply side theory to generate consumers' demand for hospital services. Advances in Health Care Research, 1982 Conference Proceedings.
  • Kassaye, W. W. (1981). Determining utilities from aggregate data: Some unresolved questions. Southwestern Marketing Association Conference, 1981 Proceedings.
  • van Raaij, F., Kassaye, W. W. (1978). Motivation-need theories and consumer behavior. Advances in Consumer Research.
  • Raaij, V., Kassaye, W. W. Motivation-need theories and consumer behavior. College of Commerce and Business Administration, University of Illinois.