Karen L. Becker-Olsen 738 Apollo Drive Bethlehem, PA 18017 610-866-0901 Teaching Experience Lehigh University, Rauch College of Business, Bethlehem PA 9/03 – 5/06 Assistant Professor of Marketing, 3 year Visiting Appointment • Taught Undergraduate Consumer Behavior, Principles Of Marketing and Services Marketing New York University, Leonard N. Stern School of Business, New York, NY 7/00 – 5/03 Assistant Professor of Marketing, 3 year Visiting Appointment ƒ Primary teaching responsibilities: Undergraduate Introduction to Marketing and Consumer Behavior and Graduate Marketing Principles and Consumer Behavior Ramapo College of New Jersey, Mahwah, NJ 8/99 – 5/00 Assistant Professor of Marketing ƒ Primary teaching responsibilities: Marketing Principles and Practices, Consumer Behavior and Marketing Communications Cedar Crest College, Allentown PA 8/94 – 12/97 Chair, Department of Business and Assistant Professor ƒ Primary teaching responsibilities: Marketing I and II, Consumer Behavior, Research Methods and Marketing Communications ƒ Developed a Community Service Learning Program which created alliances with the college and various community service organizations, providing “real-world” experiences for students ƒ Co-designed and implemented a 3-semester Business Research course in which all students conduct empirical research. Course led to numerous student conference presentations at National Conference for Undergraduate Research, White House Conference for Travel and Tourism, Eastern Psychological Association and Northeast Conference on Women’s Studies ƒ Assisted in the development of a 1-credit seminar weekend program which increased departmental revenue, allowed non-traditional students to accelerate their program of study and strengthen ties with the local business community

Industry Experience and Executive Training: Atlantic Social Research, Allentown PA 6/95 – 6/00 Marketing and Research Consultant – Full-service marketing and research consulting for both profit and non-profit organizations. Specialize in focus group testing, survey development and market analysis. Client list includes: TV Guide, ORC, Piercing Pagoda, Pennsylvania Power and Light, Wendy’s Family Restaurants and the Pennsylvania Public Utility Commission. Barebo, Inc., Vera Cruz, PA 6/89 – 7/90 Product Manager - Full-range marketing responsibilities for two product lines with sales in excess of $1 million. Initiated distributor newsletter; led cost saving’s review which yielded 18% savings; and increased sales 46% via more aggressive and targeted communications programs.

2 Binney & Smith, Inc., Easton PA 7/87 – 8/88 Marketing Assistant, Crayola Products Division – Prepared marketing plan for new product launch; assisted with public relations and other communications programs and prepared a 20 year demographic study for primary and secondary target markets.

Educational Background Lehigh University, Bethlehem, PA 12/98 PhD in Business and Economics with concentrations in Marketing, Economics and Statistics Teaching Assistant - Principles of Marketing 1996 AMA Doctoral Consortium Dissertation: “Corporate Social Sponsorship: A Look at the Moderating Effects of Fit and Reach on Corporate Image” Support of social causes is a popular element of the promotional mix. The logic is that consumers will view a firm more favorably if it sponsors social causes. We show that the effect of sponsorship is moderated by the perceived fit between the firm and the sponsored cause and by message source. High-fit sponsorships build equity, while low-fit sponsorships dilute equity. Further, sponsorships have a more favorable effect when they are communicated by the sponsored cause rather than by the sponsoring firm. While the effects of fit are highly persistent over time, the effects of message source are less so. Penn State University, University Park, PA 12/89 Master of Science in Marketing, Honor’s Graduate Teaching Assistant - Marketing for non-marketing majors Master’s Thesis: “Developing Growth Strategies through Brand Extensions” Case study research which assessed the viability of brand extension strategies to increase market share and overall profitability for mature consumer products. Supported by Binney & Smith, Inc, Crayola Products Division.

Cedar Crest College Bachelor of Science in Business

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Faculty Development ƒ NYU Marketing Camp (2001, 2002) ƒ Professional and Organizational Development Conference and Workshop (1999 and 2000) ƒ The Art and Craft of Discussion Leadership - Harvard University (1997) ƒ Syllabus Workshop - Designing Web-Based Courses (1997) ƒ Faculty Development in International Business and International Marketing University of South Carolina (1995)

Scholarship Publications Carolyn J. Simmons and Karen Becker-Olsen, “Fortifying or Diluting Equity via Association: the Case of Sponsorship.” Journal of Marketing (forthcoming10/06). Becker-Olsen, Karen L. and Ronald Paul Hill (2006) “The Impact of Sponsor Fit on Brand Equity: The Case of Non-Profit Service Providers,” August (9). Becker-Olsen, Karen, B. Andrew Cudmore and Ron P. Hill (2006), “The Impact of Perceived Corporate Social Responsibility on Consumer Behavior,” Journal of Business Research 59 (1).

3 Becker-Olsen, Karen (2003), "And Now A Word From Our Sponsor: Assessing the Effectiveness of Sponsored Content Advertising," Journal of Advertising, Summer 32 (2). Becker-Olsen, Karen (2003), “Questioning the Name Game: An Event Study Analysis on Corporate Naming Rights Programs,” International Journal of Sponsorship and Sports Marketing, Winter. Becker-Olsen, Karen (2002), Quantitative supplement for Marketing by Philip Kotler, New York: Prentice Hall. Becker-Olsen, Karen (2000), “Not Another Group,” Marketing Educator. Fall.

Conference Presentations and Proceedings Becker-Olsen, Karen and Ronald P. Hill, “Its Not What You Do But How You Say It” London Business School Corporate Social Responsibility Global Concerns Conference (July 06). Becker-Olsen, Karen, “Music Visual Congruency and Its Impact on Advertising Recall,” Association of Consumer Research (October 05). Becker-Olsen, Karen and Ronald P. Hill, “Measuring Corporate Social Responsibility: A Tale of Two Studies,” Marketing Science Institute’s Corporate Social Responsibility Metrics Conference, Berkley School of Business (April 05). Becker-Olsen, Karen and Carolyn Simmons. “Not All Sponsors are Created Equal: Why NonProfit Organizations Need to Be Careful When Choosing Partners.” Association for Consumer Research (10/04). Becker-Olsen, Karen and Andrew Cudmore. “When Good Deeds Dilute Your Equity.” Association for Consumer Research (10/03). Becker-Olsen, Karen and Andrew Cudmore. “When Social Responsibility Becomes a Liability.” European Association for Consumer Research (6/03). Becker-Olsen, Karen, Andrew Cudmore and Swain, Scott. “The Super Endorser: Overcoming the Effects of Fit.” European Association for Consumer Research (6/03). Swain, Scott, Andrew Cudmore and Karen Becker-Olsen. “Good Boy-Bad Boy: An Investigation of Prior Perceptions of Celebrity Endorsers.” Association for Consumer Research (10/02). Cudmore, Andrew, Scott Swain and Karen Becker-Olsen. “The Effect of Endorser Behavior on Brand Attitude: The Moderating roles of Brand Familiarity and Information Valence.” Society for Marketing Advances (11/02). Becker-Olsen, Karen. “A Different Store A Different Lure: Assessing Service Expectations Across Shopping Venues.” Academy of Business Disciplines Proceedings (11/01). Becker-Olsen, Karen and Carolyn Simmons. “When Do Sponsorships Enhance or Dilute Equity? How Fit Affects Clarity and Builds Brand Equity.” Association for Consumer Research 2001 (10/01)

4 Becker-Olsen, Karen and Carolyn Simmons. “Doing Better Than Good.” Association for Consumer Research Europe (6/01). Becker-Olsen, Karen. "Using An Undergraduate Research Model to Create A More Active Student-Centered Learning Environment in Consumer Behavior." AMA Summer Educator's Conference Proceedings (8/00). Becker-Olsen, Karen, "POINT, CLICK and SHOP: An Exploratory Investigation of Consumer Perceptions of On-line Shopping." AMA Summer Educator's Conference (8/00). Becker-Olsen, K.L. "Creating A Multimedia Learning Environment in the Advertising Management Classroom." NJIN 2000 Faculty Best Practices Workshop, (2/00). Becker, K.L ."Community Service Alliances: Making Connections and Building Bridges through Experiential Based Learning." Northeast Regional Critical Thinking Workshop (2/96).

Work in Progress: Becker-Olsen, Karen and Ronald P. Hill, “Its Not What You Do, But How You Say It: Measuring Social Outcome Communication,” Preparing for submission Andrew Cudmore, Scott Swain and Karen Becker-Olsen, “Bad Publicity: Will Your Celebrity Take Your Brand Down With Them?” Under second review Journal of Advertising.

Wakefield, Kirk, Karen Becker-Olsen, and Bettina Cornwell, “Sponsorship Recall: A field test of physical placement effects,” Under second review Journal of Advertising Wakefield, Kirk and Becker-Olsen Karen, “Assessing the Impact of Customer Relationship Management on Fan Loyalty and Satisfaction,” Preparing for submission Journal of Sponsorship and Sports Marketing. Service Activities ƒ ƒ

Reviewer for Journal of Advertising and Journal of Business Disciplines Reviewer for Association for Consumer Research, Public Policy and Marketing Conference, and the Summer AMA conference

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AACSB Outcomes Assessment Committee - Ramapo College (9/99-5/00) Academic Integrity Committee - Ramapo College School of Business (9/99-5/00) Advisor for the Marketing Club - Cedar Crest College (9/94-12/97) and Lehigh University (9/93-5/94) "Women, Work and Careers" conference at Ramapo College - session moderator (2/00) Faculty Advisor for student research projects presented at the National Conference on Undergraduate Research (Spring 1996, 1997, 2000) Strategic Planning Committee - Cedar Crest College (8/94 - 12/97) Faculty Representative to Board of Trustees - Cedar Crest College (8/96 - 12/97)

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References Carolyn J. Simmons Marketing Department Washington and Lee University [email protected] Dissertation Advisor and Co-Author Jack Jacoby Professor New York University 212-998-0500 [email protected] [email protected]

Ronald Paul Hill Bank of America Professor of Corporate Social Responsibility University of South Florida St. Petersburg 727-553-4766 [email protected] Michael J. Kolchin Chair, Department of Marketing and Management Lehigh University [email protected]