Pia A. Albinsson, PhD


  • Ph.D. New Mexico State University

  • M.B.A. New Mexico State University


Pia A. Albinsson is the Beroth Professor of Marketing and the WCOB Dean's Club professor in the Walker College of Business, where she has been teaching since 2009. Her research interests are in the areas of collaborative consumption, green consumption practices, consumer activism, corporate social responsibility, and advertising effectiveness.

Dr. Albinsson teaches Marketing Research, Integrated Marketing Communications and Principles of Marketing. She has been a visiting professor during the summers at University of Angers, a partner university teaching New Product Development in 2017, 2018, 2019, and 2021.

She has been invited as Keynote or guest speaker at Alliance University, India (virtual), Brunel University, UK at the Collaborative Consumption Seminar, at Universiti Teknologi PETRONAS (virtual), at the Catholic University of Louvain, Belgium (another partner university) and at the University of the Pacific, California.

Her work has been published or is forthcoming in the Journal of the Association for Consumer Research, Consumption, Marketing and Culture, Journal of Services Quarterly, Journal of Current Issues and Research in Advertising, Journal of Consumer Marketing, European Journal of Marketing, International Journal of Retailing and Distribution Management, International Wine Business Research Journal, Journal of Macromarketing, Journal of Consumer Behaviour, Journal of Managerial Issues, Journal of Public Policy and Marketing, Journal of Marketing Theory and Practice, Marketing Education Review, Psychology and Marketing, Global Journal of Business Research, Sustainability, and Advances in Consumer Research, among others. She is a 2013 Highly Commended Award Winner for the Emerald Literati Network Awards for Excellence for her 2012 European Journal of Marketing article "Does Rhetoric Impact Advertising Effectiveness with Liking Controlled?

She has published two books on the Sharing Economy (2018) and Uber (2020) together with B. Yasanthi Perera at Brock University, Canada.

Dr. Albinsson is an Associate Editor for Journal of Global Scholars in Marketing Science and serves on the Editorial Review Board for Journal of Consumer Marketing, the Journal of Marketing Theory and Practice and Sustainability and regularly serves as ad hoc reviewer for European Journal of Marketing, Journal of Business Research, Business and Society, Journal of Macromarketing, Journal of Marketing Management, Marketing Education Review, Marketing Theory, and many international, national and regional conference proceedings.

She is currently serving as Guest editor for Marketing Education Review’s 2022 Teaching Innovations Issue, Sustainability’s Special issue on Consumer Culture Discourse and Sustainability, and Frontiers of Psychology’s Special issue on “Can the Sharing Economy Contribute to Wellbeing? Exploring the Impact of the Sharing Economy on Individual and Collective Wellbeing.”

Pia served as Secretary for Society for Marketing Advances 2015-2018, program chair and president-elect 2018-2019, and president 2019-2020. She currently serves as Chair of the SMA Board of Governors (2020-current). She also served as Co-program chair for the 2020 Academy of Marketing Science.

Dr. Albinsson received the 2016 China Studies Institute Zhi-Xing China Academic Leaders Fellowship sponsored by the American Association of State Colleges and Universities (AASCU) and China Education Association for International Exchange (CEAIE), China, June 5-June 24, 2016. She was a fellow for Society for Marketing Advances Doctoral Consortium in St. Petersburg, FL (2008) and AMA-Sheth Foundation Doctoral Consortium in Atlanta, GA (2009). 

Prior to academia, Dr. Albinsson spent several years working in the tourism industry in Greece, Malaysia and Portugal as well as with banking and marketing in her native Stockholm, Sweden.


Publications (last five years)

Albinsson, Pia A., G. David Shows, Unal O. Boya, “Celebrating Together: Generational Cohort Differences in Game-Day Tailgating Rituals,” Journal of Managerial Issues- forthcoming 

Perera, B. Yasanthi, Sarita Ray Chaudhury, Pia A. Albinsson, and Lubna Nafees (2021), “This is Who I am: Instagram as Counterspace for Shared Gendered Ethnic Identity Expressions,” Journal of Association for Consumer Research, 6 (2), 274-285. http://doi.10.1086/713288

Jan, Amin, Mário Nuno Mata, Pia A. Albinsson, José Moleiro Martins, Rusni Bt Hassan, Pedro Neves Mata (2021), “Alignment of Islamic Banking Sustainability Indicators with Sustainable Development Goals: Policy Recommendations for Tackling the COVID-19 Pandemic,” Sustainability, 13(5), 2607, https://doi.org/10.3390/su13052607

Tran, Trang, Christopher P. Furner, and Pia A. Albinsson (2020), “Understanding Drivers and Outcomes of Brand Attachment in Mobile Branded Apps,” Journal of Consumer Marketing, 38 (1), 113-124.http://doi.org/10.1108/JCM-02-2020-3657

Albinsson, Pia A., Bidisha Burman, G. David Shows, and James Stoddard, (2020) “Integrating and Assessing Student Perceived Sustainability Literacy in an Integrated Marketing Communications Course,” Marketing Education Review, 30 (3), 159-176,https://doi.org/10.1080/10528008.2020.1770102

Albinsson, Pia A., B. Yasanthi Perera, Lubna Nafees, and Bidisha Burman, (2019) “Collaborative Consumption Usage in the US and India: And Exploratory Study,” Journal of Marketing Theory and Practice, 27 (4), 390-412. https://doi.org/10.1080/10696679.2019.1644956 

Griffiths, Merlyn, Yasanthi Perera and Pia A. Albinsson, (2019) “Contrived Surplus and Negative Externalities in the Sharing Economy,” Journal of Marketing Theory and Practice, 27 (4), 445-463 https://doi.org/10.1080/10696679.2019.1644957 

Huhmann, Bruce A. and Pia A. Albinsson (2018), "Assessing the Usefulness of Taxonomies of Visual Rhetorical Figures," Journal of Current Issues & Research in Advertising, https://doi.org/10.1080/10641734.2018.1503106

Shows, G. David, Pia A. Albinsson, Tatyana Ruseva, and Diane M. Waryold (2018), "The Impact of Technology on Attention and Fatigue in College Age Students," Atlantic Marketing Journal, 7(1) – Article 1, 1-22. Available at: https://digitalcommons.kennesaw.edu/amj/vol7/iss1/1 (Recipient of WCOB Research Prize 2019)

Amjad Shamin, Zulkipli Ghazali, and Pia A. Albinsson (2017), "Construction and Validation of Customer Value Co-Creation Attitude Scale," Journal of Consumer Marketing, 34(7): 591-602. https://doi.org/10.1108/JCM-01-2016-1664

Shows, G. David, Pia A. Albinsson and Jim Stoddard (2017), "Entrepreneurship Marketing in North Carolina's Wine Industry," Atlantic Marketing Journal, 6(2), Article 4
Available at: http://digitalcommons.kennesaw.edu/amj/vol6/iss2/4

Perera, Yasanthi B., Pia A. Albinsson, and G. David Shows, (2017), "Value Co-creation in Consumer Intensive Service Encounters: A Dyadic Perspective," Journal of Creating Value, 3(1), 19-32 DOI: 10.1177/2394964316668540

Albinsson, Pia A., B. Yasanthi Perera, and G. David Shows (2017), "Pursuing Fitness: How Dialectic Goal Striving and Intersubjectivity Influence Consumer Outcomes," Consumption, Markets and Culture, 20 (1), 35-38, published online May 18, 2016 http://dx.doi.org/10.1080/10253866.2016.1172213

Burman, Bidisha, Pia A. Albinsson, Eva M. Hyatt, and Brittany Robles (2017), "The Impact of Price Level and Appeal Type in Hotel Advertising: A Pilot Study, Services Marketing Quarterly, 38 (1), 45-56. http//dx.doi.org/10.1080/15332969.2017.1271207

Wolf, Marco, Dennis A. Kopf, and Pia A. Albinsson (2016), "Marketization, Nostalgia, and Social Connectedness: An Exploratory Study in Eastern Germany," Global Journal of Business Research, 10 (2), 13-25. ISSN: 2157-0191. http://www.theibfr.com/ARCHIVE/GJBR-V10N2-2016.pdf also available at: https://ssrn.com/abstract=2909876

Burman, Bidisha, Pia A. Albinsson, and Eva Hyatt, (2016) "One Night or Many? Effects of Amenity Charge Transparency on Consumer Reaction," Journal of Hospitality Marketing and Management, 25 (8), 1010-1033. http://dx.doi.org/10.1080/19368623.2016.1168334

Amjad Shamin, Zulkipli Ghazali, and Pia A. Albinsson, (2016), "An Integrated Model of Corporate Brand Experience and Customer Value Co-Creation Behavior in Retailing," International Journal of Retailing and Distribution, 44 (2), 139-148.

Albinsson, Pia A., B. Yasanthi Perera, and Pookie Truly Sautter (2016), "DART Scale Development: Diagnosing a Firm's Readiness for Strategic Value Co-Creation" Journal of Marketing Theory and Practice, 24 (1), 42-58


Perera, B. Yasanthi and Pia A. Albinsson (2020), Uber, Greenwood Publishing: Santa Barbara, CA, ISBN: 978-1-4408-6424-7

Albinsson, Pia A. and B. Yasanthi Perera (2018) The Rise of the Sharing Economy:  Exploring the Challenges and Opportunities of Collaborative Consumption, Praeger: Santa Barbara, CA. ISBN: 978-1-4408-5186-5 

 Google Scholar: https://scholar.google.com/scholar?hl=en&as_sdt=0%2C34&q=pia+a+albinsson&oq=

Research Gate: https://www.researchgate.net/profile/Pia_Albinsson


Integrated Marketing Communication, Services Marketing, Marketing Research

Research Interests

Collaborative Consumption, Consumer Activism, Corporate Social Responsibility, Advertising, Services Marketing

Title: Professor
Department: Department of Marketing & Supply Chain Management

Email address: Email me

Phone: (828) 262-6197

Fax: (828) 262-6192

Office address
4114 Peacock Hall