Michael McCarthy

Professor & Chair



Academic Background

  • Ph.D. Joseph M. Katz Graduate School, University of Pittsburgh, Marketing, 1996
  • M.B.A. Rochester Institute of Technology, Marketing, 1988
  • B.S. Rochester Institute of Technology, Business, 1979

Academic & Professional Experience

  • Chair, Department of Marketing (2017 to present)
  • Professor of Marketing, Miami University (2012-present).
  • Associate Professor of Marketing, Miami University (2001-2012).
  • Assistant Professor of Marketing, Miami University (1996-2001).
  • Visiting Instructor of Marketing, Miami University (1993-1995).
  • Assistant Professor of Marketing, Slippery Rock University (1993-1993).
  • Instructor, University of Pittsburgh, College of General Studies (1990-1992).
  • Graduate Research Assistant & Instructor, University of Pittsburgh, Katz Graduate School of Business (1989-1992).
  • Instructor, University of Pittsburgh, English Department (1990-1991).
  • Vice President & Director of Marketing, Adams Colway & Associates (1987-1989).
  • Account Supervisor, Blair/BBDO Advertising (1984-1987).
  • Various Sales & Sales Support, Burroughs Corporation (1979-1984).

Recent Publications

  • McCarthy, Michael S. and Gillian W. Oakenfull, (2014) “CAUCUS: Brand Association Elicitation in a Competitive Context,” Journal of Advertising Research 54 (2), 163-177.
  • Fram, Eugene H. and Michael S. McCarthy, "Retaining Customers in Turbulent Times." International Journal of Bank Marketing, (2011).
  • Heath, Timothy B., Devon DelVecchio and Michael S. McCarthy, "The Asymmetric Effects of Extending Brands to Lower and Higher Quality," Journal of Marketing, (2011).
  • Oakenfull, Gillian and Michael S. McCarthy, "Examining the Relationship Between Brand Usage and Brand Knowledge Structures," Journal of Brand Management, (2010).
  • McCarthy, Michael S. and Eugene H. Fram, "Synergistic Effects of Promotional Products and Print Advertising in Building Brand Equity for a New Brand," Journal of Promotion Management, (2008).
  • Oakenfull, Gillian K., Michael S. McCarthy and Timothy B. Greenlee, "Targeting a Minority Without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media," Journal of Advertising Research, (2008).
  • McCarthy, Michael S. and Eugene H. Fram, (2007) "Hike Up Brand Equity," Promotional Products Business, August.
  • Borna, Shaheen, James Stearns, Ramon Avila and Michael McCarthy, (2005) "Obesity Effects and Interactions in the Sales Management Context: Social Category and Social Identity Explanations', Marketing Management Journal, 15 (Fall), 132-143.
  • Fram, Eugene H. and Michael S. McCarthy, (2004) "What's Not To Like?" Marketing Management, 13 (July/Aug), 36-39.
  • Fram, Eugene H. and Michael S. McCarthy, (2003) "The Authors Respond" Marketing Management, 12 (Sept/Oct), 51.
  • Fram, Eugene H. and Michael S. McCarthy, (2003) "From Employees to Brand Champion" Marketing Management, 12 (Jan/Feb), 24-29.
  • McCarthy, Michael S. and David L. Mothersbaugh, (2002) "Effects of Typographic Factors in Advertising-Based Persuasion: A General Model and Initial Empirical Tests" Psychology and Marketing, 19 (Jul/Aug), 663-692.

Honors & Awards

  • 2002: Service and Leadership: Selected for Miami Opportunities for Developing Emerging Leaders (MODEL) Program (2002), Miami University.
  • 2000: Farmer School of Business Administration Teaching Effectiveness Award nomination.
  • 1999: Miami Alumni Association Effective Educator Award nomination.
  • 1994 and 1995: Outstanding Teacher Award nomination.

Professional Interests

  • Research: Branding & Brand Equity Management
  • Teaching: Branding, Advertising & Promotion, Marketing Strategy & Planning

Areas of Expertise

  • Advertising, Integrated Marketing Communications
  • Brand association visualization
  • Branding and brand equity management
  • Research methodologies for branding


Michael S. McCarthy (Ph.D. University of Pittsburgh) is a Professor and Chair of Marketing in the Farmer School of Business at Miami University. He teaches in the Highwire Brand Studio and Strategy Works practica as well as the Branding and Integrated Marketing Communications elective. He also teaches the Marketing Management course in Miami's Professional MBA program at the Voice of American Learning Center.

Professor McCarthy's research interests focus on branding and brand equity management. He has numerous published articles in scholarly journals, including the Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Marketing Letters, Psychology and Marketing and Journal of Advertising Research. He is also the co-developer, with Professor Gillian Oakenfull, of the BrandDNA and CAUCUS methodologies for brand association elicitation and measurement.


  • FALL 2020
  • MKT 301 - SECTION A HYBRID MW|MW 8:30AM-9:50AM|8:30AM-9:50AM FSB 0028|WEB
  • MKT 301 - SECTION B HYBRID TR|TR 8:30AM-9:50AM|8:30AM-9:50AM FSB 0028|WEB
Michael McCarthy

Contact Information


* Accessible version of PDF available upon request.