William Ross Jr.



Education/Professional Certification

Ph.D. in Business, Duke University, May, 1988
MBA, The Wharton School, University of Pennsylvania, 1982-1983
B.A. in History, Wake Forest University, June, 1973

Areas of Expertise

Channel and Relationship Management
Brand Management and Marketing Strategy
Business Buyer Decision Making
Ethical Decision Making in Marketing


William T. Ross, Jr. is the Voya Financial Chair and professor of Marketing at the School of Business of the University of Connecticut. He has previously served on the faculty at Wharton, Temple, and Penn State. He earned his BA in history from Wake Forest University, completed one year of an MBA at The Wharton School, and earned his Ph.D. in Business from Duke University. His research specializes in the areas of channel and brand management, ethical decision-making, and buyer decision-making. His publications have appeared in, among others, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science. Over his career, he has taught at the undergraduate, MBA, EMBA, and doctoral level including courses in consumer behavior, sales force management, business-to-business marketing, marketing management, marketing strategy, retailing, business ethics, and channels of distribution.

Featured Publications

  • Lee, Saerom, Karen Page Winterich, and William T. Ross, Jr., 2014, “I’m Moral, But I Won’t Help You”: The Distinct Roles of Empathy and Justice in Donation,”, Journal of Consumer Research, 41 (3), 678-696..
  • Germann, Frank, Rajdeep Grewal, William T. Ross, Jr., and Rajendra K. Srivastava, 2014, “Product Recalls and the Moderating Role of Brand Commitment,” Marketing Letters., 25 (2), 179.191.
  • Wang, Qiong, Juan Julie Li, William T. Ross, Jr., and Christopher W. Craighead, 2013, “The Interplay of Drivers and Deterrents of Opportunism in Buyer-Supplier Relationships,” Journal of the Academy of Marketing Science, 41 (January), 111-131.
  • Puligadda, Sanjay William T. Ross, Jr., and Rajdeep Grewal, 2012, “Individual Differences in Brand Schematicity,” Journal of Marketing Research, 49 (February), 115-130 (Cowinner 2013 Lehmann Best Paper based on a dissertation Award; Brand Schematicity Scale to be included in next edition of Handbook of Marketing Scales).
  • Gunasti, Kunter and William T. Ross, Jr., 2010, “How and When Alphanumeric Brands Affect Consumer Preferences,” Journal of Marketing Research, 47 (December), 1177- 1192.
  • Ding, Min Q., William T. Ross, Jr., and Vithala Rao, 2010, “Price as an Indicator of Quality Implications for Utility and Demand Functions,” Journal of Retailing, 86 (January), 69-84. (Co-winner – 2012 Davidson Best Paper Award)
William Ross (UConn School of Business)
Contact Information
Phone+1 (860) 486-8491
Mailing AddressUnit 1041-41mk
Office LocationBUSN 355
Office HoursBy appointment
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