Jennifer Brannon Barhorst, Ph.D.
Dr. Jennifer Brannon Barhorst is an Associate Professor of Marketing at the College of Charleston School of Business. She obtained her Ph.D. in Marketing from the University of Strathclyde in Glasgow, Scotland and her M.B.A. from a consortium of European universities. Dr. Barhorst’s award-winning research focuses on digital brand experiences in today’s fast paced, mobile-empowered environment. She collaborates with researchers around the world in order to better understand how brands can utilize technology to provide experiences that build brand equity.
Prior to her transition to academia, Dr. Barhorst owned a brand and communications consultancy in the U.K. and worked for global tech and financial services firms.
Dr. Barhorst has taught courses on digital marketing, branding, services marketing and international business. She is a member of the American Marketing Association (where she served as Vice Chair of Social Media for DocSIG), the Academy of Marketing and the Academy of Marketing Science.
Her current research focuses on consumer brand experiences in relation to burgeoning technologies (e.g., AI, augmented reality, virtual reality, voice assistants, wearable tech) and the psychological, cognitive, and sensory aspects of these technologies that foster positive brand outcomes. She has published her work in prestigious journals (i.e., Journal of Business Research, Psychology & Marketing, Journal of Services Marketing, Journal of Travel Research, and Computers in Human Behavior) and has presented her work at conferences all around the world.