Department
Department of Business Administration
Email Address
kroberts@trinity.edu
Location
Chapman Center

Before joining Trinity in 1984, Robertson was a senior lecturer in Marketing at the University of Auckland in New Zealand. His research interests center upon consumer behavior, international marketing, and branding. His publications appear in journals such as the Journal of Marketing Research, Psychology and Marketing, International Marketing Review, International Journal of Advertising, and the Journal of Brand Management.

Robertson has served as a marketing consultant to a variety of organizations in the areas of marketing planning and strategy, promotion and marketing research. He has also served as an expert witness in federal and state courts providing testimony regarding trademark and trade dress infringement, likelihood of consumer confusion, unfair competition, and other marketing issues.

Education

  • Ph.D., University of Oregon, Eugene 
  • M.B.A., University of California, Riverside
  • B.S., University of California, Riverside

Selected Publications

  • "Integrated Branding with Mergers and Acquisitions", Journal of Brand Management, Vol 19, 5, 438-456.
  • "The Relative Importance of Types of Information in the Foreign Market Selection Process," International Business Review, Vol. 10, 363-379.
  • "Globalization and U.S. Universities: What Realities Are Most Relevant to the Successful Internationalization of Their Institutions," Developments in Marketing Science, Vol. XXIX, Proceedings of the Annual Conference of the Academy of Marketing Science, 46-51.

Subjects Taught

  • Principles of Marketing 
  • Consumer Behavior 
  • International Marketing 

Community Service & Involvement

Robertson has served as a member of Faculty Senate, chair of the UCC, chair of the Department of Business Administration, and member of the Comission on Promotion and Tenure.