Rate My Professor Karen Hyllegard

Hyllegard's research examines advertising and promotion strategies, international marketing and retailing, consumers' perceptions and use of technologies such as the internet and social media for product purchases, and socially responsible business practices in the apparel sector. Her work addresses sustainable building practices in retail environments, eco-friendly faux leathers, fair labor messaging, cause-related promotions, and prosocial marketing appeals targeting generational cohorts like Gen Y and millennials. Key publications include 'Market selection for international expansion: Assessing opportunities in emerging markets' (Sakarya, Eckman, & Hyllegard, 2007, International Marketing Review), 'Marketing eco-fashion: The influence of brand name and message explicitness' (Yan, Hyllegard, & Blaesi, 2012, Journal of Marketing Communications), 'The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing' (Hyllegard, Yan, Ogle, & Attmann, 2010, Journal of Marketing Management), 'Socially responsible labeling: The impact of hang tags on consumers' attitudes and patronage intentions toward an apparel brand' (Hyllegard, Yan, Ogle, & Lee, 2012, Clothing and Textiles Research Journal), and 'Predicting patronage behaviors in a sustainable retail environment: adding retail characteristics and consumer lifestyle orientation to the belief-attitude-behavior intention model' (Ogle, Hyllegard, & Dunbar, 2004, Environment and Behavior). Her scholarship has accumulated over 2,100 citations. In 2019, Hyllegard and collaborators received the Paper of Distinction Award for research on authentic style-fashion-dress negotiations.