Dr. Karen Anne Wallach

Assistant Professor, Marketing


301 Sparkman Drive
Business Administration Building
Room 370
Huntsville, AL 35899
Campus Map



Curriculum Vitae


  • Emory University – Goizueta Business School, Atlanta, GA Doctor of Philosophy; Concentration- Marketing
  • Emory University – Goizueta Business School, Atlanta, GA Master of Business Administration; Concentration- Marketing
  • Washington University in St. Louis – Olin School of Business, St. Louis, MO Bachelor of Science and Business Administration; Triple Major- Marketing, International Business and French

Honors & Awards

  • AMA-Sheth Doctoral Consortium Fellow, Indiana University, 2021
  • Marketing Strategy Consortium Fellow, 2020
  • AMA DocSIG Spotlight Award, 2020
  • Laney Graduate School Research Grant, 2019
  • Sheth Fellowship Recipient, 2019
  • Goizueta Business School Doctoral Fellowship, Emory University, 2016-2021


  • Digital Marketing & Social Media
  • Corporate Social Responsibility
  • Branding & Relationships
  • Sustainability

Recent Publications

  • Wallach, K. A., & Popovich, D. (2023). When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives. Journal of Business Research, 158, 113694. https://doi.org/10.1016/j.jbusres.2023.113694

  • Wallach, K. A., & Popovich, D. (2023). Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts. Journal of Public Policy & Marketing, 42(2), 187–202. https://doi.org/10.1177/07439156221138755