Brian Spaid

Brian  Spaid
Brian SpaidMarquette University

Straz Hall, 434

MilwaukeeWI53201United States of America
(414) 288-3371
Curriculum Vitae

Assistant Professor of Marketing

Dr. Spaid joins Marquette from the University of Tennessee – Knoxville where he completed his Ph.D. and MBA in marketing. He received a BM in Music Theory & Composition from the University of the Pacific and also studied music at the University of Cincinnati College-Conservatory of Music, and the Trinity College of Music in London. Prior to his Ph.D., Dr. Spaid worked for twelve years as an Internet marketing executive, a Silicon Valley IT manager, and an award-winning marketing creative director.

Dr. Spaid’s research focuses on services marketing with a special emphasis on the role of in-store and mobile technologies and their impact on the brick-and-mortar and online retail realms. His work has been published in the Journal of Marketing Theory and Practice; The International Review of Retailing, Distribution and Consumer Research; and The Service Industries Journal. His work has also been presented at numerous conferences including the Society of Marketing Advances, the European Institute of Retailing and Service Sciences, and the International Academy of Business and Public Administration Disciplines.


  • Ph.D. – Marketing, University of Tennessee – Knoxville
  • MBA – Marketing, University of Tennessee – Knoxville
  • BM – Music Theory & Composition, University of the Pacific

Professional Interests

  • Services marketing
  • Digital marketing
  • Technology adoption
  • Mobile marketing

Selected Publications

Spaid, Brian I., and Daniel J. Flint. "The Meaning of Shopping Experiences Augmented By Mobile Internet Devices." The Journal of Marketing Theory and Practice 22.1 (2014): 73-90.

Spaid, Brian I. "Profiting from our past: evoking nostalgia in the retail environment." The International Review of Retail, Distribution and Consumer Research 23.4 (2013): 418-439.

Dabholkar, Pratibha A., and Brian I. Spaid. "Service failure and recovery in using technology-based self-service: effects on user attributions and satisfaction." The Service Industries Journal 32.9 (2012): 1415-1432.