Kimberly A. Whitler

University of Virginia - Darden School of Business

Assistant Professor

1400 University Ave

Charlottesville, VA 22903

United States

http://www.darden.virginia.edu/faculty-research/directory/kimberly-a-whitler/

SCHOLARLY PAPERS

26

DOWNLOADS

269

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (26)

1.

Developing a Superior Creative Brief

Darden Case No. UVA-M-0891
Number of pages: 21 Posted: 27 Aug 2018 Last Revised: 10 Nov 2021
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 40 (796,486)
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marketing, advertising, creative briefs, marketing plan, brand essence statements

2.

A Note on Market Definition, Segmentation, and Targeting: Three (of Four) Steps in Developing Marketing Strategy

Darden Case No. UVA-M-0895
Number of pages: 13 Posted: 06 Jul 2017 Last Revised: 10 Nov 2021
Marian Chapman Moore and Kimberly A. Whitler
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 28 (894,512)
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segmentation, marketing, 4 Ps, targeting, positioning

3.

Buick at a Crossroads: Building Brand Momentum

Darden Case No. UVA-M-0907
Number of pages: 27 Posted: 30 May 2017 Last Revised: 10 Nov 2021
Kimberly A. Whitler, Gerry Yemen and Graham Wells
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 28 (894,512)
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transformation, marketing strategy, brand image, Nielsen rating, auto industry, financial crisis

4.

The Good Feet Store: Sponsoring College Athletes in the Name, Image, and Likeness (NIL) Era

Darden Case No. UVA-M-1038
Number of pages: 18 Posted: 12 Jun 2023
Kimberly A. Whitler, Christopher P. Puto and Stephen E. Maiden
University of Virginia - Darden School of Business, Spring Hill College and University of Virginia - Darden School of Business
Downloads 25 (922,177)
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student athletes, athletics, branding, sports marketing, name image likeness, NIL, athlete brand, sports brand, marketing, brand alignment, sponsorship

5.

Mickey Mouse Takes a Stand: Does Sociopolitical Activism Change the Disney Story?

Darden Case No. UVA-M-1031
Number of pages: 18 Posted: 29 Jun 2022
Kimberly A. Whitler, Alex Goodman, Mark McNeilly and Adam Goodman
University of Virginia - Darden School of Business, Independent, University of North Carolina (UNC) at Chapel Hill and Ballard Partners
Downloads 25 (922,177)
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marketing, Disney, sociopolitical activism, Florida, LGBTQIA+, company politics, activism, brand purpose

6.

Developing a Superior Strategic Marketing Plan

Darden Case No. UVA-M-0890
Number of pages: 17 Posted: 27 Aug 2018
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 20 (972,095)
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marketing, strategic marketing plan, strategy, strategic plan

7.

Developing a Superior Brand Essence Statement

Darden Case No. UVA-M-0892
Number of pages: 12 Posted: 19 Jun 2018
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 17 (1,003,384)
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brands, branding, brand essence statements, Starbucks, Wal-Mart, Papa John's

8.

Developing a Marketing Technology Blueprint

Darden Case No. UVA-M-0906
Number of pages: 8 Posted: 30 May 2017
Kimberly A. Whitler and scott vaughan
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 14 (1,035,015)
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marketing, technology, MarTech

9.

Brand Purpose

Darden Case No. UVA-M-1016
Number of pages: 14 Posted: 22 Oct 2021
Kimberly A. Whitler and Mark Pohl
University of Virginia - Darden School of Business and Independent
Downloads 13 (1,045,430)
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marketing, brand purpose, social issues, branding, decision-making

10.

David's Bridal: Customer Relationship Management in the Digital Age

Darden Case No. UVA-M-0899
Number of pages: 20 Posted: 30 May 2017
Kimberly A. Whitler, Paul Farris and Sylvie Thompson
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 11 (1,065,895)
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Abstract:

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online, mobile, social media, vertical integration, customer insight, strategy

11.

Brand Measurement Methods

Darden Case No. UVA-M-0920
Number of pages: 25 Posted: 08 Mar 2019
Kimberly A. Whitler and Ellen Regan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 9 (1,085,889)
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brand measurement, branding, consumer behavior, marketing tools

12.

Build Your Brand with Social Media: How to Get Started Using Twitter

Darden Case No. UVA-M-0913
Number of pages: 5 Posted: 30 May 2017
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 7 (1,105,312)
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social media, personal brand, brand management, social brand, professional brand, Twitter, social media strategy

13.

Branding the Master Brander (A): Positioning Procter & Gamble's Employer Brand

Darden Case No. UVA-M-1004
Number of pages: 1 Posted: 21 Oct 2020
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 4 (1,132,900)
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branding, Procter & Gamble, P&G

14.

Employer Branding: What it is and Why it Matters

Darden Case No. UVA-M-1003
Number of pages: 1 Posted: 14 Oct 2020 Last Revised: 10 Nov 2021
Kimberly A. Whitler and Sarah Young
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 4 (1,132,900)
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employer branding, marketing, company image

15.

Developing a Superior Positioning Concept for a Product, Service, Idea, or Experience

Darden Case No. UVA-M-0919
Number of pages: 12 Posted: 17 Sep 2018
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 4 (1,132,900)
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superior positioning statement, marketing, branding, advertising, product development, positioning, brand strategy

16.

Your Professional Brand: Creating a Brand Essence Statement for Your Internship

Darden Case No. UVA-M-0881
Number of pages: 3 Posted: 27 Aug 2018
Kimberly A. Whitler and Marian Chapman Moore
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 4 (1,132,900)
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branding, brand essence statements, marketing, internship, professional brand, brand reputation, brand strategy

17.

Your Professional Brand: Creating a Brand Essence Statement for Your Career

Darden Case No. UVA-M-0887
Number of pages: 3 Posted: 27 Aug 2018
Kimberly A. Whitler and Marian Chapman Moore
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 4 (1,132,900)
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branding, brand essence statements, marketing, professional brand, brand reputation, brand strategy

18.

Country Market Collection: A Case of Channel Conflict

Darden Case No. UVA-M-0942
Number of pages: 4 Posted: 20 Nov 2017 Last Revised: 03 Dec 2021
Kimberly A. Whitler and Randle D. Raggio
University of Virginia - Darden School of Business and Robins School of Business, University of Richmond
Downloads 4 (1,132,900)
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furniture, exclusive rights, brand equity, quality, brand promotion, online retail

19.

Coke Puts its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose

Darden Case No. UVA-M-1019
Number of pages: 17 Posted: 22 Oct 2021 Last Revised: 10 Nov 2021
Kimberly A. Whitler, David Wooten and Liam Nolan
University of Virginia - Darden School of Business, Independent and Independent
Downloads 3 (1,142,016)
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brand purpose, marketing, social issues, politics, brand activism, corporate activism, employee activism, company purpose, brand strategy, marketing strategy, The Coca-Cola Company, Coke

20.

Assessing and Improving Digital Ability: Procter & Gamble's Approach to Raising Brands' Digital Competency

Darden Case No. UVA-M-1035
Number of pages: 6 Posted: 17 Apr 2023
Kimberly A. Whitler and F. D. Wilder
University of Virginia - Darden School of Business and McKinsey & Company
Downloads 2 (1,151,414)
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marketing, strategy, digital marketing, digital ability, consumer-centric marketing

21.

A Strategic Marketing Plan to Successfully Deliver Your Professional Brand

Darden Case No. UVA-M-0894
Number of pages: 7 Posted: 27 Aug 2018
Kimberly A. Whitler
University of Virginia - Darden School of Business
Downloads 1 (1,161,261)
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marketing plans, strategy, branding, product management

22.

Exercise: Creating a Model of Consumer Behavior

Darden Case No. UVA-M-0893
Number of pages: 3 Posted: 30 May 2017
Kimberly A. Whitler and Jude Hammerle
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 1 (1,161,261)
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consumer behavior, conceptual model, visual model, abstract thinking, Snapple, Jude Hammerle, consumer modeling, brand management, segmentation

23.

Positioning Carly Fiorina in 2016: The Citizen Leader

Darden Case No. UVA-M-0896
Number of pages: 17 Posted: 30 May 2017
Kimberly A. Whitler and Gerry Yemen
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1 (1,161,261)
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Redesign, strengthen, differentiate, promises, consumers, blueprint, target identification, segmentation

24.

The Impact of Cyber Attacks on Brand Image

“The Impact of Cyber Attacks on Brand Image,” Journal of Advertising Research, 57 (1), 3-9.
Posted: 06 Jun 2017
Kimberly A. Whitler
University of Virginia - Darden School of Business

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Cybersecurity, Cyber breach, Data Breach, Chief Marketing Officer, Marketing Data

25.

Copycat Private Labels Improve the Consumer Shopping Experience: A Fluency Perspective

Journal of Academy of Marketing Science, 45, 569
Posted: 06 Jun 2017
Katie Kelting, Adam Duhachek and Kimberly A. Whitler
Saint Louis University, Indiana University Bloomington and University of Virginia - Darden School of Business

Abstract:

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Fluency, Private labels, National brands, Imitation, Knowledge

26.

When and How Does Board-Level Marketing Experience Impact Firm Performance?

Marketing Science Institute, Report Number 15-109.
Posted: 06 Jun 2017
Kimberly A. Whitler, Ryan Krause and Donald R. Lehmann
University of Virginia - Darden School of Business, Texas Christian University and Columbia University - Columbia Business School, Marketing

Abstract:

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Marketers on the Board, Board of Directors, Top Management Team, Chief Marketing Officer