Delancy Bennett

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Faculty

Assistant Professor of Marketing

delancy.bennett@howard.edu

Department/Office

Marketing

School/College

School of Business

Biography

Educational Background

Ph.D. Marketing
University of Massachusetts Amherst

MBA Marketing (Brand Management)
Wake Forest University

BA Studio Art/BA Advertising (JMC)
University of North Carolina at Chapel Hill

Research Interests

Diversity Equity and Inclusion
Sports Marketing (Sponsorship, Endorsements, Team Branding and Rebranding)
Celebrity Endorsements
Cashless Society
Covid and Marketing Agility
Experiential Learning
Narrative Transportation and Meaning Transfer

Delancy is an award-winning researcher, author, and teacher. He is an author of Sports Marketing; A Winning Approach by Stukent and the creator of the Sports Marketing Simulation by Stukent.

His research has been published in several top-ranking journals including Phycology and Marketing, the Journal of Consumer Marketing, Business Horizons, Marketing Letters, the Journal of Marketing Theory and Practice, and the Journal of Contemporary Issues in Advertising Research. Delancy’s research focuses on the moderating effect of celebrity credibility and source persuasion on consumer affinity, information processing, and behavior in the domains of branding, advertising, and health and public policy. To date, this research draws on both qualitative and quantitative methods. Primarily, Delancy’s work incorporates ethnographic methodologies, including grounded theory analysis, in-depth interviews and photo elicitation studies for construct development, and uses positivist methods such as cross-sectional factorial experiments and survey data analysis for theory testing and scale development.

Other Related Experience

Prior to an academic career, Delancy spent several years working in industry. Delancy’s past experience includes employment as the Senior Executive Marketing Manager with the Carolina Panthers where he managed multiple premier sponsor accounts including Gatorade, Chrysler Dodge Jeep, Dairy Management Inc., Blue Cross Blue Shield, Bojangles, Time Warner Cable, Outback Steakhouse, and Wendy’s. He also gained experience in brand management working on the “all” and Suave brands for Unilever HPC. Delancy’s duties at Unilever included brand strategy, advertising, consumer promotions, public relations, Hispanic marketing, new product introduction, brand portfolio management, and business plan formulation. Delancy has also held leadership positions in and consulted for several entrepreneurial ventures.

Selection of Published works:

Is this real life? Is it just fantasy? The development and validation of a media-evoked fantasy scale

DHS Bennett, G Matos, NA Anaza, C Ruvalcaba, M Hamilton

Journal of Consumer Marketing 2023

DPS 2.0: on the road to a cashless society

NA Anaza, DHS Bennett, Y Andonova, E Anaza

Marketing Letters 2022

Big names and small price tags: an analysis of celebrity endorsement on consumers’ perceptions of price, quality, and intent to purchase

DHS Bennett, NA Anaza, Y Andonova

Journal of Marketing Theory and Practice 2022

Minority students corporate engagement programs: Addressing the ad industry’s problem with minorities

DHS Bennett, G Matos, Y Andonova, L Pindar