Back to Henry B. Tippie College Directory Homepage

Lopo L. Rego

Lopo L. Rego Marketing

Adjunct Associate Professor, Consortium of Universities for International Studies (CUIS)

319-335-0920
lopo-rego@uiowa.edu
W230  John Pappajohn Bus Bldg
The University of Iowa, Iowa City, IA 52242-1994

Academic History

  • PhD in Marketing, University of Michigan, 2000
  • MBA in Marketing and Strategy, Universidade Nova de Lisboa, Portugal, 1993
  • BA in Economics, Universidade Nova de Lisboa, Portugal, 1991

Expertise

  • Brand Equity
  • Customer Satisfaction
  • Empirical Generalizations
  • Marketing and Customer Analytics
  • Marketing-Finance Interface
  • Shareholder Value
  • Strategic Brand Management
  • Strategic Marketing

Awards

  • Dean's Teaching Award - University of Iowa Tippie College of Business 2008
  • University of Iowa - School of Management Marketing Faculty of the Year 2007
  • University of Iowa - School of Management Marketing Faculty of the Year 2008
  • University of Iowa – School of Management Marketing Faculty of the Year, 2009
  • Gary C. Fethke Faculty Fellow, University of Iowa - Tippie College of Business, July 2008
  • University of Iowa Instructional Improvement Award (funded for $2,000), 2007
  • Marketing Science Institute Research Award #4-1462 ($10,000), November 2007
  • Old Gold Fellowship, 2005
  • Old Gold Fellowship, 2004
  • Marketing Science Institute Research Award #4-1262 ($3,000), September 2004
  • Doctoral Fellowship, University of Michigan Business School, 1999
  • Dykstra Fellowship for Academic and Teaching Excellence, University of Michigan Business School, 1997
  • PRAXIS XXI, European Union Scholarship, 1994

Selected Publications

  • The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns, Michael A. Wiles, Neil A. Morgan, Lopo L. Rego,
  • Excess Loyalty in CPG Markets: A Comprehensive Examination, Sang-Uk Jung, Thomas S. Gruca, Lopo L. Rego, Journal of Empirical Generalisations in Marketing Science , vol 13, 2010, 1-13
  • Customer Satisfaction and or vs. Market Share, Lopo L. Rego, Neil A. Morgan, Claes Fornell
  • Customer-Based Brand Equity and Firm Risk, Lopo L. Rego, Matthew T. Billett, Neil A. Morgan, Journal of Marketing, vol 2009, 2009, 47-60
  • The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns, Lopo L. Rego, Neil A. Morgan, Michael Wiles, Marketing Science Institue - Working Paper Series, 2009
  • Brand Portfolio Strategy And Firm Performance, Lopo L. Rego, Neil A. Morgan, Journal of Marketing, vol 73, 2009, 59-74
  • Rejoinder: Can behavioral WOM Measures Provide Insight into the Net Promoter© Concept of Customer Loyalty?, Lopo L. Rego, Neil A. Morgan, Marketing Science, vol 27, 2008, 533-535
  • The Single Question Trap: The Net Promoter Score Has Limitations in Predicting Financial Performance , Lopo L. Rego, Neil A. Morgan, Gina Pingitore, Adriana Giglotti, Jay Meyers, Marketing Research, vol 19, 2007, 9-13
  • The Value Of Different Customer Satisfaction And Loyalty Metrics In Predicting Business Performance, Lopo L. Rego, Neil A. Morgan, Marketing Science, vol 25, 2006, 426-439
  • Brand Portfolio Strategy and Firm Performance, Lopo L. Rego, Neil A. Morgan, Marketing Science Institute - Working Paper Series, vol 06-101, 2006
  • What makes commercial Web pages popular? An empirical investigation of Web page effectiveness, Lopo L. Rego, Utpal M. Dholakia, European Journal of Marketing, vol 32, 1998, 724-736

Working Papers

  • Investigating the Customer Satisfaction-Customer Loyalty Relationship, Younghan Bae, Lopo L. Rego, Gary J. Russell
  • The Financial Consequences of Brand Management Capabilities, Lopo L. Rego, Neil A. Morgan, Douglas Vorhies
  • Customer Satisfaction Monitoring System Design and The Predictive Value Of Firms' Customer Satisfaction Data, Lopo L. Rego, Neil A. Morgan, Claes Fornell
  • Does Customer Sentiment Contribute to Investor Sentiment: Glamour Brands and Glamour stocks?, Matthew T. Billett, Zhan Jiang, Lopo L. Rego

      Other Work

      • Customer Satisfaction and Business Performance, Lopo L. Rego, Neil A. Morgan, Marketing Science Institute – Empirical Generalizations about Marketing Impact, ed. Dominique M. Hanssens., 2009
      • Customer Satisfaction and Market Share, Lopo L. Rego, Neil A. Morgan, Claes Fornell, Marketing Science Institute – Empirical Generalizations about Marketing Impact, ed. Dominique M. Hanssens., 2009

        Current & Prior Positions

        • Associate Professor,Department of Marketing, Kelly School of Business, Indiana University, 2011 - Present
        • Associate Professor, Department of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 2010 - June 2011
        • Assistant Professor, Department of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 2003 - July 2010
        • Visiting Assistant Professor, Department of Marketing, Henry B. Tippie College of Business, The University of Iowa, 2001 - 2003
        • Adjunct Lecturer, Department of Marketing, Henry B. Tippie College of Business, The University of Iowa, 2000

        Review and Editorial Work

        • Referee, AMA Winter/Summer Educators Conference
        • Referee, Journal of Interactive Marketing
        • Referee, Journal of Marketing
        • Referee, Journal of Marketing Research
        • Referee, Journal of Retailing
        • Referee, Management Science
        • Referee, Marketing Science

          Presentations

          • Does Customer Sentiment Drive Investor Sentiment?, University of South Florida - College of Business, Tampa, FL, April 2010
          • The Effect of Brand Acquisition and Disposal on Abnormal Stock Returns, University of Texas at Austin - McCombs School of Business, Austin, TX, October 2009
          • Can Brand Equity Explain Excess Behavioral Loyalty?, Marketing Science Conference, INFORMS, Ann Arbor, MI, June 2009
          • Customer Relationship Management Capabilities and Shareholder Value, Marketing Science Conference, INFORMS, Ann Arbor, MI, June 2009
          • Does Coffee Help You Sell Paper Towels? Cross-effects of Sister Brand's Success on Brand Performance, Marketing Science Conference, INFORMS, Ann Arbor, MI, June 2009
          • Traditional and User-Generated Voice-of-Customer Metrics and Financial Performance, Marketing Science Conference, INFORMS, Ann Arbor, MI, June 2009
          • The Effect of Brand Acquisition and Disposal on Stock Returns, University of Iowa Marketing Symposium, University of Iowa, Iowa City, IA, May 2009
          • Brand Management Capabilities and Shareholder Value, Marketing Strategy Meets Wall Street Conference, Emory University, Atlanta, GA, January 2009
          • The Effect of Brand Acquisition and Disposal on Stock Returns, Marketing Strategy Meets Wall Street Conference, Emory University, Atlanta, GA, January 2009
          • The Customer Satisfaction Market Share Relationship: Empirical Generalizations and Marketing Implications, Kelley School of Business, Indiana University, Bloomington, IN, October 2008
          • Brand Equity and Product Recalls, Marketing Science Conference, University of British Columbia, Vancouver, BC, June 2008
          • Brand Equity, Cash Flow Certainty and Systematic Equity Risk, Marketing Science Conference, University of British Columbia, Vancouver, BC, June 2008
          • The Effects of Brand Strategy and Customer Characteristics on Brand Revenue Premium, Marketing Science Conference, University of British Columbia, Vancouver, BC, June 2008
          • Customer Word-of-Mouth Recommendation Intentions and Behaviors as Predictors of Supplier Business Performance, European Marketing Academy Conference, Brighton U.K., May 2008
          • Brand Portfolio Strategy and Firm Performance, American Marketing Association Winter Educators Conference, American Marketing Association, Austin, TX, February 2008
          • The Financial Consequences of Brand Management Capabilities, American Marketing Association Winter Educators Conference, American Marketing Association, Austin, TX, February 2008
          • The Financial Consequences of Brand Management Capabilities, Conference on Creating and Cultivating Brand Connections, Marketing Science Institute/University of Minnesota, Minneapolis, MN, June 2007
          • Customers’ Word-of-Mouth Intentions and Behaviors as Predictors of Suppliers’ Business Performance, Marketing Science Conference, University of Singapore, Singapore, June 2007
          • Brand Portfolio Strategy and Brand Management Capabilities as Predictors of Firm Performance, Yale Center for Customer Insights, Yale School of Management, May 2007
          • Voice-of-Customer Metrics and Financial Performance, J.D. Power and Associates Senior International Research Conference, J.D. Power and Associates, Santa Barbara, CA, April 2007
          • The Customer Satisfaction Market Share Relationship: Empirical Generalizations and Marketing Implications, Frank M. Bass Conference, The University of Texas at Dallas, Dallas, TX, March 2007
          • Competing Constituent Demands: The Case of Collegiate Athletics, Organization Science Winter Conference, Steamboat Springs, Colorado, February 2007
          • Exploring Spatial Variation in the Customer Satisfaction-Customer Loyalty Relationship, Marketing Science Conference, University of Pittsburg, Pittsburg, PA, June 2006
          • How Competition and Market Area Characteristics Affect Retail Promotion Sensitivity, Marketing Science Conference, University of Pittsburg, Pittsburg, PA, June 2006
          • The Financial Consequences of Brand Management Capabilities, Marketing Science Conference, University of Pittsburg, Pittsburg, PA, June 2006
          • Customer Satisfaction Monitoring System Design and the Predictive Value of Firms' Customer Satisfaction Data, American Marketing Association Summer Educators Conference, American Marketing Association, San Francisco, CA, August 2005
          • Spatial and Demographic Influence on the Satisfaction Loyalty Association, Marketing Science Conference, Emory University, Atlanta, GA, June 2005
          • The Marketing and Financial Performance Consequences of Brand Strategy Decisions, Conference on Brand Architecture and Corporate Reputation Conference, Marketing Science Institute, March 2005
          • Customer Satisfaction, Cash Flows and Shareholder Value, University of North Carolina at Chapel Hill, December 2004
          • The Satisfaction-Loyalty Link: How Robust are the Findings?, Marketing Science Conference, ERASMUS University, June 2004
          • Strategic Decisions Leading to Customer Satisfaction and Shareholder Value, Marketing Science Conference, University of Maryland, June 2003
          • What's Best: Happy Customers, Happy Employees or Good Managers, Marketing Science Conference, University of Maryland, June 2003
          • Customer Satisfaction, Cash Flows and Shareholder Value, University of Illinois, Urbana-Champaign, IL, January 2003
          • Customer Satisfaction, Cash Flows and Shareholder Value, Conference on Measuring Marketing Productivity: Linking Marketing to Financial Returns, Marketing Science Institute, Dallas, TX, October 2002
          • Customer Satisfaction and Shareholder Value, University of Iowa, September 2002
          • How Much Control do Managers Have Over Customer Satisfaction?, University of Michigan, February 1999
          • Identifying and Understanding Customer Satisfaction Segments, Marketing Science Conference, INSEAD, Fountainebleau, France, July 1998
          • Systematic Variation in Customer Retention, Haring Symposium, Indiana University, Bloomington, Indiana, April 1997
          • Systematic Variation in Customer Satisfaction: Impeding and Facilitating Factors in the "Matching Game", Marketing Science Conference, University of California at Berkeley, Berkeley, CA, March 1997

          Committees and Professional Service

          • Library and Publications Committee, 2008-current
          • MBA Programm Committee, 2008-current
          • Ph.D. Committee for Qiang Fei, 2008-current
          • Elected Faculty Council, 2007-current
          • Full Time MBA IMPACT Week, 2003-current
          • Marketing Department Recruiting Committee, 2003-current
          • Big 10 MBA Case Study Competition, 2002-current
          • 2nd Year Paper Mentor for Sang-Uk Jung, 2008-2009
          • Ph.D. Committee for John Zhu, 2007-2009
          • 2nd Year Paper Mentor for Qiang Fei, 2007-2008
          • MBA Curriculum Review Committee, 2005-2008
          • Marketing Ph.D. Review Committee, 2004-2008