Candice headshot

Candice R. Hollenbeck

  • Senior Lecturer, Department of Marketing


My teaching philosophy is based on an experiential approach to learning.  I am a strong believer in the principle of “active learning.”  When actively engaged in class activities, students are more likely to enjoy the learning process.  My pedagogy combines classroom discussion-style lectures, experiential learning through applied projects, meaningful service in the community, personal reflection, team-building and critical thinking skills.  I want my students to make connections between the academic foundations of marketing and practice.

My research explores the meaning of brands in a consumer’s everyday life.  My work is cultural, qualitative, and interpretive.  By understanding brands as symbolic forms of communication and interactivity, we can learn about conscious and unconscious attitudes, beliefs, and individual and group identities.


  • PhD, Consumer Learning and Social Behavior, University of Georgia, 2005

Research Interests

  • Brand Communities
  • Online Communities
  • Consumer Behavior
  • Sociocultural and symbolic dimensions of consumption and the cultural ecology of marketing


Journal Articles

  • Hollenbeck, Candice R. and Vanessa M. Patrick. Mastering Survivorship: How Brands Facilitate the Transformation to Heroic Survivor. Journal Of Business Research , 69(1):73-82.
  • Song, Ji Hee and Candice R. Hollenbeck. 2015. The value of social presence in mobile communications.. Service Industries Journal,35(11/12):611-632.
  • Kwang Yeun Chun, Ji Hee Song, Candice R. Hollenbeck, and Jong-Ho Lee. Are Contextual Advertisements Effective? The Moderating Role of Complexity in Banner Advertising. Journal Of Advertising,33(2):351-371.
  • Hollenbeck, Candice R., Andrew M. Kaikati. 2012. Consumers’ use of brands to reflect their actual and ideal selves on Facebook. International Journal Of Research In Marketing.
  • Hollenbeck, Candice R., Charlotte H. Mason, Ji Hee Song. 2011.Enhancing Student Learning in Marketing Courses: An Exploration of Fundamental Principles for Website Platforms. Journal Of Marketing Education, 33(2):171-182.
  • Hollenbeck, Candice R., and George M. Zinkhan. 2010. Anti-brand Communities, Negotiation of Brand Meaning, and the Learning Process: The Case of Wal-Mart. Consumption, Markets & Culture, (13):325-345.
  • Hollenbeck, Candice R., George M. Zinkhan, Warren French, and Ji Hee Song. 2009. E-Collaborative Networks: A Case Study on the New Role of the Sales Force. Journal Of Personal Selling And Sales Management, (29 (2)):127-138.
  • Drenten, Jenna, Cara Okleshen Peters, Thomas Leigh, and Candice R. Hollenbeck. 2009. Not Just a Party in the Parking Lot: An Exploratory Investigation of the Motives Underlying the Ritual Commitment of Football Tailgaters. Sports Marketing Quarterly, (18):92-106.
  • Hollenbeck, Candice R., Cara Peters, and George M. Zinkhan. 2008.Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study. Journal Of Retailing, (84 (3)):334-353.
  • Song, Ji Hee, Candice R. Hollenbeck, and George M. Zinkhan. 2008. The Value of Human Warmth: Social Presence Cues and Computer-Mediated Communications. Advances In Consumer Research, (35):793-794.
  • Peters, Cara, Christie H. Amato, and Candice R. Hollenbeck. 2007. An Exploratory Investigation of Consumers’ Perceptions of Wireless Advertising. Journal Of Advertising, (36 (4)):129-145.
  • Candice R. Hollenbeck. 2006. Gift Giving: A Community Paradigm. Psychology & Marketing, (23):573-595.
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006. Consumer Activism on the Internet: The Role of Anti-Brand Communities. Advances In Consumer Research, (33):479-485.
  • Hollenbeck, Candice R., George M. Zinkhan, and Jens Keller. 2006.Generating Intrinsic Customer Value: Examples from Wal-Mart. Thexis, (3):16-20.
  • Peters, C. and Candice R. Hollenbeck. 2005. A Behavioral Model of BrandCommunity Member Involvement: A Conceptual Framework and Empirical Results. Journal Of Customer Behavior, (4):385-424.
  • Candice R. Hollenbeck. 2005. Distance Learning Trends and Benchmarks. Marketing Education Review, (15):39-52.


  • Hollenbeck, Candice R. and George M. Zinkhan. 2008. Wal-Mart: A Heritage Brand. University Press.

Editorial Appointments

Magazine Articles
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006. Wal-Mart: A Heritage Brand. Advertising Express:23-30.
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006. Online Anti-brand Communities: An Emerging Form of Consumer Activism.Advertising Express:12-18.
Conference Proceedings
  • Song, Ji Hee, Candice R. Hollenbeck, and George M. Zinkhan. 2008.Managing Interactive Communications with Customers: The Effects of Social Presence Cues,Personalization, the Speed of Feedback and Situation. Academy Of Marketing Science.
  • Hollenbeck, Candice R. 2006. Online Anti-brand Communities as a New Form of Social Action. Annual Qualitative Research Conference, (IIV):205-210.
  • Hollenbeck, Candice R. and George M. Zinkhan. 2004. Benchmarks for Building Community in Online Business Courses and Programs.American Marketing Association, (Enhancing Knowledge Development in Marketing).
  • Hollenbeck, Candice R. and George M. Zinkhan. 2008. A Consumers’ Search for the Good Life. Psyccritiques-Contemporary Psychology: Apa Review Of Books, (53 (24)).
  • Hollenbeck, Candice R. and George M. Zinkhan. 2007. Marketing Food and Beverages to Children and Youth: Who Should be Held Accountable?. Psyccritiques-Contemporary Psychology: Apa Review Of Books, (5 (25)).
  • Hollenbeck, Candice R. and George M. Zinkhan. 2007. The Psychology Behind Trademark Infringement and Counterfeiting.Psyccritiques- Contemporary Psychology: Apa Review Of Books, (51 (39)).
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006. Reflective Democracy: A Pathway Toward Renewing American Culture.Psyccritiques- Contemporary Psychology: Apa Review Of Books, (51 (38)).
  • Zinkhan, George M. and Candice R. Hollenbeck. 2006. An Historical Account of the College Admissions Process at Three Elite Universities: Secret Formulae Revealed. Psyccritiques- Contemporary Psychology: Apa Review Of Books, (51 (35)).

Awards, Honors, and Recognition

  • Teacher of the Year Award, Alpha Kappa Psi, 2009

Prior Professional Positions

  • Account Manager, Johnson and Johnson, 1995-2001