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

Prior Professional Positions

Johnson and Johnson, Management, Account Manager, 1995 to 2001


Teacher of the Year Award, Alpha Kappa Psi, 2009

Areas of Expertise

  • Brand Communities
  • Online Communities
  • Consumer Behavior

Research Interests

  • Sociocultural and symbolic dimensions of consumption and the cultural ecology of marketing

Selected Publications

Journal Articles

  • Hollenbeck, Candice R. and Vanessa M. Patrick. Mastering Survivorship: How Brands Facilitate the Transformation to Heroic SurvivorJournal Of Business Research 69(1):73-82
  • Song, Ji Hee and Candice R. Hollenbeck. 2015The 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 AdvertisingJournal Of Advertising,33(2):351-371
  • Hollenbeck, Candice R., Andrew M. Kaikati. 2012Consumers' 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 PlatformsJournal Of Marketing Education33(2):171-182
  • Hollenbeck, Candice R., and George M. Zinkhan. 2010Anti-brand Communities, Negotiation of Brand Meaning, and the Learning Process: The Case of Wal-MartConsumption, Markets & Culture, (13):325-345
  • Hollenbeck, Candice R., George M. Zinkhan, Warren French, and Ji Hee Song. 2009E-Collaborative Networks: A Case Study on the New Role of the Sales ForceJournal Of Personal Selling And Sales Management, (29 (2)):127-138
  • Drenten, Jenna, Cara Okleshen Peters, Thomas Leigh, and Candice R. Hollenbeck. 2009Not Just a Party in the Parking Lot: An Exploratory Investigation of the Motives Underlying the Ritual Commitment of Football TailgatersSports 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 StudyJournal 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 CommunicationsAdvances In Consumer Research, (35):793-794
  • Peters, Cara, Christie H. Amato, and Candice R. Hollenbeck. 2007.An Exploratory Investigation of Consumers' Perceptions of Wireless AdvertisingJournal Of Advertising, (36 (4)):129-145
  • Candice R. Hollenbeck. 2006Gift Giving: A Community Paradigm.Psychology & Marketing, (23):573-595
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006Consumer 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. 2005A Behavioral Model of BrandCommunity Member Involvement: A Conceptual Framework and Empirical ResultsJournal Of Customer Behavior, (4):385-424
  • Candice R. Hollenbeck. 2005Distance Learning Trends and BenchmarksMarketing Education Review, (15):39-52.


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

Editorial Appointments

Magazine Articles

  • Hollenbeck, Candice R. and George M. Zinkhan. 2006Wal-Mart: A Heritage BrandAdvertising Express:23-30
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006Online 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 SituationAcademy Of Marketing Science
  • Hollenbeck, Candice R. 2006Online Anti-brand Communities as a New Form of Social ActionAnnual Qualitative Research Conference, (IIV):205-210
  • Hollenbeck, Candice R. and George M. Zinkhan. 2004Benchmarks for Building Community in Online Business Courses and Programs.American Marketing Association, (Enhancing Knowledge Development in Marketing)


  • Hollenbeck, Candice R. and George M. Zinkhan. 2008A Consumers’ Search for the Good LifePsyccritiques-Contemporary Psychology: Apa Review Of Books, (53 (24))
  • Hollenbeck, Candice R. and George M. Zinkhan. 2007Marketing 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. 2007The Psychology Behind Trademark Infringement and Counterfeiting.Psyccritiques- Contemporary Psychology: Apa Review Of Books, (51 (39))
  • Hollenbeck, Candice R. and George M. Zinkhan. 2006Reflective Democracy: A Pathway Toward Renewing American Culture.Psyccritiques- Contemporary Psychology: Apa Review Of Books, (51 (38))
  • Zinkhan, George M. and Candice R. Hollenbeck. 2006An Historical Account of the College Admissions Process at Three Elite Universities: Secret Formulae RevealedPsyccritiques- Contemporary Psychology: Apa Review Of Books, (51 (35)).