He was previously a Visiting Assistant professor in Management at the Sheldon Lubar School of Business and a Research Assistant in Marketing at the Kellogg School of Management. His research activities focus on consumer behavior and marketing strategies, in areas such as social communication, word of mouth, web marketing, customer relationship management, and the sustainability of luxury branding. He has published about 50 books, articles and conference papers. Some of his articles have been published in prestigious international journals such as the Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, and Psychological Science.