Roland L Leak

Associate Professor

North Carolina Agricultural and Technical State University
College of Business & Economics

Marketing and Supply Chain Managmt

Merrick Hall 317
B.S.Management / North Carolina A&T State University
MBAManagement / Wake Forest University
Ph.D.Business Administration / University of South Carolina

Research Interests

Ethnicity, Stereotype, Social Identity, and Ideology

External URL


Recent Publications

  • Thomas Madden, William Dillon, Roland Leak (2010). (Students’ Evaluation of Teaching: Concerns of Item Diagnosticity). (3) 32, pp. 264-274. Journal of Marketing Education.
  • Roland Leak (2014). (Situational Effects of Ethnic Phenotype in Marketing: Investigating Inter- and Intra-Ethnic Preferences for Minorities in Advertisements). (2) 18, pp. 135-147. Academy of Marketing Studies Journal.
  • George Stone, Linda Coley, Roland Leak (2014). (Towards a Global Consumer “Eco-orientation” Model: A Cross-national Perspective). (4) 26, pp. 311-328. Journal of International Consumer Marketing.
  • Roland Leak, Omar Woodham, George Stone (2015). (Felt discrimination increases offensiveness of stereotyped out-group depictions). (1) 32, pp. 26-33. Journal of Consumer Marketing.
  • Roland Leak, Omar Woodham, Kimberly Mcneil (2015). (Speaking Candidly: How Managers’ Political Stances Affect Consumers’ Brand Attitudes). (5) 24, pp. 494-503. Journal of Product and Brand Management.
  • Stephanie Luster-Teasley, Sirena Hargrove-Leak, Willietta Gibson, Roland Leak (2017). (Case studies in sustainability used in an introductory laboratory course to enhance laboratory instruction). (2) 18, pp. 30-39. Journal of STEM Education: Innovations and Research.
  • Omar Woodham, Mitchell Hamilton, Roland Leak (2017). ("I Know What I Like, I Like What I Know: The Influence of Product Category Exposure and Cognitive Effort on Brand Preference" ). In Karen Flaherty, (2) 25, Journal of Marketing Theory and Practice.
  • Roland Leak, Kimberly Mcneil, David Crockett (2021). (Does History Really Matter: Investigating Historical Branded Executions’ Effects on Contemporary Consumer Attitudes). Journal of Consumer Affairs.