Roland L Leak


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

Marketing & Supply Chain Management

Merrick Hall 241
Ph.D.Business Administration / University of South Carolina
MBAManagement / Wake Forest University
B.S.Management / North Carolina A&T State University

Research Interests

Ethnicity, Stereotype, Social Identity, and Ideology

External URL


Recent Publications

  • Danielle Winchester, Roland Leak, Nicole McCoy (2022). (Impact of consumer perceptions of industry corruption on the choice to engage a financial advisor: Does gender matter?). (3) 30, pp. 179-190. Financial Services Review.
  • Kathryn Cort, Roland Leak (2022). (The Impact of Verified (Unverified) Online Product Consumer Reviews on Consumer Product Attitudes). (1) 11, pp. Article 5. Atlantic Marketing Journal.
  • Kimberly Grantham, Kimberly McNeil, Gail Taylor, Roland Leak (2021). (Building Connections in Co-Production Environments). (2) 10, Atlantic Marketing Journal.
  • Roland Leak, Kimberly Mcneil, and David Crockett, (2021). Does History Really Matter: Investigating Historical Branded Executions’ Effects on Contemporary Consumer Attitudes. Journal of Consumer Affairs.
  • Stephanie Luster-Teasley, Sirena Hargrove-Leak, Willietta Gibson, and Roland Leak, (2017). Case studies in sustainability used in an introductory laboratory course to enhance laboratory instruction. Journal of STEM Education: Innovations and Research, 18 (2), pp. 30-39.
  • Omar Woodham, Mitchell Hamilton, and 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". Journal of Marketing Theory and Practice 25 (2).
  • Roland Leak, Omar Woodham, and George Stone, (2015). Felt discrimination increases offensiveness of stereotyped out-group depictions. Journal of Consumer Marketing, 32 (1), pp. 26-33.
  • Roland Leak, Omar Woodham, and Kimberly Mcneil, (2015). Speaking Candidly: How Managers’ Political Stances Affect Consumers’ Brand Attitudes. 24 (5), pp. 494-503.
  • Roland Leak, (2014). Situational Effects of Ethnic Phenotype in Marketing: Investigating Inter- and Intra-Ethnic Preferences for Minorities in Advertisements. Academy of Marketing Studies Journal. 18 (2), pp. 135-147.
  • George Stone, Linda Coley, and Roland Leak, (2014). Towards a Global Consumer “Eco-orientation” Model: A Cross-national Perspective. Journal of Inteernational Consumer Marketing, 26 (4), pp. 311-328.
  • William Dillon, Thomas Madden, and Roland Leak, (2010). Students’ Evaluation of Teaching: Concerns of Item Diagnosticity. Journal of Marketing Education, 32 (3), pp. 264-274.