Research

Manpreet is Moore Fellow and Associate Professor of Marketing at the Darla Moore School of Business. His research focuses on generating meaningful theoretical contributions and actionable managerial insights through the causal assessment of strategically relevant marketing questions using observational data. His work examines marketing actions aimed at advancing the interests of key stakeholders, including customers, investors, and society at large.

A core aspect of Manpreet’s research is the integration of institutional knowledge from the study context to select empirical models that effectively address research questions while overcoming identification challenges because of simultaneity, self-selection, and correlated unobserved factors. These models may be grounded in rich data, economic theory (e.g., linear-in-means models for peer effects), or causal econometric frameworks such as difference-in-differences, synthetic controls, and matching methods.

His research has been published in leading marketing journals, including the Journal of Marketing, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science.

Select Publications

Javadinia, Amir, Manpreet Gill, and Satish Jayachandran (2023), “Recall Environment Intensity and Post-Recall Stock Market Response,” Journal of the Academy of Marketing Science, Forthcoming (Equal Authorship with Amir).

Zhou, Chen, Manpreet Gill, Qiang Liu (2022), “Empowering Education with Crowdfunding: The Role of Crowdfunded Resources and Crowd Screening,” Journal of Marketing Research, 59 (1), 97–117.

Pagiavlas, Sotires, Kartik Kalaignanam, Manpreet Gill, and Paul Bliese (2021), “Regulating Product Recall Compliance in the Digital Age: Evidence from the “Safe Cars Save Lives” Campaign,” Journal of Marketing, Oct2021, DOI: 10.1177/00222429211023016.

Gill, Manpreet, Shrihari Sridhar, and Rajdeep Grewal, (2017) Return on Engagement Initiatives: A Study of a Business-to-Business Mobile App., Journal of Marketing, 81 (4), 45-66.

Awards/Recognitions

• Best MBA Elective Faculty Award – 2025
• Outstanding Reviewer Award, Journal of Marketing, March 2023
• Marketing Strategy Consortium Fellow (University of Georgia, June, 2023)
• ISMS Early Career Scholars Camp Fellow (Duke University, October 28-29, 2022)
• Marketing Strategy Consortium Fellow (University of Texas, Austin, December 4 – 5), 2020
• Marketing Strategy Consortium Fellow (University of Missouri, March 22 - 23), 2018
• Finalist for 2018 MSI H. Paul Root Award
• Two Thumbs Up Award for improving classroom experience of students with disabilities, University of South Carolina, 2017 (University award)
• Honorable Mention, John A. Howard Doctoral Dissertation Award, 2018
• David T. and M. Joan Wilson Business Markets Dissertation Award, 2016
• AMA-Sheth Doctoral Consortium Fellow, 2016
• ISBM PhD Camp, 2016
• Institute for the Study of Business Markets (ISBM) scholarship: 2012 – 2015

Editorial Review Board Member

• Journal of Marketing Research
• Journal of Marketing

Teaching

• Principles of Marketing Research – Undergraduate Class
• Customer Relationship Management and Data Mining – Graduate Class
• Empirical Causal Analyses for Marketing Strategy Research – Ph.D. Seminar

Education

• PhD Business Administration (Marketing), Pennsylvania State University, 2017