Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.

Dr. Chernev's research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Retail and has served on the editorial boards of top research journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.

Dr. Chernev's research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has written numerous articles focused on marketing strategy, brand management, consumer behavior, and market planning.

Based on research impact, Dr. Chernev was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and the Journal of Business Research, and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. 

Dr. Chernev teaches marketing management, marketing strategy, product management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program, which he received fifteen times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and serves as an expert in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.

Consumer decision making and choice

Brand management, marketing strategy, consumer decision making and choice

Research (MKTG-590-0)
Independent investigation of selected problems pertaining to thesis or dissertation. May be repeated for credit.

Developing Impactful Consumer Behavior Research (MKTG-531-3)
Taking a problem-solving approach, we examine how psychological insights inform and solve real-world consumption problems, and how real-world problems provide new psychological insights. Taking an empirical deep-dive, we also discuss published data, what we can/cannot infer, how to make objective conclusions, and to enhance their substantive impact (e.g., employing observational data, field studies, choice data, and/or programmatic experimental designs).

Theory Building in Consumer Behavior Research (MKTG-531-1)
The purpose of this course is to acquaint you with the principles of theory building in social science research, to help you distinguish between theory-building research and research with other aims, and to provide you with an opportunity to develop your ability to conceptualize and develop research that builds theory.

Kellogg on Branding

Utilizing a blended learning approach from the thought leaders at Kellogg, learn how branding can help you build a solid and enduring business while gaining new insights into the importance and value of a strongly differentiated brand.

Strategic Brand Management (MKTGX-473-0)
The course aims to help you understand the role of branding and brand management, sharpen your skills in identifying and solving brand-related problems, and facilitate your ability to develop actionable brand management strategies. The course builds on the knowledge gained from the marketing management and marketing strategy courses to focus on developing successful strategies for building strong brands.

Marketing Strategy (MKTGX-466-0)
The goal of this course is to enhance your knowledge of marketing strategy. Specifically, this course aims to introduce the key elements of marketing strategy, provide a sound framework for problem analysis and action planning, and sharpen your leadership, analytical, and communication skills.

Strategic Brand Management (MKTG-473-0)
As many products and services are becoming commoditized, brands are becoming increasingly important as key non-price differentiators. As a result, brands now have the potential to play an even greater role in creating value for customers as well as for the company. In this course, you will learn how to create and manage successful brands. We will discuss the key factors that enable brands to create value, focusing on the strategic aspects of building strong brands. You will learn about brand management in three different formats. First, you will learn from the lectures and the assigned course materials, which provide the background necessary to address the problems we will discuss in class. The second venue for learning is class discussions. Here you will have the opportunity to present your point of view and defend it against those of your classmates. Our goal for the class discussion is to come up with a viable solution for the branding problem faced by the company. Finally, the third learning venue is the individual case preparation and the case-related discussions within each team prior to discussing the case in class. The ultimate goal of this course is to enhance your knowledge of branding and brand management. Specifically, this course aims to: (1) introduce the key elements of brand management, (2) provide a sound framework for brand-focused action planning, and (3) sharpen your leadership, analytical, and communication skills. The course involves a mixture of case discussions and lectures, with an emphasis on developing a strategic approach that will enable you to understand the environment in which a company operates and identify opportunities and threats, identify and solve brand-related marketing problems, and develop actionable brand management plans.