Melanie Moore Koskie

Melanie Koskie is a third-year doctoral candidate in Marketing and Analysis at Louisiana Tech University. With over twenty years of experience in graphic design and marketing her passions in practice, helping brands craft their stories and create unique brand identities, guide her research and teaching interests. Recent research on brand coolness is published in the European Journal of Marketing and can be downloaded below.

Cool Brands and Hot Attachments: Their effect on consumers' willingness to pay more
EJM 2023 AAM_CoolBrands.PDF
PDF File [687.6 KB]

Academic History

1995-1999 • BS in Health and Wellness Management

Louisiana Tech University

2020-  • DBA in Marketing and Analysis

Louisiana Tech University



Koskie, M.M. and Locander, W.B. (2023). “Cool Brands and Hot Attachments: How the motivations to stand out and fit in affect consumers perceptions of cool brands” European Journal of Marketing. Vol. 57 No. 4, pp.905-929.


Beck, B.B., Koskie, M.M., Locander, W.B. (2022). “Unifying Trust in Social Commerce: Building synergy among social networking sites, users, and retailers” submitted to: Journal Consumer Marketing.



Koskie, M.M., Locander, W.B. (2022) “Thank You for Being Cool: An exploration of gratitude for cool brands” to be presented at Consumer Brand Relationship Conference; to be presented at Consumer Brand Relationships; Winter Park, Florida, October 2022.


Brown, B.W., Koskie, M.M., Beck, B.B., Locander, W.B. (2022) “Supervisor Bottom-line Mentality: The cooperative sales culture slayer” to be presented at American Marketing Association; Chicago, Illinois, August 2022.


Koskie, M.M., Beck, B.B., Zmich, L., Mertz, B. (2022) “Influencers' use of affiliate marketing and the impact on consumer perception: An abstract” presented at      Academy of Marketing Science; Monterey, California, May 2022.


Koskie, M.M. (2021) “Constellating Brand Coolness: How the motivation to stand out and fit in affects consumers’ perceptions of cool brands” presented at Society for Marketing Advances; Orlando, Florida, November 2021.


Teaching Experience

2023 • Digital Marketing, Spring Quarter

2022 • Personal Selling, Winter Quarter

2021-2022 • First Year Experience, Fall Quarters



2022-2023 • AMA DocSig

Vice Chair of Content Management

2023 • AMA Conference Paper Reviewer

2022-2023 • AdHoc Reviewer for Journal of Consumer Behavior, Journal of Product & Brand Management

2022 • Consumer Brand Relationship Conference Paper Reviewer

2021-2022 • SMA Conference Paper Reviewer

2020-2022 • AMA DocSig

Assistant Vice Chair of Content Management

Promotions Track and Branding Track


Grants and Scholarships

2022 • AMA Higher Education SIG Grant for Summer AMA

2020-2022 • Graduate Assistantship

2020-2022 • Virginia S. Thompson Superior Graduate Student Scholarship


Professional Associations

American Marketing Association

Academy of Marketing Sciences

Society for Marketing Advances


Professional Experience

2000-2007 • Assistant/Graphic Artist

Centenary Church, Lexington, KY

2007-2009 • Graphic Artist

The Team Advertising and Publishing, Ruston, LA

2009-2016 • Owner/Graphic Artist

MK Design, Ruston, LA

2016-present • Owner

Plumwood Marketing, Ruston, LA



Trinity Church

Boys and Girls Club

Acres & Avenues Realty

Plumwood Marketing
2776 Highway 544
Ruston, 71270

Phone: 318-245-2635 318-245-2635


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