Carol Azab

Associate Professor of Marketing

  • PhD, business administration (marketing), Southern Illinois University, Carbondale (SIU)
  • MS, business administration (marketing), Alexandria University, Faculty of Commerce, Egypt
  • BS, business administration, Alexandria University, Faculty of Commerce, Egypt

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Biography

Carol Azab, PhD is Associate Professor of Marketing and Department Chair in the School of Business Administration at Stetson University. She is deeply passionate about teaching and experiential learning and has taught at universities in Egypt, Sweden, the University of Wisconsin–Eau Claire, Southern Illinois University, and Stetson University. She regularly leads faculty-led study abroad programs in Scotland and Bordeaux, France, integrating destination marketing, luxury branding, and services marketing into immersive global experiences. Azab is also actively engaged in applied consulting and faculty-led research projects with organizations in the U.S. and abroad. 

Her research focuses on services marketing and service failure and recovery, with particular attention to frontline employee behavior and characteristics such as language, ethnicity, and accent, as well as global and cross-cultural contexts. Her work has been published in leading journals including the Journal of Business Research, Journal of Business Ethics (a Fortune 500 top journal), Journal of Services Marketing, Business Horizons, Journal of Global Marketing, AMS Review, and Journal of Consumer Behaviour (top cited paper award). Her dissertation received the Society for Marketing Advances Sharon Beatty Best Services Dissertation Proposal Award. Azab has received Stetson University’s prestigious Hand Award for Research, Creative, and Professional Activity, along with the School of Business Outstanding Research Award and Outstanding Service Award in different years. She serves on the Editorial Board of the Journal of Services Marketing.

More About Carol Azab

Areas of Expertise

  • Marketing
  • Services Marketing
  • Global Marketing
  • Marketing Research

Course Sampling

  • Global Marketing
  • Marketing Research
  • Services Marketing
  • Marketing Decision Making
  • Marketing Principles

  • Service failure and recovery
  • Frontline service employees
  • Stereotypes and discrimination in service failure encounters
  • Generational cohorts
  • International marketing
  • The role of marketing in the firm

  • Clark, Terry, Carol Azab and Martin Thomas Key (2024) “Marketing’s Next Era: The Scope and Impact of Marketing’s Future, The Reach and Legacy of Shelby Hunt” Journal of Business Research.
  • Clark, Terry, Key, Thomas Martin, & Azab, Carol (2023) Contours of the Marketing Literature: Text, Context, Point-of-View, Interpretation, and Influence in Marketing. AMS Review
  • Clark, Terry, Key, Thomas Martin, & Azab, Carol (2022). Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field. AMS Review, 1-5.
  • Azab, Carol and Jonas Holmqvist (2022) “Discrimination in Services: How service recovery efforts change with customer accent” accepted for publication at the Journal of Business Ethics ,180, 1, 355-372
  • Deborah Goldring and Carol Azab (2021)* “ New Rules of Social Media Shopping: Personality Differences of U.S. Gen Z Versus Gen X Market Mavens”, Journal of Consumer Behaviour. 20(4), 884-897. * authors have contributed equally to this article. Award-winning paper – top-cited paper for 2022 in the Journal of Consumer Behaviour. 
  • West, Jessica, Carol Azab, K. C. Ma, and Michael Bitter (2020). "Numerosity: Forward and Reverse Stock Splits." Journal of Behavioral Finance 21, no. 3, 323-335.
  • Key, Thomas Martin, Carol Azab, and Terry Clark (2019). Embedded ethics: How complex systems and structures guide ethical outcomes, Business Horizons. 62 (3), 327-336. 
  • Azab, Carol, Terry Clark, and Cheryl Burke Jarvis (2018). Positive psychological capacities: the mystery ingredient in successful service recoveries?. Journal of Services Marketing, 32(7), 897-912.
  • Azab, Carol, Thomas Martin Key, and Terry Clark (2017). "Country Market Sequential Order-of-Entry: A Learning Effects Approach." Journal of Global Marketing,4, pp 210-227 
  • Azab, Carol and Terry Clark (2017), “Speak my language or look like me? –Language and ethnicity in bilingual customer service recovery ,” Journal of Business Research,72,57-68 
  • Swanson, Scott R., Carol Azab, and J. Charlene Davis. (2015) “A View from the Aisle Revisited: Delight and Outrage in the Classroom.” Marketing Education Review 25 (3): 215–32.