University of Calgary

James Agarwal

  • Professor
  • Faculty [MKTG]

Currently Teaching

Not currently teaching any courses.




Dr. James Agarwal holds the Haskayne Research Professorship and is Full Professor of Marketing at the Haskayne School of Business, University of Calgary, Canada. He received his PhD in Marketing (Minor in Statistics) from Georgia Institute of Technology, USA. Previously, he served as the CCAL Research Fellow (2013-2016), Research Director (2013-2015), and Area Chair (2002-2005) of the Marketing Area at the Haskayne School of Business. He is listed in Canadian Who’s Who, University of Toronto Press and Marquis Who’s Who in America. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who’s Who.

James enjoys teaching with passion and teaches at all three levels: Undergraduate, MBA, and PhD. He has taught Undergraduate and MBA courses in International Marketing (including EMBA), Consumer Behavior, Marketing Research, Research Methodology, and Strategic Marketing and PhD courses in Multivariate Statistical Analysis and Marketing Theory. He has been a Visiting Professor in  Austria, Canada, India, Iran, Peru, Singapore, and USA.

James has authored/edited 3 books: (1) ‘Research Methodology: Conjoint Analysis, Multidimensional Scaling & Related Techniques’ (pp. 269; Sage Publication, 2011); (2) ‘Emerging Issues in Global Marketing: A Shifting Paradigm’ (with Terry Wu, pp. 374; Springer, 2018); and (3)  'Customer Relationship Marketing: Theoretical and Managerial Perspectives' (with Naresh K. Malhotra, pp. 372; World Scientific Publishing, 2021). 

James’s research interests are in the following broad areas: International & Global Marketing, Consumer Psychology, Customer Relationship Marketing, Ethical Issues in Marketing, and Statistical Methods. He has published over 60 papers in major refereed journals, proceedings, and book chapters including Advances in Consumer Research, Customer Needs and Solutions, Information Systems Research, International Journal of Research in Marketing, International Marketing Review, Journal of Business Ethics, Journal of Business Research, Journal of Business & Industrial Marketing, Journal of International Marketing, Journal of Marketing Research, Journal of World Business, Management International Review, Non-Profit Management & Leadership, Psychology & Marketing, Review of Marketing Research, and several others. He has presented his research work in over 90 conferences in 20+ countries. Recently, he co-edited 2 special issues (Ethics & Morality in Customer-Brand Relationships, 2018-19 and Retailing & Emergent Technologies, 2019-20) for Journal of Business Research. He sits on the editorial review board of several journals including Journal of International Marketing and International Marketing Review.

James has received several best paper awards including: William R. Darden Best Paper Award in Research Methodology, Hans B. Thorelli Best Paper Award in International Marketing, Temple/AIB Best Paper Award (Finalist) in International Marketing granted by the Academy of International Business and two Best Paper Awards in Customer Relationship Management and Branding & Brand Management Tracks granted by the American Marketing Association. He has been listed in the Top 10 ‘Most Cited Faculty’ at the Haskayne School of Business (Google Citation: 6800+). In 2005, James was listed in Most Prolific Scholars in International Business (IB) Research (Top 5 Percent) compiled by Cavusgil, Griffith, and Xu (2005), Michigan State University. He was also listed in Most Prolific Scholar in International Business (IB) Research for articles published in International Marketing Review (Top 5 Percent) for the period 1996-2006 by Xu, Yalcinkaya, and Seggie (2008), published in Asia-Pacific Journal of Management.

James has received several other honors, awards, recognitions, and competitive research grants during his tenure. His research has been supported by several funding agencies including the Social Sciences & Humanities Research Council (SSHRC), National Center for Middle Market (Ohio State University), Kahanoff Foundation (Queen's University) and Saskatchewan Health. In addition, he has received several internal research grants from the Haskayne School of Business, University of Calgary. He is a member of the American Marketing Association, Academy of International Business, and the Academy of Marketing Science.   

Copies of most of James’ papers may be found in the University of Calgary Digital Repository at and searching under his name.


(1) Agarwal, James (2011): Research Methodology: Conjoint Analysis, Multidimensional Scaling & Related Techniques, in “Legends in Marketing”, Volume Editor, Vol. 1, 269 pages, Series Editor: Jagdish N. Sheth, Sage Publication.


(2) Agarwal, James and Terry Wu (2018), Emerging Issues in Global Marketing: A Shifting Paradigm, Book Co-Editor: Springer International Publishing AG, Springer Nature, Switzerland, 374 pages.


(3) Malhotra, Naresh K. and James Agarwal (2021), Customer Relationship Marketing: Theoretical and Managerial Perspectives, World Scientific Publishing, New Jersey, USA, 372 pages. Supplementary materials include Instructor Manual, PP Slides, Test Bank, and HBS/Ivey cases.

Selected Publications:

1. Das, Gopal, Mark T. Spence, James Agarwal (2021), “Social Selling Cues: The Dynamics of Posting Numbers Viewed and Bought on Customers’ Purchase Intentions” (Forthcoming) International Journal of Research in Marketing.

2. Ho, Dixon H., Oleksiy Osiyevskyy, James Agarwal, and Sadat Reza (2020), “Does Ambidexterity in Marketing Pay-Off? The Contingent Role of Absorptive Capacity,” Journal of Business Research 110 (March), pp. 65-79.

3. Das, Gopal, James Agarwal, Naresh K. Malhotra, and Geetika Varshneya (2019), Does Brand Experience Translate into Brand Commitment? A Mediated-Moderation Model of Brand Passion and Perceived Brand Ethicality,” Journal of Business Research 95(February), pp. 479-490.

4. Agarwal, James and Naresh K. Malhotra (2019), “Reflections on the State-of-the-Art in Ethics and Morality in Customer-Brand Relationships: Directions for Future Research,” Journal of Business Research, 95(February), pp. 392-400.

5. Agarwal, James, Madelynn Stackhouse, and Oleksiy Osiyevskyy (2018), “I Love That Company: Look How Ethical, Prominent, and Efficacious It Is: A Triadic Organizational Reputation (TOR) Scale,” Journal of Business Ethics, 153(3), pp. 889-910.

6. Agarwal, James, Osiyevskyy, Oleksiy, and Percy M. Feldman (2015), “Corporate Reputation Measurement: Alternative Factor Structures, Nomological Validity, and Organizational Outcomes” Journal of Business Ethics, Volume 130, Issue 2, pp. 485-506.

7. Agarwal, James, Wayne S. DeSarbo, Naresh K. Malhotra, and Vithala R. Rao (2015), “An Interdisciplinary Review of the Research in Conjoint Analysis: Recent Developments and Directions for Future Research,” Customer Needs and Solutions, Volume 2, Issue 1, pp. 19-40.

8. Agarwal, James, Naresh K. Malhotra, and Ruth N. Bolton (2010), “A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality,” Journal of International Marketing, Volume 18, Issue 3, September, pp. 18-40.

9. Agarwal, James, David C. Malloy, and Ken Rasmussen (2010), “Ethical Climate in Government and Nonprofit Sectors: Public Policy Implications for Service Delivery,” Journal of Business Ethics, Volume 94, Issue 1, June, pp. 1-21. (Lead Article).

10. Agarwal, James and Naresh K. Malhotra (2005), “An Integrated Model of Attitude and Affect: Theoretical Foundation and an Empirical Investigation,” Journal of Business Research, Volume 58, Issue 4, April, pp. 483-493.

11. Malhotra, Naresh K., Sung S. Kim, and James Agarwal (2004), “Internet Users’ Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model,” Information Systems Research, Vol. 15, Issue 4, December, pp. 336-355.

12. Malhotra, Naresh K., James Agarwal, and Francis M. Ulgado (2003), “Internationalization and Entry Modes: A Multi-Theoretical Framework and Research Propositions,” Journal of International Marketing, Vol. 11, Issue 4, pp. 1-31 (Lead Article). Winner of the Hans B. Thorelli Best Paper Award.

Curriculum Vitae


  • BComm
    St. Xavier's College
  • MBA
    Atlanta University
  • PhD
    Georgia Institute of Technology
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