Chris Pullig, Ph.D., is professor and chair of the marketing department in Baylor University’s Hankamer School of Business. His research and teaching is focused on consumer attitudes and decision-making with a special emphasis on three related areas: 1) how consumers evaluate brands, 2) marketing and branding in the global marketplace, and 3) ethics and the role of marketing in promoting pro-societal causes.

Dr. Pullig is available to talk about national retailers who've decided keep their doors open on Thanksgiving Day and how those decisions can affect the brand.

He says: "Your brand might be damaged if your competition is closed and the customer sees being closed as a desirable brand trait. Research has shown that brands may possess a human-like personality and if one retailer creates a personality that is preferred with decisions such as closing on a key holiday, then that brand could be a preferred option within the shopping category."