Matthew O’Brien

Associate Professor

Baker Hall 410
(309) 677-3482

Ph D, Marketing, The University of Oklahoma
MBA, Marketing, Southern Illinois University – Edwardsville
BA, Political Science, Purdue University


Matthew O’Brien has been a member of the Marketing faculty at Bradley University since 2004.  He is currently an Associate Professor of Marketing. Prior to joining Bradley University, Dr. O’Brien also served on the faculty at the University of Arizona in Tucson, Arizona. He is a Research Associate at The Mineta Transportation Institute at San Jose State University. Dr. O’Brien has been named a Fulbright Scholar for 2011 where he travelled to Kobe, Japan and served on the faculty at Kobe University. Dr. O’Brien is married, has two children, and enjoys collecting art.


Dr. O’Brien has found that most tools available to educators resonate with only a portion of the target audience. Whether it is discussion, lecturing, outside assignments, directed readings, experiential learning, testing, cases, or simulations, not every technique is appreciated or influential to motivate students to engage in learning. Accordingly, Dr. O’Brien has incorporated all of these techniques in his portfolio of classes.

Recent Courses

  • Principles of Marketing – MTG 315
  • Consumer Behavior – MTG 350
  • Marketing Management – MTG 490
  • Global Supply Chain Management – MTG 688


Dr. O’Brien’s research interest centers on businesses as organizations and how they coordinate efforts via interactions internally, with other businesses, and the final customer. Specifically, he is interested in the sociological, relational, and psychological aspects of such. This focus has manifested itself in research that can be classified as retailer-consumer interactions, relationship marketing, inter-organizational exchange and control/coordination mechanisms, international joint venture topics, retail management, and services. Dr. O’Brien’s research utilizes a broad range of methodologies including multivariate techniques, structural equations modeling, hierarchical linear modeling, and qualitative procedures.

Peer-Reviewed Journals

(Cabell's) Gehrt, K., Mahesh, R., Shainesh, G., Czerwinski, D., O'Brien, M. (in press). Emergence of Online Shopping in India: Shopping Orientation Segments. International Journal of Retail & Distribution Management. [Accepted: June 2012, Submitted: June 2011]

(Cabell's) Lusch, R. F., Brown, J. R., O'Brien, M. (2011). Protecting Relational Assets: A Pre and Post Field Study of a Horizontal Business Combination. Journal of the Academy of Marketing Science, 39(2), 175-197. [Published: April (2nd Quarter/Spring) 2011, Submitted: May 2009]

(Cabell's) Yurchisin, J., Park, J., O'Brien, M. (2010). Effects of Ideal Image Congruence and Organizational Commitment on Employee Intention to Leave. Journal of Retailing and Consumer Services, 17(5), 406-414. [Published: September 2010]

Academic/Professional Meeting Proceedings

Hill, D. J., O'Brien, M. (2012). In Kevin J. Shanahan (Ed.), Relational Closeness and Its Influence on Social Media Appeals (vol. 1, pp. 152-153). Montgomery, AL: Annals of the Society for Marketing Advances. [Published: November 2012]

Gehrt, K., Mahesh, R., Shainesh, G., Czerwinski, D., O'Brien, M. (2012). Indian Online Shopping Segments. American Marketing Association's Summer Educator's Marketing Conference. [Accepted: August 2012, Published: August 2012]

Other Research and Presentations

Chen, C., O'Brien, M., Guo, L. (2012). Consumer Trust and Loyalty in e-Tail (pp. 297-322). New York, NY: Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-Tail. [Accepted: May 2011, Published: May 2012]

Gehrt, K. (Author Only), Rajan, M. R. (Presenter & Author), Shainesh, G. (Author Only), O'Brien, M. (Author Only), Czerwinski, D. (Author Only), American Marketing Association's Summer Educator's Conference, "Indian Online Shopping Segments", American Marketing Association, Chicago, IL.

Hill, D. J. (Presenter & Author), O'Brien, M. (Author Only), Annals of the Society for Marketing Advances, "Relational Closeness and Its Influence upon Social Media Appeals", Society for Marketing Advances, Orlando, Fl. (November, 2012).

Lusch, R. F. (Presenter & Author), Vargo, S. L. (Author Only), O'Brien, M. (Author Only), Forum on International Markets and Institutional Logics, "Service-Dominant Logic: Foundational Premises & Perspectives", Meiji University School of Commerce, Tokyo, Japan. (September, 2012).

Hill, D. J. (Presenter & Author), O'Brien, M. (Author Only), 18th Recent Advances in Retailing & Services Science Conference, "Store Brand or Manufacturer Brand?  The Influence of Green-Mindedness on Purchase Intent of Environmentally Friendly Products", European Institute of Retailing and Services Studies, San Diego, USA. (July, 2011).

O'Brien, M. (Presenter & Author), Hill, D. J. (Author Only), Kobe University Research Seminar Series, "Group and Individual Level Influences in Social Media Marketing", Kobe University, Kobe Japan. (July, 2011).


  • Hill, D. J. (Principal), O'Brien, M. (Co-Principal), "Theoretical and Practical Implications of Social Media in Marketing," Bradley University, $9,975.00. (August 2010 - Present).

Research Awards

  • "Sabbatical Award", Bradley University, 2011

Practice in Field


  • Caterpillar Inc., 2012 - 2013
  • Caterpillar Inc., 2011 - 2012
  • Pekin Hospital, 2010 - 2011


  • Conference Attendance, Fulbright Lecturer's Mid-Year Conference, Japan-U.S. Educational Commission, 2011

Faculty Development Activities

  • Workshop, Bradley University Technology Help Desk, 2012 - Present
  • Reception, Fulbright Osaka Alumni Association, 2011
  • Seminar, Tokyo Fulbright Association, 2011
  • Seminar, Tokyo Fulbright Association's Annual Lecture and Reception, 2011


University and College

  • President of University Senate 
  • Foster College Strategic Planning Committee-Co-Chair


Has reviewed for the Journal of Retailing, Journal of the Academy of Marketing Science, and the Journal of Business and Industrial Marketing as well as numerous national and international conferences.