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Kristopher Keller

Assistant Professor of Marketing


McColl 4512, CB 3490 Chapel Hill, NC 27599-3490


Kristopher Keller studies private label marketing, particularly the transition of private labels into true consumer-packaged goods brands and responsible retailing, which looks at initiatives in the retailing industry and its implications for society, such as healthier shopping habits (reducing sugar content, soda taxes) or environmental effects (plastic bottle deposits, bans of paper store flyers).

His work has been published in the Journal of Marketing, Journal of Retailing and Journal of Marketing Research.

Dr. Keller’s teaching interests include general marketing courses, and specifically marketing channel management, retailing, and marketing models.

He is an award-winning teacher. He received the 2021 Weatherspoon Award for Teaching Excellence in the Full-Time MBA Program and has been named a “Top 40 under 40” professor by Poets & Quants in 2023.

He received the 2021 Emerging Scholar Award from the American Marketing Association’s Retail and Pricing Special Interest Group. The award is for “individuals who received their PhD in 2015 or later and have already made significant contributions to research in the field of retailing and/or pricing.”

He was an AMA-Sheth Foundation Doctoral Consortium Fellow (2015) and received the GfK Market Research Award in 2014) as well as Research Talent Grant from the Dutch Organisation for Scientific Research in 2013.

Prior to joining academia, he founded a small jewelry retail store chain in Frankfurt in 2007 and sold it in 2011.

Dr. Keller received his PhD (cum laude, the highest distinction) from Tilburg University in the Netherlands, where he also earned his research master’s degree in marketing and his master’s in marketing research, both cum laude. He obtained his undergraduate degree in business administration and economics from Goethe University, Frankfurt in Germany.