Home
FUTURE STUDENTS ask.UWindsor SUPPORT UWINDSOR
Odette School of Business

Chike Okechuku CV

Chike Okechuku, Ph.D.
Professor Emeritus, Marketing
chike@uwindsor.ca
 

Education 

  • Ph.D.  York University, Toronto, Marketing (Management Science, Economics Emphasis), 1981.
  • M.S.  York University, Toronto, Marketing, 1978.
  • M.A.Sc. University of Toronto, Operations Research, 1973.
  • B.A.Sc.  University of Toronto, Industrial Engineering, 1970.

Professional Certifications 

  • Registered Professional Engineer in Ontario (P. Eng.), 1973

Professional Memberships 

  • Decision Sciences Institute
  • Association for Management
  • Association for Consumer Research
  • American Marketing Association
  • Administrative Sciences Association of Canada (ASAC)
  • Academy of Marketing Science
  • Academy of International Business

Employment Experience 

  • Professor Emeritus, University of Windsor (July 2021-Present)
  • ​Visiting Professor, University of the West Indies, Kingston, Jamaica (January, 1998 - Present)
  • Professor, Business, University of Windsor (January, 1994 - June 2021)
  • Lecturer (part time), York University (January, 1978 - January, 1998), Toronto.
  • Associate Professor, Business, University of Windsor (January, 1990 - January, 1994)
  • Assistant Professor, Business, University of Windsor (January, 1986 - January, 1990)
  • Founder/Owner, Okechuku & Associates (January, 1983 - January, 1986)
  • Senior Consultant, Skoup & Company, Nigeria (January, 1982 - January, 1983), Nigeria.
  • Senior Consultant, Arthur D. Little, Inc. (January, 1982 - January, 1983), London, United Kingdom.
  • Section Manager, Bell Canada (January, 1978 - January, 1982), Toronto.
  • Marketing Planning Analyst, Xerox Canada, Inc. (January, 1974 - January, 1978), Toronto.
  • Transportation Planning Engineer, Air Transport Administration, Government of Canada (January, 1972 - January, 1974), Toronto.
  • Senior Distribution Network Planning Engineer, National Electric Power Authority, Lagoa, Nigeria (January, 1971 - January, 1972), Nigeria.

Honours and Awards 

  • 1991:  Best Paper Award, Academy of Marketing Science 1991 conference, New Orleans.
  • 1993:  Merit Award, University of Windsor.
  • 1979:  Doctoral consortium Fellow, American Marketing Association, University of Wisconsin.
  • 1978:  George Edwards Gold Medal, York University.  Top MBA Marketing graduate.

INTELLECTUAL CONTRIBUTIONS

Journal Articles 

  • Okechuku, C. (2016).  American consumer attitude towards Chinese automobiles.   California Business Review, 4 (1), 23-28, http://doi.org/10.18374/CBR-4-1.4.
  • Lan, G., Okechuku, C., Zhang, H., & Cao, J. (2013).  Impact of job satisfaction and personal values on the work orientations of Chinese accounting practitioners.   Journal of Business Ethics, 112 (4), 627-640, http://doi.org/10.1007/s10551-012-1562-5.
  • Okechuku, C., & Zhang, H. (2012).  Chinese consumer attitudes toward automobile country of origin.   European Journal of Management, 12 (2), 70-82.
  • Lin, H., & Okechuku, C. (2009).  Equity ownership, trust and legalism as antecedents.   Journal of Management and World Business Research, 14 (1), 23-40.
  • Okechuku, C. (2006).  Product quality and consumer ethnocentrism in Nigerian consumer choice: An investigation of ethnic differences.   Lagos Business School (LBS) Management Review, 9 (1), 1-22.
  • Okechuku, C., & Kantor, J. (2005).  Consumer attitudes to e-technologies: The impact of business globalization on the importance of country-of-origin.   E-Business Review, VI.
  • Okechuku, C., & Onyemah, V. (2000).  Ethnic differences in Nigerian consumer attitudes toward foreign and domestic products.   Journal of African Business, 1 (2), 7-35, http://doi.org/10.1300/j156v01n02_02.
  • Okechuku, C., & Onyemah, V. (1999).  Nigerian consumer attitudes toward foreign and domestic products.   Journal of International Business Studies, 30 (3), 611-622, http://doi.org/10.1057/palgrave.jibs.8490086.
  • Okechuku, C. (1994).  The relationship of six managerial characteristics to the assessment of managerial effectiveness in Canada, Hong Kong, and People's Republic of China.   Journal of Occupational & Organizational Psychology, 67 (1), 79-86, http://doi.org/10.1111/j.2044-8325.1994.tb00551.x.
  • Okechuku, C. (1994).  The importance of product country-of-origin in the United States, Canada, Germany, and The Netherlands: A conjoint analysis.   European Journal of Marketing, 28 (4), 5-19.
  • Van Kooten, I. C., & Okechuku, C. (1993).  Marketing model Voor Het Meten van de Gepercipieerde Produktwaliteit.   Dutch Journal of Marketing, 27 (3), 48-53.
  • Okechuku, C. (1992).  The relationships of prior knowledge and involvement to advertising recall and evaluation.   International Journal of Research in Marketing, 2 (2), 115-130.
  • Okechuku, C., & Man, V. (1991).  Comparison of managerial traits in Canada and Hong Kong.   Asia-Pacific Journal of Management, 8 (2), 223-235.
  • Van Kooten, I., Okechuku, C., & Heeler, R. M. (1990).  An expectancy theory of motivation approach to industrial salesperson performance.   Canadian Journal of Marketing Research, 9, 42-52.
  • Okechuku, C., & Wang, G. (1988).  The effectiveness of Chinese print advertisements in North America.   Journal of Advertising Research, 28 (5), 25-34.
  • Okechuku, C., & Wang, G. (1988).  North American perceptions of Chinese advertisements.   Journal of International Advertising, 2, 10-12.
  • Heeler, R. M., Okechuku, C., & Reid, S. (1979).  Attribute importance: Contrasting measurements.   Journal of Marketing Research, 16, 60-63.
  • Okechuku, C., & Lambe, T. A. (1974).  Parking patterns and prices in the central business district.   Transportation Research Record, 513, 44-54.

Conference Proceedings 

  • Lin, H., & Okechuku, C. (2008).  The Relationships of Equity Ownership, Trust, and Legalism to International Joint Venture Satisfaction.   Academy of World Business Marketing and Management Development (AWBMAMD) conference proceedings, Rio de Janeiro.
  • Lin, X., & Okechuku, C. (2007).  Antecedents of International Joint Venture Satisfaction: The Effects of Ownership, Trust, and Legalism.  In Keneth R. Gray and Anisul M. Islam (Eds.)   Southwest Review of International Business Research, 18 (1), Academy of International Business, Southwest Chapter, 123-130.
  • Okechuku, C. (2006).  Ethnic Differences in the Importance of Product Quality in Nigerian Consumer Choice.   Decision Sciences Institute 2005, San Francisco.
  • Okechuku, C., & Van Kooten, I. C. (1995).  Familiarity and Information Relevance as Mediators of Cue Utilization in Product Evaluations.   24th European Marketing Academy conference, 2, 110-114.
  • Okechuku, C. (1994).  Multinational Comparison of the Importance of Product Country of Origin.   Decision Sciences Institute, Honolulu, 1.
  • Okechuku, C., & Van Kooten, I. C. (1994).  A Conjoint Analysis Investigation of the Importance of Product Country-of-Origin in the United States, Canada and the Netherlands.   Proceedings of the 23rd European Marketing Academy Conference, 1, 683-685.
  • Okechuku, C., & Van Kooten, I. C. (1993).  The Effects of Product-Specific Country Image and Ethnocentrism on Consumer Likelihood to Purchase Foreign Products: Canada vs The Netherlands.   Association of Management conference, Atlanta, 110 - 121.
  • Okechuku, C., & Brockbank, S. (1993).  Predicting Message Acceptance from Concurrent Cognitive Thoughts.  In Carson, A. (Ed.) Administrative Sciences Association of Canada conference, Lake Louise, 228 - 239.
  • Okechuku, C., Frost, M., Porchuk, M., & Stavenow, H. (1993).  The moderating effect of disclaimer importance on the effectiveness of two-sided advertising.  In Fred van Raaij and G.J. Bamossy (Eds.)   European Advances in Consumer Research, 1, 168-175.
  • Okechuku, C., & Rongsheng, L. (1992).  Managerial Traits and Effectiveness: People's Republic of China vs Hong Kong.   Decision Sciences Institute annual conference, 505-508.
  • Okechuku, C., & Rongshend, L. (1992).  Managerial Traits in Hong Kong and People's Republic of China: A Comparison of Innate and Manifested Abilities.   Proceedings of the Academy of International Business Southeast Asia Conference, 223 - 227.
  • Okechuku, C., Van Kooten, I., & Tsang, P. (1991).  The Effectiveness of Celebrity Endorsement in Print Advertising.  Administrative Sciences Association of Canada Proceedings, Niagara Falls, ON.
  • Okechuku, C., & Rongsheng, L. (1991).  Managerial Traits in Hong Kong and People's Republic of China: a comparison of innate and manifested abilities.   Academy of International Business, Southeast Asia conference, 223-227.
  • Okechuku, C., & Van Kooten, I. (1991).  The Effects of Work-related Attitudes, Aptitude and Skills of Industrial Salesperson Job Satisfaction and Performance.   Proceedings of the Fifth Bi-Annual World Marketing Conference, Academy of Marketing Science, 5, 149 - 154.
  • Okechuku, C., & Van Kooten, I. C. (1991).  The Relationship of Demographic, Career Cycle and Psychological Variables - Industrial Salesperson Valences for Alternative Rewards.   First International Meeting, Decision Sciences Institute, 293-296.
  • Okechuku, C., Van Kooten, I., & Tsang, P. (1991).  Celebrity Endorsement in Print Advertising: an assessment of effectiveness.   Academy of International Business, Southeast Asia Conference, Singapore, 281-287.
  • Okechuku, C. (1990).  Product Familiarity, Involvement and Advertising Effectiveness.   Academy of Marketing Science 1990 conference, New Orleans, 41 - 48.
  • Okechuku, C., & Man, V. (1990).  Contrasting Managerial Talent in Canada and Hong Kong.   Decision Sciences Institute (Western) Proceedings, Vancouver.
  • Okechuku, C., & Man, V. (1990).  A Comparative Analysis of Managerial Traits: Canada and Hong Kong.   International Symposium on Pacific-Asian Business, Academy of International Business, 148-151.
  • Okechuku, C., & Van Kooten, I. (1990).  Work-related and Personal Characteristics as Antecedents of Valences for Rewards among Industrial Salespeople.   Administrative Sciences Association of Canada Proceedings, Whistler.
  • Stechy, D., & Okechuku, C. (1989).  Some Aspects of Aquaculture Marketing in Southwestern Ontario.   Proceedings of the Aquaculture Association of Canada, 89 (3), 97-99.
  • Okechuku, C., & Van Kooten, I. (1988).  Factors Influencing the Performance of Industrial Salespersons.   Administrative Sciences Association of Canada Proceedings, Halifax.
  • Okechuku, C., & Stechy, D. (1988).  Restaurant Test Marketing of Tilapia.   Proceedings of the Aquaculture International Congress and Exposition, Vancouver.
  • Okechuku, C., & Stechy, D. (1987).  Trout Marketing Strategies and Market Trial of Tilapia in Ontario.   Proceedings of the World Aquaculture Society annual conference, Honolulu.
  • Okechuku, C., & Heeler, R. M. (1980).  Researching Consumer Behaviour with Information Display Boards.   Academy of Marketing Science annual conference, Dallas.
  • Heeler, R. M., Okechuku, C., & Reid, S. (1978).  Gift versus personal use brand selection.   Advances in Consumer Research, 6.
  • Heeler, R. M., & Okechuku, C. (1978).  Buying Behaviour for Gifting versus Own Use.  Administrative Sciences Association of Canada Proceedings, London, ON.

Presentations 

  • Okechuku, C. (2017, July). Prospects for Chinese automobiles in the American market.  8th International Research Meeting in Business and management, Nice, France.
  • Okechuku, C. (2016, October). American consumer attitude towards Chinese automobiles.  International Academy of Business and Economics (IABE) annual conference, Las Vegas.
  • Okechuku, C. (2016, June). Will American consumers by Chinese Automobiles?  Consortium for International Marketing Research (CIMaR) annual conference, Xi'an, China.
  • Okechuku, C. (2013, October). Chinese Consumer Preference for Foreign Automobiles.  International Academy of Business and Public Administration conference, Las Vegas.
  • Okechuku, C. & He, Z. (2012, June). Chinese Consumer Attitudes toward Automobile Country of Origin.  International Academy of Business and Economics, Ca'Foscari University of Venice, Italy.
  • Lan, G., Okechuku, C., Zhang, H., & Cao, J. (2010, October). Impact of Personal Values and Job Satisfaction on the Job Attitudes of Chinese Accounting Practitioners.  Seventeenth Annual International Vincentian Business Ethics Conference, Chicago.
  • Lan, G., Okechuku, C., Zhang, H., & Cao, J. (2010, June). Job, career, and calling orientation of Chinese accounting practitioners: implications for job satisfaction.  International Academy of Business and Economics, Bangkok, Thailand.
  • Lan, G., Okechuku, C., Zhang, H., & Cao, J. (2010, May). Personal Values, Job Satisfaction and Job Attitudes of Chinese Accounting Practitioners.  Administrative Sciences Association of Canada, Montreal.
  • Lan, G. & Okechuku, C. (2009). Personal values, job satisfaction: an exploratory study of personal values, job satisfaction and job attitudes of Chinese accounting practitioners.  ACME 2009.
  • Lan, G. & Okechuku, C. (2009, June). Personal Values, Job Satisfaction, and job attitudes of Chinese accounting practitioners.  2nd Global Studies Conference, Dubai, United Arab Emirates.
  • Okechuku, C. & Kantor, J. (2006). Consumer Attitudes to e-echnologies: The impact of Business Globalization on the importance of country-of-origin.  International Academy of E-Business, Orlando.
  • Okechuku, C. (2005). Product Quality and Consumer Ethnocentism in Nigerian Consumer Choice.  Decision Sciences Institute 2005, San Francisco.
  • Okechuku, C. & Kantor, J. (2005, March). Consumer Attitudes to e-Technologies: the impact of business globalization on the importance of country-of-origin.  International Academy of E-Business, Orlando.
  • Okechuku, C. (2003, March). Non-profit Organizations: Identifying the correct donor markets.  International Academy of Business and Public Administration Disciplines (IABPAD) conference, Las Vegas.
  • Okechuku, C. (2001, June). Contrasting the Characteristics of Donors to Various Charities.  Hawaii Business Conference, Honolulu.
  • Okechuku, C. & Onyemah, V. (1999, July). The Importance of Country of Manufacture in Nigerian Consumer Choice.  Academy of Business Administration international conference, London, United Kingdom.
  • Okechuku, C. (1998, July). Can Nonprofit Organizations Identify their Markets?  Academy of Business Administration Global Trends conference, Barcelona, Spain.
  • Okechuku, C., Whitely, T. R., & Heeler, R. (1998, April). Profiling the Donor Markets for Individual Charities.  Western Decision Sciences Institute conference, Reno.
  • Okechuku, C. (1996, December). Segmenting the Donor Markets for Individual Nonprofit Organizations.  Academy of Business Administration, Global Trends conference, Acapulco.
  • Whiteley, T. R., Okechuku, T., & Mahatoo, W. H. (1996, July). Order-bias Effect when Using Unrelated Attitude Objects in Survey Research.  Academy of Business Administration National conference, Athens.
  • Okechuku, C., Whiteley, T. R., & Mahatoo, W. H. (1996, June). An Investigation of the Presence of an Order-bias Effect when Using Unrelated Attitude Objects in Survey Research.  Administrative Sciences Association of Canada, Montreal.
  • Okechuku, C. & Van Kooten, I. C. (1994, July). Purchase Intentions for Domestic vs. Foreign Products: the effects of source country image and consumer ethnocentrism in the United States, Canada and The Netherlands.  Western Academy of Management conference, Brisbane, Australia.
  • Okechuku, C., Bresgi, C., Elizalde, F., & Igram, Y. (1994, April). The Effects of Product-specific Country Image and Consumer Ethnocentrism on Purchase Intentions: Canada vs. the United States.  Western Decision Sciences Institute conference, Maui.
  • Okechuku, C., Van Kooten, I., & Tsang, P. (1993). A Two-country Comparison of the Effects of Country Image and Ethnocentrism on Purchase Intention.  Academy of International Business, Hong Kong.
  • Okechuku, C., Van Kooten, I., & Tonus, D. (1989, June). Familiarity and Information Relevance as Mediators of Cue Utilization in Product Evaluations.  Administrative Sciences Association of Canada, Montreal.

Grants (Competitive; Funded only) 

  • 2014: Okechuku, C. North American Consumer Attitudes toward Chinese-made Automobiles ($3,000), Odette School of Business Research and Teaching Innovation Fund (RTIF) Grant.
  • 2011: Okechuku, C. Materialism, Individualism, and Value Consciousness in Chinese Consumer Choice ($3,000), Odette School of Business Research and Teaching Innovation Fund (RTIF) Grant.
  • 2008: Okechuku, C. & Lan, G., Personal Values, Job Attitudes and Job Satisfaction in the Accounting Profession: Canada versus China ($1,500), Odette School of Business Research and Teaching Innovation Fund (RTIF) Grant.
  • 2006: Okechuku, C. & Lin, H., The Importance of Country of Origin in Chinese Consumer Choice (1,500), Odette School of Business Research and Teaching Innovation Fund (RTIF) Grant.
  • 2006: Okechuku, C. & LAN, G., Job Satisfaction Among Chinese Professional Accountants ($1,500), Odette School of Business Research and Teaching Innovation Fund (RTIF) Grant.
  • 2005: Okechuku, C. & Kantor, J., The Importance of Product Country of Origin in Israeli Consumer Choice ($1,500), Odette School of Business Research and Teaching Innovation Fund (RTIF) Grant.
  • 2004-2005: Okechuku, C. Develop collaborative research with Lagos Business School, Nigeria ($2,000), Windsor International.
  • 2002: Okechuku, C. Multivariate Statistics in Nigeria ($12,000), International Development Research Centre.
  • 1999: Okechuku, C. Travel ($5,000), International Development Research Centre.
  • 1997-1998: Okechuku, C. Product Country of Origin - Nigeria ($27,600), International Development Research Centre.
  • 1991: Okechuku, C. SSHRC (Social Sciences and Humanities Research Council of Canada) ($5,000), SSHRC.
  • 1988: Okechuku, C. University of Windsor Research Board ($1,500), University of Windsor.

Service - Professional 

Editorial Review Board Member

  • 2014:  African Journal of Business