Luke Kachersky

Luke Kachersky is an associate professor of marketing, and also coordinates the Gabelli School’s undergraduate honors thesis programs. His research focuses on consumer behavior, and in both scholarly and industry projects he aims to do work with authentic insight and impact. HIs research has been published in peer-reviewed outlets including the Journal of Consumer Psychology and the Journal of Retailing, and he has delivered insights for brands including Sony and Revlon. He earned his Ph.D. at Baruch College of the City University of New York, and joined Fordham University in 2008.

Professor Kachersky teaches undergraduate honors thesis seminars as well as undergraduate and graduate research methods courses. He has designed new courses including consumer social responsibility, psychology of pricing, and marketing technology & innovation. He takes a coaching approach to teaching - challenging his students to perform, and offering personal, enthusiastic guidance along the way.

Professor Kachersky’s approach to marketing is uniquely informed by his formative experiences working with his siblings and dad at their family’s consumer electronics retail store, where he learned that marketing ultimately comes down to genuinely caring about your customers and making that care the foundation for long-term, mutually beneficial relationships.

• Ph.D.: Business Marketing, City University of New York, Baruch College
• Master's: M.B.A., St. John’s University
• Bachelor's: B.S., Marketing, St. John’s University

• Brand name construction
• Price framing

• Carnevale, Marina and Luke Kachersky (2023). The Influence of Interpersonal Relationships on Brand‐Related Behaviors for Gifted Brands. Journal of Consumer Psychology, 33(2): 346-362
• Carroll, Ryall, Fabienne Cadet, and Luke Kachersky (2022). Authenticity Attracts Authenticity: The Impact of Brand Authenticity and Self Authenticity on Consumer Loyalty. Journal of Brand Strategy, 10(4): 377-388.
• Kachersky, Luke and Ryall Carroll [equal authorship] (2019), “Service Fundraising and the Role of Perceived Donation Efficacy in Individual Charitable Giving,” Journal of Business Research, 99: 254-263.
• Carnevale, Marina, Ozge Yucel-Aybat, and Luke Kachersky (2018), “Meaningful Stories and Attitudes toward the Brand: The Moderating Role of Consumers’ Implicit Mindsets,” Journal of Consumer Behaviour, 17(1): e78-e89.
• Kachersky, Luke and Marina Carnevale (2015). Effects of Pronoun Brand Name Perspective and Positioning on Brand Attitude. Journal of Product and Brand Management, 24(2): 157-164.
• Kachersky, Luke, Sankar Sen, Hyeong Min Kim, and Marina Carnevale (2014). Buyer Beware of Your Shadow: How Price Moderates the Effect of Incidental Similarity on Buyer Behavior. Journal of Applied Social Psychology, 44(10): 643-649.
• Kachersky, Luke, and Dawn Lerman (2013). Bridging Marketing's Intentions and Consumer Perceptions. Journal of Consumer Marketing, 30(7): 544-552.
• Kachersky, Luke and Nicole Palermo [equal authorship] (2013). How Personal Pronouns Influence Brand Name Preference. Journal of Brand Management, 20(7), 558-570.
• Carroll, Ryall, Carleen Ramlochansingh, and Luke Kachersky (2012). Using Content Analysis in Social Networking to Gain Cultural Insights. International Journal of Internet Marketing and Advertising, 7(4): pp. 279-291.
• Kabadayi, Sertan and Luke Kachersky (2012). The Role of Wireless Service Provider Trust on Consumer Acceptance of SMS Advertising. International Journal of Internet Marketing and Advertising, 7(1): pp. 31-50.
• Kachersky, Luke (2011). Reduce Content or Raise Price? The Impact of Persuasion Knowledge and Unit Price Increase Tactics on Retailer and Product Brand Attitudes.Journal of Retailing, 87(4): 479-488.
• Kachersky, Luke (2011). Do Moniker Maladies Afflict Name Letter Brands? A Dual Process Theory of Name Letter Branding and Avoidance Effects. Journal of Experimental Social Psychology, 47(3): 642-646.
• Kachersky, Luke and Hyeong Min Kim (2011). When Consumers Cope With Price Persuasion Knowledge: The Role of Topic Knowledge. Journal of Marketing Management, 27(1): 28-40.
• Kim, Hyeong Min and Luke Kachersky (2006). Dimensions of Price Salience: A Conceptual Framework for Perceptions of Multi-Dimensional Prices. Journal of Product and Brand Management, 15(2): 139-147.