John Story, PHD

BBA in Marketing, Texas A&M University

MS in Marketing, Texas A&M University

Ph. D. in Business, University of Colorado, Boulder

Associate Professor of Marketing, University of St. Thomas, Houston

Founder and Managing Director, Fennell Story Insights LLC

 I have been a college professor for about 25 years and have been engaged in consulting for the past 20 years. I have worked for everything from consumer retail firms to the military. My primary interests are market segmentation, customer relationships with brands, understanding consumer behaviors, generational cohort (millennials) studies, and university recruiting and retention. 

Auto Industry

• BMW of North America*
• Honda Canada*
• VW*
• Ford*

Banking

• Bank of Houston

Retail/Grocery

• HEB*
• Payless Shoes*
• Kroger

Professional

• UHY Advisors (Accounting)
• Others
• Columbus, TX Chamber of Commerce
• Shoshone Bannock Tribe, Idaho
• University of St. Thomas, Houston

* under contract with TRG iSky

Story, John, Lynn Godwin (2023) Ethnocentrism and Consumer Knowledge in the U.S. Auto Consumer, Journal of International Consumer Marketing, 35(5), 451–463. 

Story, John (2021) Unique Challenges of Segmentation and Differentiation for Higher Education, Journal of Marketing for Higher Education, Jan. 21:1-20. 

Story, John (2020) Brands we love to hate: differences in perceived versus observed driver behaviors, Journal of Marketing Theory and Practice, 28, 3, 242 – 255.

Hess, Jeff, John Story, and Jeff Danes (2011), A Three-Stage Model of Consumer Relationship Investment, Journal of Product and Brand Management, 20, 1, 14-26. 

Story, John and Jeff Hess (2006), Segmenting Customer-Brand Relations: Beyond the personal relationship metaphor, Journal of Consumer Marketing, 23, 7, 406-413.