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Abigail Nappier Cherup, Ph.D.

Research Interests

  • Consumer Diversity
  • Marketplace Inclusion
  • Corporate Activism
  • Queer and Feminist Theories



  • MKTG 302 – Principles of Marketing
  • MKTG 484 – Marketing & Public Policy



Abigail Nappier Cherup is an Assistant Professor of Marketing in the College of Business Administration at California State University, San Marcos. Broadly, her research examines how diverse consumer groups and service providers experience and shape the marketplace. Her dissertation research explores the concept of safer market spaces from both the consumer and service provider perspectives. Previously, Abby received her Ph.D. from the University of Nebraska-Lincoln, where, in addition to conducting research, she taught classes on a variety of marketing topics including marketing principles, marketing research, marketing channels, and digital marketing. Prior to pursuing her Ph.D. in Marketing, Abby received her M.A. in Gender & Women’s Studies from the University of Wisconsin-Madison, and her B.A. in Anthropology from Western Michigan University. As a professional, Abby worked for several years in the non-profit sector for Communities In Schools of Kalamazoo, first as a Site Coordinator and then as the Director of Volunteer and Partner Services.


Papers in Referred Journals

Eilert, Meike and Abigail Nappier Cherup (2020), “The Activist Company: Examining a Company’s Pursuit of Societal Change Through Corporate Activism Using an Institutional Theoretical Lens,” Journal of Public Policy & Marketing Special Issue.


Papers in Conference Proceedings

  • (Forthcoming) Eilert, Meike, Marie Yeh, Abigail Nappier Cherup, and Kim Legocki, “Can You See Me Now? Investigating the Intersection of Consumer Activism and Stigma,” Transformative Consumer Research Conference, June 2021.
  • Nappier Cherup, Abigail and Meike Eilert, “The Ally Effect: The Role of Implicit and Explicit Signals in LGBTQ Advertising,” Associating for Consumer Research, Atlanta, GA, 2019.
  • Nappier Cherup, Abigail and Andre F. Maciel, “Stigma at Every Turn: An Emergent Theory of Liquid Identities,” Associating for Consumer Research, Dallas, TX, 2018.
  • Nappier Cherup, Abigail and Les Carlson, “Drivers of Persuasion Knowledge: Decentering the “Typical” Consumer.” Winner of the AMS Review/Sheth Foundation Doctoral Competition for Conceptual Articles. Academy of Marketing Science, New Orleans, LA, 2018.
  • Nappier Cherup, Abigail and Lisa Peñaloza, “Theorizing the Queer Gaze / Queering Reader Response Theory: A CCT Conversation,” Consumer Culture Theory Conference, Odense, Denmark, 2018.