Mike’s primary areas of research encompass consumer-brand relationships, retail atmospherics, branding applications for extremist organizations, and social media marketing. He has won multiple awards for both teaching and research, and serves as reviewer for several top marketing journals. Mike has been named one of Social Media Marketing Magazine’s Top 20 Marketing Professors on Twitter and a Top 100 Web Savvy Professor by Best Online Universities. He has produced two best-selling books on consumer-brand relationships and regularly consults with organizations such as General Motors, C Spire, the Red Cross, and the Department of Defense. He is also co-director and founder of the Market Innovation Lab and Observatory (MILO) at Mississippi State University.