Dana L. Alden

Alden picture
  • William R. Johnson, Jr. Distinguished Professor
  • Chair, Department of Marketing
  • Faculty Director, Health Care Executive MBA Program
  • Editor-in-Chief, Journal of Sustainable Marketing
  • Co-Chair, Research Innovations in Sustainable Marketing Symposium II, March 2025


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(808) 956-8565

Academic Background

  • PhD, Marketing and International Business, University of Texas, Austin, 1990
  • MBA, Marketing with Honors, University of Hawai`i at Manoa, 1984
  • MA, Public Affairs with Honors, University of California at Santa Barbara, 1977
  • BA, Environmental Studies with Honors, University of California at Berkeley, 1973

Research Interests

  • Health Care Consumer Decision Making
  • Brand Management 
  • Cross-cultural Consumer Behavior
  • Sustainable Marketing 

Selected Publications

Nariswari, A., Chen, Q., Alden D. L., " Toward a Common Customer Identity Framework for Managing Participatory Marketing Communication Campaigns," (forthcoming) Journal of Advertising. 

Hu, M., Chen, J., Alden, D. L., Chen, Q. (2023), "The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement through Perceived Brand Globalness," Journal of International Marketing, 31(1 March), 49-68.

Friend, J. and Alden, D.L. (2021), “Improving Patient Preparedness and Confidence in Discussing Advance Directives for End-of-Life Care with Healthcare Providers in the United States and Japan," Medical Decision Making, 41(1), 60-73.

Alden, D. L., Friend J., Frankel L, Jibaja-Weiss, M (2018), “The Effects of Culturally Targeted Patient Decision Aids on Medical Consultation Preparation for Hispanic Women in the U.S.: Results from Four Randomized Experiments,” Social Science & Medicine, 212 (September), 17-25.

Alden, D.L., Friend J., Yein Lee P.Y., Lee Y.K., Trevena L., Ng C.J., Kiatpongson S., Abdullah K.L., Tanaka M., Limpongsanurak S. (2018), “ Who Decides – Me or We? Family Involvement in Medical Decision Making in  Eastern and Western Countries,” Medical Decision Making, 38(1), 14-25. 

Alden D.L., Kelley J.B., Chen Q., Youn J. B. (2016). “Understanding Consumer Motivations to Interact on Brand Websites in the International Marketplace: Evidence from the U.S.,China, and South Korea,” Journal of Business Research, 69(12), 5909–5916.

He Y.,  Chen Q., Alden D.L.(2016). “Time Will Tell: Managing Post-Purchase Changes in Brand Attitude,” Journal of the Academy of Marketing Science, 44(6), 791-805.

Alden D.L., Friend J., Lee A., De Vries M., Osawa R., Chen Q. (2015) “Culture and Medical Decision Making: Health Care Consumer Perspectives in Japan and the U.S.,” Health Psychology, 34(12), 1133-1144. 

Alden D.L., Kelley J.B., Riefler P., Lee J.A., Soutar G.N. (2013), “The Effect of Global Company Animosity on Global Brand Attitud.es in Emerging and Developed Markets: Does Perceived Value Matter?”, Journal of International Marketing, 21(2),17-38. 

Alden D.L., Steenkamp J.B., Batra  R. (2006), “Consumer Attitudes toward Marketing Globalization: Antecedent, Consequent and Structural Factors,” International Journal of Research in Marketing, 23, 227-239.      

Steenkamp J.B.,Batra R., Alden D.L. (2003), “How Perceived Brand Globalness Creates Brand Value,” Journal of International Business Studies, 34(1), 53-65.  

Alden, D.L., Steenkamp J.B.,Batra, R.  (1999), "Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture," Journal of Marketing, 63 (January), 75-83.  

Awards & Honors

Dennis Ching Teaching Award 2018 - Shidler College of Business

Professor of the Semester Award 2017 - BBA Major/Elective Course 

Best Professor of the Semester - Undergraduate Core Course, Spring 2015

Kaizen Service Award - Shider College of Business, 2015

Award for Outstanding Short Course in SEM - Society for Medical Decision Making, 2014

Shirley M. Lee Research Award - Shidler College of Business, 2013

Professional Background

  • 2000 - Present: Professor,
 University of Hawai`i at Manoa

  • 1995 - 2000: Associate Professor,
University of Hawai`i at Manoa

  • 1989 - 1994: Assistant Professor
, University of Hawai`i at Manoa

Additional Information


Japanese Health Care Management Seminars
Honolulu, Tokyo, Nagoya and Kobe

Intercultural Health Care Executive Management Program

Hawaii’ Pacific Health Program, UH CBA

Taipei Physician Social Marketing Course, Johns Hopkins/UH CBA

Social Marketing, Hanoi School of Public Health

Johns Hopkins/UH Winter Institute, APCED

Marketing Management, Health Care Executive MBA Program

Physician Leadership Development Program, APCED


Improving the Reproductive Healthcare Capacity of the
Communal Health Centers in Khanh Hoa and Da Nang, Vietnam
Marie Stopes International, Vietnam

Branding HIV/AIDS Health Clinics Targeting Sex Workers in Bangladesh
Howard-Delafield International

Instituting the Marketing Function
The Queen's Medical Center