Larry Carter

210429 Larry Carter
Larry Carter
Associate Professor of Marketing, Director of the BEACON Lab
  • B.S. in Marketing Management from Virginia Polytechnic Institute and State University
  • M.S. in Business Administration with a Concentration in Marketing from Virginia Polytechnic Institute and State University
  • Ph.D. in Business Administration with a Specialization in Marketing from Old Dominion University

Dr. Larry Carter, Associate Professor of Marketing and Director of the BEACON Lab, came to High Point University in the fall of 2017 from the Woodbury School of Business at Utah Valley University. Dr. Carter brings with him an excellent research portfolio, a wide breadth of knowledge about marketing, and teaching experience in the fields of marketing, business research, and entrepreneurship. He earned his Ph.D. from Old Dominion University and his B.S. and M.S. degrees from Virginia Polytechnic Institute and State University. Prior to his career in academia, most of Dr. Carter’s work experiences have consisted of management, sales, and marketing positions.


As an avid researcher, Dr. Carter has been published in the Journal of Product and Brand Management, Journal of Marketing Development and Competitiveness, Turkish Journal of Teacher Education, International Journal of Marketing Studies, International Business Review, International Marketing Review, and Journal of Business Ethics. His areas of interest for his research include:


• the analysis of consumer perception of foreign products and its key determinants, including consumer ethnocentrism, animosity, and country-of-origin image;

• the examination of consumer perceptions of global brand images, cross-border brand alliances, and modes of foreign market entry;

• the analysis of cultural and ethical factors affecting consumer buying behavior and managerial decision-making;

• the effects of brand tribalism and brand pride upon consumers’ attitudes toward the brand and purchase intentions;

• the impact of consumer needs (e.g., need for power, affiliation, achievement, and variety) upon consumers’ attitudes toward the brand and purchase intention.


Dr. Carter’s primary teaching interests lie in marketing research, marketing on the Internet, international marketing, consumer behavior, and marketing management. He has taught both undergraduate and graduate level courses across a variety of class delivery methods including face-to-face, hybrid, and online formats. Dr. Carter served extensively on the Service Learning Committee at Utah Valley University and has an article on service learning published in the Turkish Journal of Teacher Education. As a strong believer in service learning, his courses often contain an important project-based component that connects students with local businesses for real world application of marketing concepts.


In addition to being a scholar, Dr. Carter is also an accomplished martial artist. He has owned martial arts schools where he put his marketing principles and business operations knowledge into practice. In addition, he has also taught college credited martial arts and self-defense courses at various community colleges and universities. As a lifelong practitioner, Dr. Carter holds black belts and instructor certifications in multiple martial arts disciplines. He was inducted into the Martial Arts Masters Hall of Fame in 2013.