Robert P. Leone holds the J. Vaughn and Evelyne H. Wilson Chair and is Professor of Marketing in the Neeley School of Business at Texas Christian University in Fort Worth, Texas. Professor Leone's primary research interests involve investigating the effects of advertising, price and promotion on market performance, branding and brand equity, and developing marketing metrics to help guide strategic decisions. Professor Leone served as the Co-Editor of the Journal of Marketing, the premier broad-based academic journal in Marketing, from 2009-2011. Professor Leone is also the recipient of the 2010 Churchill Award given by the American Marketing Association for "Lifetime Achievement in the area of Marketing Research".