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Rutgers-Camden School of Business

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Faculty Profile – Dr. Julie Ruth

Dr. Julie RuthJulie Ruth, Ph.D.


Office Room: 230
Phone Number: 856-225-6695

Home Page: None

Vita : Click here (PDF)

Ph.D., University of Michigan

Research Interests: Emotions and Consumer Behavior, Marketing Relationships, Brand Marketing Strategy including co-branding and sponsorships, Poor and Subsistence Consumers

Courses Frequently Taught: Marketing Management; International Study Program in South Africa, Advertising and Promotion Management; Principles of Marketing

Professional Activities & Honors:

Member: Association for Consumer Research, American Marketing Association, American Academy of Advertising, Society for Consumer Psychology

Associate Editor (2009 – 2014), Journal of Advertising; Editorial Review Board, Journal of the Academy of Marketing Science, Journal of Public Policy & Marketing, and International Journal of Advertising

Best Paper Award, American Marketing Association Conference August 2009; Best Paper, Consumer Psychology Track, American Marketing Association Conference August 2009; Best Paper Award, Journal of Advertising, 2003

Rutgers University-Camden Chancellor’s Award for Faculty-Staff Civic Engagement, Rutgers University Warren I. Susman Award for Excellence in Teaching, Rutgers University – Camden Lindback Foundation Award for Distinguished Teaching, Rutgers University – Camden Provost’s Teaching Excellence Award, School of Business Dean’s Award for Outstanding Teaching, University of Washington Dean’s Faculty Award for Undergraduate Teaching, University of Washington First Interstate Faculty Teaching Award, Who’s Who of Business Higher Education

Selected Prior Research:

Analysis of the Value of Celebrity Affiliation to Nonprofit Contributions (with Erica Harris), Nonprofit and Voluntary Sector Quarterly, forthcoming.

“The Agentic Benefits of Products: Consumer Perspectives and Strategic Implications (with Cele C. Otnes and Elizabeth Crosby), European Journal of Marketing, 2014, 48 (5/6), 878-898.

Understanding Poverty and Promoting Poverty Alleviation Through Transformative Consumer Research (with Christopher P. Blocker, Srinivas Sridharan, Colin Beckwith, Ahmet Ekici, Martina Goudie-Hutton, José Antonio Rosa, Bige Saatcioglu, Debabrata Talukdar, Carlos Trujillo, and Rohit Varman) Journal of Business Research, 2013, 66 (8), 1195-1202.

Green Eco-Seals and Advertising Persuasion (with Barbara Bickart), Journal of Advertising, 2012, 41(4), 53-69.

I’m Mad and I Can’t Get that Service Failure Off My Mind: Coping and Rumination as Mediators of Anger Effects on Customer Intentions (with Yuliya Strizhakova and Yelena Tsarenko), Journal of Service Research, 2012, 15 (4), 415 – 431.

Social Foundations of Emotions in Family Consumption Decision Making (with Rachel Oakley Hsiung and Richard P. Bagozzi), Social Influence, 7(3), 229-250.

And Now, Goodbye: Consumer Response to Sponsor Exit (with Yuliya Strizhakova), International Journal of Advertising, 2012, 31(1), 39-62.

Relationships and Commitment as Cornerstones in Marketing Systems: Subsistence Consumer-Merchants in Chennai, India (with Madhu Viswanathan and José Antonio Rosa), Journal of Marketing, 2010, 74 (May), 1-17.

A Family Systems Interpretation of How Subsistence Consumers Manage: The Case of South Africa (with Rachel Oakley Hsiung), in Product and Market Development for Subsistence Marketplaces, José Antonio Rosa and Madhubalan Viswanathan, Volume Editors, 2007. Oxford: Elsevier, 59-87.

The Power of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship (with Bernard L. Simonin), Journal of Advertising, 2006, 35(4), 7-20.

Social Influences on Dyadic Giving Over Time: A Taxonomy From the Giver’s Perspective (with Tina M. Lowrey and Cele C. Otnes), Journal of Consumer Research, 2004, 30(4), 547-558.

‘Brought to You By Brand A and Brand B': How Partner Brands Affect Consumers’ Perceptions of Joint Sponsorships (with Bernard L. Simonin), Journal of Advertising, 2003, 32 (3), 19-30. Recipient of the 2003 Journal of Advertising Best Paper Award.

Linking Thoughts to Feelings: Investigating Cognitive Appraisals and Consumption Emotions in a Mixed Emotions Context (with Frédéric F. Brunel and Cele Otnes), (2002), Journal of the Academy of Marketing Science, 2002, 30(1), 44-58.

Gift Receipt and the Reformulation of Interpersonal Relationships (with Cele C. Otnes and Frederic F. Brunel), Journal of Consumer Research, 1999, 25 (4), 385-402.

Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (with Bernard L. Simonin), Journal of Marketing Research, 1998, February (1), 32-42.

Media Guide
Dr. Julie Ruth, professor of marketing at the Rutgers School of Business—Camden; editorial review board member, Journal of Advertising. She can discuss:


  • General advertising issues
  • Brand marketing strategy
  • Advertising and integrated marketing communications
  • Multi-brand strategies


  • Crisis control and corporate reputation
  • Advertising
  • The impact of gifts on consumers

International Business Issues (South Africa):

  • South Africa and Namibia as emerging global trade markets
  • South Africa business development
  • Subsistence consumers in South Africa

Brand Management:

  • General advertising issues
  • Brand marketing strategy
  • Advertising and integrated marketing communications
  • Multi-brand strategies

Consumer Behavior and Research:

  • Advertising
  • The impact of gifts on consumers