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Dr. Yuliya Strizhakova

Associate Professor


Office: BSB 252

Phone: (856) 225-6920

Ph.D. University of Connecticut

Yuliya Strizhakova began teaching at the School of Business–Camden in 2009 and is currently an Associate Professor of Marketing. She received her M.A. in Communication from the University of Hartford and her Ph.D. in Marketing Communications from the University of Connecticut. Her research interests are globalization and branding in developed and emerging markets, global citizenship and cross-cultural consumer behavior, environmentally responsible marketing and emerging markets, consumer well-being and responses to negative marketplace encounters, and consumer forgiveness and rumination. Her publications in these areas have been featured in impressive journals, such as the Journal of International Marketing, International Journal of Research in Marketing, and Journal of Service Research. In 2015, she was awarded the S. Tamer Cavusgil Award by the American Marketing Association in recognition for her work. At the School of Business–Camden she has been an active member on various committees and is currently professionally associated with the Association for Consumer Research, American Marketing Association, and Society for Consumer Psychology.

Research Interests: Globalization and branding in developed and emerging markets; Global citizenship and cross-cultural consumer behavior; Environmentally responsible marketing and emerging markets; Consumer well-being and responses to negative marketplace encounters; Consumer forgiveness and rumination

Courses Taught: Marketing Management, Marketing Research, Principles of Marketing, Advertising and Promotions Management, Consumer Behavior.

Professional Affiliations: Association for Consumer Research, American Marketing Association, Society for Consumer Psychology

Representative Publications:

Strizhakova, Y. and Coulter, R. A. (2019). Consumer cultural identity: Local and global cultural identities and measurement implications. International Marketing Review, 36 (51), 610-627 (invited expert article).
Strizhakova, Y. and Coulter, R. A. (2019). The myriad meanings of cultural identities: A response to commentaries on “Consumer cultural identities”. International Marketing Review, 36 (5), 642-646 (invited responses to three commentaries on the expert article).

Tsarenko, Y., Strizhakova, Y., and Otnes. (2018). Reclaiming the future: Customer forgiveness in service failures. Journal of Service Research, 22(2), 139-155.

Strizhakova, Y. and Coulter, R. A. (2019). Spatial distance construal perspectives on causerelated marketing: The importance of nationalism in Russia. Journal of International Marketing, 27(1), 38-55.

Price, L. L., Coulter, R. A., Strizhakova, Y., & Schultz, A. (2018). The fresh start mindset: Transforming consumers’ lives. Journal of Consumer Research, 45(1), 21-48. 2

Strizhakova, Y., & Coulter, R. (2015). Drivers of local relative to global brand purchases: A contingency approach. Journal of International Marketing, 23(1), 1-22.

  • Lead article
  • 2015 S. Tamer Cavusgil award from American Marketing Association

Strizhakova, Y., & Coulter, R. (2013). The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity. International Journal of Research in Marketing, 30(1), 69-82.

  • Most cited article published in IJRM in 2013 between 2014-2017

Tsarenko, Y., & Strizhakova, Y. (2013). Coping with service failures: The role of emotional intelligence, self-efficacy and intention to complain. European Journal of Marketing, 47(1/2), 71-92.

Strizhakova, Y., Coulter, R., & Price, L. (2012). The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace. International Journal of Research in Marketing, 29(1), 43-54.

  • 2015 Emerald Citations of Excellence award

Strizhakova, Y., Tsarenko, Y., & Ruth, J. (2012). “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. Journal of Service Research, 15(4), 414-429.

Strizhakova, Y., Coulter, R., & Price, L. (2011). Branding in a global marketplace: The mediating effects of quality and self-identity brand signals. International Journal of Research in Marketing, 28(4), 342-351.

Strizhakova, Y., Coulter, R., & Price, L. (2008). Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing, 16(4), 57-85.

Strizhakova, Y., Coulter, R., & Price, L. (2008). The meanings of branded products: A cross-national scale development and meaning assessment. International Journal of Research in Marketing25 (2), 82-93.

  • Lead article

Media Guide

Dr. Yuliya Strizhakova is an associate professor of marketing at the Rutgers School of Business – Camden. She can discuss:

Branding in Emerging Markets:

  • Consumer associations with brands
  • Cross-cultural comparisons of brand meanings and usage
  • Effects of globalization on young consumers
  • Eastern Europe

Consumer Forgiveness:

  • Forgiveness in the business domain
  • Different types of consumer forgiveness

Emotions and Consumer Behavior:

  • Consumer emotional intelligence in service failures
  • Emotions as drivers of consumer choices
  • Consumer emotional regulation and coping
  • Emotions and moods as drivers of consumer media use

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