Dr. Julie Ruth

Julie Ruth, Ph.D.
Office: BSB 318
Phone: (856) 225-6695
Email: jaruth@rutgers.edu
CV: Download the 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 Taught: Marketing Management; International Study Program in South Africa; Advertising and Promotion Management; Principles of Marketing

Professional Activities & Honors:

  • Extra-ordinary Professor University of Pretoria Department of Marketing, Faculty of Economics and Management Sciences (December 2015 – present). 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, 2000
  • 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

Representative Publications:

  • The Relationship of Celebrity Affiliation to Nonprofit Contributions: A Donations Demand Model Assessment (with Erica Harris), Nonprofit and Voluntary Sector Quarterly, 2015, 44 (5), 945-967.
  • “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 and Associate Dean of Graduate Programs 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