Ph.D. University of Connecticut
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 Research, Advertising, Consumer Behavior, and Principles of Marketing
Professional Affiliations: Association for Consumer Research, American Marketing Association, Society for Consumer Psychology
The fresh start mindset and consumers making a fresh start. With Linda Price, Robin Coulter and Ainsley Schultz. Revise and resubmit at Journal of Consumer Research.
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
Tsarenko, Y., & Strizhakova, Y. (2015). “What does a woman want?” The moderating effect of age in female consumption. Journal of Retailing and Consumer Services, 26, 41-46.
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.
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., 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.
Ruth, J., & Strizhakova, Y. (2012). And now, goodbye: Consumer response to sponsor exit. International Journal of Advertising, 31(1), 39-62.
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., 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 Marketing, 25 (2), 82-93.
- Lead article
|Dr. Yuliya Strizhakova is an assistant professor of marketing at the Rutgers School of Business – Camden. She can discuss:|
Branding in Emerging Markets:
Emotions and Consumer Behavior: