Professional Interests

Teaching

• Advertising strategy
• Media planning
• Media in the global context
• Empirical research methods
• Communication campaigns

Research

• The primary stream of my research lies in consumer-brand relationships, brand credibility effects, and brand extension strategies.In particular, I’m interested in how social and personalized media can influence the brand choice process.
• Another line of my research focuses on how people process, resist, respond to persuasive messages in the domains of social marketing and health communication.