Rodriguez, Alexandra

Positions
Contact Info

overview

  • Dr. Alexandra Aguirre-Rodriguez's research focuses on the impact of consumer self-identity, social identity, and culture on branding strategy effectiveness. Related research includes the impact of culture on service encounter communication norms and the role of consumer-brand relationships on word of mouth communication.

    Dr. Aguirre-Rodriguez's research on ethnic identity, self-congruity with brands and scarcity motivation has been published in Journal of Business Research, Journal of Advertising, and Journal of Public Policy and Marketing. Her current stream of research examines consumer motivation in the context of acculturation and ethnic identification processes of U.S. immigrants from Hispanic cultures.
  • Dr. Alexandra Aguirre-Rodriguez's research focuses on the impact of consumer self-identity, social identity, and culture on branding strategy effectiveness. Related research includes the impact of culture on service encounter communication norms and the role of consumer-brand relationships on word of mouth communication.

    Dr. Aguirre-Rodriguez's research on ethnic identity, self-congruity with brands and scarcity motivation has been published in Journal of Business Research, Journal of Advertising, and Journal of Public Policy and Marketing. Her current stream of research examines consumer motivation in the context of acculturation and ethnic identification processes of U.S. immigrants from Hispanic cultures.



    Education
    Ph.D. in Business Administration
    University of Illinois at Urbana-Champaign, Urbana, Illinois
    Bachelor of Business Administration
    University of Miami, Miami, Florida

selected publications

research interests

  • Consumer Behavior; Consumer Motivation; Multicultural Marketing; Hispanic American Consumer Behavior
  • Consumer Behavior
    Consumer Motivation
    Multicultural Marketing
    Hispanic American Consumer Behavior

teaching overview

  • Brand Management
    Consumer Analysis in Emerging Markets
    Consumer Behavior
    Corporate Simulation
    Dissertation Preparation
    International Marketing
    Introduction to Marketing
    Ph.D. Dissertation
    Sem In Svcs Mktg
    Seminar in Consumer Behavior
    Special Topics in Marketing

full name

  • Alexandra Rodriguez

visualizations

Recent publications and grants in Scholars@FIU

publication subject areas

  • Business & Economics
  • Communication
  • Psychology
Citation index-derived subject areas the researcher has published in