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Dr. Enrique P Becerra

  • Professor - Department of Marketing
Portrait of Dr. Enrique P Becerra

Biography and education

Dr. Becerra earned his bachelor’s degree in Civil Engineering from Purdue University (1982), his Master of Business Administration from University of Florida (1984), and his Ph.D. in Marketing from Florida Atlantic University (2006). He has 14 years of experience in finance and international business. After completing his doctorate, Dr. Becerra joined Texas State University as an assistant professor in 2005. Dr. Becerra earned tenure and promotion to Associate Professor in 2011, and promotion to Professor in 2017. He served as interim Director of the Center for the Study of Latino Media and Markets in 2013-14, and as Chair, Department of Marketing from 2019 to 2023.

He earned the McCoy College of Business Gary V. Woods Research Award in 2012. Dr. Becerra has published in several well-respected peer reviewed journals including Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Advertising Research, European Journal of Marketing, Journal of Product and Brand Management, Journal of Psychology & Marketing, and Journal of Retailing and Consumer Services among others.

He serves on the editorial board of Journal of Advertising Research, Journal of Marketing Analytics, and The International Journal of Hispanic Media, and he was leading co-chair of the 2017 Association for Consumer Research Latin America Conference, held in Cali, Colombia.

Teaching Interests

Research Interests

  • Badrinarayanan, Vishag A, Becerra, Enrique P. Research Enhancement Program, Texas State University, $16000. (Submitted: October 2018, Funded: January 2019 - May 2020). Grant.
  • Badrinarayanan, Vishag A, Becerra, Enrique P. Research Enhancement Program, Texas State University, $16000. (Funded: January 1, 2017 - May 31, 2018). Grant.
  • Badrinarayanan, Vishag (Principal), Becerra, Enrique (Co-Principal). Research Enhancement Program Grant, Texas State University, $11040. (Funded: January 2013 - January 2014). Grant.
  • Becerra, Enrique (Co-Principal), Badrinarayanan, Vishag (Co-Principal). Research Enhancement Program Grant, Texas State University, Texas State University, $16000. (Funded: November 2010 - August 2012). Grant.
  • Becerra, Enrique (Principal), Chapa, Sindy (Co-Principal). Research Grant, McCoy College of Business Administration, Texas State University, $2000. (Funded: 2009 - 2010). Grant.
View all grants
  • Becerra, E. P., Carrete, L., & Arroyo, P. (2023). A study of the antecedents and effects of green self-identity on green behavioral intentions of young adults. Journal of Business Research, 155, Part B, 113380. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113380
  • Becerra, E. P. (2022). The Hispanic Market: Practical Implications for Researchers and Practitioners. In Handbook of Research on Ethnic and Intra-cultural Marketing, Brodowsky, G.H, Schuster, C. P., and Perren R. Editors. Northampton, MA, USA: Edward Elgar Publishers.
  • Badrinarayanan, V. A., & Becerra, E. P. (2019). Shoppers’ Attachment with Retail Stores: Antecedents and Impact on Patronage Intentions. Journal of Retailing and Consumer Services, 50(September), 371–378. Retrieved from https://doi.org/10.1016/j.jretconser.2018.07.012
  • Chapa, S., & Becerra, E. (2014). The Effect of Generational Status and Language-Tailored Political Advertising. Journal of Advertising Research, 54(3).
  • Becerra, E., Badrinarayanan, V., & Kim, C. H. (2013). The Influence of Thinking Tendencies on the Online Transactions of Hybrid retailers. Journal of Business Research, 66(3), 336–344.
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  • Award / Honor Recipient: Honorary Professor of International Studies, Texas State University. October 1, 2018 - Present
  • Award / Honor Recipient: McCoy COBA Service Award, McCoy College Of Business Adminsitration. 2016 - 2017
  • Award / Honor Recipient: Excellence in research, McCoy College of Business Administration. 2015
  • Award / Honor Recipient: Best paper in advertising track – 2012 Summer American Marketing Association Conference. 2012
  • Award / Honor Recipient: Gary V. Woods Research Award, McCoy College of Business Administration. 2011 - 2012
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  1. Editorial Review Board Member

    Journal of Marketing Analytics

  2. Other

    Association for Latino Media, Markets, and Communication Research

  3. Editorial Review Board Member

    Journal of Advertising Research

  4. Speaker

    Monterrey TEC Toluca

  5. Co-Chair

    Association of Consumer Research Latin America Conference

  6. Other

    Center for the Study of Latino Media and Markets

  7. View all activities