Faculty Profiles

Wilkinson, K. T., & Becerra, E. P. (n.d.). Understanding and targeting the U.S. Latino youth market 2000-2025.

Wilkinson, K. T., & Becerra, E. P. (n.d.). Hispanic/Latino Audience Engagement in the United States.

Korgaonkar, P. K., Becerra, E. P., & Londono, J. C. (2024). Why is Social Network Site Advertising Ineffective? Seeking Answers Using a Holistic Theoretical Framework, Multi-Platform Approach. Journal of Promotion Management, 157–186. https://doi.org/https://doi.org/10.1080/10496491.2023.2253242

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., & Korgaonkar, P. (2023). The Effects of Thinking Styles on Perceptions and Behavior  Toward Social Media Site Advertising: An Exploratory Study of US Consumers.

Becerra, E. P., & Korgaonkar, P. (2023). The Effect of Hispanics’ Ethnic Identification and Time  Spent on Social Network Sites on Intentions Toward Social Network Site Advertising.

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.

Becerra, E. P., Brynildsen, G., & Korgaonkar, P. K. (2022). The Effects of Acculturation on Perceptions: Acculturation Effects on Hispanic-Americans’ Perceptions of Retailing Theft. Journal of Retailing and Consumer Services, 68(September). https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103006

Korgaonkar, P., Becerra, E. P., Mangleburg, T., & Bilgihan, A. (2021). Retail Employee Theft: When Retail Security Alone is Not Enough. Psychology & Marketing, 38(5), 721–734. https://doi.org/http://dx.doi.org/10.1002/mar.21460

Becerra, E. P., & Londono-Roldan, J. C. (2020). Can the Brand Affect Wearer of It? USA and Colombia Study.

Becerra, E. P., & Chapa, S. (2020). The Impact of Ethnic-Specific Ads on An Era of Multiracial and Multicultural Consumers: Comparing Consumers’ Ethnicity, Acculturation and Age.

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

Badrinarayanan, V. A., & Becerra, E. P. (2019). Antecedents and Consequences of Shoppers’ Attitude toward Branded Store-Within-Stores: An Exploratory Framework of Patronage Intentions. Journal of Business Research, 105, 189–200.

Badrinarayanan, V. A., & Becerra, E. P. (2019). Influence of Brand Attractiveness and Brand-Self Connections on Brand Evangelism.

Badrinarayanan, V. A., & Becerra, E. P. (2019). When the Star Beckons: Celebrity-Branded Products and Retailer Resonance.

Badrinarayanan, V., & Becerra, E. P. (2019). Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions. Journal of Retailing and Consumer Services, 50, 371–378. https://doi.org/10.1016/j.jretconser.2018.07.012

Becerra, E. P., Badrinarayanan, V., & Henriquez, M. C. (2018). Perceived Security Risk and Shopping Behavior: An Exposition in Emerging Markets. In Academy of Marketing Science 2017 Conference Proceedings. Springer.

Becerra, E. P., & Chapa, S. (2018). Diversity Seeking for Ads and Culture Orientation Effects on Young Adult’s Preference for Ethnic Target-Specific Ads. In Hispanic/Latino Media and Markets.

Becerra, E. P., & Henriquez, M. C. (2018). Fear of Crime, Consumption and Culture. In Academy of Marketing Science World Marketing Conference 2018. Springer.

Badrinarayanan, V. A., & Becerra, E. P. (2018). Understanding Negativity Toward Brands: A Framework of Antecedents of Online Brand Derision.

Becerra, E. P., & Badrinarayanan, V. (2017). Cultural Orientation and Ethnic Orientation as Triggers of Impulse Buying Behavior in Multi-Ethnic Markets. In Academy of International Business Proceedings of 59th Conference. Retrieved from https://documents.aib.msu.edu/events/2017/AIB2017_Proceedings.pdf

Becerra, E. P. (2017). Culture Orientation and Its relationship to Ethnic Orientation: A Study of Hispanic Americans and Impulse Buying. In Cross Cultural Research Conference Proceedings.

Becerra, E. P., Badrinarayanan, V. A., & Henriquez-Daza, M. C. (2017). Perceived Security Risk and Shopping Behavior: An Exposition in Emerging Markets.

Becerra, E. P., & Badrinarayanan, V. A. (2017). Cultural Orientation and Ethnic Orientation as Triggers of Impulse Buying Behavior in Multi-Ethnic Markets.

Becerra, E. P., Londoño, J. C., & Henríquez, M. C. (2017). Can the Brand Make Us Beautiful: A Study on Brand Transference. In Association for Consumer Research LA 2017 (Vol. 4). Association for Consumer Research. Retrieved from http://acrwebsite.org/volumes/1700015/la/v4_pdf/LA-04

Becerra, E. P., Chitturi, R., Henriquez, M. C., & Londono, J. C. (2017). Latin America Advances in Consumer Research, Volume 4. In Latin American Advances (Vol. 4). Duluth; MN: Association for Consumer Research. Retrieved from http://www.acrwebsite.org/search/search-conference-proceedings.aspx?VolumeId=86

Badrinarayanan, V., & Becerra, E. (2016). Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (Vol. 2016). Academy of Marketing Science.

Badrinarayanan, V., & Becerra, E. (2016). The Influence of Branded Stores Within a Store (Vol. 2016). Academy of Marketing Science- World Marketing Congress.

Becerra, E. P., Carlos Londoño, J., & Cecilia Henriquez Daza, M. (2016). Brand Transference Effects on Attractiveness: How Most and Least Favorite Brand Transfer their Image to Make You More or Less Attractive. Lima Peru: International Society of Markets and Development.

Becerra, E., Chapa, S., & Cooley, D. O. (2016). The Effect of Ethnic Specific versus Ethnic Diversified Advertising: Comparing Attitudes Among Hispanics, Non-Hispanic Whites and African American Young Adults. Journal of Cultural Marketing Strategy, 1(2), 122–137.

Becerra, E. P., & Cecilia Henríquez Daza, M. (2015). Crime Effects on Consumers: A Study of Fear of Crime Risk and Culture and their Consequences in Consumer Behavior.

Becerra, E. P., & Cecilia Henríquez Daza, M. (2015). Crime Effects on Consumers.

Colley, D. O., Brice, J., Becerra, E., & Chapa, S. (2015). The Effect of Cosmopolitanism on Multi-Ethnic Markets Under Varying Conditions of Diversity in Advertising. International Academy of Marketing Studies Journal, 19(3), 119–138.

Badrinarayanan, V., & Becerra, E. (2015). Branded Store-within-Stores: Differential Impact of “Star” Versus “Supporting Cast” Brands on Brand and Retailer Outcomes. Academy of Marketing Science 2015 Annual Conference Proceedings.

Chapa, S., & Becerra, E. (2014). The Effect of Generational Status and Language-Tailored Political Advertising. Journal of Advertising Research, 54(3).

Badrinarayanan, V., Becerra, E., & Madhavaram, S. (2014). Influence of Congruity in Store-Attribute Dimensions and Self-Image on Purchase Intentions in Online Stores of Multichannel Retailers. Journal of Retailing and Consumer Services, 21(6).

Becerra, E., Henriquez-Daza, M. C., & Guzman-Enriquez, M. C. (2014). Perceived Security Risk on Consumer Purchase Behavior (Vol. 2014). ACR Latin America.

Korgaonkar, P. K., Maria, P., & Becerra, E. (2014). Shopping Orientations, Income and Patronage Preferences for Internet Auctions. Journal of Retailing and Distribution Management, 42(5), 352–368.

Kemp, E., Jillapalli, R., & Becerra, E. (2014). Health Care Branding: Developing Emotionally Based Consumer Brand Relationships. Journal of Services Marketing, 28(2), 126–137.

Shah, V., Lee, H.-M., & Becerra, E. P. (2014). Aiding Fair Trade Online Through Place Branding. Communications of the IIMA, 9(3). https://doi.org/10.58729/1941-6687.1115

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.

Becerra, E., & Badrinarayanan, V. (2013). Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product and Brand Management, 22(5/6), 371–383.

Becerra, E., Chapa, S., & Cooley, D. O. (2013). The Effects of ethnic target-specific and non-ethnic target-specific ads on young adults (Vol. 2013). 15th Cross-Cultural Research Conference.

Becerra, E., Henriquez-Daza, M. C., & Guzman-Enriquez, M. C. (2013). The Effects of Perceived Security risk on Consumer Purchase Behavior (Vol. 2013). 15th Cross-Cultural Research Conference.

Becerra, E. P. (2013). International Marketing. In S. Mayo & P. J. Larke (Eds.), Integrating Multiculturalism into the Curriculum: From the Liberal Arts to the Sciences (pp. 211–220). New York, NY: Peter Lang Publishing.

Becerra, E., & Badrinarayanan, V. (2012). Influence of Brand-Related Antecedents and Extraversion on Consumers’ Online Brand Referrals. Academy of Marketing Science 2012 Annual Conference Proceedings.

Badrinarayanan, V., Becerra, E., & Madhavaram, S. (2012). Purchase Intentions in Online Store of Multichannel Retailers: Influence of Congruity in Store-Attribute Dimensions and Self-Image. American Marketing Association.

Badrinarayanan, V., Becerra, E., Kim, C. H., & Madhavaram, S. (2012). Transference and Congruence Effects on Purchase Intentions in Online Stores of Multi-Channel Retailers: Initial Evidence from the U.S. and South Korea. Journal of the Academy of Marketing Science, 40(4), 539–557.

Becerra, E., Chapa, S., & Cooley, D. O. (2012). Ad strategy for multi-ethnic markets: the Influence of cosmopolitanism (Vol. 2012). AMA Summer Conference.

Lee, S., Mendez, F., Becerra, E., & Cook, J. (2012). Approximation queries for building energy-aware data warehouses on mobile ad hoc networks. International Journal Information and Decision Sciences, 4(1).

Becerra, E., & Korgaonkar, P. K. (2011). Effects of trust beliefs on consumer online transactions. European Journal of Marketing, 45(6), 936–962.

Badrinarayanan, V., Jillapalli, R., & Becerra, E. (2010). Distal salesperson-supervisor relationship: A conceptual integration of self-determination, leadership, and communication theories (Vol. 2010). Academy of marketing Science Annual Conference.

Chapa, S., & Becerra, E. (2010). Se habla espanol: Exploring latinos’ emotional reactions toward political language tailored-ads (Vol. 2010). AMA Winter Conference.

Korgaonkar, P. K., Becerra, E., O’leary, B., & Goldring, D. (2010). Product classifications, consumer characteristics and online auctions. Journal of Retailing and Consumer Services, 17(4), 270–277.

Korgaonkar, P. K., Silverblatt, R., & Becerra, E. (2010). The Hispanic View of email, popup, and banner advertising. International Journal of E-Business Research, 6(2), 45–58.

Becerra, E., & Korgaonkar, P. k. (2010). The Influence of Ethnic identification in digital advertising: How Hispanic Americans’ response to Pop-Up, Email and Banner Advertising Affects Online Purchase. Journal of Advertising Research, 50(3), 279–291.

Becerra, E. P. (2010). [Review of Digital Engagement: Internet Marketing that Captures Customers and Builds Brand Loyalty, by L. Harden & B. Hayman]. AMACON, in ESIC Market.

Becerra, E., & Kim, C. H. (2009). Trust Transference, Hybrid Retailing, and Culture: The Influence of Trust Transference Across-Cultures on Purchase Intentions in the Online Store of a Hybrid Retailer (Vol. 2009). AMA Summer Conference.

Becerra, E., & Korgaonkar, P. K. (2009). Hispanics’ information Search and Patronage Intentions Online. Journal of Electronic Commerce Research, 10(2), 76–93.

Becerra, E. (2009). The effect of price and trust beliefs on Online evaluations. International Journal of Electronic Marketing and Retailing, 2(4), 299–316.

Shah, V., Lee, S., & Becerra, E. (2009). Aiding Fair Trade Online Through Place Branding. Communications of the IIMA, 9(3), 91–105.

Shah, V., Hsum-Ming, L., & Becerra, E. P. (2009). Aiding Fair Trade Online Through Place Branding.

Becerra, E., & Stutts, M. A. (2008). “Ugly Duckling by Day, Super Model by Night: The Influence of Body Image on the Use of Virtual Worlds.” Journal of Virtural Worlds Research, 1(2), an online journal.

Badrinarayanan, V., & Becerra, E. (2007). Conversion Rates in Online Stores of Hybrid Retailers: Impact of Image Congruity with Parent Physical Store and Rival Online Prototype. Chicago, Illinois: 2007 Spring Marketing Management Association Conference.

Becerra, E., & Badrinarayanan, V. (2007). Store Image Congruity, Culture, and Online Conversion Rates: A Framework for Hybrid Retailers. In N. Bendapudi, S. Kim, & D. W. Stewart (Eds.). Coral Gables, Florida: 2007 Academy of Marketing Science Proceedings.

Becerra, E. (2007). The Effects of Price and trust on consumers’ Intentions to transact online (Vol. 2007). Academy of marketing Science Annual Conference.

Korgaonkar, P. K., Becerra, E., & Silverblatt, R. (2005). Online Patronage and Hispanics (Vol. 2005). Society of Marketing Advances Annual Conference.

Becerra, E. (2004). Consumer brand loyalty: The evolution of a critical marketing construct (Vol. 2004). Annual Macromarketing Conference.

Becerra, E. (2004). Understanding customer E-Commerce loyalty (Vol. 2004). Academy of marketing Science Annual Conference.

Korgaonkar, P. K., Silverblatt, R., & Becerra, E. (2004). Hispanic and patronage preferences for shopping from the internet. Journal of Computer Mediated Communications, 9(3), 00. Retrieved from http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)1083-6101

Becerra, E. (2003). Accountability in the buyer-seller relationship: Understanding the influence of culture on buyer’s accountability to the supplier firm’s salespersons (Vol. 2003). Academy of marketing Science Annual Conference.

Becerra, E. (2002). The impact of felt ethnicity on purchasing behavior: Hispanic influence on Other Cultures (Vol. 2002). Decision Science institute.