Marina Puzakova

Marina’s research interests are in branding strategies, brand anthropomorphization, and negative brand performance. Specifically, she examines consumers’ attributions and brand inferences, consumer-brand relationships, and the impact of different brand positioning strategies on brand performance and consumer responses to marketing communications. Marina has published in journals such as the Journal of Marketing, International Journal of Research in Marketing, Journal of Advertising, Journal of Business Research, International Journal of Advertising, and Journal of Marketing Theory and Practice. Her dissertation was selected as a Runner-Up for the Mary Kay Dissertation Competition sponsored by the Academy of Marketing Science. She is an Editorial Board Member at Journal of Advertising and International Journal of Advertising. In 2017, Marina received the Lehigh University Early Career Reward for Distinguished Teaching.

Educaion

Voronezh State Technical University, Russia, B.S.

Drexel University, Ph.D.

Research Interests

Branding positioning strategies; brand inference; anthropomorphization

Negative brand performance

International and cross-cultural branding