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