SWT VITA - Texas State University



TEXAS STATE VITA

I. Academic/Professional Background

|A. Name: Enrique P. Becerra |Title: Assistant Professor – Marketing Department |

B. Educational Background

|Degree |Year |University |Major |Thesis/Dissertation |

|PhD |2006 |Florida Atlantic University |Marketing |“Influence of Consumers’ Trust Beliefs on |

|Business | | | |Intentions to Transact in The Online |

|Administration | | | |Environment: an E-Tail Study” |

|MBA |1984 |University of Florida |Finance |NA |

|BS CE |1982 |Purdue University |Construction/Structures |NA |

C. University Experience

|Position |University |Dates |

|Assistant Professor |Texas State University – San Marcos |08/2005 to date |

|Teaching Assistant |Florida Atlantic University (FAU) |08/2001 to 05/2005 |

|Adjunct Professor |Barry University |08/2002 to 12/2004 |

|Visiting Professor |Escuela Superior de Gestion Comercial y de Mercadeo (ESIC)|Summer 2004 |

| |– Madrid, Spain | |

|Adjunct Professor |Miami Dade Community College (MDCC) |08/1999 to 05/2001 |

D. Relevant Professional Experience

|Position |Entity |Dates |

|Business Analyst |SBDC at FAU/MDCC |05/2000 to 10/2002 |

|Investment Banking Consultant |Nest S.A. –Colombia |05/1998 to 03/1999 |

|VP Private Equity Investments |ING Barings – Colombia |04/1996 to 03/1998 |

|Director Private Equity Investments |CorfiValle – Colombia |01/1995 to 04/1996 |

|General Manager |Por Avion/Refrescante S.A. |04/1993 to 12/1994 |

|Advisor Latin America Region |FedEx |06/1984 to 10/1992 |

II. TEACHING

A. Teaching Honors and Awards:

|NA |

B. Courses Taught:

|International Marketing graduate level (Texas State University- San Marcos) |

|International Marketing undergraduate level (Texas State University- San Marcos, and FAU) |

|Ethnic and Niche Marketing (Texas State University- San Marcos) |

|Independent Marketing Study (Texas State University – San Marcos). |

|Principle of Marketing (Texas State University – San Marcos, and Barry University) |

|Internet Marketing and Marketing Strategy (FAU) |

|IMC/Global Branding (ESIC, and University of Vienna) |

|Direct Marketing, Consumer Behavior, Promotion Management, and Marketing Essentials Online (Barry University) |

|Quantitative Methods for Business, Business Math, and Business Management (MDCC) |

B. Graduate Theses/Dissertations or Exit Committees (if supervisor, please indicate):

|Member of the final exam committee for Javier Mere Prado international studies graduate student. |

|Member of the final exam committee for Lorena del Carmen Barroso industrial technology graduate student. |

|Member of the Thesis Committee for Kate Morris - Perceived Review Quality Impact on Intention to Purchase. |

| |

C. Courses Prepared and Curriculum Developed:

|Multicultural Curriculum Transformation of International Marketing classes (MKT5530 and MKT4310). |

| |

|Developed the undergraduate course in multicultural marketing – Ethnic and niche Marketing. Effective fall 2009 |

| |

|Developed, with Dr. Ruth Taylor, the MKT4310 assessment plan, including outcomes, methods, and expectations. |

D. Funded External Teaching Grants and Contracts:

|NA |

E. Submitted, but not Funded, External Teaching Grants and Contracts:

|NA |

F. Funded Internal Teaching Grants and Contracts:

|NA |

G. Submitted, but not Funded, Internal Teaching Grants and Contracts:

|NA |

H. Other:

|Successfully completed the Program for Excellence in Teaching and Learning – Fall 2005 to Spring 2006. |

|Attended Export Fellows Program (February-March 2006). |

| |

|Attended: Embargoes and Export Controls: The Challenge for U.S. Universities? A Focus for Faculty. A Texas State workshop by Julie T. Norris, |

|Office of Sponsored Programs, Massachusetts Institute of Technology, May 2006. |

III. SCHOLARLY/CREATIVE

A. Works in Print

1. Books (if not refereed, please indicate)

a. Scholarly Monographs:

|NA |

b. Textbooks:

|NA |

c. Edited Books:

|NA |

d. Chapters in Books:

|NA |

e. Creative books:

|NA |

2. Articles

a. Refereed Journal Articles:

2001 – Present:

|Becerra, Enrique P. and Pradeep Korgaonkar, “The Influence of Ethnic Identification in Digital Advertising: How Hispanic Americans’ Response |

|to Pop-UP, E-Mail, and Banner Advertising Affects Online Purchase Intentions,” forthcoming in the Journal of Advertising Research, vol. 50 |

|(3), 2010, pp. 279-291. PRJ(CP). |

| |

|Becerra, Enrique P. and Pradeep Korgaonkar, “Effects of Trust Beliefs on Consumers Online Intentions,” forthcoming in the European Journal of |

|Marketing. PRJ(CP). |

| |

|Korgaonkar, Pradeep, Ronnie Silverblatt, and Enrique P. Becerra, “The Hispanic View of Email, Popup, and Banner Advertising, “ forthcoming in |

|International Journal of E-Business Research. PRJ(CP). |

| |

|Korgaonkar, Pradeep, Enrique P. Becerra, Bay O’Leary, and Deborah Goldring, “Product Classifications, Consumer Characteristics, and Online |

|Auctions,” forthcoming in the Journal of Retailing and Consumer Services, vol. 17, No. 4, 2010, pp. 270-277 (In Print). PRJ(CP) |

| |

|Shah, Vivek, Hsun-Ming Lee, and Enrique P. Becerra, “Aiding Fair Trade Online Through Place Branding,” Communications of the IIMA, vol. 9, |

|No. 3, 2010, pp. 91-105. PRJ(CP). |

| |

|Becerra, Enrique and Pradeep Korgaonkar, “Hispanics’ Information Search and Patronage Intentions Online,” Journal of Electronic Commerce |

|Research, vol. 10, No. 2, 2010, pp. 76-93. PRJ(CP). |

| |

|Becerra, Enrique P., “The Effect of Price and Trust Beliefs on Online Evaluations,” International Journal of Electronic Marketing and |

|Retailing, vol. 2 No.4, 2009, pp.299-316. PRJ(CP). |

| |

|Becerra, Enrique P. and Mary Ann Stutts, “Ugly Duckling by Day, Super Model by Night: The Influence of Body Image on the Use of Virtual |

|Worlds,” Journal of Virtual Worlds Research, vol. 1, No. 2 (November), 2008. . PRJ(CP). |

| |

|Korgaonkar, Pradeep, Ronnie Silverblatt, and Enrique P. Becerra, Hispanics and Patronage Preferences for Shopping From the Internet. Journal|

|of Computer Mediated Communication, vol. 9, No.3, 2004. . PRJ(CP). |

b. Non-refereed Articles:

|NA |

3. Abstracts:

|NA |

4. Reports:

|NA |

5. Book Reviews:

|Becerra, Enrique P. book review of “Digital Engagement: Internet Marketing that Captures Customers and Builds Brand Loyalty,” by Harden, |

|Leland and Bob Hayman, AMACON, forthcoming in ESIC Market, September – December, 2010, pp. 487- 495. |

6. Other: Printed in Refereed Conference Proceedings

2001 to Present:

|Badrinarayanan, Vishag, Ravi Jilapalli, and Enrique P. Becerra. “Distal Salesperson-Supervisor Relationships: A Conceptual Integration of |

|Self-Determination, Leadership, and Communication Theories,” 2010 Academy of Marketing Science Annual Conference, pp. 234. OIC (CP) |

| |

|Chapa, Sindy, Enrique P. Becerra, and Stephen E. Halbrook, “Se Habla Espanol: Exploring Latinos’ Emotional Reactions Toward Political Language|

|Tailored-Ads,” 2010 AMA Winter Conference, pp. 213-214. OIC(CP) |

| |

|Shah, Vivek, Hsum-Ming Lee, and Enrique P. Becerra, “Aiding Fair Trade Online Through Place Branding,” 2009 International Information |

|Management Association. OIC(CP) |

| |

|Becerra, Enrique P. and C. H. Kim, “Trust Transference, Hybrid Retailing, and Culture: The Influence of Trust Transference Across-Cultures on|

|Purchase Intentions in the Online Store of a Hybrid Retailer,” 2009 AMA Summer Conference Proceedings, pp. 175-176. OIC(CP) |

| |

|Becerra, Enrique P., “The Effects of Price and Trust on Consumer’s Intentions to Transact Online,” Academy of Marketing Science Conference |

|Annual Conference., May, pp. 295. OIC(CP) |

| |

|Becerra, Enrique P. and Vishag Badrinarayanan, “Store Image Congruity, Culture, and Online Conversion Rates: A Framework for Hybrid |

|Retailers,” 2007 Academy of Marketing Science Conference, May, pp. 320. OIC(CP) |

| |

|Badrinarayanan , Vishag, and Enrique P. Becerra, “Conversion rates in Online Stores of Hybrid Retailers: Impact of Image Congruity with Parent|

|Physical Store and Rival Online Prototype,” 2007 Marketing Management Association Annual Conference Proceedings. Spring, pp. 180. OIC(CP) |

|Korgaonkar, Pradeep K., Ronnie Silverblatt, and Enrique P. Becerra, “Online Patronage and Hispanics,” Proceedings of Society of Marketing |

|Advances 2005 Annual Conference. November, pp. 138-139. OIC(CP) |

| |

|Becerra, Enrique P., “Understanding Customer E-Commerce Loyalty,” Proceeding of the 2004 Annual Conference of the Academy of Marketing |

|Science, May, pp. 216-217. OIC(CP) |

| |

|Becerra, Enrique P., “Consumer Brand Loyalty: The Evolution of a Critical Marketing Construct,” Proceedings of the 29th Annual Macromarketing |

|Conference, 2004 (May), pp. 178-189. OIC(CP) |

| |

|Becerra, Enrique P., “Accountability in the Buyer-Seller Relationship: Understanding the Influence of Culture on Buyer’s Accountability to the|

|Supplier Firm’s Salesperson,” Proceedings of the 2003 Annual Conference of the Academy of Marketing Science, May, pp. 61-66. OIC(CP) |

| |

|Becerra, Enrique P., “The Impact of Felt Ethnicity on Purchasing Behavior: Hispanic Influence on Other Cultures,” 2002 Decision Science |

|Institute Proceedings, November, pp. 1466-1471. OIC(CP) |

B. Works not in Print

1. Papers Presented at Professional Meetings:

|Becerra, Enrique P. and Francis Mendez (2009). Reassessing Ethnic Differences in America: A Anglo, African, and Hispanic-American Impulse |

|Buying Study. Presented to McCoy College of Business Research Grant Forum. |

| |

|Becerra, Enrique P. and Mary Ann Stutts (2008). Ugly Duckling by day, Super Model by Night: The Influence of Body Image on the Use of Virtual|

|Worlds. Presented to McCoy College of Business Research Grant Forum. |

| |

|Becerra, Enrique P. (2006). The Effects of Price and Trust on Consumer’s Intentions to Transact Online. Presented to McCoy College of |

|Business Research Grant Forum. |

2. Invited Talks, Lectures, & Presentations:

|Panel member of the Latin American Business Program panel – Texas State - Race, Ethnicity, & Place Conference. |

| |

|Speaker on Global branding at the University of Vienna, May 2008. |

3. Consultancies:

|NA |

4. Workshops:

|NA |

5. Other:

Submitted for/Under Review:

|Becerra, Enrique P., Vishag Badrinarayanan, and C. H. Kim, “The Influence of Thinking Tendencies on the Online Transactions of Hybrid |

|Retailers,” submitted for second review to the Journal of Business Research. |

| |

|Badrinarayanan, Vishag, Enrique P. Becerra, Sreedhar R. Madhavaram, and C.H. Kim “Congruence and Transference Effects on Purchase Intentions |

|in Online Stores of Multi-Channel Retailers: Initial Evidence from the U.S. and South Korea,” submitted for second review to the Journal of |

|The Academy of Marketing Science. |

| |

|Lee, Sam, Francis Mendez, Randy Cook, and Enrique P. Becerra, “Approximate Query Answers for Mobile Decision Making,” submitted for review to |

|International Journal of Information and Decision Sciences. |

| |

| |

|In Progress: |

| |

|Chapa, Sindy and Enrique P. Becerra, “Courting the Young Adult Hispanic American: The Effect of Generational Status and Language-Tailored |

|Advertising,” manuscript under development. |

| |

|Becerra, Enrique and Pradeep K. Korgaonkar, “The Influence of Social Identity on Ethnic Subcultures’ Behavioral Intentions Online: The Case of|

|Hispanic Americans,” manuscript under development. |

| |

|Becerra, Enrique P. and Francis Mendez, “Exploring Scales to Segment Ethnic Groups Behavior in The U.S.: An Anglo, African, and |

|Hispanic-American Study,” in pre-testing. |

| |

|Becerra, Enrique P. and Francis Mendez, “Reassessing Ethnic Differences in America: A Anglo, African, and Hispanic-American Impulse Buying |

|Study,” in pre-testing. |

| |

|Becerra, Enrique P., “The Influence of Core-Self Evaluations and Self-Control on Impulse Buying Behavior,” in pre-testing. |

| |

|Becerra, Enrique P., “Core-Self Evaluations, Mood, and Purchase Behavior,” in pre-testing. |

| |

|Zank, Gail and Enrique P. Becerra, “The Influence of Complaining Experience on Complaining and Purchasing Behavior Online,” in data |

|collection. |

| |

|Becerra, Enrique P. and Gail Zank. “The Influence of Perceived Online Review Quality on Online Purchase Intentions,” research |

|underdevelopment. |

| |

|Becerra, Enrique P. “Brands, Culture, and Beauty: the Influence of Brands on Perceived Beauty,” research underdevelopment. |

| |

|Becerra, Enrique P. and Sindy Chapa. “Multicultural Advertising vs. Cultural Specific Advertising: Exploring Young Adults Perceptions of |

|Advertising,” research underdevelopment. |

| |

|Badrinarayanan, Vishag, Ravi Jilapalli, and Enrique P. Becerra. “Distal Salesperson-Supervisor Relationships: A Conceptual Integration of |

|Self-Determination, Leadership, and Communication Theories,” research underdevelopment. |

| |

|Chapa, Sindy and Enrique P. Becerra. “The Effect of Fear-Appeals: A Cross-Cultural Study on the Effects of Fear-Appeals Using A Galvanic |

|Response Test,” research underdevelopment. |

C. Grants and Contracts

1. Funded External Grants and Contracts:

|US Dept. of Education's Business and International Education program Grant with Drs. Mogab, Dunn, Blanco, Yi, and Zank. Sister City Program –|

|2006-2008. |

| |

2. Submitted, but not Funded, External Grants and Contracts:

|Applied to the Texas Association of Mexican-American Chamber of Commerce for developmental resources to complete a study of Trends and |

|Demographics of Hispanics in Texas – with Dr. J. Mogab. |

3. Funded Internal Grants and Contracts:

|2009-2010 – McCoy College of Business Administration Research Grant – with Dr. S. Chapa - $2,000. |

|2008-2009 – McCoy College of Business Administration Research Grant – with Dr. F. Mendez - $2,000. |

|2007-2008 – McCoy College of Business Administration Research Grant – with Dr. M. A. Stutts - $2,000. |

|2006-2008 - Research Enhancement Program Grant - $15,181.68, with Dr. V. Badrinarayanan. |

|2006-2007 McCoy College of Business Administration Research Grant - $1,000. |

|2006-2007 - McCoy Faculty Development Grant - $1,400. |

|2005-2006 McCoy College of Business Administration Research Grant - $1,000. |

4. Submitted, but not Funded, Internal Grants and Contracts:

2007-2009 - Research Enhancement Program Grant - with Dr. F. Mendez.

2009-2011 – Research Enhancement Program Grant – with Dr. S. Chapa.

| |

D. Fellowships, Awards, Honors:

|NA |

IV. SERVICE

A. University:

|Ally of Texas State. |

| |

|Committee member and finance director of the Latin Media Conference 2009 – ongoing. Help organize the 2nd Latin Media Conference to be held |

|at Texas State University. Duties include creating a budget, determining registration fees, accounting for donations and registrations, as |

|well as expenses. Reviewed manuscripts and determined best paper for each track. Additionally, responsible for supervising transportation to|

|and from Austin to San Marco and within San Marcos for conference participants. |

| |

|Member of the Center for the Study of Latino Media & Market – Associate Researcher. |

| |

|Judge 1st International Spanish Documentary Festival |

| |

|Judge International Advertising competition – Mass Comm. Department |

| |

|Faculty Consultant to the Multicultural Curriculum Transformation Institute – aids faculty in their multicultural transformation process. |

| |

|Committee member – Graduate College – Industrial Technology – Ms. Lorena del Carmen Barroso, 2009. |

| |

|Committee member – Graduate College – International Studies – Mr. Javier Mere Prado, 2007. |

| |

| |

|College: |

| |

|Curriculum Committee – 2009 – to date. |

| |

|Graduate Policies Committee Member – spring 2008. |

| |

|Latin America Business Program Committee Member - ongoing. |

| |

|Research Enhancement Program Committee Member – fall 2008. |

| |

|Latin America Business Advisory Council Award Banquet – summer 2008 |

| |

|Sister City Program – 2006-2008 - supervised the successful completion of the Sister City Program, part of the Education Business Program |

|Grant. Firms from the San Marcos area were paired with companies from the Monclova area. The mayor of San Marcos, City Manager, and |

|representatives from the Hispanic Chamber of Commerce, Chamber of Commerce, Policy, and Fire Rescue department were taken to Monclova on the |

|fall 2008 completing the grant’s goal. However, a trip of Monclova dignitaries to San Marcos is planned for mid May, 2009, to complement the |

|accomplishments of the last fall. |

| |

|Interviewer – Mock Job fair for Business Learning Community |

B. Departmental:

|2006-Member of the Marketing Search Committee. Participated in the review of CV’s, meetings relating to candidates, and interview candidates |

|- ongoing. |

| |

|2009 – Aided the Marketing Search Committee – interviewed candidates at 2009 AMA conference. |

| |

C. Community:

|Presentation to Kiwanis 6/14/07. |

| |

D. Professional:

|Member of the editorial board of ESIC Marketing Journal |

|Latin Media Conference 2009 – reviewer all tracks |

|Reviewer International Journal of Internet Marketing and Advertising |

|Reviewer Journal of Business Research – Special issue on Culture |

|Reviewer Journal of Digital Marketing |

|Reviewer Internet Research |

|Reviewer Journal of Virtual Reality |

|Reviewer for ESIC Market Journal |

|Reviewer – 2008 Latin America ACR Conference to be held in Sao Paulo, Brazil. |

|Session chair of a section on "Understanding Online Transactions and Communications" - 2007 AMS Conference – Electronic and Interactive |

|Marketing Track. |

|Reviewer – 2009 Cross Cultural Consumer Research Conference |

|Reviewer – AMA 2007, 2008, 2009, 2010 Winter and summer Conference. |

|Reviewer – 2007, 2008, and 2009 AMS Conference |

|Panel member of the LAB program in the conference on Race, Ethnicity and Place (fall 2006). |

E. Organizations

1. Honorary:

|NA |

2. Professional:

|American Marketing Association (AMA) |

|Academy of Marketing Science (AMS) |

|Decision Science Institute |

|Association for Consumer Research (ACR) |

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