Vita updated 04/23/2025 Academic employment
Adjunct Professor of Creative Brand Management Jan 2024 - present
(Dual appointment)
VCU Brandcenter
Associate Professor of Marketing July 2022 - present
Virginia Commonwealth University
Assistant Professor of Marketing August 2019 - June 2022
Virginia Commonwealth University
Assistant Professor of Marketing and Entrepreneurship 2013-2019
Kent State University
Adjunct Professor of Marketing Fall 2012
Washington University in St. Louis
Education
Ph.D., Management Science (Marketing) 2013
The University of Texas at Dallas
B.A., Marketing, Summa cum laude 2007
Tecnológico de Monterrey, Campus Monterrey, México
Publications
1. Zamudio, César, Meg Michelsen, and Yiru Wang. 2025. Stand Out from the Crowd! Sparking Online Consumer Curiosity for Gender-Neutral Fashion Apparel. Forthcoming, Rutgers Business Review.
2. Zamudio, César, Suyun Mah, and Vanitha Swaminathan. 2025. Old signals, new era: Reconsidering how customer satisfaction and employee satisfaction impact shareholder wealth. Journal of the Academy of Marketing Science, https://doi.org/10.1007/s11747-025-01087-4.
3. Grigsby, Jamie, Meg Michelsen, and César Zamudio. 2025. Service Ads in the Time of Generative AI: Disclosures, Trust, and Intangibility. Journal of Retailing and Consumer Services 84, 104321, https://doi.org/10.1016/j.jretconser.2025.104231.
4. Zamudio, César, Jamie Grigsby, and Meg Michelsen. 2025. RAISE: A New Method to Develop Experimental Stimuli for Advertising Research with Image Generative Artificial Intelligence. Journal of Advertising, 1-16, https://doi.org/10.1080/00913367.2024.2438002. Visit our website, AI Ad Design Lab, to learn how to create ads using image generative AI!
* Featured in VCUNews: AI method can help brands save time and money in refining their advertising
* Featured in abc8 News: VCU professor says new AI ad method can help save businesses time and money
5. Wang, Yiru, César Zamudio, Meg Meng, and Robert Jewell. 2024. Short and Sweet: How Information ontent Shapes Online Review Helpfulness. Journal of Global Scholars of Marketing Science 34(2), 143-162.
6. Wang, Yiru, César Zamudio and Robert Jewell. 2023. The More They Know: Using Transparent Online Communication To Combat Fake Online Reviews. Business Horizons 66(6), 753-764.
7. Raoofpanah, Iman, Chris Groening and César Zamudio. 2023. Review Reader Segmentation Based on the Heterogeneous Impacts of Review and Reviewer Attributes on Review Helpfulness: A Study Involving ZIP Code Data. Journal of Retailing and Consumer Services 72, 103300.
8. Meng, Meg, César Zamudio and Jamie Grigsby. The Novice Nose Knows: How Olfactory Knowledge Shapes Evaluation Confidence. 2023. International Journal of Market Research 65(4), 448-465.
9. Grigsby, Jamie, Robert Jewell and César Zamudio. 2022. Not So Bad After All: How Format Influences Review Writer’s Post-review Evaluations. Journal of Consumer Behaviour 21(6), 1365-1377.
10. Grigsby, Jamie, Robert Jewell and César Zamudio. 2022. A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-based Ads to Increase Narrative Transportation. Journal of Advertising 52(4), 594-612.
11. Pew, Ethan, César Zamudio and Meg Meng. 2021. Beyond Perception: The Role of Gender across Marketing Scholars’ Careers, in Reply to Galak and Kahn. Marketing Letters 32, 313-323.
12. Meng, Meg, César Zamudio and Robert Jewell. 2021. Imagine That! Stimulating Consumers' Imagination for Scented Product Omnichannel Success. Rutgers Business Review 6(3), 333-349.
13. Meng, Meg, Grigsby, Jamie and César Zamudio. 2020. Spritz or Showcase? Gender, Uncertainty, and Fragrance Evaluation. Journal of Global Fashion Marketing 11(4), 343-360.
14. Meng, Meg, César Zamudio and Robert Jewell. 2020. What's in a Name? Scent Brand Names, Olfactory Imagery, and Purchase Intention. Journal of Product and Brand Management 30(2), 281-292 (see Web Appendix here).
15. Schweiger, Simone, Tatiana Stettler, Artur Baldauf and César Zamudio. 2019. The Complementarity of Strategic Orientations: A Meta-Analytical Synthesis and Theory Extension. Strategic Management Journal 40(1), 1822-1851.
16. Yeh, Marie, Robert Jewell and César Zamudio. 2018. An Investigation of Age and Gender Differences in Children's Preferences Underlying Choice. Young Consumers 20(1), 14-28.
17. Mills, Paul and César Zamudio. 2018. Scanning for Discounts: Examining the Redemption of Competing Mobile Coupons. Journal of the Academy of Marketing Science 46(5), 964-482. (Funded by the MSI "Mobile Platforms" Research Grant 2013)
18. Meng, Meg, César Zamudio and Robert Jewell. 2018. Unlocking Competitiveness Through Scent Names: A Data-Driven Approach. Business Horizons 61(3), 385-395.
19. Zamudio, César. 2016. Matching with the Stars: How Brand Personality Determines Celebrity Endorsement Contract Formation. International Journal of Research in Marketing 33(2).
20. Mendoza, Karla, Sergey Anokhin, and César Zamudio. 2015. Uncovering the Influence of Social Venture Creation on Commercial Venture Creation: A Population Ecology Perspective. Journal of Business Venturing 30(6), 793-807.
21. Zamudio, César, and Meg Meng. 2015. Which Modeling Scholars Get Promoted, and How Fast?
Customer Needs and Solutions 2(1), 91-104.
22. Zamudio, César, Sergey Anokhin, and Franz Kellermanns. 2014. Network Analysis: A Concise Review and Suggestions for Family Business Research. Journal of Family Business Strategy 5(1), 63-71.
23. Zamudio, César, Yu Wang, and Ernan Haruvy. 2013. Human Brands and Mutual Choices: An Investigation of the Marketing Assistant Professor Job Market. Journal of the Academy of Marketing Science 41(6), 722-736.
Work in progress
Optimizing Business-to-Business (B2B) Collaborations in the Cultural and Creative Context (with Brian Brown)
Under review
Stand Out from the Crowd! Sparking Online Consumer Curiosity for Gender-Neutral Fashion Apparel (with Meg Meng and Yiru Wang)
Under review
Incongruent , but I get it! How Cognitive Processing Modes and Narrative Transportation Drive Engagement in Virtual Reality Product Advertising (with Meng-Hua Hsieh and Xiaowei Guo)
Under review
One Award Too Many? How Visible Awards Influence Consumer Behavior (with Frederik Beuk and Marie Yeh)
Manuscript in preparation
Jack of All Trades, or Master of None? How Service Portfolios Signal B2B Online Reputation (with Mayoor Mohan)
Data collection in progress
Textbooks
Ferguson, J. L., Gilbert, J. R., Gilstrap, K., Makarem, S. C., Mohan, M., Sarma, B. M., & Zamudio, C. (2025). Marketing Principles from the River City. VCU Publishing. https://doi.org/10.21974/wtc5-cc97 <- (DOI link not yet active)
developed with funds from the 2023 VCU Affordable Course Content Award
Other intellectual contributions
César Zamudio and Ethan Pew. Finding Jobs/Types of Schools. In the Marketing Academic Guidebook for Job Preparation, Placement, and Progression (AMA doctoral student handbook). February 2015
Paul Mills and César Zamudio. 2015. Snap Coupons: Investigating Mobile Coupon Adoption, Use and Value. MSI Working Paper Series 2015.
Research presentations
2025
Can Generative AI Ads Substitute Researcher-Generated Ads in Marketing Research? Introducing the RAISE Method.
Winter AMA Conference 2025, Phoenix
Best in Track Paper
Best Paper, MarCom SIG
2024
Creative Fragrance Descriptions and Online Fragrance Purchase Intention: Storytelling, Novelty and Meaningfulness
Society for Marketing Advances 2024, Tampa, FL
Service Ads in the Time of Generative AI: Disclosures, Trust, and Service Types
HICSS Conference 2024, Honolulu (JSR GenAI workshop participation)
2023
New Insights into Virtual Reality in the Metaverse: The Role of Ad Valence
Winter AMA Conference 2023, Nashville TN (Virtual Presentation)
Unisex Fashion: How to Recast Online Store Display to Increase Consumer Curiosity
Society for Marketing Advances 2023, Fort Worth, TX (In-person presentation)
Do Consumers Even Need to Read Reviews? How Product Quality Uncertainty Shapes Information Sufficiency
Society for Marketing Advances 2023, Fort Worth, TX (In-person presentation)
2022
Information Format and the Use of Decision Aids in E-Commerce
Society for Marketing Advances 2022
Jack of all Trades, or Master of None? Maximizing B2B Firms’ Reputational Effects Online
Winter AMA Conference 2022 (Virtual Presentation)
Best in Track Paper
2020
How Review and Reviewer Characteristics Impact Review Helpfulness Within Segments of Review Readers: A Finite Mixture Model Approach
AMS Annual Conference 2020, Coral Gables
2019
A Picture’s Worth a Thousand Words: Using Depictions of Movement in Ads to Tell Stories and Generate Narrative Transportation
Summer AMA 2019, Chicago
2018
Review Socialness: How Social Context Features Impact Reference Information Processing
AMS Annual Conference 2018, New Orleans
2017
- Putting Scent Where it Belongs: The Effects of Scent Intensity, Similarity and Presentation Order on Scented Product Evaluation
- How Notifications of Product Changes Influence Consumer Ambivalence
ACR 2017 North American Conference, San Diego (Poster session)
- With A Little Help From My Friends: How Product and Website Socialness Drive Online Word-Of-Mouth Persuasion
- Naughty and Nice: Dimensions of Scent Personality
Summer AMA Conference 2017, San Francisco (Poster session)
In the Nose of the Beholder: Constructed Product Attributes Drive Olfactory Product Purchases
Summer AMA Conference 2017, San Francisco
Review Richness: How Review Information Content Shapes Persuasion
Academy of Marketing Science Annual Conference 2017, Coronado Island (San Diego)
The Dark Matter of Firm Equity: The Hidden Role of Employee-Based Brand Equity in Long- Term Stock Returns
Winter AMA Conference 2017, Orlando
2016
Mobile Coupon Redemption: Choosing Among Rival Offers
Winter AMA Conference 2016, Las Vegas
Review Richness: How Heuristic and Systematic Online Review Features Shape Persuasion
Marketing EDGE Research Summit 2016, Los Angeles
2015
Snap Coupons: Scanning for Discounts at the First Moment of Truth
Marketing Science Conference 2015, Baltimore
Hiring in Marketing Academia: A Look Behind Closed Doors (panelist, with Robin Soster)
AMA DocSIG Special Session, Summer AMA Conference 2015, Chicago
2014
Object's Attributes & Choice Decisions: A Developmental Investigation
presented at the ACR North America Conference 2014, Baltimore (working paper session)
Follow Their Nose: Scented Product Development Using Consumer Preferences and Web Data
presented at the ACR North America Conference 2014, Baltimore (working paper session)
The Changing Landscape of the Marketing Academic Job Market (panelist, with Robin Soster)
AMA DocSig Special Session, Summer AMA Conference 2014, San Francisco
Which Modeling Scholars Get Promoted, and How Fast?
presented at the Marketing Science Conference 2014, Emory University
Scented Product Development Using Consumer Preferences and Web Data
presented at the "Understanding the Customer's Sensory Experience" 2014 conference at
Temple University;
presented at ACR 2014 North American Conference, Baltimore (working paper session)
2013
Work or Network? How Human Brand Managers (And Who They Know) Shape Job Market Outcomes
presented at the Marketing Science Conference 2013, Istanbul
2012
Human Brands and Mutual Choices
presented at Penn State University, Kent State University, Sabanci University, Ozyegin
University, VU Amsterdam, McGill University, Washington University in St. Louis
2011
The Job Market for Assistant Professors in Marketing
presented at The University of Houston Doctoral Symposium
Media mentions
1. Lin-Fisher, B. (2014, July 13). 16-year-old extreme couponer loves his sport. The Akron-Beacon Journal. Retrieved from www.ohio.com/business.
Teaching
Course University Teaching evaluation Term
Brand Analytics (Brandcenter) VCU TBD/5 Spring '25
Marketing Analytics (UG) VCU TBD/5 Spring '25
Marketing Research (UG) VCU TBD/5 Spring '25
Marketing Analytics (UG) VCU 4.74/5 Fall '24
Marketing Research (UG) VCU 4.44/5 Fall '24
Marketing Research (UG) VCU 5/5 Summer '24
Brand Analytics (Brandcenter) VCU 4.57/5 Spring '24
Marketing Analytics (UG) VCU 4.40/5 Spring '24
Marketing Research (UG) VCU 4.36/5 Spring '24
Marketing Analytics (UG) VCU 4.85/5 Fall '23
Marketing Research (UG) VCU 4.00/5 Fall '23
Marketing Research (UG) VCU 4.45/5 Summer '23
Marketing Analytics (Masters) VCU 4.93/5 Spring '23
Marketing Research (UG) VCU 4.34/5 Spring '23
Marketing Research (UG) VCU 4.19/5 Fall '22
Marketing Analytics (UG) VCU 4.77/5 Fall '22
Marketing Research (UG) VCU 4.5/5 Summer '22
Marketing Analytics (Masters) VCU 4.93/5 Spring '22
Marketing Research (UG) VCU 4.26/5 Spring '22
Marketing Research (UG) VCU 4.19/5 Fall '21
Marketing Analytics (UG) VCU 4.41/5 Fall '21
Marketing Analytics (Masters) VCU 4.55/5 Spring '21
Marketing Research (UG) VCU 4.15/5 Spring '21
Marketing Research (UG) VCU 4.44/5 Fall '20
Marketing Analytics (UG) VCU 5/5 Fall '20
Marketing Analytics (UG) VCU 4.91/5 Spring '20
Marketing Analytics (Masters) VCU 4.69/5 Spring '20
Marketing Analytics (UG) VCU 4.75/5 Fall '19
Marketing Analytics Kent State U. 4.71/5 Spring '19
Analytical Methods (Ph.D.) Kent State U. 4.73/5 Spring '19
Customer Analysis (Section 2) Kent State U. 4.65/5 Fall '18
Customer Analysis (Section 1) Kent State U. 4.25/5 Fall '18
Marketing Analytics Kent State U. 4.40/5 Spring '18
Entrepreneurial Marketing Kent State U. 4.37/5 Spring '18
Principles of Marketing Kent State U. (Stark) 4.45/5 Fall '17
Marketing Analytics (Sec. 1) Kent State U. 4.70/5 Fall '17
Marketing Analytics (Sec. 2) Kent State U. 4.74/5 Fall '17
Analytical Methods (Ph.D.) Kent State U. 4.90/5 Fall '17
Marketing Analytics Kent State U. 4.59/5 Spring '17
Customer Analysis (Section 2) Kent State U. 4.83/5 Spring '17
Customer Analysis (Section 1) Kent State U. 4.67/5 Spring '17
Customer Analysis (Section 2) Kent State U. 4.44/5 Spring '16
Customer Analysis (Section 1) Kent State U. 4.41/5 Spring '16
Marketing Analytics Workshop Kent State U. 4.90/5 Fall '15
Analytical Methods (Ph.D.) Kent State U. 4.92/5 Fall '15
Customer Analysis (Section 2) Kent State U. 4.49/5 Spring '15
Customer Analysis (Section 1) Kent State U. 4.43/5 Spring '15
Entrepreneurial Marketing Kent State U. 4.25/5 Fall '14
Customer Analysis Kent State U. 4.29/5 Spring '14
Entrepreneurial Marketing Kent State U. 4.18/5 Spring '14
Analytical Methods (Ph.D.) Kent State U. 4.87/5 Fall '13
Entrepreneurial Marketing Kent State U. 4.19/5 Spring '13
Principles of Marketing UT Dallas 4.93/5 Summer '12
Principles of Marketing UT Dallas 4.21/5 Fall '10
Awards, fellowships, and grants
2025 Summer Research Fellow, VCU School of Business 2025
2025 Distinguished Teacher Award, VCU School of Business 2025
2025 Winter AMA Conference 2025, Best Paper in Track 2025
paper: Can Generative AI Ads Substitute Researcher-Generated Ads in Marketing
Research? Introducing the RAISE Method (w. Jamie Grigsby and Meg Michelsen)
2025 Winter AMA Conference 2025, Marketing Communications (MarCom) SIG Award 2025
paper: Can Generative AI Ads Substitute Researcher-Generated Ads in Marketing
Research? Introducing the RAISE Method (w. Jamie Grigsby and Meg Michelsen)
2023 JSR Special Issue on GenAI Generative Services Workshop 2023
competitive proposal accepted - 13 worldwide (with Meg Meng and Jamie Grigsby)
for participation at HICSS Conference 2024 (Hawaii)
2023 VCU Affordable Course Content Award (w. Jodie Ferguson, $19,765 award) 2023
funds to develop open Marketing textbook
2022 Winter AMA Conference 2022, Best Paper in Track (B2B) 2022
paper: Jack of all Trades, or Master of None? Maximizing B2B Firms’ Reputational
Effects Online (with Max Mohan)
2021 MSI Research Competition: Learning from Disruption: New Connections, New 2022
Directions post-COVID, winner (w. Mayoor Mohan, $10,000 award)
Journal of Product & Brand Management Outstanding Reviewer 2020
Emerald Literati Awards
Dean's 2018 Annual Distinguished Scholar Award (finalist), $5,000 grant 2018
Funds to be used for paper "Feels Like Money: How a Credit Card's Weight
Influences its Value" (with Meg Meng)
Dean's Summer Research Funding Award, KSU (w. Yiru Wang, $4,724) 2016
funds for projects Review Richness and Review Socialness
Elected as Academic Ambassador for the Direct Selling Educational Foundation 2016
2-year ambassadorship to develop and promote a direct selling research agenda
Dean's Summer Research Award, KSU ($3,611) 2015
3rd. ESCP Europe Marketing Faculty Publication Workshop, competitive invitation 2015
Awarded with Marketing Science Institute scholarship (1,000 EUR)
Dean's Summer Research Funding Award, KSU (w. Jamie Grigsby and Meg Meng, $5,190) 2014
funds for project Constructive Choices When Product Attributes are Ambiguous
ISMS MarketingPhdJobs.com grant (with Ethan Pew, $15,000 grant) 2013
2013 MSI Research Competition on Mobile Platforms, winner (w. Paul Mills, $10,500) 2013
Marketing Science Doctoral Consortium 2012, student fellow
2011 MSI Ideas Challenge, winner ($10,000 grant) 2012
funds used to develop MarketingPhdJobs.com job platform (with Ethan Pew)
2011 MSI Clayton Dissertation Proposal Competition, honorable mention 2012
Quantitative Marketing and Economics conference, student fellow 2011
AMA-Sheth Consortium 2011, student fellow 2011
The University of Houston Doctoral Consortium 2011, student fellow 2011
Yale Marketing-Industrial Organization (MIO) Conference, student fellow 2011
Columbia-Duke-UCLA Workshop on Quantitative Marketing and Structural Econometrics , 2010
student fellow
UTD full Ph.D. scholarship 2007
The University of Texas at Dallas Summer Research Program, Marketing 2006
GRUMA/COCYTENL research grants for UTD Summer Research Program ($3,000) 2006
Doctoral students supervised
Student University Responsibility First placement Term
Marie Yeh Kent State U. Committee member Loyola U. of Maryland 2013
Hillary Mellema Kent State U. Committee member Missouri Western State 2015
Paul Mills Kent State U. Co-chair Lehigh (Visiting) 2017
Cleveland State U. 2018
Jamie Grigsby Kent State U. Co-chair Midwestern State U. 2017
Kostas Alexiou Kent State U. Committee member Kent State U. (Visiting) 2017
U. of Tampa 2018
Yiru Wang Kent State U. Chair SUNY Oswego 2019
Iman Raoofpanah Kent State U. Committee member John Carroll U. (Visiting) 2021
John Carroll U. 2022
Josephine Stanley-Brown VCU Committee member TBD TBD
Yelin Li VCU Committee member Seattle Pacific U. 2023
Fatemeh V. Gamchi VCU Committee member TBD TBD
Review work
Editorial board member, Journal of Family Business Strategy
Editorial board member, Journal of Global Fashion Marketing
Ad-hoc reviewer, Journal of Product and Brand Management
Ad-hoc reviewer, Journal of Interactive Marketing
Ad-hoc reviewer, Services Industries Journal
Ad-hoc reviewer, Industrial Marketing Management
Ad-hoc reviewer, Journal of Advertising
Ad-hoc reviewer, Decision Support Systems
Ad-hoc reviewer, Marketing Letters
Ad-hoc reviewer, Journal of Consumer Behaviour
Ad-hoc reviewer, Journal of Marketing
Ad-hoc reviewer, IEEE Transactions on Computational Social Systems
Service to the profession
Track chair, Academy of Marketing Science Conference 2024 (forthcoming) 2024
Track: Augmented Reality, Virtual Reality, and Metaverse
Co-administrator, MarketingPhdJobs.org platform 2012-2023
The MarketingPhdJobs.org platform is the leading source on job opportunities for
marketing academics worldwide. The newest iteration of the platform launched on
June 14, 2014, with the support of the ISMS and the Marketing Science Institute.
The platform is now managed by the Academy of Marketing Science.
Co-chair, 2018 Mary Kay Doctoral Dissertation Competition 2017-2018
Co-chair, 2017 Mary Kay Doctoral Dissertation Competition 2016-2017
In charge of organizing on behalf of the Academy of Marketing Science
Professional experience
GAMAC, S.A. de C.V. - Assistant for CFO 2007
Kamikaze Arte Promocional (Startup promotional products firm) - CMO 2006
Venio Technologies - Assistant for CEO 2005
Panorama (Tec de Monterrey newspaper) - Proofreader, editor and reporter 2004
Adjunct Professor of Creative Brand Management Jan 2024 - present
(Dual appointment)
VCU Brandcenter
Associate Professor of Marketing July 2022 - present
Virginia Commonwealth University
Assistant Professor of Marketing August 2019 - June 2022
Virginia Commonwealth University
Assistant Professor of Marketing and Entrepreneurship 2013-2019
Kent State University
Adjunct Professor of Marketing Fall 2012
Washington University in St. Louis
Education
Ph.D., Management Science (Marketing) 2013
The University of Texas at Dallas
B.A., Marketing, Summa cum laude 2007
Tecnológico de Monterrey, Campus Monterrey, México
Publications
1. Zamudio, César, Meg Michelsen, and Yiru Wang. 2025. Stand Out from the Crowd! Sparking Online Consumer Curiosity for Gender-Neutral Fashion Apparel. Forthcoming, Rutgers Business Review.
2. Zamudio, César, Suyun Mah, and Vanitha Swaminathan. 2025. Old signals, new era: Reconsidering how customer satisfaction and employee satisfaction impact shareholder wealth. Journal of the Academy of Marketing Science, https://doi.org/10.1007/s11747-025-01087-4.
3. Grigsby, Jamie, Meg Michelsen, and César Zamudio. 2025. Service Ads in the Time of Generative AI: Disclosures, Trust, and Intangibility. Journal of Retailing and Consumer Services 84, 104321, https://doi.org/10.1016/j.jretconser.2025.104231.
4. Zamudio, César, Jamie Grigsby, and Meg Michelsen. 2025. RAISE: A New Method to Develop Experimental Stimuli for Advertising Research with Image Generative Artificial Intelligence. Journal of Advertising, 1-16, https://doi.org/10.1080/00913367.2024.2438002. Visit our website, AI Ad Design Lab, to learn how to create ads using image generative AI!
* Featured in VCUNews: AI method can help brands save time and money in refining their advertising
* Featured in abc8 News: VCU professor says new AI ad method can help save businesses time and money
5. Wang, Yiru, César Zamudio, Meg Meng, and Robert Jewell. 2024. Short and Sweet: How Information ontent Shapes Online Review Helpfulness. Journal of Global Scholars of Marketing Science 34(2), 143-162.
6. Wang, Yiru, César Zamudio and Robert Jewell. 2023. The More They Know: Using Transparent Online Communication To Combat Fake Online Reviews. Business Horizons 66(6), 753-764.
7. Raoofpanah, Iman, Chris Groening and César Zamudio. 2023. Review Reader Segmentation Based on the Heterogeneous Impacts of Review and Reviewer Attributes on Review Helpfulness: A Study Involving ZIP Code Data. Journal of Retailing and Consumer Services 72, 103300.
8. Meng, Meg, César Zamudio and Jamie Grigsby. The Novice Nose Knows: How Olfactory Knowledge Shapes Evaluation Confidence. 2023. International Journal of Market Research 65(4), 448-465.
9. Grigsby, Jamie, Robert Jewell and César Zamudio. 2022. Not So Bad After All: How Format Influences Review Writer’s Post-review Evaluations. Journal of Consumer Behaviour 21(6), 1365-1377.
10. Grigsby, Jamie, Robert Jewell and César Zamudio. 2022. A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-based Ads to Increase Narrative Transportation. Journal of Advertising 52(4), 594-612.
11. Pew, Ethan, César Zamudio and Meg Meng. 2021. Beyond Perception: The Role of Gender across Marketing Scholars’ Careers, in Reply to Galak and Kahn. Marketing Letters 32, 313-323.
12. Meng, Meg, César Zamudio and Robert Jewell. 2021. Imagine That! Stimulating Consumers' Imagination for Scented Product Omnichannel Success. Rutgers Business Review 6(3), 333-349.
13. Meng, Meg, Grigsby, Jamie and César Zamudio. 2020. Spritz or Showcase? Gender, Uncertainty, and Fragrance Evaluation. Journal of Global Fashion Marketing 11(4), 343-360.
14. Meng, Meg, César Zamudio and Robert Jewell. 2020. What's in a Name? Scent Brand Names, Olfactory Imagery, and Purchase Intention. Journal of Product and Brand Management 30(2), 281-292 (see Web Appendix here).
15. Schweiger, Simone, Tatiana Stettler, Artur Baldauf and César Zamudio. 2019. The Complementarity of Strategic Orientations: A Meta-Analytical Synthesis and Theory Extension. Strategic Management Journal 40(1), 1822-1851.
16. Yeh, Marie, Robert Jewell and César Zamudio. 2018. An Investigation of Age and Gender Differences in Children's Preferences Underlying Choice. Young Consumers 20(1), 14-28.
17. Mills, Paul and César Zamudio. 2018. Scanning for Discounts: Examining the Redemption of Competing Mobile Coupons. Journal of the Academy of Marketing Science 46(5), 964-482. (Funded by the MSI "Mobile Platforms" Research Grant 2013)
18. Meng, Meg, César Zamudio and Robert Jewell. 2018. Unlocking Competitiveness Through Scent Names: A Data-Driven Approach. Business Horizons 61(3), 385-395.
19. Zamudio, César. 2016. Matching with the Stars: How Brand Personality Determines Celebrity Endorsement Contract Formation. International Journal of Research in Marketing 33(2).
20. Mendoza, Karla, Sergey Anokhin, and César Zamudio. 2015. Uncovering the Influence of Social Venture Creation on Commercial Venture Creation: A Population Ecology Perspective. Journal of Business Venturing 30(6), 793-807.
21. Zamudio, César, and Meg Meng. 2015. Which Modeling Scholars Get Promoted, and How Fast?
Customer Needs and Solutions 2(1), 91-104.
22. Zamudio, César, Sergey Anokhin, and Franz Kellermanns. 2014. Network Analysis: A Concise Review and Suggestions for Family Business Research. Journal of Family Business Strategy 5(1), 63-71.
23. Zamudio, César, Yu Wang, and Ernan Haruvy. 2013. Human Brands and Mutual Choices: An Investigation of the Marketing Assistant Professor Job Market. Journal of the Academy of Marketing Science 41(6), 722-736.
Work in progress
Optimizing Business-to-Business (B2B) Collaborations in the Cultural and Creative Context (with Brian Brown)
Under review
Stand Out from the Crowd! Sparking Online Consumer Curiosity for Gender-Neutral Fashion Apparel (with Meg Meng and Yiru Wang)
Under review
Incongruent , but I get it! How Cognitive Processing Modes and Narrative Transportation Drive Engagement in Virtual Reality Product Advertising (with Meng-Hua Hsieh and Xiaowei Guo)
Under review
One Award Too Many? How Visible Awards Influence Consumer Behavior (with Frederik Beuk and Marie Yeh)
Manuscript in preparation
Jack of All Trades, or Master of None? How Service Portfolios Signal B2B Online Reputation (with Mayoor Mohan)
Data collection in progress
Textbooks
Ferguson, J. L., Gilbert, J. R., Gilstrap, K., Makarem, S. C., Mohan, M., Sarma, B. M., & Zamudio, C. (2025). Marketing Principles from the River City. VCU Publishing. https://doi.org/10.21974/wtc5-cc97 <- (DOI link not yet active)
developed with funds from the 2023 VCU Affordable Course Content Award
Other intellectual contributions
César Zamudio and Ethan Pew. Finding Jobs/Types of Schools. In the Marketing Academic Guidebook for Job Preparation, Placement, and Progression (AMA doctoral student handbook). February 2015
Paul Mills and César Zamudio. 2015. Snap Coupons: Investigating Mobile Coupon Adoption, Use and Value. MSI Working Paper Series 2015.
Research presentations
2025
Can Generative AI Ads Substitute Researcher-Generated Ads in Marketing Research? Introducing the RAISE Method.
Winter AMA Conference 2025, Phoenix
Best in Track Paper
Best Paper, MarCom SIG
2024
Creative Fragrance Descriptions and Online Fragrance Purchase Intention: Storytelling, Novelty and Meaningfulness
Society for Marketing Advances 2024, Tampa, FL
Service Ads in the Time of Generative AI: Disclosures, Trust, and Service Types
HICSS Conference 2024, Honolulu (JSR GenAI workshop participation)
2023
New Insights into Virtual Reality in the Metaverse: The Role of Ad Valence
Winter AMA Conference 2023, Nashville TN (Virtual Presentation)
Unisex Fashion: How to Recast Online Store Display to Increase Consumer Curiosity
Society for Marketing Advances 2023, Fort Worth, TX (In-person presentation)
Do Consumers Even Need to Read Reviews? How Product Quality Uncertainty Shapes Information Sufficiency
Society for Marketing Advances 2023, Fort Worth, TX (In-person presentation)
2022
Information Format and the Use of Decision Aids in E-Commerce
Society for Marketing Advances 2022
Jack of all Trades, or Master of None? Maximizing B2B Firms’ Reputational Effects Online
Winter AMA Conference 2022 (Virtual Presentation)
Best in Track Paper
2020
How Review and Reviewer Characteristics Impact Review Helpfulness Within Segments of Review Readers: A Finite Mixture Model Approach
AMS Annual Conference 2020, Coral Gables
2019
A Picture’s Worth a Thousand Words: Using Depictions of Movement in Ads to Tell Stories and Generate Narrative Transportation
Summer AMA 2019, Chicago
2018
Review Socialness: How Social Context Features Impact Reference Information Processing
AMS Annual Conference 2018, New Orleans
2017
- Putting Scent Where it Belongs: The Effects of Scent Intensity, Similarity and Presentation Order on Scented Product Evaluation
- How Notifications of Product Changes Influence Consumer Ambivalence
ACR 2017 North American Conference, San Diego (Poster session)
- With A Little Help From My Friends: How Product and Website Socialness Drive Online Word-Of-Mouth Persuasion
- Naughty and Nice: Dimensions of Scent Personality
Summer AMA Conference 2017, San Francisco (Poster session)
In the Nose of the Beholder: Constructed Product Attributes Drive Olfactory Product Purchases
Summer AMA Conference 2017, San Francisco
Review Richness: How Review Information Content Shapes Persuasion
Academy of Marketing Science Annual Conference 2017, Coronado Island (San Diego)
The Dark Matter of Firm Equity: The Hidden Role of Employee-Based Brand Equity in Long- Term Stock Returns
Winter AMA Conference 2017, Orlando
2016
Mobile Coupon Redemption: Choosing Among Rival Offers
Winter AMA Conference 2016, Las Vegas
Review Richness: How Heuristic and Systematic Online Review Features Shape Persuasion
Marketing EDGE Research Summit 2016, Los Angeles
2015
Snap Coupons: Scanning for Discounts at the First Moment of Truth
Marketing Science Conference 2015, Baltimore
Hiring in Marketing Academia: A Look Behind Closed Doors (panelist, with Robin Soster)
AMA DocSIG Special Session, Summer AMA Conference 2015, Chicago
2014
Object's Attributes & Choice Decisions: A Developmental Investigation
presented at the ACR North America Conference 2014, Baltimore (working paper session)
Follow Their Nose: Scented Product Development Using Consumer Preferences and Web Data
presented at the ACR North America Conference 2014, Baltimore (working paper session)
The Changing Landscape of the Marketing Academic Job Market (panelist, with Robin Soster)
AMA DocSig Special Session, Summer AMA Conference 2014, San Francisco
Which Modeling Scholars Get Promoted, and How Fast?
presented at the Marketing Science Conference 2014, Emory University
Scented Product Development Using Consumer Preferences and Web Data
presented at the "Understanding the Customer's Sensory Experience" 2014 conference at
Temple University;
presented at ACR 2014 North American Conference, Baltimore (working paper session)
2013
Work or Network? How Human Brand Managers (And Who They Know) Shape Job Market Outcomes
presented at the Marketing Science Conference 2013, Istanbul
2012
Human Brands and Mutual Choices
presented at Penn State University, Kent State University, Sabanci University, Ozyegin
University, VU Amsterdam, McGill University, Washington University in St. Louis
2011
The Job Market for Assistant Professors in Marketing
presented at The University of Houston Doctoral Symposium
Media mentions
1. Lin-Fisher, B. (2014, July 13). 16-year-old extreme couponer loves his sport. The Akron-Beacon Journal. Retrieved from www.ohio.com/business.
Teaching
Course University Teaching evaluation Term
Brand Analytics (Brandcenter) VCU TBD/5 Spring '25
Marketing Analytics (UG) VCU TBD/5 Spring '25
Marketing Research (UG) VCU TBD/5 Spring '25
Marketing Analytics (UG) VCU 4.74/5 Fall '24
Marketing Research (UG) VCU 4.44/5 Fall '24
Marketing Research (UG) VCU 5/5 Summer '24
Brand Analytics (Brandcenter) VCU 4.57/5 Spring '24
Marketing Analytics (UG) VCU 4.40/5 Spring '24
Marketing Research (UG) VCU 4.36/5 Spring '24
Marketing Analytics (UG) VCU 4.85/5 Fall '23
Marketing Research (UG) VCU 4.00/5 Fall '23
Marketing Research (UG) VCU 4.45/5 Summer '23
Marketing Analytics (Masters) VCU 4.93/5 Spring '23
Marketing Research (UG) VCU 4.34/5 Spring '23
Marketing Research (UG) VCU 4.19/5 Fall '22
Marketing Analytics (UG) VCU 4.77/5 Fall '22
Marketing Research (UG) VCU 4.5/5 Summer '22
Marketing Analytics (Masters) VCU 4.93/5 Spring '22
Marketing Research (UG) VCU 4.26/5 Spring '22
Marketing Research (UG) VCU 4.19/5 Fall '21
Marketing Analytics (UG) VCU 4.41/5 Fall '21
Marketing Analytics (Masters) VCU 4.55/5 Spring '21
Marketing Research (UG) VCU 4.15/5 Spring '21
Marketing Research (UG) VCU 4.44/5 Fall '20
Marketing Analytics (UG) VCU 5/5 Fall '20
Marketing Analytics (UG) VCU 4.91/5 Spring '20
Marketing Analytics (Masters) VCU 4.69/5 Spring '20
Marketing Analytics (UG) VCU 4.75/5 Fall '19
Marketing Analytics Kent State U. 4.71/5 Spring '19
Analytical Methods (Ph.D.) Kent State U. 4.73/5 Spring '19
Customer Analysis (Section 2) Kent State U. 4.65/5 Fall '18
Customer Analysis (Section 1) Kent State U. 4.25/5 Fall '18
Marketing Analytics Kent State U. 4.40/5 Spring '18
Entrepreneurial Marketing Kent State U. 4.37/5 Spring '18
Principles of Marketing Kent State U. (Stark) 4.45/5 Fall '17
Marketing Analytics (Sec. 1) Kent State U. 4.70/5 Fall '17
Marketing Analytics (Sec. 2) Kent State U. 4.74/5 Fall '17
Analytical Methods (Ph.D.) Kent State U. 4.90/5 Fall '17
Marketing Analytics Kent State U. 4.59/5 Spring '17
Customer Analysis (Section 2) Kent State U. 4.83/5 Spring '17
Customer Analysis (Section 1) Kent State U. 4.67/5 Spring '17
Customer Analysis (Section 2) Kent State U. 4.44/5 Spring '16
Customer Analysis (Section 1) Kent State U. 4.41/5 Spring '16
Marketing Analytics Workshop Kent State U. 4.90/5 Fall '15
Analytical Methods (Ph.D.) Kent State U. 4.92/5 Fall '15
Customer Analysis (Section 2) Kent State U. 4.49/5 Spring '15
Customer Analysis (Section 1) Kent State U. 4.43/5 Spring '15
Entrepreneurial Marketing Kent State U. 4.25/5 Fall '14
Customer Analysis Kent State U. 4.29/5 Spring '14
Entrepreneurial Marketing Kent State U. 4.18/5 Spring '14
Analytical Methods (Ph.D.) Kent State U. 4.87/5 Fall '13
Entrepreneurial Marketing Kent State U. 4.19/5 Spring '13
Principles of Marketing UT Dallas 4.93/5 Summer '12
Principles of Marketing UT Dallas 4.21/5 Fall '10
Awards, fellowships, and grants
2025 Summer Research Fellow, VCU School of Business 2025
2025 Distinguished Teacher Award, VCU School of Business 2025
2025 Winter AMA Conference 2025, Best Paper in Track 2025
paper: Can Generative AI Ads Substitute Researcher-Generated Ads in Marketing
Research? Introducing the RAISE Method (w. Jamie Grigsby and Meg Michelsen)
2025 Winter AMA Conference 2025, Marketing Communications (MarCom) SIG Award 2025
paper: Can Generative AI Ads Substitute Researcher-Generated Ads in Marketing
Research? Introducing the RAISE Method (w. Jamie Grigsby and Meg Michelsen)
2023 JSR Special Issue on GenAI Generative Services Workshop 2023
competitive proposal accepted - 13 worldwide (with Meg Meng and Jamie Grigsby)
for participation at HICSS Conference 2024 (Hawaii)
2023 VCU Affordable Course Content Award (w. Jodie Ferguson, $19,765 award) 2023
funds to develop open Marketing textbook
2022 Winter AMA Conference 2022, Best Paper in Track (B2B) 2022
paper: Jack of all Trades, or Master of None? Maximizing B2B Firms’ Reputational
Effects Online (with Max Mohan)
2021 MSI Research Competition: Learning from Disruption: New Connections, New 2022
Directions post-COVID, winner (w. Mayoor Mohan, $10,000 award)
Journal of Product & Brand Management Outstanding Reviewer 2020
Emerald Literati Awards
Dean's 2018 Annual Distinguished Scholar Award (finalist), $5,000 grant 2018
Funds to be used for paper "Feels Like Money: How a Credit Card's Weight
Influences its Value" (with Meg Meng)
Dean's Summer Research Funding Award, KSU (w. Yiru Wang, $4,724) 2016
funds for projects Review Richness and Review Socialness
Elected as Academic Ambassador for the Direct Selling Educational Foundation 2016
2-year ambassadorship to develop and promote a direct selling research agenda
Dean's Summer Research Award, KSU ($3,611) 2015
3rd. ESCP Europe Marketing Faculty Publication Workshop, competitive invitation 2015
Awarded with Marketing Science Institute scholarship (1,000 EUR)
Dean's Summer Research Funding Award, KSU (w. Jamie Grigsby and Meg Meng, $5,190) 2014
funds for project Constructive Choices When Product Attributes are Ambiguous
ISMS MarketingPhdJobs.com grant (with Ethan Pew, $15,000 grant) 2013
2013 MSI Research Competition on Mobile Platforms, winner (w. Paul Mills, $10,500) 2013
Marketing Science Doctoral Consortium 2012, student fellow
2011 MSI Ideas Challenge, winner ($10,000 grant) 2012
funds used to develop MarketingPhdJobs.com job platform (with Ethan Pew)
2011 MSI Clayton Dissertation Proposal Competition, honorable mention 2012
Quantitative Marketing and Economics conference, student fellow 2011
AMA-Sheth Consortium 2011, student fellow 2011
The University of Houston Doctoral Consortium 2011, student fellow 2011
Yale Marketing-Industrial Organization (MIO) Conference, student fellow 2011
Columbia-Duke-UCLA Workshop on Quantitative Marketing and Structural Econometrics , 2010
student fellow
UTD full Ph.D. scholarship 2007
The University of Texas at Dallas Summer Research Program, Marketing 2006
GRUMA/COCYTENL research grants for UTD Summer Research Program ($3,000) 2006
Doctoral students supervised
Student University Responsibility First placement Term
Marie Yeh Kent State U. Committee member Loyola U. of Maryland 2013
Hillary Mellema Kent State U. Committee member Missouri Western State 2015
Paul Mills Kent State U. Co-chair Lehigh (Visiting) 2017
Cleveland State U. 2018
Jamie Grigsby Kent State U. Co-chair Midwestern State U. 2017
Kostas Alexiou Kent State U. Committee member Kent State U. (Visiting) 2017
U. of Tampa 2018
Yiru Wang Kent State U. Chair SUNY Oswego 2019
Iman Raoofpanah Kent State U. Committee member John Carroll U. (Visiting) 2021
John Carroll U. 2022
Josephine Stanley-Brown VCU Committee member TBD TBD
Yelin Li VCU Committee member Seattle Pacific U. 2023
Fatemeh V. Gamchi VCU Committee member TBD TBD
Review work
Editorial board member, Journal of Family Business Strategy
Editorial board member, Journal of Global Fashion Marketing
Ad-hoc reviewer, Journal of Product and Brand Management
Ad-hoc reviewer, Journal of Interactive Marketing
Ad-hoc reviewer, Services Industries Journal
Ad-hoc reviewer, Industrial Marketing Management
Ad-hoc reviewer, Journal of Advertising
Ad-hoc reviewer, Decision Support Systems
Ad-hoc reviewer, Marketing Letters
Ad-hoc reviewer, Journal of Consumer Behaviour
Ad-hoc reviewer, Journal of Marketing
Ad-hoc reviewer, IEEE Transactions on Computational Social Systems
Service to the profession
Track chair, Academy of Marketing Science Conference 2024 (forthcoming) 2024
Track: Augmented Reality, Virtual Reality, and Metaverse
Co-administrator, MarketingPhdJobs.org platform 2012-2023
The MarketingPhdJobs.org platform is the leading source on job opportunities for
marketing academics worldwide. The newest iteration of the platform launched on
June 14, 2014, with the support of the ISMS and the Marketing Science Institute.
The platform is now managed by the Academy of Marketing Science.
Co-chair, 2018 Mary Kay Doctoral Dissertation Competition 2017-2018
Co-chair, 2017 Mary Kay Doctoral Dissertation Competition 2016-2017
In charge of organizing on behalf of the Academy of Marketing Science
Professional experience
GAMAC, S.A. de C.V. - Assistant for CFO 2007
Kamikaze Arte Promocional (Startup promotional products firm) - CMO 2006
Venio Technologies - Assistant for CEO 2005
Panorama (Tec de Monterrey newspaper) - Proofreader, editor and reporter 2004