César Zamudio, Ph.D., Marketing
Phone number: (804) 828-7191
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                                                                                                                                  Vita updated 02/15/2023                                                                                                                                                                                Academic employment

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. Yiru Wang, César Zamudio and Robert Jewell. The More They Know: Using Transparent Online Communication To Combat Fake Online Reviews. Business Horizons (conditional acceptance)

2. Raoofpanah, Iman, Chris Groening and César Zamudio. 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.

3. Meg Meng, César Zamudio and ​Jamie Grigsby. The Novice Nose Knows: How Olfactory Knowledge Shapes Evaluation Confidence. International Journal of Market Research (forthcoming).

4. 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.

5. Grigsby, Jamie, Robert Jewell and César Zamudio. A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-based Ads to Increase Narrative Transportation. Journal of Advertising (forthcoming).

6. 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.

7. Meg Meng, César Zamudio and Robert Jewell. 2021. Imagine That! Stimulating Consumers' Imagination for Scented Product Omnichannel Success. Rutgers Business Review 6(3), 333-349. 

8. 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.

9. 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).

10. 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.

11. 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.

12. 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)

13. Meng, Meg, César Zamudio and Robert Jewell. 2018. Unlocking Competitiveness Through Scent Names: A Data-Driven Approach. Business Horizons 61(3), 385-395.

14. Zamudio, César. 2016. Matching with the Stars: How Brand Personality Determines Celebrity Endorsement Contract Formation. International Journal of Research in Marketing 33(2).

15. Mendoza, Karla, Sergey Anokhin, 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.

16. Zamudio, César, Meg Meng. 2015. Which Modeling Scholars Get Promoted, and How Fast?
Customer Needs and Solutions 2(1), 91-104.

17. Zamudio, César, Sergey Anokhin, Franz Kellermanns. 2014. Network Analysis: A Concise Review and Suggestions for Family Business Research. Journal of Family Business Strategy 5(1), 63-71.

18. Zamudio, César, Yu Wang, 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 

Short and Sweet: How Information Content Shapes Online Review Helpfulness​ (with Yiru Wang, Robert Jewell and Meg Meng) 
     Under review

Standing Out from the Crowd: How Salient Presentation of Unisex Apparel Drives Consumer Curiosity Online (with Meg Meng and Yiru Wang)
     Manuscript in preparation

Walking the Tightrope: How Employee and Customer Satisfaction Impact Firm Value (with Vanitha Swaminathan and Suyun Mah)
     Manuscript in preparation


Sink or Stay Afloat: How Advertising and Employee Word-Of-Mouth Shape Firm Performance (with Vanitha Swaminathan and Suyun Mah)
     Manuscript in preparation


One Award Too Many? How Visible Awards Influence Consumer Behavior (with Frederik Beuk and Marie Yeh)
     Manuscript in preparation

Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success (with Meg Meng and Yiru Wang)
     ​Manuscript in preparation

A New Frontier in Advertising: How Virtual Reality Drives Consumer Engagement and Attitudes (with Meng-Hua Hsieh and Xiaowei Guo)
     Manuscript in preparation

Who, how and where? How social context features impact online review processing and evaluation (with Yiru Wang and Robert Jewell)
     Manuscript in preparation

Does it Pay to be a Jack of all Trades? Investigating B2B Service Diversity and Customer Satisfaction (with Mayoor Mohan)
     Data collection in progress

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

2023
New Insights into Virtual Reality in the Metaverse: The Role of Ad Valence
     Winter AMA Conference 2023, Nashville TN (Virtual 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
Marketing Analytics (Masters)         VCU                            TBD                      Spring '23
Marketing Research (UG)                VCU                             TBD                      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    

Research awards, fellowships, and grants

2022 Winter AMA Conference 2022, Best Track in Paper (B2B)                                         2022
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.                 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

Service to the profession

Co-administrator, MarketingPhdJobs.org platform                                                  2012-present
  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.

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
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