Maria Kniazeva

Professor of Marketing
Maria Kniazeva
(619) 260-7837
Office Location
Olin Hall 313
  • PhD, University of California, Irvine, Marketing
  • MBA, University of California, Irvine, Marketing
  • MA, Leningrad State University, Journalism
  • BA, Leningrad State University, Journalism
Areas of Expertise

Selected Publications

  • Estonian Singing, Sage
  • Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia, Brand Management in Emerging Markets: Theories and Practices
  • Faking Authenticity?, Food Packaging: Procedures, Management and Trends
  • A Happy Man in a Buick or How Chinese Consumers Let Western Brands Enter Their Lives, Handbook of Contemporary Marketing in China: Theories and Practices
  • "Between the Ads: Effects of Non-Advertising TV Messages on Consumer Behavior.", The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion


Professor of Marketing Maria Kniazeva joined SBA in 2003. She earned her PhD in management with a specialization in marketing from the Paul Merage School of Business at the University of California, Irvine, and her masters in journalism from Leningrad State University in St. Petersburg, Russia. Kniazeva was awarded the Edmund Muskie fellowship (1994-95) and American Association of University Women International fellowship (1997-98).

Two major streams of research mark Kniazeva’s academic activity: cross-cultural consumption in the global marketplace and storytelling on food packages and beverage bottles. Moving in the first direction, she centers her research on the theme of the Easternization of the West. In particular, Kniazeva is interested in the concept of authenticity. With her second stream of research, she explores how marketing stories, like those on bottled water affect and reflect consumer behavior. A qualitative researcher, Kniazeva has also been mastering videography as a research method and has…


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