Maria Kniazeva

Maria Kniazeva

(619) 260-7837

Featured USD Experts

Maria Kniazeva

Associate Professor of Marketing
Global/International Marketing
Easternization of the West, Global trends

An ethnic Russian, Maria Kniazeva, PhD, formerly lived in Estonia where she worked as an executive editor of a newspaper and a freelance business consultant to foreign investors before, during and after the break up of the former Soviet Union.

She first came to the United States in 1994 being awarded the Edmund Muskie Fellowship (1994-95) and then for the second time in 1997 being awarded American Association of University Women International Fellowship (1997-98). Both times Kniazeva studied at the UC Irvine, where she returned in 1999 to work on her PhD in Marketing as a recipient of the UC Irvine Regents fellowship (1999-2003).

During her doctoral program, Kniazeva worked for a year as a visiting professor at Georgetown University, McDonough School of Business in Washington, D.C. After earning her doctoral degree at UC Irvine, The Paul Merage School of Business in 2003, Kniazeva joined USD.

She authored a book published in English and Russian, titled America Through the Eyes of a Russian Woman. The English version was published on the grant Kniazeva was awarded by the United States Information Agency. Kniazeva's native language is Russian. An avid traveler, Kniazeva has been to over 50 countries.

Educational Background

  • PhD, University of California, Irvine; Marketing
  • MBA, University of California, Irvine; Marketing
  • MA, Leningrad State University, Journalism
  • BA, Leningrad State University, Journalism


  • 2014 Kniazeva Maria (forthcoming), “Estonian Singing,” in Understanding Global Cultures: Metaphorical Journeys Through 31 Nations, Clusters of Nations, Continents, and Diversity, eds. Gannon Martin J. and Rajnandini Pillai.
  • 2014 Kniazeva Maria and Steve Charters (forthcoming), “Authenticity in the mirror of consumer memories, or Drinking champagne in Russia” in Brand Management in Emerging Markets, ed. Wang, Cheng Lu.
  • 2012 Kniazeva Maria, “Faking authenticity?” in Food Packaging: Procedures, Management and Trends, ed. Kontominas, M., Nova Science Publishers: NY, 173 – 186.
  • 2012 Kniazeva Maria and Russell W. Belk, “The Western yogi: Consuming Eastern wisdom,” International Journal of Consumer Research, Vol. 1, Number 1, 1-27.
  • 2011 Kniazeva Maria, “It all began with a kiss, or When packaging sells a country.” The special multi-media issue of International Journal of Culture, Tourism and Hospitality Research, Vol. 5-4, 383 – 395.
  • 2011 Kniazeva Maria, “A Happy man in a Buick or How Chinese consumers let Western brands enter their lives,” in the Handbook of Contemporary Marketing in China: Theories and Practices, ed. Cheng Lu Wang, Nova Science Publishers: NY, 155 – 172.
  • 2010 Kniazeva Maria and Russell W. Belk, “If this brand were a person, or Anthropomorphism of brands through packaging stories.” Journal of Global Academy of Marketing Science, November, Vol. 20 – 3, 231 - 238.
  • 2010 Kniazeva Maria and Russell W. Belk, “Supermarkets as libraries of postmodern mythology,” Journal of Business Research, Vol. 63, Issue 7, July, 748 – 753.
  • 2009 Kniazeva Maria and Russell W. Belk, “Packaging as a vehicle for mythologizing the brand,” in: Elliott, Richard (Ed.): Brands and brand management. Cross-cultural and critical perspectives on brands, London [u.a.]: Routledge (reprinted).
  • 2007 Kniazeva Maria and Alladi Venkatesh, “Food for thought: A study of food consumption in postmodern U.S. culture,” Journal of Consumer Behaviour, Vol. 6, 419 – 435.
  • 2007 Kniazeva Maria and Russell W. Belk, “Packaging as a vehicle for mythologizing the brand,” Consumption, Markets and Culture, Vol. 10: 1, 51 – 69.
  • 2005 Kniazeva Maria, “Marketing “Frankenfood”: appealing to hearts or minds?” Journal of Food Products Marketing, Vol. 11: 4, 21 – 39.
  • 2003 Kniazeva Maria, “Between the ads: effects of non-advertising TV messages on consumer behavior,” in The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, ed. L. J. Shrum, Mahwah, NJ: Erlbaum, 213 – 232.
leading change at USD