Associate Professor of Marketing
Email | kniazeva@SanDiego.edu
Phone | (619) 260-7837
Office | Olin Hall 223
Associate Professor of Marketing
- Ph.D. University of California, Irvine, Marketing
- MBA University of California, Irvine, Marketing
- M.A. Leningrad State University, Journalism
- B.A. Leningrad State University, Journalism
Associate Professor of Marketing, Maria Kniazeva joined USD in 2003. She earned her Ph.D. 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 produced and presented at international consumer research conferences in Brazil, Japan and the UK two documentary films.
Kniazeva has published in the Journal of Business Research, Journal of Consumer Behavior, Journal of Food Products Marketing, and Consumption, Markets and Culture Journal. Her academic publications also include two book chapters. Kniazeva spent her sabbatical year of 2010-2011 collecting data and doing fieldwork in France, Russia, India, Kenya, and Tibet/China, having visited for the purpose of her research a total of 16 countries.
Prior to USD, she worked as a visiting professor at Georgetown University, McDonough School of Business in Washington D.C. and also taught a marketing course at the University of California, Irvine, the Paul Merage School of Business.
Kniazeva serves on the Editorial Boards of three international journals: the Journal of Global Academy of Marketing Science and the Journal of Global Fashion Marketing headquartered in Seoul, South Korea, and the International Journal of Consumer Research. She is an invited Associate of the Research Centre “Wine, Place, and Value” at Reims Management School, France.
An ethnic Russian, Kniazeva formerly lived in Estonia where she worked as an executive editor of a newspaper and a free-lance business consultant to foreign investors. 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.
Selected Current Research
Journal Article, Academic Journal
Kniazeva, M., Belk, R. (2012). The Western Yogi: Consuming Eastern Wisdom.. International Journal of Consumer Research, 1 (1), 1-27.
Kniazeva, M. (2011). It All Began with a Kiss, or When Packaging Sells a Country.. International Journal of Culture, Tourism and Hospitality Research, 5 (4), 383-395.
Kniazeva, M., Belk, R. (2010). If this brand were a person, or Anthropomorphism of brands through packaging stories. Journal of Global Academy of Marketing Science, 20 (3)
Kniazeva, M., Belk, R. (2010). Supermarkets as Libraries of Postmodern Mythology. Journal of Business Research, 63 (7), 748-753.
Kniazeva, M., Belk, R. (2009). "Packaging as a Vehicle for Mythologizing the Brand.". Brands and brand management. Cross-cultural and critical perspectives on brands., 4
Book, Chapter in Scholarly Book-New
Kniazeva, M. (2012). Faking Authenticity?. Food Packaging: Procedures, Management and Trends
Kniazeva, M. (2011). 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 (1st), 155-172.
Kniazeva, M., Charters, S. Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia. Brand Management in Emerging Markets