Maria Kniazeva

Maria Kniazeva
Phone: (619) 260-7837
Office: Olin Hall 313

Professor of Marketing

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

Professor of Marketing Maria Kniazeva joined the University of San Diego School of Business in 2003. Two major streams of research mark her 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 United Kingdom 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 freelance 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. Kniazeva was awarded the Edmund Muskie fellowship (1994-95) and American Association of University Women International fellowship (1997-98).

Areas of Expertise

Global and International Marketing

Selected Publications

  • Kniazeva, M. (2015) Estonian Singing, Sage(6th).
  • Kniazeva, M., Charters, S. (2014) Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia, Brand Management in Emerging Markets: Theories and Practices, 121-136.
  • Kniazeva, M. (2012) Faking Authenticity?, Food Packaging: Procedures, Management and Trends, 173-186.
  • 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, 155-172.
  • Kniazeva, M. (2003) "Between the Ads: Effects of Non-Advertising TV Messages on Consumer Behavior.", The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, 213-232.
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