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Ricardo Villarreal De Silva

Job Title: Assistant Professor of Marketing
Department: Business Administration
School/Division: Business and Economics

Field/Specialization

Adult and adolescent Hispanic consumer behavior: brand attitudes, brand loyalty, and media behavior

Current Areas of Research and/or Community Work

My research concerns the interdisciplinary study of ethnicity, cultural values, and consumer behavior. My research is based on the development of a theoretical characterization of Hispanic ethnicity that was supported in part by the development of a scale measuring Hispanic core cultural values. The combined effects of ethnicity and cultural values are then studied to assess individual differences in Hispanic consumer behaviors, specifically brand attitudes, brand loyalty, and media behaviors. A second research area concerns the use of statistical methods, including factor analysis, structural equation modeling, and multilevel analysis, and the issue of factorial invariance, as they apply in this research domain.

Contact Information

Office Phone: (707) 664-2393
Email: villarrr@sonoma.edu

Additional Information

Degrees: B.B.A., The University of The Incarnate Word, San Antonio, Texas;
M.B.A., Texas A&M-Corpus Christi, Corpus Christi, Texas;
Ph.D. Advertising, The University of Texas, Austin, 2004

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