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Juan Diego Alvarado Karste

Faculty Member

Dr. Diego Alvarado Karste

Biography

I was a Chief Marketing Officer at a major dairy company in Ecuador. Throughout my career I had the opportunity to mentor people, teaching them different applications of marketing and, above all, empowering them and building their confidence. That is why, I decided to pursue a Ph.D so that I can transform people's lives through research and teaching that creates true value.

Teaching

MKTG 3685

Content Marketing, Spring 2024

MKTG 481R

Marketing Internship, Spring 2024

MKTG 3680

Marketing with Social Media, Spring 2024

MKTG 3680

Marketing with Social Media, Spring 2024

Scholarly/Creative Works

Alvarado Karste, Diego , Guzman, Francisco , "Keep your Friends Close and your Enemies Closer_ The effect of Rivalries on Brand Passion." .
Alvarado-Karste, Diego , Kidwell, Blair , Veloutsou, Cleopatra , (2021) "The anatomy of a rivalry_ The role of resentment in the development of brand attitudes" . United Kingdom: Journal of Product and Brand Management.
Alvarado-Karste, Diego , Guzman, Francisco , Veloutsou, Cleopatra , (2020) "The effect of brand identity-cognitive style fit and social influence on consumer-based Abstract brand equity" (Issue: 7, vol. 29). United Kingdom: Journal of Product and Brand Management/Emerald. https://www.emerald.com/insight/content/doi/10.1108/JPBM-06-2019-2419/full/html