Associate Professor of Marketing
Dr. Rocereto received his PhD in Marketing and his MBA degrees from Drexel University. His research is focused on the effects
of brand anthropomorphization, branding effects, and self-concept congruities.
His research has appeared in the Journal
of Marketing, Advances in Consumer
Research, International Journal of
Advertising, Advances in
International Marketing, and the Journal
of Marketing Theory and Practice, among others. He has presented his
research at leading national and international conferences.
His primary areas of teaching, both at the graduate and undergraduate levels, include Marking Research and Consumer Behavior.
He currently resides in Haddonfield, NJ.
BUSINESS MARKETING BK 452
DESCRIPTION: Aspects of marketing raw and semi-manufactured materials; industrial equipment of all kinds and other production goods; focus on product, market, and channel analyses.
MARKETING RESEARCH BK 533
DESCRIPTION: Fundamental concepts involve marketing research including the role of marketing research, technology in the research process, designing the research project, gathering and collecting data, and analyzing the data and reporting the results.
Puzakova, Marina, Hyokjin Kwak, and Joseph F.
Rocereto (2013), “Better Not Smile at the Price: The Contradictory Role of
Brand Anthropomorphism on Price Fairness,” Advances
in Consumer Research, Vol. XLI, Simona Botti and Aparna Labroo, eds.,
Provo, UT: Association for Consumer Research, forthcoming.
Puzakova, Marina, Joseph F. Rocereto, and Hyokjin
Kwak (2013), “Ads Are Watching Me: A View from the Interplay between
Anthropomorphism and Customization,” International
Journal of Advertising, forthcoming.
Puzakova, Marina, Hyokjin Kwak, and Joseph F. Rocereto (2013), "When Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization amidst Product Wrongdoings," Journal of Marketing, 77 (3), 81-100.
Hyokjin, Anupam Jaju, Marina Puzakova, and Joseph F. Rocereto (2013), "The
Connubial Relationship between Market Orientation and Entrepreneurial
Orientation,” Journal of Marketing Theory
and Practice, 21 (2), 141-161.
Joseph F., Marina Puzakova, Rolph E. Anderson, and Hyokjin Kwak (2011), “The
Role of Response Formats on Extreme Response Style: A Case of Likert-Type
versus Semantic Differential Scales,” Advances
in International Marketing, 22, 53-71.