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Dennis A. Pitta, Ph.D.

Professor of Marketing
J. William Middendorf Chair Distinguished Professor

Department of Marketing and Entrepreneurship
Office: Business Center 501
Phone: 410.837.4891
E-mail: dpitta@ubalt.edu
Personal Web Site: home.ubalt.edu/ntsbpitt/index.html

Education:

  • Ph.D., University of Maryland
  • M.B.A., Canisius College
  • M.S., Canisius College
  • B.S., Boston College
  • Bio

    Dr. Pitta publishes in several peer reviewed journals including the Journal of Consumer Marketing, Journal of Product and Brand Management, and Journal of Marketing Development and Competitiveness.

  • Research Interests

    Brand management, new product development and promotion

  • Teaching Interests

    Brand management, new product development, promotion and social media management

  • Recent Publications

    Intellectual Contributions

    Book Chapters

    Bryan, L., Cardona, M. M., Pitta, D. A., & Schneller, B. (2014). Leveraging the Talents of Faculty Members to Create an Engaged Retirement Ecosystem at the University of Baltimore. Stylus Publishing and ACE - The American Council on Education. 129-144.

    Refereed Journal Articles

    Pitta, D. A., Patino, A. D., & Maddox, L. (2016). Social Media Influences on Building Brand Equity. Journal of Marketing Development and Competitiveness. 10(3), 17-25.

    Pitta, D. A., Patino, A. D., Kaltcheva, V. D., & Leventhal, R. C. (2015). Segmenting Sporting Event Audiences for Increased Sponsorship Effectiveness. Marketing Management Journal. 25(2), 134-143.

    Guesalaga, R., Pitta, D. A., & . (2014). The Importance and Formalization of Service Quality Dimensions: A Comparison of Chile and the United States. Journal of Consumer Marketing. 31(2), 145-151.

    Pitta, D. A., Patino, A., Kaltcheva, V. D., Sriram, V., Winsor, R. D., & . (2014). How important are different socially responsible marketing practices? An exploratory study of gender, race, and income differences. Journal of Consumer Marketing. 31(1), 2-12.

    Kaltcheva, V., Patino, A., Laric, M. V., Pitta, D. A., & Imparato, N. (2014). Customers' Relational Models as Determinants of Customer Engagement Value. Journal of Product and Brand Management. 23(1), 55-61.

    Fowler, D. C., Pitta, D. A., & Leventhal, R. (2013). Technological Advancements and Social Challenges for One-to-One Marketing. Journal of Consumer Marketing. 30(6), 509-516.

    Fowler, D. C., & Pitta, D. A. (2013). Advances In Mining Social Media: Implications For Marketers. Journal of Information Technology Management. XXIV(4), pp25-33.

    Isberg, S. C., & Pitta, D. A. (2013). Using Financial Analysis to Assess Brand Equity. Journal of Product and Brand Management. 22(1), 13.

    Patino, A. D., Pitta, D. A., & Quinones, R. (2012). Social Media's Emerging Importance in Market Research: Implications and Concerns. Journal of Consumer Marketing. 29(3), 223-237.

    Laric, M. V., Pitta, D. A., & Gwin, L. (2012). Physicians' Prescribing Data as Marketing Tools for Pharmaceutical Companies. Journal of Business and Behavioral Sciences.. 24(1), 96-106.

    Castro, K., & Pitta, D. A. (2012). Relationship Development for Services: An Empirical Test. Journal of Product and Brand Management. 21(2), 126-131.

    Lingelbach, D., Pitta, D. A., & Patino, A. D. (2012). The Emergence of Marketing in Millennial New Ventures. Journal of Consumer Marketing. 29(2), 136-145.

    Patino, A. D., Kaltcheva, V. D., Lingelbach, D., & Pitta, D. A. (2012). Segmenting the Toy Industry: A study of Pre-teen Millennials. Journal of Consumer Marketing. 29(2), 156-162.

    Pitta, D. A., & Pitta, E. Z. (2012). Transforming the Nature and Scope of New Product Development. Journal of Product and Brand Management. 21(1), 35-46.

    Conference Proceedings

    Pitta, D. A., Patino, A. D., Kaltcheva, V., & Leventhal, R. (2016). Social Media Challenges to Building Brand Equity. Proceedings of the Society for Marketing Advancement.

    Maddox, L. M., Katsanis, L. P., & Pitta, D. A. (2016). Addressing the Obesity Issue: Affirmative Disclosure in Fast Food Advertisement. Academy of Marketing, 11th Global Brand Conference.

    Patino, A., Pitta, D. A., & Kaltcheva, V. (2015). Employing a Relationship Perspective to Determine Customer Engagement Value in Service Contexts. Association for Consumer Research.

    Laric, M. V., Lingelbach, D., & Pitta, D. A. (2013). Two Decades of Technological Entrepreneurship: From "Lab to Market" to an M.S. Degree in “Innovation Management and Technology Commercialization”. Western Business Management.

    Presentations

    Kalcheva, V., Patino, A. D., Pitta, D. A., & Laric, M. V. "Employing a Relationship Perspective to Determine Customer Engagement Value in Service Contexts," Association for Consumer Research, San Antonio, TX. (2015).

    Graham, C., Hickman, T., Kaltcheva, V. D., Patino, A. D., Phillips, J. M., Pitta, D. A., & Winsor, R. D. Jesuit Business Education Conference, "Current and Future Jesuit Educated Managers’ Perceptions of Socially Responsible Marketing," Jesuit Business Educators, Los Angeles, Ca. (2012).

    Contracts, Grants and Sponsored Research

    Patino, Anthony D.(Principal), Kachura, Matthew (Supporting), Kaltcheva, Velitchka (Supporting), Pitta, Dennis A., "Gaining Insight into Consumers’ Food Literacy and Motivations in a Food Desert: An Exploratory Study for Public Policy Development" Sponsored by ACR, Private, $1350. (2012).

    Pitta, Dennis A.(Co-Principal), "Transitioning to an Engaged Retiremen" Sponsored by American Council on Education/ Sloan Foundation, Other, $150000. (2012).

    Research in Progress

    "Born Global and Networking for Resources" (On-Going)