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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

    Maddox, L., Patino, A., Katsanis, L., & Pitta, D. A. (2017). The Obesity Epidemic: The Effect of Pre-existing Lifestyle on Attitude to the Ad, Attitude to the Brand, and Purchase Intention. Advances in Economics and Business. 5(11), 575-581.

    Kalcheva, V., Patino, A., Winsor, R., Graham, C., & Pitta, D. A. (2016). "Current and Future Jesuit-Educated Managers’ Perceptions of Socially Responsible Business Practices". Jesuit Higher Education: A Journal. 5(1), 76-84.

    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.

    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).

    Research in Progress

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