Dennis A. Pitta, Ph.D.
Professor of Marketing
J. William Middendorf Chair Distinguished Professor
- Ph.D., University of Maryland
- M.B.A., Canisius College
- M.S., Canisius College
- B.S., Boston College
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.
Brand management, new product development and promotion
Brand management, new product development, promotion and social media management
Refereed Journal Articles
Wood, V. R., Franzak, F., & Pitta, D. A. (2019). Fostering Global Entrepreneurship and Business Development in Latin America Using Government, Public Universities and Private SME Partnerships: The Vibrant International Trade Alliance (VITAL) Model. Journal of Economics and Public Finance. 5(4), 473-490.
Maddox, L., Patino, A., Kaltcheva, V. D., & Pitta, D. A. (2018). Integration of an Online Curriculum with a Real-World Exercise: A Step Beyond Traditional Classroom Teaching. Journal of Advertising Education.
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.
Pitta, D. A., Patino, A. D., & Maddox, L. (2016). Social Media Influences on Building Brand Equity. Journal of Marketing Development and Competitiveness. 10(3), 7-25.
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.
Katsanis, L. P., Pitta, D. A., & Hamzeh, M. (2019). Patient-Centric Marketing Strategies: A Shift in Market Orientation for the Pharmaceutical Industry. Center for Scholastic Inquiry.
Maddox, L., Patino, A. D., Pitta, D. A., & Katsanis, L. P. (2018). Better Understanding Body Mass Index (BMI): A Study of Segmentation Strategies for Public Policy Communication. American Marketing Association-Marketing Public Policy Conference.
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.
Patino, A., Katsanis, L., Carter, W., & Pitta, D. A. Global Brand Conference, "Startups and branding: Can early lifecycle stage organizations manage to brand?," Berlin, Germany. (2018).
Maddox, L., Patino, A. D., Pitta, D. A., & Katsanis, L. Academy of Marketing, 13th Global Brand Conference., "Consumer Connectedness and the Service Brand Experience," Newcastle, UK. (2017).
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)
"Consumer Connectedness and Brand Equity in Entertainment Marketing" (Planning)
The concepts of brand equity is commonly understood by academics. In contrast, consumer connectedness is a term that originated in the entertainment industry. It refers to the degree of identification a viewer feels toward characters in a performance. The research will consist of two studies. The first study collected data about television viewing preferences and focused on consumer connectedness. The second uses brand equity measures to evaluate the brand equity of particular programs.
"Insights into the Brand Management Team" (On-Going)
A sample of pharmaceutical product managers was surveyed to learn effective organizational structures.