Dennis A. Pitta, Ph.D.
Professor of Marketing
- 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
Kaltcheva, V., Patino, A., Pitta, D. A., & . (2023). "How Likely Are Viewers to Watch Television Commercials: A Connectedness Perspective". Journal of Applied Marketing Theory. Vol 19(Iss 1/3), 20-32.
Katsanis, L. P., Pitta, D. A., & Morinville, A. (2021). Patient centricity: lip service or genuine commitment? A qualitative examination of the pharmaceutical industry. International Journal of Pharmaceutical and Healthcare Marketing. 15(1),
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.
Kaltcheva,, V. D., Patino, A. D., & Pitta, D. A. (2023). What Makes Consumers Watch Television Commercials?. Association for Consumer Research Conference 2023. https://acr2023.exordo.com.
Patino, A., Kalcheva, V., Pitta, D. A., Maddox, L., & Katsanis, L. (2022). Better Marketing for a Better World: Using Effective Segmentation Strategies to Assist Vulnerable Consumers in Making Healthy Food Choices. Society for Consumer Psychology.
Pitta, D. A., Fowler, D. C., & Patino, A. D. (2020). Artificial Intelligence: Enhancing the intensity and involvement of the brand experience.. Academy of Marketing (UK).
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.
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).
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.