Cecilia Ruvalcaba

Cecilia Ruvalcaba is an Assistant Professor of Marketing at the Eberhardt School of Business, University of the Pacific. Her research focuses on multicultural marketing with a specialization in the Hispanic market, examining phenomena related to market legitimacy, cocreation, and small business technology adoption.

Ruvalcaba earned her PhD from the University of California Irvine, MBA from Loyola Marymount University, and BS from DeVry University. Her scholarly work investigates consumer culture theory, cultural branding, and the intersection of ethnicity and market dynamics.

Her recent research explores contemporary topics including cryptocurrency adoption across generations, strategies for combating misinformation, luxury resale markets, and the impact of celebrity endorsements on consumer confidence. She maintains a consistent focus on cultural and psychological factors influencing consumer behavior.