Heather Dretsch

Heather Dretsch is an Assistant Professor of Marketing at the Poole College of Management, NC State University. She specializes in consumer behavior with a focus on brand co-creation, digital engagement, and luxury consumption psychology. Her work explores how consumers interact with brands in social media contexts and the psychological mechanisms behind indulgent purchasing decisions. Dretsch holds a PhD in Marketing from the University of Maryland (2014).

Education:

• Ph.D., Marketing, University of Maryland (2014)

Research Interests: Dr. Dretsch investigates how brand co-creation activities enhance consumer engagement, the role of self-brand connections in marketing effectiveness, and the emotional drivers behind luxury and indulgent consumption. Her studies often integrate neuromarketing insights and goal-system theory frameworks.

Publications Overview: Her research spans topics like secret brand collectives, digital engagement strategies, and the neuroscience of luxury brand responses. Key themes include consumer empowerment through co-creation, psychological justification for indulgence, and social media's role in brand interaction.

Awards:

• Marvin A. Jolson Outstanding Marketing Doctoral Student Award (2012)
• Top 15% Teaching Award (2010–2011)

Advising & Grants: While specific grant details aren't listed, her CV indicates active research collaborations in consumer behavior and marketing strategy. No formal advisee list is provided in available texts.