معرفی
Paul G. Barretta is Associate Professor of Marketing and Interim Dean at Wagner College's Nicolais School of Business. He holds a PhD in Marketing from University of Texas-Pan American and teaches courses in consumer behavior and marketing communications. His research explores cultural aspects of marketing, particularly in music/media industries, consumer perceptions of authenticity, and beverage consumption patterns.
Research examines consumer behavior in cultural services industries with recent focus on political affiliations in advertising, green marketing effectiveness, and live music industry recovery. Earlier work investigated racial dynamics in music marketing and brand community innovation. Current projects analyze sonic elements in advertising and consumer evaluation of environmental claims.
Significant publications include studies on music authenticity perceptions, college sports consumer behavior, and cross-cultural consumer values. Research methodologies incorporate experimental designs, longitudinal analysis, and case studies across diverse consumer contexts.
Active in academic service including committee roles and conference organization. Maintains industry connections through ongoing research in entertainment marketing and consumer branding strategies.
