Faculty Profile for Dr. Enrique P Becerra

profile photo for Dr. Enrique P Becerra
Dr. Enrique P Becerra
Professor — Department of Marketing
Program Faculty — Department of Marketing
MCOY 314
phone: (512) 245-1277

Biography Section

Research Interests

Consumer behavior, advertising, culture/ethnicity, and Internet.

Selected Scholarly/Creative Work

  • Chapa, S., & Becerra, E. (2014). The Effect of Generational Status and Language-Tailored Political Advertising. Journal of Advertising Research, 54(3).
  • Becerra, E., Badrinarayanan, V., & Kim, C. H. (2013). The Influence of Thinking Tendencies on the Online Transactions of Hybrid retailers. Journal of Business Research, 66(3), 336–344.
  • Badrinarayanan, V. A., & Becerra, E. P. (2019). Shoppers’ Attachment with Retail Stores: Antecedents and Impact on Patronage Intentions. Journal of Retailing and Consumer Services, 50(September), 371–378. Retrieved from https://doi.org/10.1016/j.jretconser.2018.07.012
  • Becerra, E. P., Badrinarayanan, V., & Henriquez, M. C. (n.d.). Perceived Security Risk and Shopping Behavior: An Exposition in Emerging Markets. In Academy of Marketing Science 2017 Conference Proceedings. Springer.
  • Badrinarayanan, V. A., & Becerra, E. P. (2018). Understanding Negativity Toward Brands: A Framework of Antecedents of Online Brand Derision.

Selected Awards

  • Award / Honor Recipient: Honorary Professor of International Studies, Texas State University. October 1, 2018 - Present
  • Award / Honor Recipient: McCoy COBA Service Award, McCoy College Of Business Adminsitration. 2016 - 2017
  • Award / Honor Recipient: Excellence in research, McCoy College of Business Administration. 2015
  • Award / Honor Recipient: Best paper in advertising track – 2012 Summer American Marketing Association Conference. 2012
  • Award / Honor Recipient: Gary V. Woods Research Award, McCoy College of Business Administration. 2011 - 2012

Selected Grants

  • Badrinarayanan, Vishag A, Becerra, Enrique P. Research Enhancement Program, Texas State University, $16000. (Submitted: October 2018, Funded: January 2019 - May 2020). Grant.
  • Badrinarayanan, Vishag A, Becerra, Enrique P. Research Enhancement Program, Texas State University, $16000. (Funded: January 1, 2017 - May 31, 2018). Grant.
  • Badrinarayanan, Vishag (Principal), Becerra, Enrique (Co-Principal). Research Enhancement Program Grant, Texas State University, $11040. (Funded: January 2013 - January 2014). Grant.
  • Becerra, Enrique (Co-Principal), Badrinarayanan, Vishag (Co-Principal). Research Enhancement Program Grant, Texas State University, Texas State University, $16000. (Funded: November 2010 - August 2012). Grant.
  • Becerra, Enrique (Principal), Chapa, Sindy (Co-Principal). Research Grant, McCoy College of Business Administration, Texas State University, $2000. (Funded: 2009 - 2010). Grant.

Selected Service Activities

Speaker
Monterrey TEC Toluca
April 25, 2019-April 26, 2019
Other
Ally of Texas State
Present
Faculty Consultant
Multicultural Curriculum Transformation Institute
Present
Reviewer, Ad Hoc Reviewer
Journal of Retailing
Present
Reviewer, Journal Article
ESIC Marketing Journal
Present