Doctoral Programs Student Directory

Yana AndovaYana Andonova 

Ph.D. Candidate in Marketing



Office: SOM 224

Phone: (413) 545-5686


View CV (pdf)




M.B.A., University of Massachusetts Amherst, 2009

B.A., Business Administration and Journalism & Mass Communications, American University in Bulgaria, 2004

Research/Teaching Interests:

Customer Engagement

Consumer Decision Making

Market Research

Internet Marketing

Consumer Behavior

Promotions Management

Introduction to Marketing



Andonova, Yana, Elizabeth Gelfand Miller, and William D. Diamond (2013), "The Relationships among Self-Brand Congruence, Brand Attachment, Customer Engagement, and Brand Loyalty," presented at the Academy of Marketing Science Annual Conference, May 15-18 in Monterey, CA.

Andonova, Yana (2012), "The Role of Intrinsic Motivations in Generating Customer Engagement, " presented at the Direct Marketing Educational Foundation (DMEF) Conference, October 12-13 in Las Vegas, NV.

Debevec, Kathleen, Yana Andonova, and Elizabeth Gelfand Miller (2012), "Is That Healthy? The Influence of Information Type and Location on Nutritional Information Processing," presented at the Association for Consumer Research Annual Conference, October 4-6 in Vancouver, Canada.

Andonova, Yana  and Kunal Swani (2011), "Helping Managers Avoid Privacy Mishaps: A Re-Examination of Marketer-Caused Consumer Privacy Harms ," presented at the Direct Marketing Educational Foundation (DMEF) conference, October 1-2 in Boston, MA.



Honors and Awards:

2012 Isenberg School of Management, Marketing Department, Hardy Award
2007-2009 Isenberg School of Management MBA assistantship and tuition waiver
2004 Marketplace Global Competition, 3rd place in Strategic Marketing (team award)
2000 American University in Bulgaria, Amylum Distinguished Scholarship

Professional and Academic Memberships:

American Marketing Association
Association for Consumer Research
Academy of Marketing Science

Previous Employment:

University of Massachusetts Amherst, Finance Intern/Assistant, Housing and Residence Life Dept., 2007 - 2009
SPARKY Bulgaria AD, Financial Controller, 2006-2007