Verónica Martín Ruiz : Isenberg School of Management : UMass Amherst

Education

PhD in Marketing with minor in Psychology, Iowa State University, 2021

MBA, concentration in Marketing, Iowa State University, 2014

MA Translation and Localization Management, Middlebury Institute of International Studies, 2008

Ph.D. Translation and Interpretation Processes (a.b.d.), Universidad de Granada (Spain), 2004

BA Translation and Interpretation, Universidad de Granada (Spain), 2002

Academic Appointments

Assistant Professor of Marketing, UMass Amherst, 2021-current

Recent Honors / Awards

Winner Thomas C. Kinnear/Journal of Public Policy & Marketing Award, 2024

Inducted into Beta Gamma Sigma, International Business Honors Society - PhD, 2021

Global Women in Marketing Award, Winner, Multicultural Marketplaces TCR team award, 2020

Fellow, 6th AMS Annual Academy of Marketing Science (AMS) Doctoral Consortium, 2020

Fellow, 3rd Annual PhD Project-Baruch Research Symposium, New York, 2020

Rama and Sridhar Ramaswami Marketing Research Excellence Award, 2020

AMA Foundation Valuing Diversity Ph.D. Award, 2019

Fellow, 27th Annual Robert Mittelstaedt Doctoral Symposium, University of Nebraska-Lincoln, NE, 2018

Research Interests

Consumer Behavior

Cultural norms (honor, dignity, tightness-looseness) in healthcare and retail settings

Telehealth

Transformative Consumer Research

Multicultural markets

Diversity, Inclusion and Equity

Research Methods for Cultural Research

Marketing and Public Policy

SME Marketing

Frontline Employees Well-Being

Trasnformative Consumer Research

Multicultural Markets

Diversity, Inclusion, and Equity Research Methods for Cultural Research

Teaching Interests

Undergraduate

Consumer Behavior
Multicutural Marketing
Introduction to Marketing

Policy Brief: “Reimagining DEI Education in Business Schools,” Queen Mary University of London, Reimagining DEI Education in Business and Management Schools - Mile End InstituteWhite paper: The C

Policy Brief: “Reimagining DEI Education in Business Schools,” Queen Mary University of London, Reimagining DEI Education in Business and Management Schools - Mile End Institute
1. White paper: The Conversation, May 8th 2025: “Keep calm and carry on buying: how Ukrainian consumers are hitting back at Russia”
2. Briefing Paper: “Overcoming barriers to Diversity and Inclusion Engaged Marketing: an integrated analysis and recommendations for action.” Available here: https://multicultural-marketplaces.net/category/research-briefing/

@ UMass and Isenberg:

Professional LinksGoogle ScholarORCID

Professional Links

Google Scholar

ORCID

Selected Publications

Tana Licsandru, Carlo Mari, Eva Kipnis, Cristina Galalae, Emma Johnson, Samantha N. N. Cross, Charles Chi Cui, Shauna Kearney, Verónica Martín Ruiz, Lizette Vorster, and Irem Yoruk, “Towards Comprehensive Integration of Diversity, Equity and Inclusion in Management Education: An Empathy-Driven Framework.” British Journal of Management (BJM), ahead-of-print. DOI: 10.1111/1467-8551-70008.

*Samantha Cross, *Cristina Galalae, *Tana Licsandru, *Verónica Martín Ruiz, *Charles Cui, Carlo Mari, Lizette Vorster, Irem Yoruk, Emma Johnson, and Shauna Kearney (2025), “Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing.” European Journal of Marketing (EJM), ahead-of-print. [*Denotes equal authorship.] https://doi.org/10.1108/EJM-04-2024-0326

Eva Kipnis, Nataliia Pysarenko, Cristina Galalae, Verónica Martín Ruiz, Carlo Mari, and Lizette Vorster (2024), “The role of war-related marketing activism actions in community resilience: from the ground in Ukraine.” Journal of Public Policy & Marketing (JPP&M). https://doi.org/10.1177/074391562412629

Cristina Galalae, Eva Kipnis, Charles C. Cui, Emma Johnson, Tana C. Licsandru, Lizette Vorster, Catherine Demangeot, Shauna Kearney, Carlo Mari, Verónica Martín Ruiz, Chris Pullig, and Tyrha M. Lindsey-Warren (2023), “A multi-contextual lens towards a global research agenda on racism and discrimination in the multicultural marketplace.” Journal of the Association of Consumer Research (JACR – 8(1) 95-106), https://www.journals.uchicago.edu/doi/10.1086/722704

Eva Kipnis, Catherine Demangeot, Chris Pullig, Samantha Cross, Charles Cui, Cristina Galalae, Shauna Kearney, Tana Licsandru, Carlo Mari, Verónica Martín Ruiz, Samantha Swanepoel, Lizette Vorster, and Jerome D. Williams (2021), “Institutionalizing Diversity and Inclusion Engaged Marketing (DIEM) for Multicultural Marketplace Wellbeing,” Journal of Public Policy & Marketing (JPP&M – 40(2), 143-164), https://doi.org/10.1177/0743915620975415