Associate Professor of Marketing
Dr. Vredeveld’s research is focused on consumer behavior, with particular emphasis on brand consumption. She is especially interested in how brands are used as part of experiences and interpersonal relationships and how consumers moralize their brand consumption. She also has research projects that explore topics related to consumer well-being, including the moral and emotional implications of materialism and possession attachment. Dr. Vredeveld presents regularly at academic marketing conferences and her research has been published in top marketing journals, including Journal of the Academy of Marketing Science, Journal of Product and Brand Management, and Psychology & Marketing. At Berry, she teaches a wide range of marketing courses, including Principles of Marketing, Brand and Product Management, Qualitative Research Methods, and Experiential Marketing. Dr. Vredeveld holds a Ph.D. in marketing from University of Connecticut, an MBA from University of North Carolina at Greensboro, and a Master of Science in Business and Economics from Lund University, Sweden.
Education
- Ph.D. Business Administration (Marketing), University of Connecticut
- M.B.A. University of North Carolina at Greensboro
- M.S. Business and Economics, Lund University
Teaching Interests
- Principles of Marketing
- Brand Management
- Experiential Marketing
- Qualitative Research Methods
Selected Publications
- Vredeveld, Anna J. and Robin A. Coulter (2019), “Cultural Experiential Goal Pursuit, Cultural Brand Engagement, and Culturally Authentic Experiences: Sojourners in America,” Journal of the Academy of Marketing Science, 47(2), pp. 274-290.
- Vredeveld, Anna J. (2018), “Emotional Intelligence, External Emotional Connections, and Brand Attachment,” Journal of Product and Brand Management, 27(5), pp. 545-556.
- Kara, Selcan,* Anna J. Vredeveld,* and William T. Ross, Jr. (2018), “We Share; We Connect: How Shared Brand Consumption Influences Relational Brand Connections,” Psychology & Marketing, 35(5), pp. 325-340. (*equal first authorship)