Claudio Alvarez

Professional Summary

Claudio Alvarez’s research investigates brands, brand meaning and consumer-brand relationships, with a particular focus on questions that have strategic implications to marketing practice and to consumers’ well-being. His research has been published in leading marketing journals such as the Journal of Consumer Research, Journal of Consumer Psychology and others. Before joining academia, Alvarez worked for the strategic management consulting firm Monitor Group (currently Monitor Deloitte).

Education

• 2015 – PhD, Marketing, Boston University, Boston, Massachusetts
• 2002 – MS, Marketing, COPPEAD Graduate School of Business, Rio de Janeiro, Brazil
• 1999 – BA, Communication Studies, Pontifical Catholic University, Rio de Janeiro, Brazil

Courses

• MKT 3305 – Principles of Marketing

Research Interests

• Branding
• Consumer-Brand Relationships
• Consumer Well-being

Selected Publications

• Alvarez, C., David, M. E., & George, M. (2023). Types of Consumer-Brand Relationships: A Systematic Review and Future Research Agenda. Journal of Business Research, 160, 113753.
• Alvarez, C., Brick, D. J., & Fournier, S. (2021). Doing Relationship Work: A Theory of Change in Consumer-Brand Relationships. Journal of Consumer Research, 48(4), 610–632.
• Fournier, S., & Alvarez, C. (2019). How Brands Acquire Cultural Meaning. Journal of Consumer Psychology, 29(3), 519-534.
• Fournier, S., & Alvarez, C. (2013). Relating badly to brands. Journal of Consumer Psychology, 23(2), 253–264.
• Fournier, S., & Alvarez, C. (2012). Brands as relationship partners: Warmth, competence, and in-between. Journal of Consumer Psychology, 22(2), 177–185.