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Desislava Budeva

Desislava BudevaAssociate Professor of Marketing

Year Joined RCNJ: 2009

Contact Information


  • B.B.A. University of Economics – Varna, Bulgaria
  • M.S. University of Sofia, Bulgaria
  • M.B.A. University of North Florida
  • Ph.D. Florida Atlantic University

Courses Offered:

  • International Marketing
  • Marketing Principles & Practices
  • Marketing Research
  • Retail Management

Teaching Interests:

  • Consumer Behavior
  • International Marketing
  • Marketing Channels
  • Marketing Communication
  • Marketing Principles
  • Marketing Research

Research Interests:

  • Culture and its impact on consumer behavior
  • International Market Segmentation
  • Marketing Education

Recent Publications:

  • Fine, M. B., Gleason, K., & Budeva, D. (2016).  Getting what you’re worth: Implications that affect firm value in a brand acquisition.   Journal of Brand Management, 23 (5), 70-96.
  • Budeva, D., & Mullen, M. R. (2016). Does culture matter for international market selection?. International Journal of Export Marketing1(2), 193-214.
  • Budeva, D., Kehaiova, M., & Petkus, E. (2015).  Nationality as a Determinant of Learning Styles: Comparing Marketing Students from Bulgaria and the USA.   e-Journal of Business Education & Scholarship of Teaching, 9(1) 97-106.
  • Zeno, K., Budeva, D., & Saldivar, R. (2015).  Experiential Learning: An assessment of Impact and Engagement in the Marketing Curriculum using Kolb’s Learning Styles.   Marketing Educators Association.
  • Budeva, D., Li, H., & Stoyanov, S. (2014).  International Strategic Aliiances for Marketing, Host Country Environment, and Cummulative Abnormal Returns.   The Clute Institute 2014 International Business Conference.
  • Budeva, D. & Mullen, M. R. (2014).  International Market Segmentation: Economics, National Culture and Time.   European Journal of Marketing, 48 (7/8), 1209-1238.
  • Budeva, D., Li, H., & Stoyanov, S. (2013). A Conceptual Study on International Marketing Strategic Alliances, Host Country Environments, and Cumulative Abnormal Returns. The Clute Institute 2013 International Conference.
  • Budeva, D. & Petkus, E. (2011).  Social Axioms and Learning Styles: Implications for Marketing Education.   Marketing Educators’ Association.
  • Budeva, D., Fine, M., & Gleason, K. (2011).  The Value Implications of Brand Equity Enhancement Strategies: Evidence from Capital Market Perceptions of Brand Acquisitions.   Marketing Strategy Meets Wall Street II.
  • Petkus, E., Budeva, D., Chung, C., & Dzhogleva, H. (2011).  Marketing Outputs as Art? Bringing an Aesthetic Sensibility to the Marketing Curriculum.   Marketing Education Review, 21, 113-123.
  • Budeva, D. (2010).  Cross-cultural differences in evaluating product characteristics: motion pictures.   Management Research Review, 33 (5), 423-436.
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