Prior to his academic career Dr. Arne Baruca worked internationally for almost 10
years in several industries including banking and automotive. The experience he gained
during those years in various industries is an invaluable source of real-life examples
that he provides to his students to help them relate the theoretical concepts with
practice. He was also actively involved with sports, specifically with soccer, for 25

Degrees: Ph.D., Marketing, University of Texas Pan American. 

Teaching responsibilities: Dr. Baruca regularly teaches Principles of Marketing,
Marketing Management and Branding Management. He believes a true educator is someone who
not only passes his expertise to students during class time, but also someone who touches
students on a personal level and finds and ignites their potential and enthusiasm. He
claims that nowadays in order for a professor to be successful, the professor needs to be
a mix of an expert in the field and an entertainer. 

Dr. Baruca’s primary research interest is consumer behavior, specifically topics related
to the entertainment industry, celebrities and online social media. In his dissertation
titled “Our Celebrities, Our Selves: Reconstructing Ourselves as Online Personalities”,
he investigated the interconnectedness consumers have with celebrities and how that
affects the construction of oneself celebrity in the online social context. Dr. Baruca is
also very interested in issues related to the contexts of tourism and sports marketing.
He has been actively participating in top marketing conferences and seminars. 



Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No (with Jason Flores and Robert Saldivar), WCOB Faculty Publications (2014)

Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be...



Want to Enroll in a MOOC? No Thanks, My Professors Have Their Own Videos (with Enda McGovern), Business Faculty Publications (2013)

Purpose: The paper explores how professors, in adopting short digital video lectures as a complementary...



Cross-Border Shopping: Mexican Shoppers in the US and American Shoppers in Mexico (with M. Zolfagharian), Business Faculty Publications (2013)

This paper draws on a qualitative, empirical investigation of the two-way flow of consumers across...



Nation Branding and Nation Brand Equity: The Case of Slovakia, Pardon Me, Slovenia (Summary Brief), Business Faculty Publications (2010)

The purpose of this study is to explore and discuss whether Slovenia, a Central European...




Our Celebrities Our Selves: Reconstructing Ourselves as Online Personalities, Business Faculty Publications (2012)

Doctor of Philosophy. Major subject: Business Administration with an emphasis in Marketing. "August 2012"