Claudio Alvarez

Associate Professor - Marketing

Contact Information

Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Paul L. Foster Campus for Business and Innovation 220.05

Educational Background

  • PHD - Management, Boston University
  • MBA - Marketing, Federal U Of Rio De Janeiro
  • BA - Communication Studies, Pontifical Catholic University

Work Experience

  • Associate Professor of Marketing, Baylor University (August 2023 - Present)
  • Assistant Professor of Marketing, Baylor University (2015 - July 2023)
  • Senior Case Team Leader, Monitor Group (2002 - 2009)

Awards and Honors

  • Habicht Early Career Research Award, Hankamer School of Business (April 2023)


Basic or Discovery Scholarship

"Doing Relationship Work: A Theory of Change in Consumer-Brand Relationships," Journal of Consumer Research, Vol. 48, No. 4, (2021), pp. 610–632 (coauthors: Danielle Brick, Susan Fournier).

"An Assessment of Attachment Style Measures in Marketing," European Journal of Marketing, Vol. 54, No. 12, (2020), pp. 3015-3049 (coauthors: Meredith David, Kealy Carter).

"How Brands Acquire Cultural Meaning," Journal of Consumer Psychology, Vol. 29, No. 3, (2019), pp. 519-534 (coauthors: Susan Fournier).

"Consumers' Relationships with Brands," Current Opinion In Psychology, Vol. 10, No. August, (August 2016), pp. 129-135 (coauthors: Fournier Susan).

"Relating Badly to Brands," Journal of Consumer Psychology, Vol. 23, No. 2, (2013), pp. 253-264 (coauthors: Susan Fournier).

"Brand Flings: When Great Brand Relationships are Not Built to Last," , London: Routledge/Taylor & Francis Group, 2012, pp. 74-96 (coauthors: S. Fournier, M. Breazeale, M. Fetscherin, Susan Fournier).

"Brands as relationship partners: Warmth, competence, and in-between," Journal of Consumer Psychology, Vol. 22, No. 2, (2012), pp. 177-185 (coauthors: Susan Fournier).

Presentations and Proceedings

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