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Dr. Eric Van Steenburg
Contact Info

JMU Faculty Eric Van SteenburgAssistant Professor of Marketing

Started at JMU: August 2013

Ph.D. – University of North Texas
M.A.  – University of Texas at Dallas
B.A.  – University of Texas at Austin

Professional Interests: nonprofit marketing, political marketing, consumer behavior, persuasive communications

Personal Interests: bicycle riding, spinning, music (jazz and alternative rock), Arsenal soccer, UT football, Dallas Stars hockey

Current courses taught:

MKTG 470 Strategic Internet Marketing

MKTG 385 Consumer Behavior

MKTG 388 Retail Marketing

MKTG 384 Integrated Marketing Communications

Key Publications:

Cowan, Kirsten, Audhesh K. Paswan, and Eric Van Steenburg (forthcoming), “When Partnership Benefits Mitigate Power Asymmetry,” accepted for publication at Industrial Marketing Management.

Van Steenburg, Eric (forthcoming), “Areas of Research in Political Advertising: A Review and Agenda,” accepted for publication at International Journal of Advertising.

Guzmán, Francisco, Audhesh K. Paswan, and Eric Van Steenburg (2014), “Self Referencing and Political Candidate Brands: A Congruency Perspective,” Journal of Political Marketing, 14 (1/2).

Van Steenburg, Eric, Nancy Spears, and Robert O. Fabrize (2013), “Point of Purchase or Point of Frustration? Consumer Frustration Tendencies and Response in a Retail Setting,” Journal of Consumer Behaviour, 12 (5).

Spears, Nancy, Marla B. Royne, and Eric Van Steenburg (2013), “Are Celebrity-Heroes Effective Endorsers? Exploring the Link between Hero, Celebrity, and Advertising Response,” Journal of Promotion Management, 19 (1), 17-37.

Van Steenburg, Eric (2012), “Consumer Recall of Brand Versus Product Banner Ads,” Journal of Product & Brand Management, 21 (6), 452-464. 

Van Steenburg, Eric and Nancy Spears (2011), “Understanding the Relationship between Brand Loyalty, the Prevailing Economic Environment, and Optimum Stimulation Level,” Journal of Brand Management, 18 (8), 597-610.

Positions held: 

  • Editorial Review Board, Journal of Product & Brand Management, 2013-present

  • Reviewer, Journal of Services Marketing, 2012-present

  • Mu Kappa Tau, National Executive Committee, Vice President, 2012-present

  • Advisory Board, Division of Communications Studies, SMU, 2008-present

  • Sustainability Council Operations and Land Use Committee, UNT, 2011-2013

  • Mu Kappa Tau Marketing Honor Society, Chapter President, UNT 2012-2013

  • Beta Gamma Sigma Honor Society, Chapter Vice President, UNT 2010-2012

  • Professional Mentor, Division of Communications Studies, SMU, 2011-2012

  • Mustang Foundation Advisory Board, SMU, 2004-2006


AMA Sheth Foundation Doctoral Consortium Selection, 2012

SMA Doctoral Consortium Fellow, 2012

Mayor, City of Dallas, Special Recognition for Exemplary Service to Parks & the Community, 2009

Dallas City Council, Special Recognition for Dedication & Beautification, 2009

Center for Nonprofit Management, Excellence in Communications in Honor of Robert Miller, 2007