Dr. Larry Chiagouris is Professor of Marketing whose research covers branding, digital marketing and integrated marketing communications. He joined the Lubin School of Business in 2002 and serves as the faculty advisor for the Ad Club, a student-run organization. He also serves as the faculty advisor for the Brand Marketing Team. Dr. Chiagouris’s teaching interests include integrated marketing communications, media planning and buying and principles of marketing and regularly teaches courses such as Principles of Marketing, Advertising & Promotion and Media Planning & Buying. Dr. Chiagouris was recently recognized for his work in advertising research by being selected as the Co-Editor of the special 50th Anniversary Edition of the Journal of Advertising Research.
Dr. Chiagouris has served as a journal reviewer for the Journal of Advertising Research since 2002, the Journal of Internet Commerce since 2004 and in the past, has also served as a reviewer for the Journal of Consumer Marketing. Dr. Chiagouris has previously served as a member of the board of directors of prominent industry organizations, including the American Marketing Association and also, the Advertising Research Foundation.
Dr. Chiagouris is frequently asked to provide his opinion on current marketing topics and has been interviewed by The Wall Street Journal, CNN, The New York Times and several other highly respected news organizations over the past 3 years. In 2006, he was the recipient of a United States Department grant to lecture across Europe on the topic “Branding in the New Media Environment”. In 2011, Dr. Chiagouris was asked to construct the sections in the Wiley Encyclopedia for the topics Comparative Advertising and also for Marketing Functions on the Internet.
Kirk, C., Chiagouris, L., Lala, V., Thomas, J. (2015). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?. Journal of Advertising Research. 55(1), 1-14.
Chiagouris, L., Williams, M.A., (2014). If we Build it will they Stay?: User Generated Content and Website Effectiveness. Journal Of Marketing Management. 2(3), 1-17.
Brusseau, J., Chiagouris, L., Brusseau, R. (2013). Corporate Social Responsibility: To Yourself Be True. Journal of Global Business and Technology. 9(Spring 2013), 11 plus diagram. Read More >>
Larry Chiagouris, a professor of marketing at Pace University, said that because most people don’t pay attention to law firm advertisements, firms need to be creative. “Offer up language that has not been seen 100,000 times before,” he said. “I think it's important to know that law firms typically won't use this language in court or before a judge.”
Lubin Professor Larry Chiagouris speaks to WalletHub about loud budgeting, a trend where people openly share their spending limits with friends and family.
"When Michael Jordan—the Greatest of all time basketball player—was pressured about providing a political endorsement, he informed the sports media world that 'Republicans buy sneakers, too,'" said Professor Larry Chiagouris, brand marketing and advertising expert at Pace University. "His intent was clearly that his craft was a sports star and not someone who is expert at telling someone who to vote for or who to vote against."