Alvarado-Karste, Diego

5300 Par Drive
Apt. 2426
Denton, Texas 76208
United States
view phone9402689835
CV Link:
CV - Diego Alvarado-Karste
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My research is motivated by my personal business experience and my curiosity about how individuals engage and become passionate about rivalries. Therefore, the primary focus of my research falls under the theoretical and practical areas of rivalries emotions, attitudes, product/brand management, and transformative consumer research. I employ a variety of field, lab, and online experiments to generate insight into how social comparison and rivalries activate emotions that influence the way consumers choose brands and products.


My research stream examines whether brand rivalries can be formed and why they influence consumer’s perceptions of brands and subsequent intentions to purchase. I propose a new model that incorporates the emotional side of rivalries, beyond current research, to demonstrate that inequity and resentment are the drivers of these unique relationships. Furthermore, I posit that when rivalries are formed, there are consequential downstream effects in consumer choices, namely, that consumers will increase recall of brands that engage in rivalries. However, they will side with the brand that enhances their self-identity.


I find teaching to be an incredibly rewarding experience through which I can grow with my students and give back to the field. My aspirations as a university professor are to inspire and prepare students to be skilled, creative, bold, and to think critically so that they can be ready for any marketing job. I believe that marketing is both an art and a science, requiring a hands-on approach to cultivate knowledge and innovative thinking to generate growth. My overall teaching philosophy is based on two main principles: Engage students with an interactive learning environment, and Create through real-life applications.

Additional Information

Ph.D: May 2020, University of North Texas

Email Address for Contact:

Cell Phone Number: 9402689835

Research Areas: Rivalries, Consumer Behavior, Culture, Anthropology

Ph.D. Marketing, Consumer Behavior
MBA Entrepreneurship
B.S. Economics

Previous Work Experience :
Chief Marketing Officer at "Lacteos San Antonio". Cuenca, Ecuador. 2009 - 2016

Publications and Awards:
Medal of Honor "Dolores J. Torres" for "fighting equality through advertising"

"Best marketing campaign" - 2016 - Observatorio Ciudadano de Comunicacion - Ecuador.