Reto   Felix

Assistant Professor  

Office: ECOBE 211K
Phone: (956) 665-2579

Dr. Reto Felix

Selected Publications

  • Reto Felix, Philipp Rauschnabel, and Chris Hinsch. "Elements of Strategic Social Media Marketing: A Holistic Framework," Journal of Business Research 70, (2017): 118-126.

  • Reto Felix, Christian Hinsch, and Philipp Rauschnabel. "Dominium Terrae: A Multilevel Analysis on the Relationship between Religiousness and Environmental Concern," 2017 Winter AMA Conference, 28, February 2017: E17-E18.

  • Agarzelim Alvarez, Reto Felix, "Strategic Customer Engagement: A Decision-Making Framework," 2017 Winter AMA Conference, 28, February 2017: C26-27.

  • Reto Felix and Karin Braunsberger. "I Believe Therefore I Care: The Relationship Between Religiosity, Environmental Attitudes, and Green Product Purchases in Mexico," International Marketing Review 33, no. 1 (2016): 137-155.

  • Philipp Rauschnabel, Reto Felix, and Christian Hinsch. "Managing the Pinball: Dimensions of Strategic Social Media Marketing," 2016 AMA Winter Conference, February 2016.

  • Eva Gonzalez, Reto Felix, Lorena Carrete, Edgar Centeno, and Raquel CastaƱo. "Green Shades: A segmentation Approach Based on Ecological Consumer Behavior in an Emerging Economy," Journal of Marketing Theory & Practice 23, no. 3 (2015): 287-302.

  • Reto Felix. "Market Orientation Plus: Antecedents and Consequences of Market Orientation and Corporate Social Responsibility in Mexico," Journal of Global Marketing 28, no. 3-5 (2015): 172-188.

  • Reto Felix, Arash Hosseinzadeh, and Arne Baruca. "Because It Makes Me Feel Good: Moderation and Mediation Effects in Cause-Related Marketing," 2015 Society for Marketing Advances Conference, November 2015.

  • Reto Felix and Adilson Borges. "Celebrity Endorser Attractiveness: Visual Attention and Implications for Ad Attitudes and Brand Evaluations," Journal of Brand Management 21, no. 7-8 (2014): 579-593.

  • Reto Felix. "Multi-Brand Loyalty: When One Brand is Not Enough," Qualitative Market Research: An International Journal 17, no. 4 (2014): 464-480.

Selected Grants and Fellowships

  • Reto Felix. Faculty Development Program Grant - Spring 2015, $2,000.00 (2015 - 2015)

  • Reto Felix. Supplemental Funds for the Junior Faculty Travel Program, $500.00 (August 10, 2014)

  • Reto Felix. Undergraduate Research Initiative Grant, $1,615.00 (January 9, 2014 - July 31, 2014)

Selected Presentations

  • Reto Felix. "Selling Your Soul to the Devil: Consumer Reactions to Offshoring and Changes of Country-of-Origin," 2015 AMA Winter Conference, (February 2015)

Current Courses

MARK 6310 01 - Marketing Strategy:
Course Evaluations
MARK 8322 02 - Scholarship Sem:
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MARK 8371 01 - Marketing Topics:
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Previous Courses