Christina S. Simmers

Dr. Christina S. Simmers is a distinguished Marketing Professor at Missouri State University, where she has been contributing to the academic community with her extensive expertise in consumer behavior and marketing strategies. She earned her PhD in Business Administration from Louisiana State University, an MBA from Nicholls State University, and a BS in Hotel, Restaurant, and Tourism Administration from the University of New Orleans. Her academic journey has equipped her with a robust foundation in both theoretical and practical aspects of marketing. Dr. Simmers' research interests are diverse and include consumer behavior, promotion issues, cross-cultural comparisons, and generational cohorts. Her work often explores the intricate dynamics of how different generations and cultures perceive and interact with marketing efforts. This focus has led her to publish several influential papers, including "The Importance of Fashion: The Chinese and U.S. Gen Y Perspective" in 2014, which delves into the fashion preferences of Generation Y across different cultural contexts. In addition to her research on fashion, Dr. Simmers has also examined the role of celebrity endorsements in marketing. Her 2009 publication, "Examining the Effectiveness of Athlete Celebrity Endorser Characteristics and Product Brand Type: The Endorser Sexpertise Continuum," investigates how the characteristics of athlete endorsers can influence consumer perceptions and brand effectiveness. This study has contributed significantly to understanding the nuances of celebrity endorsements in marketing. Dr. Simmers' contributions to the field have been recognized with several prestigious awards. She has received the Distinguished Research Award from the Institute for Global Business Research, highlighting her impact on global marketing practices. Additionally, she was honored with the Research Award from the International Academy of Business and Public Administration Disciplines Conference, further cementing her reputation as a leading scholar in her field. Beyond her research, Dr. Simmers is dedicated to mentoring the next generation of marketers. She is known for her engaging teaching style and her commitment to fostering a dynamic learning environment for her students. Her passion for marketing and education continues to inspire those around her, making her a valued member of the Missouri State University faculty.