Heather Dretsch
Assistant Professor of Marketing
Department of Business Management
Nelson Hall 2316
Bio
Follow Heather Dretsch on Twitter @drdretsch.
Education
Ph.D. Marketing University of Maryland 2014
Area(s) of Expertise
Branding, Luxury, Advertising, Millennials/GenZ
Publications
- Designing Brand Cocreation Activities to Increase Digital Consumer Engagement , JOURNAL OF INTERACTIVE MARKETING (2023)
- Brand Secret Micro-Collectives , JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCH (2021)
- Who needs a reason to indulge? Happiness following reason-based indulgent consumption , International Journal of Research in Marketing (2018)
- Hearing their Voice: When Brand Co-Creation Leads to Social Brand Engagement , Consumer Psychology in a Social Media World (2015)
- The dynamics of consumer behavior: A goal systemic perspective , Journal of Consumer Psychology (2012)
Honors and Awards
- NC State Outstanding Teacher Award, 2019-20
- Member of NC State’s Academy of Outstanding Teachers
- Marvin A. Jolson Outstanding Marketing Doctoral Student Award, Robert H. Smith School of Business, 2012
- Top 15% Teaching Award, Robert H. Smith School of Business, 2010–11
News
- Heather Dretsch Explains Why Gen Z is Layering Their Social Media Time (Nov. 10, 2022)
- Gen Z Want to Go Behind-the-Scenes with Brands on TikTok and Instagram (Oct. 14, 2022)
- What Gen Z and Millennials Want on Instagram vs. TikTok (Sept. 22, 2022)
- Heather Dretsch on Branding for Generation Alpha (September 23, 2022)
- Heather Dretsch Shares the Right Way to Engage with Consumers on Social Media (July 1, 2022)
- Current Insights for Local Brands Who Use Instagram (April 25, 2022; Poole Thought Leadership)
- Heather Dretsch Explains Why Generation Alpha Will Choose Their Parents Brands (March 10, 2022)
- Meet the Mini Millennials: Generation Alpha (Oct. 1, 2021; Poole Thought Leadership)
- Heather Dretsch Breaks Down How to Market to Gen Alpha (Aug. 12, 2021)
- Conveying Authenticity Amidst Uncertainty (May 2020; Poole Thought Leadership)
- Brand Identity in a Changing World (May 2020; Poole Thought Leadership)
- Win-Win for Poole Students and Trophy Brewing (February 2019, Poole Digital Magazine)
- More than Avocado Toast (Raleigh Magazine, March 2019)
- Poole College Research Takes Aim at Unlocking Mystery to Better Brand Secrets (February 2020; Poole Thought Leadership)