Loyola University Chicago

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Loyola University Chicago

Quinlan School of Business

Faculty and Staff

Mary Ann McGrath

Title/s: Director, Intercontinental MBA Program, Professor

Office #: Maguire 446

Phone: 312.915.6136

E-mail: mmcgrat@LUC.edu


Research Interests

Professional & Community Affiliations

Professional Activities

Courses Taught

Consumer Behavior

Integrated Marketing Communications

Fundamentals of Marketing/Marketing Management

Cross-Cultural Dimensions of International Management and Marketing

Selected Publications

Refereed Articles 

McGrath, M., J.F. Sherry, N. Diamond. “Discordant Brand Ideology in the House of Barbie.” Qualitative Marketing Research. 16(1) (2013).

McGrath, M., M. Ren, T. Li. “An Alternative Conceptualization of IMC:  An Exploratory Study of Mobile Marketing in China.” International Journal of Integrated Marketing Communications. (2011). 53-64.

McGrath, M., N. Diamond, J. Sherry, S. Borghini, R. Kozinets, A. Muniz. "American Girl and the Brand Gestalt: Closing the Loop on Socio-cultural Branding Research." Journal of Marketing. (2009).  

McGrath, M., S. Borghini, J. Sherry, Nina Diamond, R. Kozinets, A. Muniz. "Why Are Themed Brandstores so Powerful? Retail Brand Ideology at American Girl Place." Journal of Retailing. (2009).  

McGrath, M., S. Borghini, C. Otnes. "European Advances in Consumer Research." Association for Consumer Research. 8 (2008).  

Conference Proceedings

McGrath, M., C. Otnes, S. Borghini. Proceedings of the European Association for Consumer Research Conference. Milan, Italy.  July 2007. 

Book Chapters 

McGrath, M., N. Diamond, S. Broghini, J. Sherry, A. Muniz, R. Kozinets. "Allomother as Image and Essence: Animating the American Girl Brand." Exploring Consumer Culture Theory. New York: Routledge, 2009.  

Presentation of Refereed Papers 

McGrath, M.,  S. Borghini, N. Diamond, R. Kozinets, A. Muniz, J. Sherry Jr. “Why Are Themed Brandstores so Powerful?  Retail Brand Ideology at American Girl Place.” American Marketing Association Winter Educator’s Conference. Austin, Texas. 18-20 February 2011.

McGrath, M., N. Diamond, S. Fogel, J. Xu. “Consumer Conceptualizations of Credit:  A Comparison Across Four Cultures.”  Chicago Consumer Culture Consortium. DePaul University, Chicago, Illinois. 6 May 2011.

McGrath, M. “The Development of IMC in China.” Macromarketing Conference. The College of William and Mary. Williamsburg, Virginia.  5-8 June 2011.

Mc.Grath, M., N. Diamond, S. Fogel, J. Xu. “Experiencing Industry Legitimation:  Consumer Constructions of Credit Card Meaning in Four Countries.” Consumer Culture Theory Conference. Kellogg Graduate School of Management Northwestern University, Evanston, Illinois.   6-10 July 2011.

McGrath, M. “Eight Lessons U.S. Business Schools Can Learn From China.” AACSB Part Time MBA Conference. Temple University, Philadelphia, Pennsylvania. 12-14 October 2011.

McGrath, M., W.J. McGrath. “Opportunities and Risks in the China Environment.”  South Africa Conference of the Center for International Legal Studies. Durban, South Africa. 9-13 November 2011.

McGrath, M. “Can You Hear Me Now:  Mobile Advertising in China.” Direct/Interactive Marketing Research Summit. San Francisco, California.  9-10 October 2010.

McGrath, M. “How Commercial and Cultural Hybridity Shape Retail Spectacle:  Flagship Architourism at the House of Barbie Shanghai.” Consumer Culture Theory Conference. University of Wisconsin, Madison, Wisconsin.  June 2010.

McGrath, M. “Mobile Advertising in China,” Chicago Direct Marketing Association Academic Roundtable.  DePaul University, Chicago,  Illinois. 6 May 2010.

McGrath, M. “Living in the Matrix:  A Consumer Behaving in China.”  Chicago Consumer Culture Community. Loyola University Chicago. October 2008.

McGrath, M. "Allomother as Image and Essence: Animating the American Girl Brand." Consumer Culture Theory Conference. York University, Toronto, Canada. 2008.

McGrath, M. "Integrating the Collegiate ECHO in Direct and Interactive Marketing Courses." Direct/Internative Marketing Research Summit. Las Vegas, Nevada. 2008.

McGrath, M. "Keeping It Fresh: Enhancements and Web-Play in an IMC Campaign." AACSB Part Time MBA Conference. Pepperdine University, Los Angeles, California. 2008.

McGrath, M. "Integrated Marketing Communication in Promoting Graduate Business Education." AACSB Part-Time MBA Conference.  Washington University, St. Louis, Missouri. 2007.

McGrath, M. "American Girl: The Family Brand." Chicago Association of Direct Marketing Educational Foundation Academic Update. Chicago, Illinois. 2007.

McGrath, M.,  A. Reilly. "Innocents Abroad: Doing Student Research in a Cross-Cultural Setting." Marketing Managment Spring Conference. Chicago, Illinois. 2005.

McGrath, Mary. "Creating and Enacting Family through Consumption." European Conference of the Association for Consumer Research. Gutenberg, Sweden. 2005.


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