Felipe Thomaz

Doctoral Candidate in Marketing
255 Mervis Hall


Ph.D. Marketing, University of Pittsburgh
MBA (Marketing and Finance), University of Pittsburgh
B.S. Animal Sciences, University of Florida


BMKT 1481 – Brand Management


Felipe Thomaz joined the doctoral program in 2009, just after the completion of his masters degree, also from the Joseph M. Katz Graduate School of Business. His research focuses on empirically modeling marketing strategy issues. Currently, this research is leading to the incorporation of social networks into the understanding of brand and firm performance, as well as the development of managerial metrics that rely on abundant and timely social media data.

Working Papers

"What Drives Brand Sentiment in Social Media? A Network Theory Perspective" with Vanitha Swaminathan and Andrew Stephen

"Sarbanes-Oxley and Marketing Risk Aversion" with John Hulland, Leonce Bargeron, and Chad Zutter

"When do Marketing Alliances Create Value? The Role of Alliance Type in Moderating Value Creation in Marketing Alliances" with Vanitha Swaminathan

Awards and Honors

AMA-Sheth Foundation Doctoral Consurtium Fellow, 2012

Teaching Award, Spring 2012 (Brand Management)

Giant Eagle Fellow 2009-2010