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Global-Communications Scholar Joins FIU's School of Journalism and Mass Communication.

Sigal Segev, Ph.D., Underlines School's Increased Research and Global Communications Priorities

MIAMI -- Florida International University's School of Journalism and Mass Communication today announced the appointment of Sigal Segev, Ph.D., as assistant professor in the school's advertising and public relations department. Segev has extensive experience in global marketing communications and is an authority in the field of consumer behavior research at the national and international level.

"Dr. Segev possesses a wide range of industry and academic experience that strengthens our school's research and teaching faculty," said Lillian Lodge Kopenhaver, SJMC dean. "She has excellent teaching credentials and has been an active contributor in the area of consumer research."

Segev brings to her position three inter-related spheres of communications research focused on: global consumer behavior, green branding, multiculturalism communications. Her research examines the interface between consumer insights and their implications to communications and advertising. Her recent work, "Consumer Loyalty among Immigrants: The Relationship between Ethnicity, Change-Seeking Tendency and Consumer Loyalty and the Mediating Role of Acculturation," was accepted at the premiere conference for the Academy of Marketing Science. An additional paper, titled, "What It Means to Go Green: Consumer Perceptions of Green Brands and Dimensions of Greenness," in which Segev co-authored with two of her colleagues, was accepted by the American Academy of Advertising. The paper's focus is to delineate perceptions of green brands and green branding and to illuminate dimensions of greenness from consumers' perspective.

Segev teaches undergraduate and graduate courses on a number of topics related to mass communications, especially in the area of communications research and in global communications. Segev earned a Bachelor's degree in Political Science and Arabic from Tel Aviv University, a Master's in Advertising & Public Relations from Florida International University and a Ph.D. in Communications from the University of Leicester, England. Before joining FIU, she worked in several communications capacities, including Marketing Communications Director for Surf Communication Solutions, a telecommunications company with offices in the U.S., Europe and Asia-Pacific.

"Our school's commitment to expand global and strategic communications course offerings at both the graduate and undergraduate levels is bolstered by having Dr. Segev join our tenure-track faculty," added Kopenhaver.

About the School of Journalism and Mass Communication at Florida International University
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Publication:Business Wire
Geographic Code:1U5FL
Date:May 11, 2010
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