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Velitchka Kaltcheva, Ph.D. - Loyola Marymount University. Los Angeles, CA, US

Velitchka Kaltcheva, Ph.D.

Professor of Marketing, College of Business Administration | Loyola Marymount University



You can contact Velitchka D. Kaltcheva at Velitchka.Kaltcheva@lmu.edu.

Velitchka D. Kaltcheva is an associate professor of marketing at Loyola Marymount University. She has published articles and book chapters on a number of marketing topics, including customer relationship strategies, services and retailing, and social media marketing strategies. Dr. Kaltcheva’s work has been published in premier marketing journals such as the Journal of Marketing, the Journal of Interactive Marketing, the Journal of Business Research and the Journal of Marketing Theory and Practice. Her research has been reviewed by The Economist. In 2010, she was awarded the Best Paper of the Year Award by the Journal of Marketing Theory and Practice for her article “The Impact of Customers’ Relational Models on Price-Based Defection” (with Robert D. Winsor, and A. Parasuraman).

Education (2)

University of Florida: Ph.D., Marketing 2001

Higher Institute of Economics, Bulgaria: MBA, Graduate Studies 1994


Areas of Expertise (5)

Retail Environment Impact

Marketer-Consumer Relationships

Consumer Motivation

Consumer Economics

Business Administration

Industry Expertise (2)



Articles (4)

Improving Student Presentation Skills Using Asynchronous Video-Based Projects

Journal of Management Education

Aidin Namin, Seth C. Ketron, Velitchka D. Kaltcheva, Robert D. Winsor


Given the central role that excellent presentation skills plays in management, methods for better developing these skills represent an important area of focus in business education. Rapidly evolving distributed (distance) technologies have compelled businesses to reimagine practices in most areas, and presentations are no exception. In the present study, we examine the potential advantages of video presentations—not from the perspective of the audience, but rather from the perspective of the student as immersed in the process of developing individual presentation skills. We crafted a course project where students collaborate to create a video presentation, replacing a more traditional in-class presentation. To test the effectiveness of this new approach, we conducted a study in which measures from multiple course sections using either the new video creation approach or the traditional presentation approach were compared. For the former, we found a significant improvement in students’ presentation skills on five dimensions (central message, supporting material, language, organization, and delivery) as evaluated with the authoritative Oral Communication VALUE Rubric developed by the Association of American Colleges and Universities. We describe the project and the study, and end the article with lessons learned and recommendations for expanding the project’s applications to other courses.

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Customers' relational models as determinants of customer engagement value

Journal of Product & Brand Management


The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms ‐ specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating different types of customer engagement value for the firm.

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How important are different socially responsible marketing practices? An exploratory study of gender, race, and income differences

Journal of Consumer Marketing


The purpose of this paper is to examine the importance consumers place on various types of socially responsible marketing practices, and whether the level of importance varies by gender, race, and consumers' income.

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Front-of-package product labels: influences of varying nutritional food labels on parental decisions

Journal of Product & Brand Management


This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents' food product choices for children.

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