Meet the Staff

Director and Associate Professor, Dr. Sindy Chapa

Dr. Sindy Chapa

Dr. Sindy Chapa is the Director of the Center for Hispanic Marketing Communication at Florida State University (FSU). She is one of the country’s leading researchers on cross-cultural consumer behavior and how it relates to marketing, advertising, and all other aspects of business. A faculty researcher at FSU, Dr. Chapa, also teaches popular courses on Hispanic marketing and advertising strategy. Dr. Chapa previously served on the faculty of Texas State University where she co-founded the Center for the Study of Latino Media and Markets.

Dr. Chapa co-authored Hispanic Marketing: The Power of the New Latino Consumer and has been published in other books and top academic journals. Her work can be found in the International Journal of Advertising, Journal of Advertising Research, International Business & Economics Research, Journal of Marketing Communication, Journal of Spanish Language Media, Journal of Consumer Behavior, Journal of Multidisciplinary Business Review, Journal of Current Issues and Research in Advertising, and in Consumption, Markets, and Culture: Resonant Representations. She is a member of the Coca-Cola Company Hispanic Council and serves in the executive committee of FELAFAC (The Latin American Schools of Communication), ALMMACR (Association of Latino Media and Market Communication Research), and on the editorial review board of the Journal of Spanish Language Media and Journal of Cultural Marketing.

Dr. Chapa earned both an MBA and Ph.D. in International Business from St. Thomas University and the University of Texas-Pan American. She is originally from Tamaulipas, Mexico. She is also the proud mother of three young boys, all going through the very same processes of acculturation she highlights in her research.

View Dr. Sindy Chapa's Resume
View Dr. Sindy Chapa's Video

 

Founder and Emeritus Director, Dr. Felipe Korzenny

felipe korzenny
Dr. Felipe Korzenny

In the Fall of 2003, Felipe Korzenny, Ph.D. became Professor of Advertising and Integrated Marketing and Management Communication at Florida State University (FSU).  He received a B.A. in Advertising from the Universidad Iberoamericana in Mexico City, Mexico; an M.A. in Communication Research from Michigan State University; and a Ph.D. in Communication Research from Michigan State University. Prior to joining Florida State University, Dr. Korzenny founded Hispanic & Asian Marketing Communication Research  to help Fortune 1000 companies open doors to culturally diverse markets. H&AMCR was one of the first companies in the United States to explore multicultural market research. In 1999 H&AMCR merged with Cheskin to serve clients with integrated research and consulting services. He is co-author of the book written with his wife, Betty Ann, Hispanic Marketing, 2nd Edition: Connecting with the New Latino Consumer, published by Routledge, 2011.

 

Co-Founder, Dr. Betty Ann Korzenny

Dr. Betty Ann Korzenny
Dr. Betty Ann Korzenny

Betty Ann Korzenny, Ph.D. is the Co-Founder and Senior Advisor of the Center for Hispanic Marketing Communication at Florida State University. She is co-author with her husband, Dr. Felipe Korzenny, of the book, Hispanic Marketing: A Cultural Perspective, published by Elsevier, 2005, and Hispanic Marketing, 2nd Edition: Connecting with the New Latino Consumer, published by Routledge, 2011.

Her professional responsibilities prior to FSU, were as COO of Hispanic & Asian Marketing Communication Research and Cheskin. She also has held management positions in aerospace, technology and banking institutions with responsibilities for strategic planning and organizational development.

Korzenny received a Ph.D. from Michigan State University in Administration and Higher Education, an M.A. from Michigan State University's Program of Graduate Education Overseas in Education, and a B.A.from Vassar College in Child Study/Education. Her multicultural interests have predominated in both her academic and business experience.

CHMC STUDENT VOLUNTEERS

Meet all our excellent students!

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Jenny Cen

Social Media Intern

Jenny is an international student from the Republic of Panama, double majoring in Digital Media Production and Information, Communication and Technology, along with an undergraduate certificate in Multicultural Marketing Communication. She has a strong interest in video production and social media management, and she enjoys acquiring new skills in these areas. Additionally, Jenny loves learning new languages. Fluent in Spanish, English, and Mandarin, she is excited to help and volunteer at the Center for Hispanic Marketing Communication.
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Camila Fernandez

Research Assistant

Camila Fernandez is an undergraduate student at Florida State University pursuing a degree in Finance with a minor in Business Analytics. Born in São Paulo, Brazil, with Venezuelan roots, she also considers Panama home. She’s been a ballet dancer since childhood and enjoys staying active and traveling in her free time. Outgoing and curious, she’s always eager to learn new things—qualities that help her in her role as a research assistant at the Center for Hispanic Marketing Communication.
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Tatiana Garcia

Research Assistant

Tatiana is a first-generation sophomore pursuing a dual degree in Advertising and Information, Communication, and Technology with a Spanish minor. She was born in Florida to Uruguayan parents but grew up in Cancun, Mexico. She is a part of the Honors Program, Campus Recreation, Best Buddies, and Alpha Chi Omega Sorority, and loves to get involved on campus. At the Center for Hispanic Marketing Communication, she is mainly involved with the research committee. As a bilingual student from abroad, she is excited to work with other Hispanic students like her and explore what the center has to offer.
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Ashley Johns

Research and Conference Coordinator

Ashley is a proud two-time graduate at FSU who is currently pursuing her doctoral degree in Communication Theory and Research. Previously the Director of the Diversity & Inclusion Institute on campus, Ashley is dedicated to researching and educating on the impact of inclusive practices in corporations on consumer perceptions. Research interests include topics such as LGBTQIA+ marketing initiatives, corporate social responsibility, and brand activism. The Center for Hispanic Marketing Communication has become a home on campus and she enjoys volunteering where she can. In her spare time, you can find her working on research while sipping coffee and petting her dog.

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Luis Montoya

Internal Communication Assistant

Luis is a first-generation senior pursuing a dual bachelor's degree in Business Management and Marketing. He intends on pursuing his master's degree in Sports Management after his graduation in May. Luis' interests include fitness, sports data, digital design, and cooking. In the future, he wants to work for his favorite NBA team, the Miami Heat. He is also currently a member of the American Marketing Association at FSU.
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Isabella Nisi

Digital Media Intern

Born and raised in Venezuela, Isabella Nisi is an undergraduate student currently pursuing a Bachelor of Sciences in Digital Media Production along with a certificate in Multicultural Marketing Communications at Florida State University. Isabella is passionate about writing, storytelling, video production and post production, graphic design, and animation. She is excited to keep growing her skills while helping the Center for Hispanic Marketing.
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Alessandra Noli Peschiera

Associate Director, Center for Hispanic Marketing Communications

A native of Panama City, Republic of Panama, Alessandra is currently completing her doctoral degree in Communication Theory and Research. She is a proud two-time FSU graduate, completing her undergrad in Public Relations and Creative Writing with a minor in Psychology in 2016 and then her master's degree in Integrated Marketing Communication in 2018. After graduation, she returned home to Panama and worked in the private sector and later in the Inter-American Development Bank, working on programs to improve the sustainable development of the country. She is now excited to be back at FSU furthering her education, and actively volunteering at the Center for Hispanic Marketing Communication.
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Valeria Peñate

Director's Assistant

Hi everyone! My name is Valeria Peñate and I’m an international student from Panama City, Panama. I moved to Tallahassee 3 years ago to finish my undergrad degree and graduated in 2022 with a Bachelor of Science in Marketing and Management from FSU. Now I’m pursuing my Master’s in Integrated Marketing Communications along with a graduate certificate in Multicultural Marketing Communication.
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Katherinne Peralta

Research and Digital Media Specialist

Katherinne Peralta is currently pursuing her master's degree in public Interest Media and Communication, along with a graduate certificate in Multicultural Marketing Communication. She graduated from FSU with a B.S. in Digital Media Production and a minor in Film Studies. Katherinne's expertise includes video production, post-production, photography, and TV broadcasting. Her research interests encompass emerging technologies, AI in media, and media analysis.
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Sophia Quevedo

Director of External Relations

Sophia is an undergraduate student perusing a degree in Marketing with a major in Professional Sales. On campus, Sophia is the Secretary of the Sales Club and a member of the Bilingual Sales Team, where she hones her skills in relationship-building and cross-cultural communication. She is passionate about connecting with diverse audiences and hopes to make a meaningful impact in the marketing and sales industries.
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Santiago Reyes

Marketing Director

Santiago Reyes is pursuing a master's degree in Integrated Marketing Communication, along with a graduate certificate in Multicultural Marketing Communication. He holds dual B.S. degrees in Digital Media Production and Marketing from Florida State University, with a minor in Hispanic Marketing. Santiago specializes in video production, post-production, graphic design, and digital marketing.
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Hector Rodriguez

Chief Internal Communication Officer

Hector is a Graduate Student Pursing his second master's degree in strategic communications alongside the Multicultural Marketing Communication graduate certificate. Born and Raised in Dominican Republic, he moved to the U.S in pursuit of better education.
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Andrea Sacasa

Internal Communication Specialist

Born and raised in Managua, Nicaragua, Andrea embarked on her undergraduate journey through FSU's 2+2 program, completing her initial two years in the Republic of Panama. Now a junior, she is pursuing a degree in Advertising with a minor in Business and the Undergraduate Certificate in Multicultural Marketing Communication. Actively involved on campus, she is a member of Strike Magazine and Lambda Pi Eta, the Communication Honors Society. Andrea's passion for art and creativity, cultivated since childhood, fuels her role as an Internal Communication Specialist at the Center for Hispanic Marketing Communication.
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Melany Sarcevic

Public Relations Coordinator

Melany is a first-generation undergraduate student born in Caracas, Venezuela. She is studying Professional Public Relations to achieve a combined Bachelors and Masters pathway degree. She is active in diverse programs across campus such as Student Government, CARE, and the Hispanic/Latin Student Union. Melany hopes to use her skills in communication to give a voice to all and eventually serve as a Chief Communications Officer.

Affiliated Researchers

Meet the official CHMC-affiliated researchers. Their work grows knowledge and opportunities here at the Center!

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Jaejin Lee

Researcher

Jaejin Lee (Ph.D. in Mass Communication, University of Florida), is an associate professor in the College of Communication and Information at Florida State University. Her research interests include Consumer Behavior, Branding, Socially Responsible Consumption, CSR & Cause-related Marketing, Social Marketing, New Media, and Health Communication. She has published her research in Journal of Interactive Advertising, Journal of Promotion Management, Journal of Marketing Communications, Journal of Business research, International Journal of Business and Management, etc.
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Enrique Becerra

Researcher

Dr. Becerra is an associate professor in marketing in the McCoy College of Business Administration at Texas State University. His research has been published in the Journal of Advertising Research, Journal of The Academy of Marketing Science, Journal of Business Research, and European Journal of Marketing among others. Dr. Becerra’s research revolves around culture, ethnicity, and identity and their effects on consumers, including effects on advertising, retailing, and consumption.
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Sonia Esther González-Moreno

Researcher

Sonia Esther González-Moreno holds a PhD in Education, Arts, and Humanities from the Autonomous University of Chihuahua. She holds a Master's degree in Business and Information Technology from the University of Cantabria, as well as studies in Business Administration and Marketing with an emphasis on Mass Media from the University of the Ozarks in the United States. She currently works as a full-time professor and researcher at the Autonomous University of Chihuahua, where she holds the recognition of National Researcher Level 1 by the SECIHTI (National Research Institute). Her outstanding academic output includes publications in renowned publishers such as Springer, Routledge, and IGI Global, as well as in various indexed academic journals. She also serves as editor of the Economicus Journal of Business and Economics Insights and is a member of the UACH-CA-157 Faculty in Business Economics and Technological Innovation. With a solid professional background, Sonia has significant experience in foreign relations and trade, having worked for the Arkansas Trade Office for Latin America. She also has over a decade of experience in the radio industry in the state of Chihuahua, where she excelled in communications.
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Edgar Hernandez

Researcher

Dr. Edgar is an independent consultant and the founder of HZ Estrategias Empresariales, an initiative created to support micro-entrepreneurs in starting and strengthening their businesses. He holds a Ph.D. in Regional Development from El Colegio de Tlaxcala and a Master’s degree in Administration from the Faculty of Economic and Administrative Sciences at U.A.T.. In addition, he enhanced his academic training with a Diploma from the International Resource Center for Civil Organizations (CERI) in 2023. Throughout his career, he has received numerous recognitions, including certification as a Scholar in International Business and his appointment as a Candidate Member of the National System of Researchers (SNI) by the National Council of Science and Technology, bth in 2023. He has published a wide range of academic articles, as well as his very own book, "The Process of Business Negotiation in Complex Conditions" published in 2014.
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Jesús Palma-Ruiz

Researcher

Jesús Manuel Palma-Ruiz holds a Ph.D. in Business and Management from the University of Cantabria in Spain, a Master’s in Administration from Tecnológico de Monterrey in Mexico, and a double major in Management and Marketing from the University of the Ozarks in the U.S. He was awarded scholarships by the Walton Family Foundation (U.S.), Fundación Carolina (Spain), and Mexico’s current SECIHTI. He currently serves as Secretary of Research and Graduate Studies at the Faculty of International Economics, Universidad Autónoma de Chihuahua, and leads the UACH-CA-157 research group in Business Economics and Technological Innovation. He is a Level 1 National Researcher with SECIHTI and editor of Economicus Journal of Business and Economics Insights. His academic work includes publications with Springer, Routledge, and IGI Global, as well as indexed journals. With over 10 years of teaching and research experience, he has worked at Tecnológico de Monterrey, the University of Cantabria, and Universidad Autónoma de Chihuahua, and has professional experience in finance, manufacturing, and services with companies like General Motors and Sheldhal de México.