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Jacksonville University

Office location

2800 University Blvd N
Jacksonville, FL 32211

Telephone number

(904) 256-8000


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Irina Toteva

Irina Toteva

Assistant Professor of Marketing

Davis College of Business

Email address  itoteva@ju.edu
Office location  Davis College of Business

Dr. Irina T. Toteva is an Assistant Professor of Marketing at JU’s Davis College of Business and Technology. She received her Ph.D. in Marketing from Florida Atlantic University and her B.S. in Business Administration (Marketing major, Economics minor) from University of Florida. Previously, she was an Assistant Professor of Marketing at Georgia Southwestern State University, Americus, Ga. She also brings industry experience from the retail and banking sectors. Her research interests include emotions and the self-concept, advertising effects, and brand loyalty in consumer behavior. A recent project investigates people’s perceptions and motivations for using generative AI. She has presented her research at numerous conferences and published in top marketing journals such as the Journal of Brand Management and the Journal of Retailing and Consumer Services.


Ph.D., Marketing, Florida Atlantic University

B.S., Business Administration in Marketing (Economics minor), University of Florida, graduated summa cum laude

Academic Experience

Assistant Professor of Marketing, Davis College of Business & Technology, Jacksonville University, 2023-Present

Assistant Professor of Marketing, College of Business & Computing, Georgia Southwestern State University, 2018-2023

Research Assistant and Lecturer (as part of the completion of a Ph.D. program), Florida Atlantic University, 2013-2018

Professional Experience

Banker and Service Manager, Wells Fargo Bank N.A.

Sales and Showroom Manager, City Furniture and Ashley Home-stores

Recent Research

Toteva, Irina, T., Savas-Hall, Selen, Hall, Justin. R. (2023) “Self-concept and brand loyalty: Insights from major life events and coping mechanisms”, Journal of Brand Management

Toteva, Irina, T., Lutz, Richard, J., Shaw, Eric. (2022) “Perceived Control and (Un)structured Consumption,” Journal of Contemporary Business Issues

Toteva, Irina, T., Lutz, Richard, J., Shaw, Eric. (2021) “The Curious Case of Productivity Orientation: The Influence of Advertising Stimuli on Affect and Preference for Subscription Boxes”, Journal of Retailing and Consumer Services.