W. P. Carey School of Business
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Detra Montoya

Clinical Associate Professor

Office:BAC 479
Mailing Address:
Main Campus
PO BOX 874106
Tempe, AZ 85287-4106

Phone: 480-965-6325
Fax: 480-965-8000
Email: Detra.Montoya@asu.edu
Detra Montoya

View Vita

Job Title(s)
Clinical Associate Professor

Ph.D., Arizona State University, 2006; M.B.A., Arizona State University, 2000; B.S. University of Arizona, 1996

Research Areas
Consumer behavior, multicultural marketing

Academic Positions Held
Arizona State University: 2003-present. Previous appointments: University of Washington: 2006-2012

Corporate and Public Sector Leadership
Project Manager, Account Executive, Account Manager, Shelf Technology Manager at Procter & Gamble

Representative Publications

Aguirre-Rodriguez, Alexandra, Adriana Bóveda-Lambie, and Detra Y. Montoya (2014), “Ethnic consumer response to ethnic crossover brand extensions,” Journal of Business Research, 67 (4), 457–463.

Montoya, Detra Y. and Maura Scott (2013), “The Effect of Lifestyle-based Depletion on Teen Consumption Behavior,” Journal of Public Policy & Marketing, 32 (1), 82-96.

Spratlen, Thaddeus, Leslie Lum, Leslie, Detra Y. Montoya, and Michael P. Verchot (2013), Multicultural Marketing and Business Consulting, Seattle: University of Washington Press.

Montoya, Detra Y. and Elten Briggs (2013), “Shared ethnicity effects on service encounters: A study across three U.S. subcultures,” Journal of Business Research, 66 (3), 314–320.

Bolton, Ruth N., Venkatesh Shankar, and Detra Y. Montoya (2009), “Recent Trends and Emerging Practices in Retail Pricing,” in Retailing in the 21st Century: Current & Future Trends, 2nd Edition, Manfred Krafft and Murali Mantrala, Eds., Germany, METRO.

Rosenbaum, Mark S. and Detra Y. Montoya (2007), “Am I welcomed here? Exploring how ethnic consumers assess their place identity,” Journal of Business Research, 60 (3), 206-214.




ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.

MKT 455 - Brand Management
Focuses on understanding brand management and the concepts associated with building brand equity and managing brand identity and positioning. Students learn how firms create a competitive advantage by incorporating consumer insight into an effective branding strategy. In addition, students gain an understanding of the role of branding on product portfolio management. Heavily features case discussion, projects and real brands. Applies brand management knowledge to an actual branding strategy project for a small firm.

MKT 484 - Internship
Structured practical experience following a contract or plan, supervised by faculty and practitioners.

MKT 502 - Marketing Management
Managing the marketing function; market and environmental analysis; marketing planning, strategy, and control concepts. Development and management of marketing programs.

W. P. Carey School of Business

400 E. Lemon St.
Tempe, AZ 85287