Craig School of Business

Monique L. Bell

Associate Professor

Marketing | 559.278.4965 | Office: PB532

Education

Ph.D., Business Administration (Marketing), Drexel University

M.A,. Communications Design, University of Baltimore

B.A., English Literature and Language (Minor in French), Morgan State University, WSET Level 1

Courses Taught

MKTG 100S. Introduction to Marketing Concepts
MKTG 110. Consumer Behavior
MKTG 132. Promotions Principles and Practices
MKTG 153. Social Media Marketing
MKTG 189T. Creativity for Innovation
MBA 214. Marketing Management
MBA 289T. Wine Marketing Management

Dr. Monique L. Bell is an associate professor of marketing at California State University, Fresno, where she strives to provide engaging learning experiences and, through her research, explores the intersections of business and culture. Dr. Bell completed her doctorate at Drexel University where she earned the inaugural Stith Marketing Dissertation Grant and the Outstanding Social Science Dissertation Award.

Dr. Bell has published in Journal of Advertising, Journal of Business Research, Journal of Marketing Communications, International Journal of Wine Business Research, and Psychology & Marketing, among others. Dr. Bell is a President’s Leadership Academy Fellow, a Johanson Entrepreneurship Fellow, and Professional Wine Writers' Symposium Fellow. Additionally, she has earned the Provost Research, Scholarly, and Creative Activities (RSCA) grant, the Provost’s Award for Promising New Faculty, an American Marketing Association Foundation (AMAF) New Faculty Grant, and an Advertising Education Foundation (AEF) Visiting Professor fellowship.

Dr. Bell’s research on diversity and inclusion in the wine industry, including the self-published Terroir Noir: 2020 Study of Black Wine Entrepreneurs, have led to increased awareness, important conversations, and innovative ventures, including the Sip Consciously directory. Dr. Bell is a Wine Enthusiast Wine Star Award Social Visionary of the Year nominee, and has been recognized with the Association of African American Vintners (AAAV) Educator Award, Women of the Vine and Spirits Fuel Your Dream Award, and California Dream Fund Grant. Also, she is a Viticulture and Enology Research Center (VERC) affiliated faculty. Dr. Bell has contributed to articles in media including Forbes, The Boston Globe, Wine Enthusiast, Decanter, and Uncorked & Cultured.

Branding and Marketing Communications, Multicultural Marketing, Wine and Food Marketing, Underrepresented Consumers and Entrepreneurs, Culture (Language, Values, Identity).

Bell, M., Thach, L. and Fang, F. (2023), "Examining motivations and challenges of black wine entrepreneurs using the push–pull theory of entrepreneurship", International Journal of Wine Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJWBR-07-2022-0026.

Lambert, S., B. Reavey, and M. Bell. (April 2023). Longevity Wines: Fermenting Inclusion for Black Wine Entrepreneurs (W30135). Ivey Case Publishing.

Bell, M. L. (2022) Thinking Outside of the Firm: Self-Transcendence Values Effects’ on Corporate Reputation. Corporate Reputation Review. https://doi.org/10.1057/s41299-022-00143-x.

Bell, M. and M. Puzakova. (2017) Y Usted?: Social Influence’s Effects on Consumers’ Service Language Preferences. Journal of Business Research, 72: 168-177.

Bell, M. (2022) “Driven to Pursue” in Drexel University Black Alumni Council (DUBAC) A Legacy to Share: Navigating Life’s Challenges and Celebrating our Greatest Achievements by co-editors A. Dowd-Burton, A. Goodrich-Doctor, G. Howland, and B. J. Wolfe, Drexel Publishing Group (Philadelphia, PA).

Bell, M. (2021) Terroir Noir: Study of Black Wine Entrepreneurs (self-published).

CONFERENCE PRESENTATIONS Thach, L., R. Schaffer, and M. Bell, (2022) “Low-No Alcohol Wines as a Growing Product Category? Examining the Sober-Curious Movement in America.” Academy of Wine Business Research Conference (Dijon, France).

Kemp, E., M. Bell, A. Glover and H. Hu. (2022) “Sonic Branding: Brands Take Note by Investing in a Sound Identity.” Advertising Education Foundation and Center for Positive Marketing at Fordham University Conference (Virtual and NY, NY). *Proposal selected for research grant of $2,000.

Bell, M. (2022) “Soaring from Your Sabbatical: Designing A Career-Shifting and Soul- Empowering Leave.” Proceedings of the Faculty Women of Color in the Academy Annual Conference (Arlington, VA).

Porter, M., M. Bell, F. Parra, and W.K. Story. (2022). “More than the Bottom line: Does Socioemotional Wealth impact the Marketing of Ethnic Minority Family Businesses? Proceedings of the Academy of Marketing Sciences Annual Conference (Monterey, CA).

Bell, M., L. Thach, and R. Schaefer (2022). “Unintended Consequences of Consumer Activism: How George Floyd’s Death Impacted Wine Sales for Black Wine Entrepreneurs.” National Business and Economics Society Conference (Maui, HI).

Richardson, P., M. Bell, A. Pearson and R. Cruz. (2021) Do Black Lives Matter More to Firms Represented by Women? Proceedings of the Academy of Marketing Sciences Annual Conference. Virtual.