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UNF marketing professor named MASSIG Emerging Scholar

June 9, 2021

Headshot of Dr. Courtney Azzari

Dr. Courtney Azzari, UNF assistant professor of marketing, has been named the MASSIG Emerging Scholar by the Marketing and Society Special Interest Group (MASSIG) of the American Marketing Association (AMA). This award recognizes a marketing academic in the early stages of their career who has made significant contributions to research advancing the study of marketing and societal issues.


Dr. Azzari is an assistant professor of marketing in UNF’s Coggin College of Business and has taught many courses including principles of marketing, integrated marketing communications, services marketing, and consumer behavior. She has led several study abroad courses, including services marketing in Croatia and comparative marketing in Austria and Czech Republic. Dr. Azzari's teaching approach is based on the idea that students need both the practical understanding of how to participate in the business world and the theoretical understanding of why business works the way it does. Her overarching teaching goals for students include instigating an excitement for marketing, preparing for applications of marketing skills after graduation, developing critical thinking skills, and broadening overall perspectives and worldviews.

In her research, Dr. Azzari focuses on issues related to services marketing and transformative consumer research. Her work seeks to better understand how individuals consume services to enhance personal and environmental wellbeing during transformational experiences and rituals, as well as the manifestation of this process for service providers and related consumption activities. Dr. Azzari also researches issues of consumer vulnerability and social justice. She has been published in several major marketing journals for her research examining funerary services, social services, healthcare and natural disaster recovery. Overall, Dr. Azzari’s work aims to understand how service providers can positively influence meaningful life experiences in ways that are inclusive, co-creative, responsive and considerate of wellbeing issues.

Dr. Azzari received the 2016 Charles C. Slater Award for best article in the Journal of Macromarketing as well as received a 2021 AMA-EBSCO Responsible Research in Marketing Award. She currently serves on the Editorial Review Board of the Journal of Consumer Affairs.