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Nwamaka (Amaka) Anaza

Nwamaka Anaza, Associate Professor

Nwamaka Anaza’s areas of expertise focus on studying employees in service roles with particular interest directed to sales professionals, public, and non-profit employees. She also specializes in consumer behavior and has taken up a recent interest in financial technologies. She received her Ph.D. from Purdue University in West Lafayette, Indiana in 2010.

Anaza chose a career in higher education as a result of her passion for enlightening minds and creating a positive change in the lives of students. According to Anaza, “SIU offers a world-class business program where students receive nothing short of an excellent education and practical training. The college also houses some of the best faculty and staff members in the academy. These individuals are collegial, inclusive, willing to help, but most importantly, make their students a priority.”

Before joining the SIU faculty, Anaza taught as an assistant professor of marketing at Francis Marion University in Florence, SC and as a visiting professor of marketing at Wuhan University in China. She was also a visiting scholar at the University of Applied Sciences Hochschule Ludwigshafen am Rhein Ludwigshafen, Germany and an instructor of relationship selling and a research fellow at Purdue University.

Anaza currently teaches Principles of Marketing, Professional Selling, Sales Management, and Promotions Strategy & Management.

Nwamaka Anaza

Office: Rehn Hall, 229A
Phone: 618-453-7787

Research Interests

  • Services marketing
  • Personal selling and sales management
  • B2B marketing
  • Consumer behavior and customer citizenship behavior
  • International Marketing


  • 2020- Summer Faculty Research Grant Award Recipient
  • 2019- Best Journal Paper Award, 2019, Marketing Management Journal
  • 2018- Best Paper Award, Society of Marketing Advances Annual Conference, Services Track
  • 2018- Summer Faculty Research Grant Award Recipient
  • 2018- Outstanding Researcher of the Year, COBA-SIUC
  • 2018- Outstanding Graduate Teacher of the Year, COBA-SIUC


Anaza, N. A., Saavedra, J., Hair, J. III., Bagherzadeh, R., Rawal, M. & Osakwe, C. (2021). Customer-brand disidentification: Conceptualization, scale development and validation. Journal of Business Research, 133, 116-131.

Andonova, Y., Anaza, N. A., & Bennett, D.H.S. (2021). Riding the subscription box wave: Understanding the landscape, challenges, and critical success factors of the subscription box industry. Business Horizon, 64(5), 631-646.

Anaza, N. A., Harrison, D., & Rutherford, B. N. (2020). Multi-faceted organizational buyer burnout. Journal of Business & Industrial Marketing, 35(6), 1113-1124.

Wei, S., Ang, T., & Anaza, N. A. (2020). Recovering co-created service failures: The missing link of perceived justice and ethicalness. Journal of Service Management, 33(7), 921-935.

Anaza, N. A., Kemp, E., Briggs, E., & Borders, A. L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605-618.

Anaza, N. A. & Nowlin, E. (2017). What’s mine is mine: A study of salesperson knowledge withholding & hoarding behavior. Industrial Marketing Management, 64, 14-24.

Anaza, N. A. (2014). Personality antecedents of customer citizenship behaviors during online shopping. Psychology & Marketing, 31 (4), 251-263.