Rate My Professor Sandra Graça

Eckerd College

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5.04/30/2025

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About Sandra

Sandra Graça serves as Professor of International Business and Marketing at Eckerd College in the Collegium of Comparative Cultures, a position she has held since August 2015. She earned her Doctor of Business Administration from Nova Southeastern University’s Huizenga School of Business and a Bachelor of Arts in Marketing and International Business from Western Michigan University’s Haworth College of Business. Graça conducts comparative research examining buyer-supplier relationship marketing behaviors across diverse cultural and institutional contexts worldwide. Her academic interests encompass institutional theory, cross-cultural studies, sustainable marketing, green buying behavior, nonprofit marketing, and the effectiveness of humor, emotions, and storytelling in advertising.

Graça has an extensive publication record in leading journals, contributing to the understanding of B2B relationships, green consumerism, and marketing strategies. Key publications include “Performance outcomes of behavioral attributes in buyer-supplier relationships” (Journal of Business & Industrial Marketing, 2015), “B2B commitment building in emerging markets: the case of Brazil” (Journal of Personal Selling & Sales Management, 2016), “Humor effectiveness in social video engagement” (Journal of Marketing Theory and Practice, 2018), “Examining institutional effects on B2B relationships through the lens of transitioning economies” (Industrial Marketing Management, 2021), “Perceived value of charitable involvement: The millennial donor perspective” (International Journal of Nonprofit and Voluntary Sector Marketing, 2020), “Building social-capital networks and relationship commitment in China and India” (European Business Review, 2020), and recent works such as “The Influence of GPV, Trust and Satisfaction on Intention to Buy Green Products in Germany and Brazil” (Journal of Sustainability Research, 2024), “Global Advertising Messages for Cosmopolitan Consumers to Promote Green Buying Behavior” (Journal of Management for Global Sustainability, 2024), and “Educating Global Green Consumers: The Role of Brand Communication and Online Education in Promoting Green Buying Behavior” (Journal of Sustainable Marketing, 2023). Her article “An Institutional View of the Communication Flows between Relation-Based and Rule-Based Countries” (International Journal of Emerging Markets, 2017) was Highly Commended in the 2018 Emerald Literati Awards. In 2005, Graça was selected as one of 60 American educators for the Toyota International Teacher Program, involving a three-week educational immersion in Japan on business practices, environmental initiatives, and cultural exchanges. She regularly presents at conferences, including the Academy of International Business Southeast USA Chapter.