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Rowena Crabbe

Assistant Professor

Department:     Marketing

Research Areas:     Marketing Communication, Marketing Strategy

Rowena Crabbe
Rowena Crabbe

Rowena Crabbe is an assistant professor of marketing at the McCombs School of Business at The University of Texas at Austin. She teaches courses on the influence of marketing in society at the undergraduate and MBA levels.

As a teacher, Crabbe leverages industry experience in diversity and inclusion, consulting, and corporate social responsibility, combined with a sociology background to bring a unique perspective and framework to class discussions. 

She was recently a visiting assistant professor at Virginia Tech, where she earned a B.A. in marketing management and an M.S. in marketing research. She completed a Ph.D. in sociology at the University of Illinois Chicago with a concentration in race and ethnicity and a dissertation on the logics of boutique fitness.



Faculty Honor Roll


Virginia Tech: Certificate of Teaching Excellence


William J. Scarborough and Rowena Crabbe. “Place Brands Across U.S. Cities and Growth in Local High-Technology Sectors,” Journal of Business Research, 2021.

Rowena Crabbe, R., Lilla K. Pivnick, Julia Bates, Rachel A. Gordon, and Robert Crosnoe. “Contemporary College Students' Reflections on Their High School Peer Crowds,” Journal of Adolescent Research, 2019.

Dipankar Chakravarti and Rowena Crabbe. “Qualitative Research for Consumer Psychology,” In Frank R. Kardes, Paul M. Herr, and Norbert Schwarz (Eds.), Handbook of Research Methods in Consumer Psychology, 2019.