Contact

[email protected]

Google Scholar

Reynaldo A. Bautista, Jr.

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Educational Background

BS Agricultural Chemistry
UP Los Banos

MBA
Ateneo De Manila University

Master of Statistics
UP Diliman

Master of Management – Business Data Analytics
University of Windsor

DBA
De La Salle University

Reynaldo A. Bautista, Jr. is a Professor at the Department of Marketing and Advertising, De La Salle University. His research interests include consumer behavior, cause-related marketing, sustainable consumption, and marketing strategy in emerging markets. With an interdisciplinary background in business, statistics, and data analytics, his work frequently explores the interface of social responsibility and market dynamics. He has authored numerous articles published in SCOPUS-indexed journals and has led externally funded research projects in partnership with government agencies and international organizations.

Research Interest

  • Fair Trade
  • Green Marketing
  • Generational studies
  • Responsible consumption
  • Consumer Animosity

Selected Publications

  • Valencia, S., Bautista, R., Jr., & Jeong, L. S. (2021). Know your customers: How Generations X and Y perceive mobile payment. *DLSU Business and Economics Review, 31*(1), 16–28.
  • Bautista, R., Jr., Suplico-Jeong, L., Murad, N. S., & Guillen, N., Jr. (2022). Does media affect adherence to COVID-19 quarantine protocols? *DLSU Business and Economics Review, 32*(1), 80–91.
  • Suplico-Jeong, L., Bautista, R. A., Jr., Guillen, N. B., Jr., & Murad, N. S. (2022). Adherence to quarantine protocols to prevent the spread of COVID-19: The mediating effect of intrinsic and extrinsic motivations. *Asian Education and Development Studies, 11*(2), 366–379. https://doi.org/10.1108/AEDS-05-2020-0122
  • Paredes, M. P. L., Bautista, R. A., Jr., & Dui, R. P. (2023). Advertising creativity: Its influence on media response states towards the hierarchy of effects. *Heliyon, 9*(9), e19283. https://doi.org/10.1016/j.heliyon.2023.e19283
  • Jeong, L. S., Bautista, R., Jr., Guillen, N. B., Jr., & Oluyinka, S. (2024). Do generations matter? The moderating role of media in adherence to COVID-19 quarantine protocol. *DLSU Business and Economics Review, 33*(2), 35–46.

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