Associate Professor, Bachelor of Commerce
PhD (UAB); M.Sc; BBA
5-254B, City Centre Campus10700 - 104 AvenueEdmonton, AB780-633-3798
Dr. Albena Pergelova joined MacEwan University in December 2009 and since then has been involved in teaching and designing courses in marketing and intercultural communication. Dr. Pergelova received her PhD in marketing from the Autonomous University of Barcelona (Spain) in 2010. She also holds a bachelor and master degree in marketing from the University of National and World Economy (Sofia, Bulgaria). While working on her PhD, she spent several months as a visiting scholar at J. Mack Robinson College of Business, Georgia State University (USA) and at Växjö University (Sweden).
Before joining academia, Dr. Pergelova worked at the Public Internal Financial Control Agency of Bulgaria, where she was involved in the organization and coordination of projects in the field of European integration. Albena’s research interests are in two disciplines: marketing and entrepreneurship. Current research areas include interactiveness and consumer empowerment in marketing, internationalization process and marketing strategies of new ventures, and women entrepreneurship. Her research has been published in high-impact international journals, such as Journal of Advertising, Entrepreneurship & Regional Development, Journal of Business Research, International Journal of Advertising, Journal of Consumer Affairs, among others, and presented at many academic conferences, such as American Marketing Association Conference, Academy of Marketing Conference, European Marketing Academy Conference, Diana International Research Conference, Babson College Entrepreneurship Research Conference.
Dr. Pergelova has received numerous awards and grants for her research, including three “Best paper in track” awards from Academy of Marketing and “Best paper award” from Diana International Research Conference. She serves as a reviewer for several journals and conferences.
Available to supervise honours or individual study students.
Teaching and Research Interests
Dr. Pergelova's teaching interests cover a diverse range of topics: intercultutal communication, international marketing, services marketing, business-to-business marketing, entrepreneurship. She focuses on real-world, project-based learning in her classes with an emphasis on collaboration with local non-profit and for-profit organizations.
Dr. Pergelova's research is cross-disciplinary (marketing and entrepreneurship) with a special focus on how technology contributes to shifts in values, practices and power relationships in society. Within the field of marketing, her major focus has been on the role of interactive media as empowering tools for both organizations and consumers. Within the field of entrepreneurship, she is particularly interested in groups underrepresented in mainstream literature (e.g., female entrepreneurs, emerging market entrepreneurs) and the role of technology in empowering entrepreneurs to achieve multiple objectives (both economic and non-economic).
Selected Publications / Presentations / Conference Papers
Pergelova, A., & Angulo-Ruiz, F. (2017). Comparing advertising effectiveness in South-American and North-American contexts: Testing Hofstede’s and Inglehart’s cultural Dimensions in the higher education sector. International Journal of Advertising, doi:10.1080/02650487.2017.1364032
Pergelova, A., & Angulo-Ruiz, F. (2017). Measuring the efficiency of digital advertising.” In S. Rodgers & E. Thorson (Eds.). Digital Advertising. Routledge, Taylor and Francis Group,
Angulo-Ruiz, F., & Pergelova, A. (2015). An empowerment model of youth financial behavior. Journal of Consumer Affairs, 49(3), 550–575.
Pergelova, A., & Angulo-Ruiz, F. (2014). The impact of government financial support on the performance of new firms: The role of competitive advantage as an intermediate outcome. Entrepreneurship & Regional Development, 26(9-10), 663-705.
Pergelova, A., Prior, D., & Rialp, J. (2010). Assessing advertising efficiency: Does the internet play a role? Journal of Advertising, 39(3), 39-54.
Awards / Grants / Fellowships