Griff Round

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Biography

I joined Keele University as a lecturer in January 2019. Before coming to Keele I was employed as a Senior Lecturer at Manchester Metropolitan University, after completing my PhD in branding at Manchester Business School. I have many years senior management experience working in retailing and financial services in marketing, strategic and financial roles. Possibly uniquely amongst marketing academics, I am a qualified accountant!

Research and scholarship

My research interests lies in branding and in particular the interaction between the consumer and the brand. As such, it tends to face in the other direction from much branding research which tends to be performed with a managerial lens.

My PhD was entitled 'Exploration of Consumer Brand Name Equity for Established Products and Services: Using a Global Marketing Induced Change Analysis Approach' and looked at the impact on consumers of a brand changing its name. This has led to a stream of research concerned with the role and importance of the brand name element for the consumer.

Recently I have widened my focus to look at several other aspects, in particular the role of brands within ethnic cultural heritage and the impact played by individual temporal perspective.

Teaching

I have taught on a range of marketing, strategy and retail courses at both undergraduate and postgraduate levels. I currently teach on:

Marketing Research
Marketing Insights

Selected Publications

Round G and Roper S. 2017. When and why does the name of the brand still matter?. European Journal of Marketing, vol. 51(11/12), 2118-2137. doi> full text>
Round DJG. 2017. Creative Destruction: A study into the ritualized destruction of possessions in relation to consumer identity. British Academy of Management. Warwick University. link>
Round DJG. 2017. The role of brands in the definition and preservation of ethnic cultural heritage.
Round DJG. 2016. When the name of the brand still matters: Developing a temporal perspective towards the equity of the brand name element.
Round G and Roper S. 2015. Untangling the brand name from the branded entity. European Journal of Marketing, vol. 49(11/12), 1941-1960. doi>

Full Publications List show

Journal Articles

Round G and Roper S. 2017. When and why does the name of the brand still matter?. European Journal of Marketing, vol. 51(11/12), 2118-2137. doi> full text>
Round G and Roper S. 2015. Untangling the brand name from the branded entity. European Journal of Marketing, vol. 49(11/12), 1941-1960. doi>
Round DJG and Roper S. 2012. Exploring consumer brand name equity Gaining insight through the investigation of response to name change. EUROPEAN JOURNAL OF MARKETING, vol. 46(7-8), 938-951. link> doi>

Other

Round DJG. 2017. Creative Destruction: A study into the ritualized destruction of possessions in relation to consumer identity. British Academy of Management. Warwick University. link>
Round DJG. 2017. The role of brands in the definition and preservation of ethnic cultural heritage.
Round DJG. 2016. When the name of the brand still matters: Developing a temporal perspective towards the equity of the brand name element.
Round DJG. 2015. When and why do established brand names remain important for consumers?.
Round DJG. 2014. Distinguishing the brand name element from the branded entity.
Round DJG. 2013. What makes the brand name of an established product important to a consumer?.
Round DJG. 2011. How important is the brand name of an established product to consumers?.
Round DJG. 2009. Exploring consumer brand name equity.

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Dr Griff Round