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
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When and why does the name of the brand still matter?. European Journal of Marketing, 2118-2137, vol. 51(11/12). doi> full text>2017.
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Creative Destruction: A study into the ritualized destruction of possessions in relation to consumer identity. British Academy of Management. Warwick University. link>2017.
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The role of brands in the definition and preservation of ethnic cultural heritage.2017.
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When the name of the brand still matters: Developing a temporal perspective towards the equity of the brand name element.2016.
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Untangling the brand name from the branded entity. European Journal of Marketing, 1941-1960, vol. 49(11/12). doi>2015.
Full Publications Listshow
Journal Articles
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When and why does the name of the brand still matter?. European Journal of Marketing, 2118-2137, vol. 51(11/12). doi> full text>2017.
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Untangling the brand name from the branded entity. European Journal of Marketing, 1941-1960, vol. 49(11/12). doi>2015.
- 2012.
Other
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Creative Destruction: A study into the ritualized destruction of possessions in relation to consumer identity. British Academy of Management. Warwick University. link>2017.
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The role of brands in the definition and preservation of ethnic cultural heritage.2017.
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When the name of the brand still matters: Developing a temporal perspective towards the equity of the brand name element.2016.
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When and why do established brand names remain important for consumers?.2015.
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Distinguishing the brand name element from the branded entity.2014.
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What makes the brand name of an established product important to a consumer?.2013.
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How important is the brand name of an established product to consumers?.2011.
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Exploring consumer brand name equity.2009.