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Research area(s)

Her approach is to investigate, comprehend, and evaluate diverse societal and business phenomena that are customer-oriented and problem-focused. Due to her consulting and academic experience, she has developed a particular interest in consumer behaviour and corporate brand design, and communication focusing on social identity theory, perceived value theory, and the value of social interaction in various industries, including retail, higher education, and hospitality. She is interested in examining how consumption experiences and engagement add value to consumers. Due to the significance of the shared economy, companies with core businesses increasingly emphasise the value of shared experiences and consumption experiences. Her current research explores experience and engagement, their social benefits, and their effects on consumers' experiences and well-being. Her second stream examines how consumers perceive sustainable development goals (SDGs) and how that may affect residents and tourists.  

Her publications cover a wide range of topics, including consumer behaviour, marketing, branding, corporate identity, corporate visual identity, communication, sustainable branding, responsible consumption, sustainable development goals, and sustainability. She frequently supports colleagues with various projects and collaborates across disciplines.

Her name has listed as the FIRST in “top Scholarly output” in the UK and all of Europe; FOURTH in the world for the year range from 2016 to 2021 (Dec 2021)

Research Interests

Topics she is interested in include the following:

• Consumer behaviour
• Brand management
• Corporate brand design/visual identity
• Corporate marketing
• Corporate brand identity
• Corporate integrated communication
• Sustainable branding
• Sustainable development goals (SDGs)
• Technological advancements and innovation

Grants

Project details

Fostering Sustainable Development Goals in the UK Fashion SMEs ()