Image of a tablet being held to symbolise digital marketing


About us

The Marketing Cluster produces high quality research in the areas of marketing management, consumption and markets, and technology and analytics. Cluster members work in collaboration with a number of policy and professional groups across government, NGOs and business to translate quality research into knowledge exchange and impact in practice. As a group we hold a number of international visiting positions and editorial roles. We hold regular workshops, seminars and discussions across the themes of publishing, research funding, and knowledge exchange and impact in marketing. 

Marketing Seminar Series

Tuesday 3 October 2023
Dr Rebecca Mardon, Cardiff University

Tuesday 21 November 2023
Professor Benedetta Cappellini, Durham University

Thursday 25 January 2024
Professor Andreas Chatzidakis, Royal Holloway University of London

Friday 23 February 2024
Professor Gretchen Larsen, Durham University

Monday 18 March 2024
Professor Yufei Huang, Trinity College Dublin

Thursday, 25 April 2024
Professor Nina Michaelidou, Loughborough University

Thursday, 09 May 2024
Claudia Correa, University of Valencia

Thursday, 16 May 2024
Professor Davis Trafimow, New Mexico State University


For more information, visit our Research Seminars webpage or contact

We foster a positive and productive environment for seminars through our Code of conduct.

Our research themes

Marketing Management

In Branding, we examine consumer brand relationships and brand communities, brand engagement, brand equity as well as brand positioning and strategy (Cleopatra Veloutsou, Jan Breitsohl, Anna Morgan-Thomas, Kalliopi Chatzipanagiotou, Alison Gibb, Nilay Balkan). We analyse consumer behaviour, human branding and co-branding (Parichehr Riahi Pour) and consumer insight (Alison Gibb). We also research ethics in relation to branding, particularly the impact on health and branding and marketing histories (Thomas Anker, Ozlem Sandikci Turkdogan) and sustainable strategies (Melea Press).

In Services, we look at consumer behaviour and new service development across services marketing, retailing and hospitality (Kalliopi Chatzipanagiotou). We also investigate service dominant logic, value co-creation and engagement in services (Jaylan Azer).

Consumption and Markets

In Ethics and Sustainability, we research consumption ethics, engaging with business, government and NGOs. This includes consumer perspectives of sustainable fashion circular economy, modern day slavery, urban space and food (Deirdre Shaw, Katherine Duffy, Stephanie Anderson, Melea Press). We also apply ethical thinking and theory of knowledge to practical problems in marketing/consumer behavior, including analyses of alcohol advertising, food and tobacco labelling and packaging (Thomas Anker).

In Culture and Society, we research the socio-cultural dimensions of value and considerations of alternative markets (Katherine Duffy, Melea Press). We explore issues in the consumption of space/place and community as well as material cultures of the past (Stephanie Anderson, Amy Goode). We address the sociocultural dimensions of consumption with a focus on the relationship between globalisation, marketing and culture (Ozlem Sandikci Turkdogan).

In Consumer Behaviour, we explore consumer decision making in digital, emerging and futuristic environments (Alena Kostyk).

In Business to Business, we use science, technology and ethnography to understand the interactions of markets and economic exchange (John Finch).

Technology and Analytics

We research the digital transformation of marketing practice, focusing on digital innovation, entrepreneurship, algorithmic management and digital brand communities (Cleopatra Veloutsou, Anna Morgan-Thomas, Jan Breitsohl).

We investigate applications of probabilistic modelling and deep learning algorithms in business and marketing (Bowei Chen).

We also research aspects of the digitalisation of consumer culture, consumption, social media and artificial intelligence (Stephanie Anderson, Jaylan Azer, Kalliopi Chatzipanagiotou, Katherine Duffy, Alena Kostyk, Nilay Balkan, Jan Breitsohl, Deirdre Shaw). 

An illustration of a girl with a virtual reality headset touching a floating screen

Impact and Engagement

Learn more about our research and engagement in sustainability and digital society.

Baltic Street Adventure Playground

Image of a garden with tools, boots and vegetables

With funding from the European Social Fund, Dr Stephanie Anderson and Professor Deirdre Shaw worked directly with a local organisation, Baltic Street Adventure Playground, to support and develop an award-winning community food hub in a disadvantaged area of Glasgow. The hub has been critical to food provision in the area. The research obtained as a result of this partnership will be used to inform future interventions and influence policy decision-making. Professor Andrew Cumbers, Professor Robert McMaster and Dr Helen Traill (EDPE Cluster) also worked on this interdisciplinary project. Their work received the Best Community or Public Engagement Initiative Award at the UofG Knowledge and Public Engagement Awards, as well as the Making a Difference Award at the Scottish Knowledge Exchange Awards in 2020.

Digitalising sustainable consumption

Image of clothes on hangers

Overconsumption by consumers is a key challenge to sustainability and climate emergency agendas. Professor Deirdre Shaw and Dr Katherine Duffy’s research focuses on shifting clothing towards more sustainable alternatives. For example, they have collaborated with the Save Your Wardrobe (SYW) app in an ESRC-funded project to examine the role of digitalisation in changing how consumers engage with their clothing, to support more sustainable and mindful behaviours. The collaboration was critical in providing an empirical evidence base for the app, reducing risk, attracting investment, and facilitating expansion. The findings have been disseminated widely with academic, practitioner and policy audiences. This project was a finalist in the Green Gown Awards 2020 and the work is ongoing. Professor Shaw and Dr Duffy also serve on the Glasgow City Council textile strategy action group and are affiliates of WRAP’s Textile 2030 policy group.

Corporate conflict management on social media

Image of two women shouting at each other through megaphones

Brands experience an increasing number of hateful comments on their social media communities. Whilst there is substantial evidence highlighting the negative social and commercial impact of hateful comments, research shows that most brands do not intervene. Dr Jan Breitsohl and his team have launched an innovative business engagement campaign to provide brands with evidence-based interventions that will positively affect users’ social media experience and set an example of responsible digital corporate practice. Given that content in social media communities of global brands is read by millions of users, the potential for positive social impact is significant. Any brand with a substantial (500k+) social media following and interested in collaborating is encouraged to contact Dr Breitsohl at

Machine learning for financial technology

Image of city buildings overlaid with financial text

Dr Bowei Chen partnered with London-based, FinTech start-up ArrayStream Technologies to develop state-of-the-art machine learning techniques for computational investing (portfolio replication and implied volatility surface prediction). Dr Chen’s work played a key role in the company securing significant funding from its investors to expand its business. The project, funded by the ESRC Business Boost Fund, was a finalist for Best Collaboration in Business at the 2020 UofG Knowledge and Public Engagement Awards.

New Game-Changing View of Visual Content on Social Media

New Research has been conducted by Adam Smith Business School's Dr Jaylan Azer and co-authors Matthew Alexander and Lorena Blasco-Arcas.

The first academic research study to look at how consumers use pictures and not text to engage with a brand revealed there are four behaviours people evidence through images.

The research explored 29,000 pictorial posts created by individual users on the official Instagram and Facebook pages of Amazon, Apple, American Airlines and Nike.

Digital tourism

Image of a woman wearing a virtual reality headset

Originally created as a response to COVID-19, Dr Alena Kostyk and Dr Jaylan Azer are lending their technical and digital marketing expertise to two ESRC-funded projects on digital tourism. Dr Kostyk is developing virtual reality (VR) experiences with three Scottish museums, sharing her knowledge and working with local filmmakers to help them enter the niche VR market. Dr Azer is working with the Outer Hebrides Tourism Community to help boost the digital engagement and marketing skills of the restaurants on the Isles by producing the ’food with a view’ brand and hashtag which has been widely shared on social media. Together, the two projects have the potential to reach thousands of virtual and physical tourists, therefore enhancing their experiences and developing skills in outlying communities.



Azer, J., Alexander, M. (2024) Dynamics of Human-Machine Engagement in Services.

Osuna Ramírez, S. A., Veloutsou, C., Morgan-Thomas, A. (2024) On the antipodes of love and hate: the conception and measurement of brand polarization. Journal of Business Research, 179, (doi: 10.1016/j.jbusres.2024.114687)

Osuna Ramirez, S. A., Veloutsou, C., Morgan-Thomas, A. (2024) Drivers and Outcomes of Brand Polarization for Airlines Brands.

Dong, X., Veloutsou, C., Morgan-Thomas, A. (2024) Negative Online Brand Engagement: Models of Brand-Related Antecedents and Anti-Brand Community Outcomes.

Fang, X., Chatzipanagiotou, K., Veloutsou, C. (2024) Untangling the complex and idiosyncratic nature of tourist destination brand equity. Journal of Travel Research,

Azer, J., Blasco-Arcas, L., Alexander, M. (2024) Visual Modality of Engagement (VME): conceptualization, typology of forms, and outcomes. Journal of Service Research, 27, pp. 231-249. (doi: 10.1177/10946705231190867)

Traill, H., Anderson, S., Shaw, D., Cumbers, A., McMaster, R. (2024) Caring at the edges: infrastructures of care and repair in urban deprivation. Environment and Planning D: Society and Space, (doi: 10.1177/02637758241231106)

Sandikci Turkdogan, O., Tarı Kasnakoğlu, B., Omeraki Çekirdekci, Ş. (2024) Institutional complexity and consumer wellbeing: Navigating the conflicting logics of religion, state and market during the Covid-19 pandemic. Marketing Theory, (doi: 10.1177/14705931241245593)

Sandikci, O., Jafari, A., Fischer, E. (2024) Claiming market ownership: Territorial activism in stigmatized markets. Journal of Business Research, 175, (doi: 10.1016/j.jbusres.2024.114574)

Dong, X., Veloutsou, C., Morgan-Thomas, A. (2024) Negative online brand engagement: Conceptualisation, scale development and validation. Journal of Research in Interactive Marketing, (doi: 10.1108/JRIM-09-2023-0303)

Shaw, D., Duffy, K. (2024) ‘Digitising’ your wardrobe can help you save money and make sustainable fashion choices. Conversation,


Alexander, M., Azer, J. (2023) Negative customer engagement behavior in online social networks: understanding the nuance. Edward Elgar Publishing

Ranfagni, S., Rosati, M., Veloutsou, C. (2023) Patchworking Research Paradigms to Investigate the Brand in Virtual Spaces.

Chatzipanagiotou, K., Azer, J., Ranaweera, C. (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research. Journal of Business Research, 164, (doi: 10.1016/j.jbusres.2023.113957)

Porter, N., Goode, A., Anderson, S. (2023) Hen Dos and Don’ts: lifting the veil on tensions in consumer rituals. Journal of Marketing Management, 39, pp. 1197-1219. (doi: 10.1080/0267257X.2023.2219691)

Brown, G., Traill, H., Anderson, S., Shaw, D., Cumbers, A., McMaster, R. (2023) Good Food for All in Glasgow: An Interim Assessment of the Glasgow City Food Plan.

Goode, A., Rodner, V., Lawlor, M. (2023) Beyond the authenticity bind – Finstagram as an escape from the attention economy. Journal of Marketing Management, 39, pp. 1071-1097. (doi: 10.1080/0267257X.2023.2255192)

Magnadi, R. H., Chatzipanagiotou, K., Azer, J. (2023) Balancing Spotlight Between For-Profit and Non-Profit Market Orientation for the Service Sector.

Aboelnaga, R. M. A. A., Azer, J., Sandikci Turkdogan, O. (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media.

Alexander, M., Azer, J., Blasco-Arcas, L. (2023) Unlocking Secrets of Images: Implications for Services Marketers.

Blasco-Arcas, L., Azer, J., Alexander, M. (2023) What’s in an Image? Understanding Visual Modality of Engagement In Digital Service Ecosystems.

Veloutsou, C. (2023) Enlightening the brand building-audience response link. Journal of Brand Management, (doi: 10.1057/s41262-023-00331-y)

Traill, H., Shaw, D., Anderson, S., Cumbers, A., McMaster, R. (2023) Approaching the ethics of sustainability in an area of deprivation. Edward Elgar

Carrington, M., Chatzidakis, A., Shaw, D. (2023) Consumer perspectives towards modern slavery. Edward Elgar

Dineva, D., Breitsohl, J., Roschk, H., Hosseinpour, M. (2023) Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers. International Marketing Review, (doi: 10.1108/IMR-12-2021-0368)

Anderson, S., Hamilton, K. (2023) Consumer-driven memorialization. Journal of Consumer Research, (doi: 10.1093/jcr/ucad025)

Wilson, L., Shaw, D., Duffy, K. (2023) Evidencing the Need for a National Citizens Clothing Circularity Strategy (NCCCS), White Paper Scottish Parliament.

Dwivedi, Y. K. et al. (2023) Metaverse marketing: how the metaverse will shape the future of consumer research and practice. Psychology and Marketing, 40, pp. 750-776. (doi: 10.1002/mar.21767)

Roschk, H., Hosseinpour, M., Breitsohl, J. (2023) Coalitions and their negative consequences: an examination in service failure-recovery situations. Journal of Service Research, (doi: 10.1177/10946705231163884)

Azer, J., Anker, T., Taheri, B., Tinsley, R. (2023) Consumer-driven racial stigmatization: the moderating role of race in online consumer-to-consumer reviews. Journal of Business Research, 157, (doi: 10.1016/j.jbusres.2022.113567)

Veloutsou, C., Liao, J. (2023) Mapping brand community research from 2001 to 2021: assessing the field’s stage of development and a research agenda. Psychology and Marketing, 40, pp. 431-454. (doi: 10.1002/mar.21782)

Warke, O., Jose, J. M., Breitsohl, J. (2023) Utilising Twitter metadata for hate classification. Springer

Chevtchouk, Y., Veloutsou, C., Paton, R. (2023) An Interdisciplinary-informed Brand Experience Scale.

Carrington, M., Chatzidakis, A., Shaw, D. (2023) Consumer Perspectives Towards Modern Slavery: Australian Study.

Dong, X., Veloutsou, C., Morgan-Thomas, A. (2023) Examining the Key Consumer-related Determinants Towards their Intention to Participate in Anti-brand Communities.

Sharma, G., Taheri, B., Veloutsou, C., Rao, A. (2023) Exodus from Russia: How do Consumers Feel?

Kontoliou, I., Veloutsou, C., Panos, G. (2023) Re-approaching Brand-centric Groups: Definitions, Forms, and Terminology Issues.


Azer, J., Taheri, B., Gannon, M. (2022) A critical view on mixed-method approaches to tourism and hospitality research. Emerald Publishing

Böhm, S., Carrington, M., Cornelius, N., de Bruin, B., Greenwood, M., Hassan, L., Jain, T., Karam, C., Kourula, A., Romani, L., Riaz, S., Shaw, D. (2022) Ethics at the centre of global and local challenges: thoughts on the future of business ethics. Journal of Business Ethics, 180, pp. 835-861. (doi: 10.1007/s10551-022-05239-2)

Davari, A., Iyer, P., Guzmán, F., Veloutsou, C. (2022) The determinants of personal luxury purchase intentions in a recessionary environment. Journal of Marketing Management, 38, pp. 1401-1432. (doi: 10.1080/0267257X.2022.2035798)

Press, M., Brzeszczyński, J. (2022) Do business models matter? Evidence from the SRI companies performance and the COVID-19 pandemic. Finance Research Letters, 48, (doi: 10.1016/

Sanrı, H., Morgan-Thomas, A., Smart, A. (2022) Algorithms and Routines: How Algorithms Shape Innovation in Digital Startups.

Azer, J., Ranaweera, C. (2022) Former customers’ E-WOM in social media platforms: an investigation of motives, network size and social ties. Journal of Business Research, 146, pp. 118-133. (doi: 10.1016/j.jbusres.2022.03.068)

Azer, J., Blasco-Arcas, L., Alexander, M. (2022) Engaging the eye: the role of visual modality of engagement (VME) in social media.

Sandikci, O. (2022) The scalar politics of difference: Researching consumption and marketing outside the West. Marketing Theory, 22, pp. 135-153. (doi: 10.1177/14705931221074721)

Wiart, L., Özçağlar-Toulouse, N., Shaw, D. (2022) Maintaining market legitimacy: A discursive-hegemonic perspective on meat. Journal of Business Research, 144, pp. 391-402. (doi: 10.1016/j.jbusres.2022.02.024)

Scaraboto, D., Shaw, D., Duffy, K. (2022) Save your wardrobe: supporting sustainable and mindful clothing consumption. NIM Marketing Intelligence Review, 14, pp. 54-59. (doi: 10.2478/nimmir-2022-0009)

Veloutsou, C., Christodoulides, G., Guzmán, F. (2022) Charting research on international luxury marketing: Where are we now, and where should we go next? International Marketing Review, 39, pp. 371-394. (doi: 10.1108/IMR-04-2021-0154)

Ounvorawong, N., Breitsohl, J., Lowe, B., Laffey, D. (2022) Outcomes of cyber-victimization and bystander reactions in online brand communities. International Journal of Electronic Commerce, 26, pp. 200-221. (doi: 10.1080/10864415.2022.2050582)

Warke, O., Breitsohl, J., Jose, J. (2022) Consumer Bullying in Online Brand Communities—Quantifying a Dark Social Media Phenomenon. Springer

Azer, J., Alexander, M. (2022) COVID-19 vaccination: engagement behavior patterns and implications for public health service communication. Journal of Service Theory and Practice, 32, pp. 323-351. (doi: 10.1108/JSTP-08-2021-0184)

Dineva, D., Breitsohl, J. (2022) Managing trolling in online communities: an organizational perspective. Internet Research, 32, pp. 292-311. (doi: 10.1108/INTR-08-2020-0462)

Rodner, V., Goode, A., Burns, Z. (2022) “Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape. Journal of Services Marketing, 36, pp. 44-58. (doi: 10.1108/JSM-12-2020-0506)

Balaji, M.S., Jiang, Y., Bhattacharyya, J., Hewege, C., Azer, J. (2022) An introduction to socially responsible sustainable consumption: issues and challenges. Springer

Breitsohl, J., Jimenez, N., Roschk, H. (2022) Investigating consumers’ motives for consumer brand-cyberbullying on social media. Information Society, 38, pp. 1-12. (doi: 10.1080/01972243.2021.1981507)

(2022) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. (doi: 10.1007/978-981-16-6433-5)

Breitsohl, J., Jiménez, N., Megicks, P., Krasonikolakis, I., Ramoglou, S., Aagerup, U., Happer, C. (2022) Bullying in online brand communities-exploring consumers' intentions to intervene. Springer International Publishing

Gannon, M. J., Taheri, B., Azer, J. (2022) Contemporary research paradigms and philosophies. Emerald


Chevtchouk, Y., Veloutsou, C., Paton, R. (2021) Outcomes Across the Brand Ethical Continuum in Luxury Services.

Chevtchouk, Y., Veloutsou, C., Paton, R. (2021) The experience-economy revisited: an interdisciplinary perspective and research agenda. Journal of Product and Brand Management, 30, pp. 1288-1324. (doi: 10.1108/JPBM-06-2019-2406)

Azer, J., Blasco-Arcas, L., Harrigan, P. (2021) #COVID-19: forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of Business Research, 135, pp. 99-111. (doi: 10.1016/j.jbusres.2021.06.030)

Carrington, M., Chatzidakis, A., Shaw, D. (2021) Addressing consumer awareness and (in)action towards modern slavery. (doi: 10.36399/gla.pubs.255488)

Dessart, L., Veloutsou, C. (2021) Augmenting brand community identification for inactive users: a uses and gratification perspective. Journal of Research in Interactive Marketing, 15, pp. 361-385. (doi: 10.1108/JRIM-11-2019-0191)

Shaw, D., Chatzidakis, A., Carrington, M. (2021) Modern slavery: how consumers can make a difference. Conversation, 2021, pp. Jul 1.

Carrington, M., Chatzidakis, A., Shaw, D. (2021) Consuming worker exploitation? Accounts and justifications for consumer (in)action to modern slavery. Work, Employment and Society, 35, pp. 432-450. (doi: 10.1177/0950017020926372)

Press, M. (2021) Developing a strong sustainability research program in marketing. AMS Review, 11, pp. 96-114. (doi: 10.1007/s13162-020-00185-6)

Chatzidakis, A., Shaw, D., Allen, M. (2021) A psycho-social approach to consumer ethics. Journal of Consumer Culture, 21, pp. 123-1245. (doi: 10.1177/1469540518773815)

Carrington, M., Chatzidakis, A., Goworek, H., Shaw, D. (2021) Consumption ethics: a review and analysis of future directions for interdisciplinary research. Journal of Business Ethics, 168, pp. 215-238. (doi: 10.1007/s10551-020-04425-4)

Sandikci, O. (2021) Religion and everyday consumption ethics: a moral economy approach. Journal of Business Ethics, 168, pp. 277-293. (doi: 10.1007/s10551-019-04422-2)

Hetherington, A., Malmberg, J., Mariam, S., Munkedal, C., Kilgour, R., Diment, M., Miller, S., Decker, J., Bull, K., Fisher, G., Luckman, T., Shaw, D., Duffy, K., Downing, P., Bailey-Cooper, N., Bartlett, S., Rosser-Davies, J., Dubé, S. (2021) The circular fashion ecosystem: a blueprint for the future. (doi: 10.36399/gla.pubs.253310)


Morgan-Thomas, A., Dessart, L., Veloutsou, C. (2020) Digital ecosystem and consumer engagement: a socio-technical perspective. Journal of Business Research, 121, pp. 713-723. (doi: 10.1016/j.jbusres.2020.03.042)

Wilson-Nash, C., Goode, A., Currie, A. (2020) Introducing the socialbot: a novel touchpoint along the young adult customer journey. European Journal of Marketing, 54, pp. 2621-2643. (doi: 10.1108/EJM-07-2019-0555)

Dineva, D., Breitsohl, J., Garrod, B., Megicks, P. (2020) Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing, 52, pp. 118-136. (doi: 10.1016/j.intmar.2020.05.002)

Pedeliento, G., Andreini, D., Veloutsou, C. (2020) Brand community integration, participation and commitment: a comparison between consumer-run and company-managed communities. Journal of Business Research, 119, pp. 481-494. (doi: 10.1016/j.jbusres.2019.10.069)

Veloutsou, C., Black, I. (2020) Creating and managing participative brand communities: the roles members perform. Journal of Business Research, 117, pp. 873-885. (doi: 10.1016/j.jbusres.2019.06.032)

Zhao, Y., von Delft, S., Morgan-Thomas, A., Buck, T. (2020) The evolution of platform business models: exploring competitive battles in the world of platforms. Long Range Planning, 53, (doi: 10.1016/j.lrp.2019.101892)

Azer, J., Blasco-Arcas, L. (2020) Towards a Typology of Visual Customer Engagement Behaviors (CEBs)

Azer, J., Alexander, M. (2020) Direct and indirect negatively valenced engagement behavior. Journal of Services Marketing, 34, pp. 967-981. (doi: 10.1108/JSM-08-2019-0296)

Veloutsou, C., Chatzipanagiotou, K., Christodoulides, G. (2020) The consumer-based brand equity deconstruction and restoration process: lessons from unliked brands. Journal of Business Research, 111, pp. 41-51. (doi: 10.1016/j.jbusres.2019.12.029)

Veloutsou, C., Ruiz-Mafe, C. (2020) Brands as relationship builders in the virtual world: A bibliometric analysis. Electronic Commerce Research and Applications, 39, (doi: 10.1016/j.elerap.2019.100901)

Traill, H., Shaw, D., Anderson, S., Cumbers, A., McMaster, R., Marr, N. (2020) Baltic Street Adventure Playground Establishing a Community Food Hub. (doi: 10.36399/gla.pubs.217178)

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2020) Brand negativity: a relational perspective on anti-brand community participation. European Journal of Marketing, 54, pp. 1761-1785. (doi: 10.1108/EJM-06-2018-0423)

Azer, J., Alexander, M. (2020) Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36, pp. 361-383. (doi: 10.1080/0267257X.2020.1735488)

Shaw, D., Duffy, K. (2020) Save Your Wardrobe: Digitalising Sustainable Consumption: Further Insights.

Duffy, K., Reid, E., Finch, J. (2020) Sold out? Reconfiguring consumer demand through the secondary digital ticket market. Consumption, Markets and Culture, 23, pp. 174-194. (doi: 10.1080/10253866.2019.1684270)

Karamullaoglu, N., Sandikci, O. (2020) Western influences in Turkish advertising: Disseminating the ideals of home, family and femininity in the 1950s and 1960s. Journal of Historical Research in Marketing, 12, pp. 127-150. (doi: 10.1108/JHRM-10-2018-0050)


Morgan-Thomas, A., Dudau, A. (2019) Of possums, hogs and horses: capturing duality of student engagement in eLearning. Academy of Management Learning and Education, 18, pp. 564-580. (doi: 10.5465/amle.2018.0029)

Ghaffari, M., Jafari, A., Sandikci, O. (2019) The role of mundane and subtle institutional work in market dynamics: a case of fashion clothing market. Journal of Business Research, 105, pp. 434-442. (doi: 10.1016/j.jbusres.2019.03.029)

Dessart, L., Aldás-Manzano, J., Veloutsou, C. (2019) Unveiling heterogeneous engagement-based loyalty in brand communities. European Journal of Marketing, 53, pp. 1854-1881. (doi: 10.1108/EJM-11-2017-0818)

Dineva, D., Lu, X., Breitsohl, J. (2019) Social media conflicts during the financial crisis: managerial implications for retail banks. Strategic Change, 28, pp. 381-386. (doi: 10.1002/jsc.2292)

Karamullaoglu, N., Sandikci, O. (2019) A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale. Journal of Historical Research in Marketing, 11, pp. 317-338. (doi: 10.1108/JHRM-04-2018-0016)

Osuna Ramírez, S. A., Veloutsou, C., Morgan-Thomas, A. (2019) I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product and Brand Management, 28, pp. 614-632. (doi: 10.1108/JPBM-03-2018-1811)

Press, M., Robert, I., Maillefert, M. (2019) The role of linked legitimacy in sustainable business model development. Industrial Marketing Management, (doi: 10.1016/j.indmarman.2019.05.009)

Morgan-Thomas, A. (2019) Generativity in Algorithmic Systems.

Azer, J., Ranaweera, C. (2019) Identifying Customer Influencer Value in Social Media Platforms.

Fang, X., Chatzipanagiotou, K., Veloutsou, C. (2019) The Impact of Different Aspects of Perceived Authenticity on the Tourist-Destination Relationship Quality.

Azer, J., Ranaweera, C. (2019) The Impact of Non-customers with High Degrees of Influence in Social Networks.

Osuna Ramirez, S. A., Veloutsou, C., Morgan-Thomas, A. (2019) Advantages of Brand Polarization? Exploring Potential Beneficiaries: Structured Abstract.

Morgan-Thomas, A. (2019) Innovation in Algorithmic Systems.

Khan, M.A., Veloutsou, C., Chatzipanagiotou, K. (2019) Consequences Towards Brands After a Service Failure: A Holistic View.

Dong, X., Veloutsou, C., Morgan-Thomas, A. (2019) Negative Consumer Engagement.

Veloutsou, C., Dessart, L. (2019) Socialising In and Outside Online Brand Communities.

Morgan-Thomas, A., Abrunhosa, A., Canales, J. I. (2019) Material conflict: MOOCs and institutional logics in business education. Palgrave Macmillan

Tillotson, J. S., Salminen, E., Press, M., Arnould, E. (2019) Consumer culture theory: development, critique, application and prospects. Foundations and Trends in Marketing, 12, pp. 80-166. (doi: 10.1561/1700000052)

Chatzipanagiotou, K., Christodoulides, G., Veloutsou, C. (2019) Managing the consumer-based brand equity process: a cross-cultural perspective. International Business Review, 28, pp. 328-343. (doi: 10.1016/j.ibusrev.2018.10.005)

Sandıkcı, Ö., Kravets, O. (2019) CCT perspectives on macromarketing: introduction to the special issue. Journal of Macromarketing, 39, pp. 5-8. (doi: 10.1177/0276146718820930)

Reuber, A. R., Morgan-Thomas, A. (2019) Communicating moral legitimacy in controversial industries: the trade in human tissue. Journal of Business Ethics, 154, pp. 49-63. (doi: 10.1007/s10551-017-3480-z)

Sandıkcı, Ö. (2019) Elizabeth Bucar, Pious Fashion: How Muslim Women Dress. Anthropological Quarterly, 92, pp. 301-306.

Shaw, D., Duffy, K. (2019) Save Your Wardrobe: Digitalising Sustainable Clothing Consumption.

Arnould, E., Press, M. (2019) Systemic small-player market exclusion in an east African context. Consumption Markets and Culture, 22, pp. 508-527. (doi: 10.1080/10253866.2018.1561634)


Veloutsou, C., Delgado-Ballester, E. (2018) New challenges in brand management. Spanish Journal of Marketing, 22, pp. 254-271. (doi: 10.1108/SJME-12-2018-036)

Carrington, M., Chatzidakis, A., Shaw, D. (2018) We all buy slave-made products: here’s how we avoid feeling guilty. Conversation, 2018, pp. Dec 3.

Anderson, S., Hamilton, K., Tonner, A. (2018) “They were built to last”: anticonsumption and the materiality of waste in obsolete buildings. Journal of Public Policy and Marketing, 37, pp. 195-212. (doi: 10.1177/0743915618810438)

Pedeliento, G., Adreini, D., Veloutsou, C. (2018) Brand Community Integration, Participation and Commitment: A Comparison Between Consumer-Run and Company-Managed Communities.

Okay-Somerville, B., Dudau, A., Favotto, A., Du, M., McMaster, R., Morgan-Thomas, A. (2018) Adam Smith Cared and We Should Too: Our Duty of Care for Student Wellbeing and Resilience.

Veloutsou, C. (2018) Conceptualising and Operationalising Respect in Consumer-Brand Relationships.

Veloutsou, C., Chatzipanagiotou, K., Christodoulides, G. (2018) The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from Unliked Brands.

Morgan-Thomas, A. (2018) Artifacts, Aestetics, and Sensory Experiences in Learning.

Veloutsou, C., Dessart, L., Aldas-Manzano, J. (2018) Heterogeneous Brand Engagement in Brand Communities.

Breitsohl, J., Roschk, H., Feyertag, C. (2018) Consumer brand bullying behaviour in online communities of service firms. Springer Gabler

Osuna Ramirez, S.A., Veloutsou, C., Morgan-Thomas, A. (2018) Towards a Conceptualization of Brand Polarization.

Zhao, Y., Morgan-Thomas, A. (2018) Competition at the Digital Frontier: Algorithmic Innovation, Value-Creation and Digital Venture Performance.

Shaw, D., Cumbers, A., McMaster, R., Crossan, J. (2018) Scaling up community action for tackling climate change. British Journal of Management, 29, pp. 266-278. (doi: 10.1111/1467-8551.12274)

Chatzidakis, A., Shaw, D. (2018) Sustainability: issues of scale, care and consumption. British Journal of Management, 29, pp. 299-315. (doi: 10.1111/1467-8551.12292)

Brach, S., Walsh, G., Shaw, D. (2018) Sustainable consumption and third-party certified labels: consumers' perceptions and reactions. European Management Journal, 36, pp. 254-265. (doi: 10.1016/j.emj.2017.03.005)

Morgan-Thomas, A., Dudau, A. (2018) Resilience as Entanglement of Action and Matter.

Veloutsou, C., Aimpitaksa, J. B. (2018) The Lovemarks Effect. (doi: 10.1007/978-3-319-66023-3_94)

Chevtchouk, Y., Veloutsou, C., Paton, R. (2018) The Process of Brand Experience: An Interdisciplinary Perspective. (doi: 10.1007/978-3-319-66023-3_168)

Finch, J. H., McMaster, R. (2018) History matters: on the mystifying appeal of Bowles and Gintis. Cambridge Journal of Economics, 42, pp. 285-308. (doi: 10.1093/cje/bex002)

Cumbers, A., Shaw, D., Crossan, J., McMaster, R. (2018) The work of community gardens: reclaiming place for community in the city. Work, Employment and Society, 32, pp. 133-149. (doi: 10.1177/0950017017695042)

Beynon, M. J., Moutinho, L., Veloutsou, C. (2018) An exposition of the role of consideration sets in a DS/AHP analysis of consumer choice. Palgrave Macmillan

Azer, J., Alexander, M. J. (2018) Conceptualizing negatively valenced influencing behavior: forms and triggers. Journal of Service Management, 29, pp. 468-490. (doi: 10.1108/JOSM-12-2016-0326)

Carrington, M., Chatzidakis, A., Shaw, D. (2018) Consuming Modern Slavery.

Morgan-Thomas, A. (2018) Libereat: Monetising Big Data Analytics.

(2018) Materiality and Managerial Techniques: New Perspectives on Organizations, Artefacts and Practice. (doi: 10.1007/978-3-319-66101-8)

Sandıkcı, Ö. (2018) Religion and the marketplace: constructing the ‘new’ Muslim consumer. Religion, 48, pp. 453-473. (doi: 10.1080/0048721X.2018.1482612)

Morgan-Thomas, A. (2018) Schatzki and techno-organizational practice. Palgrave Macmillan

Azer, J., Alexander, M. (2018) The Impact of Negatively-valenced Influencing Behaviour.


Shaw, D., McMaster, R., Longo, C., Özçaglar-Toulouse, N. (2017) Ethical qualities in consumption: Towards a theory of care. Marketing Theory, 17, pp. 415-433. (doi: 10.1177/1470593117699662)

Veloutsou, C., Black, I. (2017) Brand Communities and the Roles of their Members.

Osuna Ramírez, S. A., Veloutsou, C., Morgan-Thomas, A. (2017) A systematic literature review of brand commitment: definitions, perspectives and dimensions. Athens Journal of Business and Economics, 3, pp. 305-332. (doi: 10.30958/ajbe.3.3.5)

Morgan-Thomas, A. (2017) Silent Tyranny of Code? Performativity, Encoding and Branding Work.

Azer, J., Alexander, M. (2017) Negatively-valenced Customer Engagement Behavior: Forms and Drivers.

Sahidi, D., Paton, R., Veloutsou, C. (2017) Ontological Foundation for Different Types of Value Creation Practices.

Black, I. R., Shaw, D., Trebeck, K. (2017) A policy agenda for changing our relationship with consumption. Journal of Cleaner Production, 154, pp. 12-15. (doi: 10.1016/j.jclepro.2017.03.182)

Roschk, H., Loureiro, S. M. C., Breitsohl, J. (2017) Calibrating 30 years of experimental research: a meta-analysis of the atmospheric effects of music, scent, and color. Journal of Retailing, 93, pp. 228-240. (doi: 10.1016/j.jretai.2016.10.001)

Azer, J., Alexander, M. (2017) Direct and Indirect Forms of Negative Customer Engagement Behaviour.

Finch, J., Geiger, S., Harkness, R. (2017) Marketing and compromising for sustainability: green chemistry, regulation and competing orders of worth in the North Atlantic. Marketing Theory, 17, pp. 71-93. (doi: 10.1177/1470593116657924)

Finch, J., Geiger, S., Reid, E. (2017) Captured by technology? How material agency sustains interaction between regulators and industry actors. Research Policy, 46, pp. 160-170. (doi: 10.1016/j.respol.2016.08.002)

Black, I., Veloutsou, C. (2017) Working consumers: co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70, pp. 416-429. (doi: 10.1016/j.jbusres.2016.07.012)

(2017) Communicating Brands in an Increasingly Complex and Global Environment.

Veloutsou, C., Chatzipanagiotou, K., Christodoulides, G. (2017) Consumer-Based Brand Equity Development Process: A Diagnostic Tool for Least Favourite Brands.

Bian, X., Veloutsou, C. (2017) Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China. Palgrave Macmillan

Dineva, D. P., Breitsohl, J. C., Garrod, B. (2017) Corporate conflict management on social media brand fan pages. Journal of Marketing Management, 33, pp. 679-698. (doi: 10.1080/0267257X.2017.1329225)

Anderson, S., Tonner, A., Hamilton, K. (2017) Death of buildings in consumer culture: natural death, architectural murder and cultural rape. Consumption Markets and Culture, 20, pp. 387-402. (doi: 10.1080/10253866.2017.1367676)

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2017) Explaining Anti-brand Community Participation.

Chatzipanagiotou, K., Veloutsou, C., Christodoulides, G. (2017) Managing the Consumer-Based Brand Equity Process Across Countries.

Pasternak, O., Veloutsou, C., Morgan-Thomas, A. (2017) Self-presentation, privacy and electronic word-of-mouth in social media. Journal of Product and Brand Management, 26, pp. 415-428. (doi: 10.1108/JPBM-04-2016-1150)

Ruiz-Mafe, C., Veloutsou, C. (2017) Special issue on information flow and WOM in social media and online communities. Online Information Review, 41, pp. 902-904. (doi: 10.1108/oir-09-2017-0255)

Dessart, L., Veloutsou, C. (2017) The Role of Self-Determination in Negative Brand Relationships: A Focus on the Apple Anti-Brand Community.

Veloutsou, C., Guzmán, F. (2017) The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product and Brand Management, 26, pp. 2-12. (doi: 10.1108/JPBM-01-2017-1398)

Chevtchouk, Y., Veloutsou, C., Paton, R. (2017) Towards a definition of Brand Experience: an interdisciplinary perspective.


Morgan-Thomas, A. (2016) Rethinking technology in the SME context: Affordances, practices and ICTs. International Small Business Journal, 34, pp. 1122-1136. (doi: 10.1177/0266242615613839)

Black, I., Shaw, D., Trebeck, K. (2016) Changing the narrative in our relationship with consumption. Families, Relationships and Societies, 5, pp. 463-466. (doi: 10.1332/204674316X1475850854242)

Trebeck, K., Black, I., Shaw, D. (2016) Changing the narrative: measuring progress by measuring what matters to families. Families, Relationships and Societies, 5, pp. 467-472. (doi: 10.1332/204674316X14758514931865)

Chatzipanagiotou, K., Veloutsou, C., Christodoulides, G. (2016) Decoding the complexity of the consumer-based brand equity process. Journal of Business Research, 69, pp. 5479-5486. (doi: 10.1016/j.jbusres.2016.04.159)

Shaw, D., Crossan, J., Cumbers, A., McMaster, R., Trebeck, K., Black, I. (2016) Open Space: Places of prosumption: Community gardens putting the ‘we’ into neighbourhoods. Families, Relationships and Societies, 5, pp. 473-479. (doi: 10.1332/204674316X14758523887982)

Crossan, J., Cumbers, A., McMaster, R., Shaw, D. (2016) Contesting neoliberal urbanism in Glasgow's community gardens: The practice of DIY citizenship. Antipode: A Radical Journal of Geography, 48, pp. 937-955. (doi: 10.1111/anti.12220)

Anderson, S., Hamilton, K., Tonner, A. (2016) Social labour: Exploring work in consumption. Marketing Theory, 16, pp. 383-400. (doi: 10.1177/1470593116640598)

Schill, M., Shaw, D. (2016) Recycling today, sustainability tomorrow: effects of psychological distance on behavioural practice. European Management Journal, 34, pp. 349-362. (doi: 10.1016/j.emj.2016.05.004)

Morgan-Thomas, A., Abrunhosa, A., Canales, J. I. (2016) Digital Materialities and Incompatible Institutional Logics.

Breitsohl, J., Garrod, B. (2016) Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident. Tourism Management, 54, pp. 209-220. (doi: 10.1016/j.tourman.2015.11.004)

Shaw, D., McMaster, R., Newholm, T. (2016) Care and commitment in ethical consumption: an exploration of the ‘attitude–behaviour gap' Journal of Business Ethics, 136, pp. 251-265. (doi: 10.1007/s10551-014-2442-y)

Azer, J. (2016) Negative Valence of Customer Engagement Behaviour.

(2016) Ethics and Morality in Consumption: Interdisciplinary Perspectives.

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2016) Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32, pp. 399-426. (doi: 10.1080/0267257X.2015.1130738)

Jafari, A., Sandıkcı, Ö. (2016) The ontological pitfalls of Islamic exceptionalism: A re-inquiry on El-Bassiouny's (2014, 2015) conceptualization of “Islamic marketing” Journal of Business Research, 69, pp. 1175-1181. (doi: 10.1016/j.jbusres.2015.09.016)

Geiger, S., Finch, J. (2016) Promissories and pharmaceutical patents: agencing markets through public narratives. Consumption Markets and Culture, 19, pp. 71-91. (doi: 10.1080/10253866.2015.1067199)

Li, C., Morgan-Thomas, A., Tang, Y. K. (2016) A Systematic Review of Literature: The Link Between CRM and Firm Performance.

Black, I., Trebeck, K., Shaw, D. (2016) Beyond 'a greener Scotland' Bella Caledonia / Ekklesia

Zhao, Y., Von Delft, S., Morgan-Thomas, A., Buck, T. (2016) Competitive Dynamics in Business Model Evolution: An Analysis of the Chinese Online Group Buying Industry.

Veloutsou, C., Black, I. (2016) Creating and Managing Brand Meaning: The Interaction and Roles of Brand Owners and Working Consumers.

Geiger, S., Finch, J. (2016) Making incremental innovation tradable in industrial service settings. Journal of Business Research, 69, pp. 2463-2470. (doi: 10.1016/j.jbusres.2016.02.015)

Zhao, Y., Morgan-Thomas, A., Von Delft, S., Buck, T. (2016) Survival Through Digital Innovation: How Digitization Accelerates Business Model Evolution.

Dessart, L., Veloutsou, C. (2016) The Central and Sufficient Role of Identification in Brand Communities.

Chatzipanagiotou, K., Veloutsou, C., Christodoulides, G. (2016) The Consumer-Based Brand Equity Process: An fs/Qualitative Comparative Analysis Approach.

Veloutsou, C., Aldas-Manzano, J., Ruiz-Mafe, C. (2016) The Dual Nature of Spreading Negative eWoM for Branded Offers: Emotional Reaction Or Social Response?

Hassan, L. M., Shiu, E., Shaw, D. (2016) Who says there is an intention–behaviour gap? Assessing the empirical evidence of an intention–behaviour gap in ethical consumption. Journal of Business Ethics, 136, pp. 219-236. (doi: 10.1007/s10551-014-2440-0)

Black, I., Veloutsou, C. (2016) Working Consumers as Co-creators of the Brand Identity and the Brand Community Identity.


Morgan-Thomas, A. (2015) Residual Humanism: Schatzki, Digital Objects and Organizational Practice.

Azer, J. (2015) Facebook from socializing to advertising: an empirical study on the effect of Facebook as an advertising tool in Egypt. African Journal of Business Management, 9, pp. 796-813. (doi: 10.5897/AJBM2015.7866)

Black, I., Shaw, D., Trebeck, K. (2015) From 'I' to 'We': Changing the Narrative in Scotland's Relationship With Consumption. (doi: 10.36399/gla.pubs.119432)

Jafari, A., Sandıkcı, Ö. (2015) ‘Islamic’ consumers, markets, and marketing: A critique of El-Bassiouny's (2014) “The one-billion-plus marginalization” Journal of Business Research, 68, pp. 2676-2682. (doi: 10.1016/j.jbusres.2015.04.003)

Morgan-Thomas, A. (2015) Unfolding practices with unfolding objects: standardization work in global branding.

Breitsohl, J., Wilcox-Jones, J. P., Harris, I. (2015) Groupthink 2.0: an empirical analysis of customers' conformity-seeking in online communities. Journal of Customer Behaviour, 14, pp. 87-106. (doi: 10.1362/147539215x14373846805662)

Zhao, Y., Buck, T., Morgan-Thomas, A. (2015) Change or Die: Business Model Innovation and Firm Performance Case Studies of Chinese Online Group Buying Firms.

Anderson, S. (2015) Alternative Places of Consumption: Understanding Urban Exploration.

Veloutsou, C. (2015) Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32, pp. 405-421. (doi: 10.1108/JCM-02-2014-0878)

Zhao, Y., Buck, T., Morgan-Thomas, A. (2015) Business Models, Imitations and the Performance of Entrepreneurial Firms.

Morgan-Thomas, A. (2015) Business model innovation in regional tourism: digital tourism platform.

Shaw, D., Crossan, J., Cumbers, A., McMaster, R. (2015) Community Gardens: New Spaces for DIY Citizenship?

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015) Consumer Engagement in an Online Brand Community: Development and Validation of a Scale.

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015) Consumer engagement in online brand communities: a social media perspective. Journal of Product and Brand Management, 24, pp. 28-42. (doi: 10.1108/JPBM-06-2014-0635)

Christodoulides, G., Cadogan, J. W., Veloutsou, C. (2015) Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32, pp. 307-328. (doi: 10.1108/IMR-10-2013-0242)

Anderson, S. (2015) Consuming Place: Understanding Urban Exploration.

Möhring, M. M., Finch, J. (2015) Contracts, relationships and innovation in business-to-business exchanges. Journal of Business and Industrial Marketing, 30, pp. 405-413. (doi: 10.1108/JBIM-12-2012-0249)

Breitsohl, J., Kunz, W. H., Dowell, D. (2015) Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management, 31, pp. 1040-1064. (doi: 10.1080/0267257X.2015.1036102)

Crossan, J., Shaw, D., Cumbers, A., McMaster, R. (2015) Glasgow's Community Gardens: Sustainable Communities of Care. (doi: 10.36399/gla.pubs.114500)

Crossan, J., Cumbers, A., McMaster, R., Shaw, D. (2015) Glasgow’s Community Gardens: Neoliberal Spaces or Sites of Radical Potential? Geographies of the Anthropocene.

Pasternak, O., Veloutsou, C., Morgan-Thomas, A. (2015) Identifying the Nature of Consumer’s eWOM Activity on Facebook Brand Pages: an Exploratory Study.

Morgan-Thomas, A. (2015) Innovation in renewable energy: researching global market opportunities.

Morgan-Thomas, A. (2015) Market assessment and strategy development for Virtual Abattoir.

Morgan-Thomas, A. (2015) Routes to market in mobile applications contexts.

Anderson, S., Hamilton, K., Tonner, A. (2015) See that Door with a No Entry sign? Open it?: Exploring Consumer Agency in Contested Place.

Anderson, S., Hamilton, K., Tonner, A. (2015) See that door with a No Entry sign? Open it?: Exploring consumer agency in contested place. Advances in Consumer Research, 43, pp. 309-313.

Cumbers, A., Crossan, J., McMaster, R., Shaw, D. (2015) Social Provisioning and Capabilities: The Case of Community Gardens in Glasgow.

Ruiz-Mafe, C., Aldas-Manzano, J., Veloutsou, C. (2015) The Effect of Negative Electronic Word of Mouth on switching Intentions: A Social Interaction Utility Approach.

Finch, J., Horan, C., Reid, E. (2015) The performativity of sustainability: making a conduit a marketing device. Journal of Marketing Management, 31, pp. 167-192. (doi: 10.1080/0267257X.2014.980752)

Veloutsou, C., Dessart, L., Arvaniti, G. M. (2015) The role of online social interaction in the recommendation of a game brand community. Business Science Reference, An imprint of IGI Global

Veloutsou, C., Chreppas, C. (2015) Training or vacation? The academic conference tourism. Tourismos, 10, pp. 101-130.

Ruiz-Mafe, C., Aldas-Manzano, J., Veloutsou, C. (2015) Understanding and Managing Negative eWom: The Role of Trust, Dissatisfaction and Negative Brand Relationships.

Anderson, S., Goode, A. (2015) ‘It’s Like Somebody Else’s Pub’: Understanding Conflict in Third Place.

Goode, A., Anderson, S. (2015) ‘It’s like somebody else’s pub’: understanding conflict in third place. Advances in Consumer Research, 43, pp. 346-351.