The Marketing Research Group is dedicated to understanding how and why consumers, employees and organizations make the decisions that they do based on marketing functions and practices. This is through examining and exploring perceptions of marketing tools, communications, models, and processes at the corporate, societal, and individual level.
Previous projects by the members in the group include consumer perceptions in the areas of; gendered content in advertising, Country of Origin effect, luxury fashion and greenwashing adverts.
Members of the group are highly motivated and experienced researchers with a passion for their research interest. They have been publishing numerous research articles in the reputable academic journals and presented their research findings at conferences both nationally and internationally. Through the innovative research studies, the MRG members aim to not only create practical solutions for businesses and policymakers and also to contribute to the academic community.
Working with businesses and institutions is also an important focus for MRG to ensure that the research can make a real world impact. For example, a current project forthcoming from the group is to understand University employee perceptions in the innovative field of Cyber Security in relation to marketing practices which will be developed into an impact case study.
MRG is also dedicated to researching innovative and cutting edge areas in the field of marketing including cross- collaborative projects in artificial intelligence, the Metaverse and digital technologies.
Our current research focus are as follows:
- Green Consumerism amongst young consumers in the UK and India (in collaboration with Christ
Deemed to be University, India)
- Anti-consumerism movement amongst young consumers
- Re-examining the marketing strategy for the retail brands in Metaverse
- Marketing messages for the indigenous fashion brands in Myanmar and Nigeria.
Baxter K, Czarnecka B, Schivinski B, Massaro MR. Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK. PLoS One. 2022 Oct 27;17(10):e0273927. doi: 10.1371/journal.pone.0273927.
Dandis, A.O., Wallace-Williams, D.M., Ni, A.K., Wright, L.T. and Abu Siam, Y.I. (2022), "The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants", The TQM Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TQM-03-2022-0091
Dandis, A.O., Al Haj Eid, M., Griffin, D., Robin, R. and Ni, A.K. (2023), "Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants", The TQM Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TQM-08-2022-0248
Van Yaroson, E., Baxter, K., and Ni, A. K. (2024) “Chapter 1. Corporate Branding in Logistics and Transport Sector: The Concept, History, Current and Future Trends”. In: Nor Aida Abdul Rahman, T.C. Melewar, Pantea Foroudi, Suraksha Gupta. (Ed). Corporate Branding in Logistics and Transportation Recent Developments and Emerging Issues. London: Routledge.
