Marketing Research Group (MRG)

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. 

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:

• Anti-Consumption in fashion
• Brands in the Metaverse
• Sustainable Leadership
• Green Consumption
• Sustainability communications
• Role of AI in Student well-being

• Baxter, K. and Czarnecka, B., 2025. Sharing images of children on social media: British motherhood influencers and the privacy paradox. PloS One, 20(1), e0314472.

• Megheirkouni, M., Baxter, K., Ni, A. and Jing, Y., 2025. Leadership-artificial intelligence interaction for sustainable mega events: rethinking the current and future research and practices. Event Management. https://doi.org/10.3727/152599525X17385344274487

• Qi, B., McCauley, E., Baxter, K., Poo, M.C.P. and Lau, Y.Y., 2025. A manufacturing industry perspective on pandemic-induced supply chain disruptions. Businesses, 5(1), 8.

• Baxter, K., Ghandour, R. and Histon, W., 2024. Greenwashing and brand perception - a consumer sentiment analysis on organisations accused of greenwashing. International Journal of Internet Marketing and Advertising, 21(1-2), pp.149-179.

• Wishart, G., Poo, M.C.P., Baxter, K. and Lau, Y.Y., 2024. The “Pink Tax” and gender price disparity in personal care. Encyclopedia, 4(3), pp.1279-1285.

• Yaroson, E.V., Baxter, K. and Ni, A.K., 2024. Corporate Branding in Logistics and Transport Sector: The Concept, History, Current and Future Trends. In: Rahman, N.A.A., Melewar, T.C., Foroudi P. and Gupta, S. eds. Corporate Branding in Logistics and Transportation. London: Routledge, pp.7-25.

• 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, 35(8), pp.2526-2546.

• Ganeshkumar, C., Singh, N.K., Mor, R.S. and Panghal, A., 2023. Investigating the adoption barriers to industry 4.0 technologies in farmer producer organisations. International Journal of Global Business and Competitiveness, 18(2), pp.162-174.

• Baxter, K., Czarnecka, B., Schivinski, B. and Massaro, M.R., 2022. Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK. PLoS One, 17(10), e0273927.

• Dandis, A.O., Wallace-Williams, D.M., Ni, A.K., Wright, L.T. and Abu Siam, Y.I., 2023. The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants. The TQM Journal, 35(7), pp.2028-2051.

• Griazina, A., Bamberger, A. and Mun, O., 2023. Classed and gendered internationalisation of research and knowledge production: A critical analysis of international doctoral students in the UK (1998-2016). International Studies in Sociology of Education, 32(2), pp.443-465.

• Hawkes, D. and Griazina, A., 2019. A systematic literature review of economic benefits of doctorates in the UK. Work Based Learning e-Journal International, 8(2). https://gala.gre.ac.uk/id/eprint/32061/

• Mrad, M., Farah, M.F. and Haddad, S., 2019. From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26, pp.567-582.