Southampton Business School ➞ Who we are

Marketing research

The department's members play an active part in research in the marketing discipline, with many papers published in practitioner journals and academic journals of international standing and presented at refereed international conferences. They have strong links with UK-based small and medium-sized enterprises and major international corporations.

Our research is directed by delivering solutions to real-world marketing problems. A small selection of what we offer fall into the following areas:

Customer insights: to advance knowledge about effective and efficient targeting, branding and positioning for online and offline marketing strategy.
Consumer behaviour: to understand why consumers act in the ways they do; for instance, why do consumers shop in certain stores and not others, or why are they more willing to pay more for luxury products?
Capabilities: to further test and understand unique organisational and technological capabilities, which enhance customer satisfaction, render competitive advantages, and support innovation in the digital economy.
Marketing strategy and technology: to investigate latest and emerging technologies, and their implications for marketing strategy particularly for enhancing innovation, responsiveness and customer satisfaction.
Global cultures: to dissect and examine diverse and complex global cultures in digital and online/internet contexts such as for developing digital media strategy and identifying new consumption patterns.
Marketing analytics: to develop new modeling techniques using real data to solve strategic marketing problems and translate model predictions into decision rules and/or marketing performance metrics (eg brand performance, customer loyalty, customer experience).

We have access to a supercomputer to analyse big data, and a dedicated research laboratory for specialist equipment. We have skills to simplify complex statistical techniques and provide practical modelling solutions. We work on large data sets that require us to creatively identify, acquire, cleanse and structure data sets for model development from relational databases using R, Mplus, SQL and SAS scripts. We have expertise in R statistical programming and Mplus for modelling sample challenges (e.g. treatment and selection bias), and for building non-linear models that hold up well on similar and extrapolated populations.

We also have specialists in qualitative techniques to explore new online market phenomena as well as to conceptualise complex consumption patterns. The department's eclectic approach pulls together expertise from different disciplines including mathematics, computer science and sociology to form a unique blend of knowledge and skills for research in marketing.

Centre for Marketing Research

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Publications

Below are key publications from the department.

List of Publications

Representative Refereed Journal Publications (listed in ABS 4, Financial Times top-45, UT Dallas top-24, Business Week's top-20)

Wang, F., & Lopez, C. Accepted/In press. Does communicating safety matter? Annals of Tourism Research.

Logkizidou, M., Bottomley, P., Angell, R., & Evanschitzky, H. 2019. Why museological merchandise displays enhance luxury product evaluations: an extended art infusion effect. Journal of Retailing. 95(1) 67-82.

Ko, W., & Liu, G. 2019. How information technology assimilation promotes exploratory and exploitative innovation in the small- and medium-sized firm context: the role of contextual ambidexterity and knowledge base. Journal of Product Innovation Management. 36. 4. 442-446

Liu, G., Ko, W., & Chapleo, C. 2018. How and when socially entrepreneurial nonprofit organizations benefit from adopting social alliance management routines to manage social alliances? Journal of Business Ethics , 497–516.

Angell, R., Bottomley, P., & Doyle, J. 2016. Leicester City FC and the benefits of an underdog brand. Harvard Business Review. (August).

Frösén, J., Luoma, J., Jaakkola, M., Tikkanen, H., & Aspara, J. 2016. What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement. Journal of Marketing , 80(3), 60-78.

So, M., Thomas, L., & Huang, B. 2016. Lending decisions with limits on capital available: the polygamous marriage problem. European Journal of Operational Research , 249(2), 407-416.

Gomez, M., Lopez, C., & Molina, A. 2015. A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism Management , 51, 210-222

Thomas, L. C., Matuszyk, A., So, M, Mues, C., & Jezewska, A. 2015. Modelling repayment patterns in the collections process for unsecured consumer debt: a case study. European Journal of Operational Research , 249(2), 1-10.

Ko, W. W., & Liu, G. 2015. Understanding the process of knowledge spillovers: learning to become social enterprises. Strategic Entrepreneurship Journal , 9(3), 263-285.

Anderson, E., & Yang, S. 2015. The timing of capacity investment with lead times: When do firms act in unison? Production and Operations Management , 24(1), 21-41.

Liu, G., Eng, T.Y. & Takeda, S. 2015. An investigation of marketing capabilities and social enterprise performance in the UK and Japan. Entrepreneurship Theory and Practice , 39(2), 267-298.

Yang, S., & Anderson, E. 2014. Competition through capacity investment under asymmetric existing capacities and costs. European Journal of Operational Research , 237(1), 217-230.

Feld, S., Frenzen, H., Krafft, M., Peters, K and Verhoef, P. 2013. Effects of Direct Mail Characteristics on Direct Mail Campaign Performance. International Journal of Research Marketing , 30(2), 143-159.

Liu, G., Eng, T.Y. & Ko, W. 2013. Strategic direction of corporate community involvement. Journal of Business Ethics , 115(3), 469-487.

Nisar, T. M. 2011. Intellectual property securitization and growth capital in retail franchising. Journal of Retailing , 87, (3), 393-405.

Kuo, C., & Yang, S. 2013. The role of store brand positioning for appropriating supply chain profit under shelf space allocation. European Journal of Operational Research , 231(1), 88-97.

Atalay, S.A., Bodur, H.O., and D. Rasolofoarison 2012. Shining in the Center: Central Glaze Cascade Effect on Product Choice. Journal of Consumer Research , 39 (4), 848-866.

Shukla, P. 2011. Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business , 46(2), 242-252.