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Professor Jaywant Singh PhD MBA MA LLB BA (Hons) FHEA

Professor of Marketing

Professor Jaywant Singh's photo

Jaywant Singh is Professor of Marketing at the Department of Digital and Data Driven Marketing at Southampton Business School, University of Southampton.

Professor Singh’s research and publications are in the areas of consumer behaviour and branding.  His research focuses on why and how people consume goods and services.  Using theories from social and experimental psychology, mathematical and structural models, he examines the above through the lenses of brand management, ethical consumption and service management.  His current research involves examining how people react to brands espousing social causes, corporate brand crisis communication, impact of social media, and services.

Professor Singh has co-authored a popular textbook on consumer behaviour (Consumer Behaviour: Applications in Marketing, 3rd ed, Sage, 2017), and has co-edited a book on contemporary issues in brand management (The Routledge Companion to Contemporary Brand Management, 2016).  His research has won several awards and has been published in top-tier international journals.  He has contributed chapters in edited books, published business case studies, and his research-based output and quotes often appear in the business press.

Professor Singh is a frequent speaker at research seminars, international conferences, and has given key notes in the UK, Sweden, India, and Australia. He previously held a chair in marketing at Kingston University London. Prior to his academic career, he studied and worked in India, Australia, Denmark, Singapore, and the UK. He regularly provides consultancy to organisations on branding and consumer behaviour related issues. Professor Singh is actively involved in research projects funded by external bodies. He supervises doctoral candidates on topics on the interface of consumer behaviour and branding.

Research interests

Cause-related marketing, social media, strategic brand alliances, brand communication, service management

Research Group

Marketing Research Group

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Professor Jaywant Singh
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number : 2/3021

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