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Centre for Marketing Research

Director: Professor Jaywant Singh
Tel: (023) 8059 4481

The Centre for Marketing Research is a well-established research centre at Southampton Business School. As part of the Department of Digital and Data Driven Marketing, it consists of 18 active researchers who conduct research in marketing and consumer related issues. The Centre experts use big data analyses, experiments, quantitative surveys, qualitative and mixed methods to generate evidence-based research output that contributes to theory, business practice, and public policy.

The Centre members are at the forefront of research in the latest as well as traditional marketing areas. The topics cover innovative research methodologies, retailing, branding, luxury marketing, advertising, marketing strategy, services, influencer marketing, sensory marketing, sustainability, and CSR. An overarching focus is the intersection of marketing and advances in digital technology – digital marketing, big data, marketing analytics, and performance measurement.

Members regularly publish in top-tier academic journals such as the Journal of Retailing, Journal of Advertising Research, Journal of Advertising, Journal of Business Research, Journal of World Business, Tourism Management, Harvard Business Review (Online), European Journal of Marketing, Journal of Business Ethics, Psychology and Marketing, and Industrial Marketing Management. Members also publish in popular outlets such as Admap, The Conversation, Adweek, and are frequently sought for commentary in the media on current marketing issues and as speakers at international academic and industry conferences.

The members supervise several Phd students who participate in the Centre’s activities. The focus is on equipping the students with latest methodological training and other skills to develop as well-rounded academics. The Centre has on-going recruitment policy of PhD candidates and invites potential PhD applicants to directly contact the Centre Director, or members, with their research interest/proposal, CV and postgraduate transcripts.

  • Consumer Behaviour and Psychology
  • Digital and Big Data Analytics
  • Retail Strategy, Sensory Marketing
  • Advertising and Marketing Communications
  • International and Cross-cultural Marketing
  • Services Marketing, Sharing-based services
  • Luxury Branding, Brand Management
  • CSR, Cause-related Marketing, Social Innovation
  • New Media, Influencer Marketing


  • Fouroudi, P., Kitchen, P. J., Marvi, R., Akarsu, T. N., & Uddin, H. (2020). A bibliometric investigation of service failure literature and a research agenda. European Journal of Marketing
  • Angell, R., Bottomley, P., Brečić, R., Filipović, J., Gorton, M., Logkizidou, M., & White, J. (2020). Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships, European Sport Management Quarterly.
  • Lavertu, L., Marder, B., Erz, A., & Angell, R. (2020). The extended warming effect of social media: examining whether the cognition of online audiences offline drives prosocial behavior in 'real life', Computers in Human Behavior, 110, 1-9. 
  • Crisafulli, Benedetta and Singh, Jaywant, “The pitfalls of using social media influencers during brand crises”, WARC Exclusive, 14th August 2020
  • Akarsu, T. N., Foroudi., P., & Melewar T.C. (2020) “What makes Airbnb likeable? Exploring the nexus between service attractiveness, country image, perceived authenticity and experience from a social exchange theory perspective within an emerging economy context”. International Journal of Hospitality Management. (In Press)
  • Alford, P., & Jones, R. (2020). The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer. Tourism Management, 81, [104139]. DOI: 10.1016/j.tourman.2020.104139
  • Babin , B. J., J. Ortinau, D., Herrmann, J-L., & Lopez, C. (2020). Science is about corroborating empirical evidence, even in academic business research journals. Journal of Business Research. DOI: 10.1016/j.jbusres.2020.06.002
  • Ko, W. W., Chen, C., Liu, G., Nguyen, B., & Takeda, S. (2020). IT-based product innovation strategies for small firms. Information Technology & People. (In Press)
  • Lopez, C., & Balabanis, G. (2020). The influence of a country's brands and industry on its image. European Journal of Marketing. DOI: 10.1108/EJM-06-2018-0414
  • Shukla, Paurav, “Big advertisers are boycotting Facebook but it’s not enough to #StopHateforProfit – here’s why” The Conversation, 30th July, 2020
  • Zhao, G., Hernandez, J. E., Elgueta, S., Manzur, J.P., Liu, S., Chen, H., Lopez, C., Kasturiratne, D. and Chen, X. (2020) “The impact of knowledge governance mechanisms on supply chain performance: Empirical evidence from the agri-food industry.” Production Planning & Control. DOI: 10.1080/00207543.2020.1725684
  • Dineva, D., Breitsohl, J, Garrod, B., & Megicks, P. (Accepted/In Press). Consumer Responses to Conflict Management Strategies on Non-profit Social Media Fan Pages. Journal of Interactive Marketing.
  • Wang, W., Chen, C-H. S., Nguyen, B., & Shukla, P. (Accepted/In press). Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits. International Marketing Review.
  • Foroudi, P., Akarsu, T., Marvi, R., & Balakrishnan, J. (2020). Intellectual evolution of social innovation: A bibliometric analysis and avenues for future research trends. Industrial Marketing Management.
  • Crisafulli, B., Dimitriu, R., & Singh, J. (2020). Joining hands for the greater good: examining social innovation launch strategies in B2B settings. Industrial Marketing Management. DOI: 10.1016/j.indmarman.2019.11.012
  • Singh, J., Crisafulli, B., Quamina, L. T., & Xue, M. T. (2020). 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 1-47. DOI: 10.1016/j.jbusres.2020.03.039
  • Eller, R., Alford, P., Kallmunzer, A., & Peters, M. (2020). Antecedents, consequences, and challenges of small and medium-sized enterprise digitalization. Journal of Business Research, 112, 119-127. DOI: 10.1016/j.jbusres.2020.03.004
  • Lin, F., Ansell, J., & Siu, W-S. (Accepted/In press). Chinese SME development and industrial upgrading. International Journal of Emerging Markets. DOI: 10.1108/IJOEM-01-2019-0054
  • Wang, F., & Lopez, C. (2020). Does communicating safety matter? Annals of Tourism Research, 80, 1-12. [102805]. DOI: 10.1016/j.annals.2019.102805
  • Zhao, G., Liu, S., Lopez, C., Chen, H., Lu, H., Kumar Mangla, S., & Elgueta, S. (2020). Risk analysis of the agri-food supply chain: a multi-method approach. International Journal of Production Research. DOI: 10.1080/00207543.2020.1725684
  • Dong, Y., Peng, S., Sun, Y., Wu, S. X., & Wang, W. (2020). Reading comprehension and metalinguistic knowledge in Chinese readers: a meta-analysis. Frontiers in Psychology. DOI: 10.3389/fpsyg.2019.03037


  • Fazeli, Z., Shukla, P., & Perks, K. J. (2019). Digital buying behavior: the role of regulatory fit and self‐construal in online luxury goods purchase intentions. Psychology and Marketing, 37(1), 15-26. DOI: 10.1002/mar.21276
  • Wood, M., & Shukla, P. (2019). Resilience, parenting style, and children’s eating behavior. Social Marketing Quarterly, 25(2), 123-136. DOI: 10.1177/1524500419831084
  • Singh, J., Crisafulli, B., & Quamina, L. (2019). 'Corporate image at stake': the impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research. DOI: 10.1016/j.jbusres.2019.01.014
  • Singh, J., Crisafulli, B., & Quamina, L. T. (2019). How intensity of cause-related marketing guilt appeals influences consumers: the roles of company motives and consumer identification with the brand. Journal of Advertising Research. DOI: 10.2501/JAR-2018-049
  • Crisafulli, B., Wasil, M., Singh, J., & Benoit, S. (2019). Managing patient expectations through understanding health service experiences. British Journal of Medical Practitioners, 12(2), [a014].
  • Crisafulli, B., Singh, J., & Quamina, L. T. (2019). Tackling global challenges through cause-related marketing: how brands should promote their support to social causes. Admap.
  • Singh, J., Crisafulli, B., Quamina, L. T., & Kottasz, R. (2019). The role of brand equity and crisis type on corporate brand alliances in crises. European Management Review. DOI: 10.1111/emre.12362
  • Angell, R., Gorton, M., Bottomley, P., Marder, B., Bhaskar, S., & White, J. (2019). News you can use! Evaluating the effectiveness of newsjacking based content on social media. Information Technology & People. DOI: 10.1108/ITP-04-2019-0177
  • Marder, B., Erz, A., Angell, R., & Plangger, K. (2019). The role of photograph aesthetics on online review sites: Effects of management- vs. traveler-generated photos on tourists’ decision-making. Journal of Travel Research. DOI: 10.1177/0047287519895125
  • 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. DOI: 10.1016/j.jretai.2018.11.001
  • Majid, S., Lopez, C., Megicks, P., & Lim, W. M. (2019). Developing effective social media messages: Insights from an exploratory study of industry experts. Psychology and Marketing, 36(6), 551-564. DOI: 10.1002/mar.21196
  • Knight, H., Megicks, P., Agarwal, S., & Leenders, M. A. A. M. (2019). Firm resources and the development of environmental sustainability among small and medium-sized enterprises: evidence from the Australian wine industry. Business Strategy and the Environment, 28(1), 25-39. DOI: 10.1002/bse.2178
  • Taylor, J., McDougall, S., Ollis, G., & Alford, P. (2019). Assessing user perceptions of trust and security in manipulated versions of low trust and high trust tourism websites. e-Review of Tourism Research, 16(2-3), 165-174.
  • Sadeque, S., Kumar Roy, S., Hasan Swapan, M. S., Chen, C., & Ashikuzzaman, M. (2019). An integrated model of city and neighbourhood identities: A tale of two cities. Journal of Business Research. DOI: 10.1016/j.jbusres.2019.06.040
  • Han, S. H., Ekinci, Y., Chen, C-H. S., & Park, M. K. (2019). Antecedents and the mediating effect of customer-restaurant brand identification. Journal of Hospitality Marketing & Management, 1-19. DOI: 10.1080/19368623.2019.1603129
  • Liu, G., Wu, M. S., Ko, W. W., Chen, C., & Chen, Y. (2019). Cause-related marketing – led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development. International Marketing Review. DOI: 10.1108/IMR-04-2019-0114
  • Li, S., Modi, P., Wu, M-S., Chen, C-H., & Nguyen, B. (2019). Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs). Technological Forecasting and Social Change, 139, 303-310. DOI: 10.1016/j.techfore.2018.11.018
  • Lin, F., Evans, R. D., Kharel, R., & Williams, R. A. (2019). Competitor intelligence and product innovation: The role of open-mindedness and inter-functional coordination. IEEE Transactions on Engineering Management. DOI: 10.1109/TEM.2019.2943359
  • Lin, F., & Siu, W-S. (2019). Exploring brand management strategies in Chinese manufacturing industry. Journal of Brand Management, 1-29. DOI: 10.1057/s41262-019-00166-6
  • Marshall, A., Ojiako, U., Wang, V., Lin, F., & Chipulu, M. (2019). Forecasting unknown-unknowns by boosting the risk radar within the risk intelligent organisation. International Journal of Forecasting, 35(2), 644-658. DOI: 10.1016/j.ijforecast.2018.07.015
  • Lin, F., Ansell, J., Marshall, A., & Ojiako, U. (2019). Managing and building B2B SME brands: an emerging market perspective. PSU Research Review. DOI: 10.1108/PRR-04-2019-0010
  • Liu, H., Jayawardhena, C., Osburg, V. S., & Babu, M. M. (2019). Do online reviews still matter post-purchase? Internet Research, 30(1), 109-139. DOI: 10.1108/INTR-07-2018-0331
  • Liu, H., Jayawardhena, C., Dibb, S., & Ranaweera, C. (2019). Examining the trade-off between compensation and promptness in eWOM-triggered service recovery: a restorative justice perspective. Tourism Management, 75, 381-392. DOI: 10.1016/j.tourman.2019.05.008
  • Babu, M. M., Liu, H., Jayawardhena, C., & Dey, B. L. (2019). Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation. Journal of Marketing Management, 35(7-8), 662-692. DOI: 10.1080/0267257X.2019.1585928
  • Gomez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206. DOI: 10.1016/j.chb.2019.01.026
  • Zhao, G., Liu, S., Lopez, C., Lu, H., Elgueta, S., Chen, H., & Boshkoska, B. M. (2019). Blockchain technology in agri-food value chain management: a synthesis of applications, challenges and future research directions. Computers in Industry, 109, 83-99. DOI: 10.1016/j.compind.2019.04.002
  • Lopez, C., & Leenders, M. (2019). Building a local identity through sellout crowds: The impact of brand popularity, brand similarity, and brand diversity of music festivals. Journal of Strategic Marketing, 27(5), 435-450. DOI: 10.1080/0965254X.2018.1430055
  • Zhao, G., Liu, S., Lu, H., Lopez, C., & Elgueta, S. (2019). Building theory of agri-food supply chain resilience using Total Interpretive Structural Modelling and MICMAC analysis. International Journal of Sustainable Agricultural Management and Informatics, 4(3-4). DOI: 10.1504/IJSAMI.2018.099236
  • Lopez , C., & Balabanis, G. (2019). Country image appraisal: more than just ticking boxes. Journal of Business Research. DOI: 10.1016/j.jbusres.2019.09.004
  • Wang, W., & Abosag, I. (2019). Do immigration and social media facilitate or inhibit cognitive acculturation? The role of individual dialecticism in dual-focused cultural stimuli evaluation. Technological Forecasting and Social Change, 145, 523-531. DOI: 10.1016/j.techfore.2018.07.061
  • Dong, Y., Wu, S. X., Wang, W., & Peng, S. (2019). Is the student-centered learning style more effective than the teacher-student double-centered learning style in improving reading performance? Frontiers in Psychology, 10, [2630]. DOI: 10.3389/fpsyg.2019.02630
  • Peng, S., Dong, Y., Wang, W., Hu, J., & Dong, W. (2019). The affective facial recognition task: The influence of cognitive styles and exposure times. Journal of Visual Communication and Image Representation, 65, [102674]. DOI: 10.1016/j.jvcir.2019.102674
MembersJob role
Professor Paurav Shukla Head of the Department of Digital and Data Driven Marketing
Professor Jaywant Singh Department Head of Research
Dr Rob Angell Associate Professor in Marketing Research, Director of Internationalisation
Dr Younseok Thomas Choi Associate Professor in Digital Analytics
Dr Phil Megicks Associate Professor in Marketing
Dr Steve Chen Lecturer, Programme Leader
Dr Philip Alford Lecturer in Digital Marketing
Dr Weisha Wang Lecturer in Marketing, Programme Leader 
Dr Fenfang Lin Lecturer in Marketing, Programme Leader 
Dr Carmen Lopez Lecturer in Marketing
Dr Tugra Akarsu Lecturer in Marketing
Dr Hongfei Liu Lecturer in Marketing

PhD Students

Jing (Daisy) Lyu
Arya Zhao
Zhiying Ben (Belynda)
Long Chen
Ye Zhao
David Peck
Samia Almehmadi

The Centre runs a popular research seminar series which invites a wide range of top scholars to present their research. Since April 2020, the Centre also runs a fortnightly webinar series, presented by the doctoral students.


Wednesday 20th January 2021, 1-2pm
Professor Lia Zarantonello, University of Roehampton
To be announced


Wednesday 9th December 2020, 1-2pm
Professor Shaphali Gupta, MICA, Ahmedabad, India
Understanding the Feasibility and Value of Grassroots Innovation

Wednesday 25th November 2020, 1-2pm
Professor Jaywant Singh, University of Southampton
Corporate Social Responsibility: A Crisis-focused framework

Tuesday, 20 October 2020, 1-2pm
Professor Giampaolo Viglia, University of Portsmouth
Future is Far from the Present: How Future Temporal Depth of Individuals with Financial Restrictions Influences their Present-Focused Behaviours

Wednesday, 23 September 2020, 1-2pm
Dr. Gillian Brooks, King’s College London
Profiting from Posts: How Online Influencers Maintain Influence

Wednesday 29 July 2020, 3-4pm
Professor Rajeev Batra, Ross School of Business, University of Michigan, USA
Recent insights on consumer-brand relationships

Tuesday 7 July 2020, 12-1pm
Professor Stefano Puntoni, Rotterdam School of Management, Erasmus University Rotterdam, The Netherlands
Psychological reactions to human versus robotic job replacement

Wednesday 1 July 2020
Dr Tugra Akarsu, University of Southampton
Sensory Marketing

18 March 2020 (to be rescheduled)
Professor Markus Blut, Aston University

Technology readiness

Wednesday 26 February 2020
Professor Cammy Crolic, Said Business School, University of Oxford
Recent JCR publication on Hedonic Escalation in Food Consumption

Wednesday 5 February 2020
Professor Simona Botti, London Business School
Theory development as a career framework


Wednesday 18 December 2019
Professor Mat Hughes, Loughborough University
Marketing as an investment rather than a cost.

Wednesday 20 November 2019
Professor Avi Shankar, University of Bath

How to make and position your marketing contribution.

Wednesday 18 June 2019
Professor Mat Robson, Cardiff University
Latest research, as well as strategies for publishing in top journals.

Wednesday 13 March 2019
Dr. Ben Marder, University of Edinburgh
The chilling service outcomes of customer reviews
Further discussion: Designing experiments for marketing research.

Tuesday 22 January 2019
Professor Heiner Evanschitzky, Aston University and Professor Christoph Teller, University of Surrey
The changing face of retailing; publishing in the top marketing journals. 

The Doctoral Webinar Series

Wednesday 24 June 2020

Wednesday 10 June 2020

Long Chen
Exploring the concept of the construal level in experiment-based research designs

Wednesday 27 May 2020
Belynda Ben
Effects of Brands' Cultural Accommodation Through Multi-Sensory Website Design

Wednesday 13 May 2020
Arya Zhao
Mediation Analysis: types, conditions, reporting

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