Jaywant Singh is Professor of Marketing at the Department of Digital and Data Driven Marketing at Southampton Business School, University of Southampton. He is the departmental Head of Research and Director of the Centre for Marketing Research. Professor Singh is also a member of the Editorial Review Board of the Journal of Advertising Research.
- Cause-related marketing
- Social media
- Strategic brand alliances
- Brand communication
- Service management
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.
Current PhD Students
Professor Singh teaches Marketing Communications and Media Management, and Strategic Brand Management and Luxury Marketing to undergraduate and postgraduate students respectively.
External roles and responsibilities
Professor Singh has co-authored a popular textbook on consumer behaviour (Consumer Behaviour: Applications in Marketing, 4th ed, Sage, 2021), 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.
- Reviving corporate reputation following a crisis: The impact of online influencer communications and affective displays on consumers (2018)
- Brands that do not do Good: The Impact of Corporate Reputation Harm on Brand Equity and Consumer Value Perceptions (2016)
- The effect of guarantee terms on service recovery fairness (2014)
- Stock keeping units: examining patterns of buyer behaviour (2000)