Head of the Department of Strategy, Marketing and Entrepreneurship, Kingston Business School, Kingston University.
Research
Stokes, David and Lomax, Wendy (2008) Marketing: a brief introduction. London : Thomson Learning. 448p. ISBN 9781844805525
Lomax, Wendy and Raman, Adam (2007) Analysis and evaluation. Oxford, UK : Butterworth-Heinemann. 288p. (CIM Coursebook) ISBN 9780750685016
Dall'Olmo Riley, Francesca , Lomax, Wendy and Robinson, Helen (2007) Editorial: Academy of Marketing Conference 2007 "Marketing theory into Practice" Hosted by Kingston Business School. Journal of Marketing Management, 23(5-6), pp. 387-393. ISSN (print) 0267-257X
Hankinson, Philippa , Lomax, Wendy and Hand, Chris (2007) The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities. Journal of Product and Brand Management, 16(4), pp. 236-246. ISSN (print) 1061-0421
Lomax, Wendy and Mador, Martha (2006) Corporate re-branding: from normative models to knowledge management. Journal of Brand Management, 14(1/2), pp. 82-95. ISSN (print) 1350-231X
Hankinson, Philippa and Lomax, Wendy (2006) The effects of re-branding large UK charities on staff knowledge, attitudes and behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 11(3), pp. 193-207. ISSN (print) 1465-4520
Lomax, Wendy and Raman, Adam (2005) Analysis and evaluation. Oxford, UK : Elsevier Butterworth-Heinemann. 220p. (CIM Coursebook) ISBN 9780750666510
East, Robert , Gendall, Philip , Hammond, Kathy and Lomax, Wendy (2005) Consumer loyalty, singular, additive or interactive? Australasian Marketing Journal, 13(2), pp. 10-26. ISSN (online) 1441-3582
East, Robert , Hammond, Kathy , Lomax, Wendy and Robinson, Helen (2005) What is the effect of a recommendation? The Marketing Review, 5(2), pp. 145-157. ISSN (print) 1469-347x
Lomax, Wendy (2004) Analysis and evaluation. UK : Butterworth-Heinemann Ltd. 304p. (Chartered Institute of Marketing Coursebooks) ISBN 9780750661867
Dall'Olmo Riley, Francesca , Lomax, Wendy and Blunden, Angela (2004) Dove vs. Dior: extending brand extension decision-making process from mass to luxury. Australasian Marketing Journal, 12(3), pp. 40-55. ISSN (print) 1441-3582
Stokes, David , Ali Syed, Sameera and Lomax, Wendy (2002) Shaping up word of mouth marketing strategy: the case of an independent health club. Journal of Research in Marketing & Entrepreneurship, 4(2), pp. 119-133. ISSN (online) 1471-521X
Stokes, David and Lomax, Wendy (2002) Taking control of word of mouth marketing: the case of an entrepreneurial hotelier. Journal of Small Business and Enterprise Development, 9(4), pp. 349-357. ISSN (online) 1462-6004
Lomax, Wendy and McWilliam, Gil (2001) Consumer response to line extensions: trial and cannibalisation effects. Journal of Marketing Management, 17(3-4), pp. 391-406. ISSN (print) 0267-257x
East, Robert , Lomax, Wendy and Narain, Radhika (2001) Customer tenure, recommendation and switching. Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 14, pp. 46-54. ISSN (print) 0899-8620
White, A. , Lomax, W. and Todd, S. (2000) The boundaries of the Diana brand: consumers' evaluations of potential extensions. Journal of Brand Management, 7(3), pp. 185-196. ISSN (print) 1350-231X
East, Robert , Hammond, Kathy , Harris, Patricia and Lomax, Wendy (2000) First-store loyalty and retention. Journal of Marketing Management, 16(4), pp. 307-325. ISSN (print) 0267-257X
Lomax, Wendy , Sherski, Emma and Todd, Sarah (1999) Assessing the risk of consumer confusion: some practical test results. Journal of Brand Management, 7(2), pp. 119-132. ISSN (print) 1350-231X
East, R , Hogg, A and Lomax, W (1998) The future of retail loyalty schemes. Journal of Targeting, Measurement and Analysis for Marketing, 7(1), pp. 11-21. ISSN (print) 0967-3237
Lomax, Wendy , Hammond, Kathy , East, Robert and Clemente, Maria (1997) The measurement of cannibalization. Journal of Product & Brand Management, 6(1), pp. 27-39. ISSN (print) 1061-0421
Lomax, Wendy , Hammond, Kathy , East, Robert and Clemente, Maria (1996) The measurement of cannibalization. Market Intelligence & Planning, 14(7), pp. 20-28. ISSN (print) 0263-4503
Lomax, Wendy , Hammond, Kathy , Clemente, Maria and East, Robert (1996) New entrants in a mature market: an empirical study of the detergent market. Journal of Marketing Management, 12(4), pp. 281-295. ISSN (print) 0267-257X
East, Robert , Harris, Patricia , Willson, Gill and Lomax, Wendy (1995) Loyalty to supermarkets. The International Review of Retail, Distribution and Consumer Research, 5(1), pp. 99-109. ISSN (print) 0959-3969
East, Robert , Lomax, Wendy , Willson, Gill and Harris, Patricia (1994) Decision making and habit in shopping times. European Journal of Marketing, 28(4), pp. 56-71. ISSN (online) 0309-0566
East, Robert , Lomax, Wendy , Willson, Gill and Harris, Patricia (1994) Do shoppers avoid service delay? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 7, pp. 15-22. ISSN (print) 0899-8620
East, Robert , Lomax, Wendy and Willson, Gill (1991) Factors associated with service delay in supermarkets and post offices. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 4, pp. 123-128. ISSN (print) 0899-8620
Areas of expertise