Dr Anna Ivanova


I have joined Kingston Business School as a Lecturer in Marketing and Strategy within the Department of Strategy, Marketing and Innovation in 2019. Prior to that I have been teaching at KBS as an Hourly Paid Lecturer for 4 years. Besides my teaching at Kingston Business School I also contributed to the modules at UCL School of Management, Hult International Business School and University of Arts London between 2015 and 2019.

I have spent over 10 years attaining academic and hands on-career experience in management and marketing including running a marketing department of a boutique property agency in London.  

My primary research interest is in the domain of value and brand love.

Academic responsibilities

Senior Lecturer in Marketing and Strategy


  • CMBE
  • MRes
  • MSc
  • MABE
  • PgDip
  • BSc

Teaching and learning

Areas of teaching expertise and interest include Marketing Insights, Buyer Behaviour, Consultancy and Research Methods. I teach both Undergraduates and Post-Graduate students.

  • Certified Management & Business Educator, CMBE (2023)

Qualifications and expertise

  • Fellowship of Higher Education Academy

Undergraduate courses taught

Postgraduate courses taught


Anna's broad research interest lies on the intersection of the domains of  brand management and consumer behaviour, with a focus on understanding  psychology of consumers towards loved brands.

Research Grants:

2023-2024 Academy of Marketing "Brand Love in Metaverse", £5,000 (Co-investigator)

2022-20023 Centre for Research in Communities Identities and Difference CResCI: "Addressing Modern Slavery in Fashion Supply Chain" £3000  (Co-investigator)

2021-2022 "The effects of cost on consumers' perceptions of value - the moderating effects of brand love" Kingston Business School, £3000 (Co-investigator)

2015- 2017 "Entrepreneurial Education" (International) Project funded by ERASMUS+ £300k, (£60k for KU) (Executive)

Qualifications and expertise

  • MRs
  • MSc

Areas of specialism

  • Brand Management
  • Consumer Behaviour

Scholarly affiliations

  • Customer Insights Hub


Number of items: 7.

Conference or Workshop Item

Chawdhary, Rahul, Ivanova, Anna and Chaudhary, Arslan (2023) Reflexive effects of negative word of mouth on brand hate. In: Academy of Marketing Conference 2023 : From Revolution to Revolutions; 03-06 Jul 2023, Birmingham, U.K..

Chawdhary, Rahul, Ivanova, Anna and Chaudhary, Arslan (2023) Reflexive effects of negative word of mouth : pilot study. In: EMAC Annual Conference 2023; 23-26 May 2023, Odense, Denmark. (Unpublished)

Kalafatis, Stavros, Ledden, Lesley and Ivanova, Anna (2022) What does a brand mean when it’s loved? In: EMCB Conference : marketing in emerging markets in the new normal; 30–31 May 2022, Ljubljana, Slovenia.. (Unpublished)

Ivanova, Anna, Kalafatis, Stavros P. and Ledden, Lesley (2019) Is brand love blind? The impact of brand love on customer perceived value. In: Academy of Marketing (AM) Conference 2019 : When you tire of marketing you tire of life; 02 - 04 Jul 2019, London, U.K.. ISBN 9781527242623

Ivanova, Anna, Ledden, Lesley and Kalafatis, Stavros (2019) Is brand love blind? In: 10th Annual Faculty Research Conference: Contemporary Issues in Business and Social Sciences in a period of uncertainty; 03 - 04 Jun 2019, Kingston upon Thames, U.K.. (Unpublished)

Ivanova, Anna (2018) Blind love. In: 9th Annual Faculty of Business Research Conference: Contemporary Issues in Business; 04 Jun 2018, Kingston upon Thames, U.K.. (Unpublished)


Ivanova, Anna (2021) Reconciling the relationship between brand love and customer perceived value. (PhD thesis), Kingston University, .

This list was generated on Fri Apr 12 06:34:30 2024 BST.

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