Dr Ceyda Paydas Turan


I am a Senior Lecturer in Marketing and Deputy Director of Kingston University Behavioural Science Lab.

After 17 years of professional marketing experience in the industry within multinational organisations, I did my Ph.D. in Management in the University of Surrey. I also have an MSc in International Marketing Management and a fellowship in higher education (FHEA).

During my professional career with marketing executive roles including CMO, I led diverse teams, projects and managed well known consumer brands in FMCG such as those from Henkel, Schwarzkopf, and J&J. These span not only different product categories such as detergents, cosmetics, and soft drinks, but also projects in various geographies such as Istanbul, Moscow, Dusseldorf, and Milan.

I have been leveraging this strong wealth of industry experience in academia by focusing on research and teaching projects that are industry relevant and help create value and impact.

As a former marketing practitioner, I believe research in marketing and business needs to be timely and relevant; and deliver well-grounded knowledge on real-world challenges. My research interests include consumer behaviour, branding strategies, service recovery and emerging digital technologies (e.g., artificial intelligence) and how AI affects customer decision-making and well-being.

I have been collaborating with colleagues from University of Surrey (UK), Middlesex University (UK) and Curtin University (Australia) on in-progress research projects. We have been studying digital technologies from an interdisciplinary perspective as this topic crosses the disciplines of Marketing, Psychology, Organisational Behaviour and Computer Science.

I chair Research Seminar series at Customer Insights Hub at Kingston Business School. I am an Ad-Hoc reviewer for academic journals, including Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Consumer Studies, Journal of Marketing Management etc. I am a Member of the European Marketing Academy (EMAC); Chartered Institute of Marketing (MCIM) and Responsible Research in Business and Management Network (RRBM).

Academic responsibilities

Senior Lecturer in Marketing & Deputy Director of Kingston University Behavioural Science Lab


  • PhD in Management, University of Surrey
  • MSc International Marketing Management, University of Surrey
  • BA Economics, Bogazici University
  • Fellow of the Higher Education Academy (FHEA)

Teaching and learning

Having had extensive industry experience before completing my PhD in Management (Marketing), I believe students in a Business School need to be provided with the opportunities of applying their theoretical knowledge into practice on relevant business topics and equipped with the right skills that businesses are looking for today. Therefore, I help my students engage with as many practitioners as possible in the modules that I teach and lead. Working on live client briefs co-created with business managers, discussing contemporary topics of corporate life with guest speakers and running workshops with the practitioners help develop our students' theoretical and practical subject knowledge and their employability skills.


Our students rated my modules 4.5 (mean score out of 5) in the most recent Module Evaluation Questionnaire (MEQ) in Academic Year 2022/2023.


Undergraduate modules 

Marketing and Advertising in Practice (Module Leader) - 2022/2023

International Marketing - 2021/2022

Postgraduate modules 

Strategic Brand Management (Module Leader) - 2022/2023

Marketing Insights in the age of Artificial Intelligence in MBA 2022/23 Digital Marketing Module

Customer Insights in MBA 2021 International Marketing Module in partnership with Kempten University 

Qualifications and expertise

  • PhD in Marketing
  • MSc in International Marketing Management
  • Fellowship Higher Education Academy
  • AMBE

Undergraduate courses taught

Postgraduate courses taught


  • An active member of the KU and wider research community (i.e., Chairing Customer Insights Hub Research Seminars, member of the Faculty Research, Business & Innovation Committee, supervising PGRs and internal examination of PhDs, Member of Responsible Research in Business and Management Network and ad-hoc reviewer in academic journals, Deputy Director of Kingston University Behavioural Science Lab)
  • Deputy Director of Kingston University BRAINS Lab since Dec 2022

As the Deputy Director of the Behavioural Science Lab, I co-lead the development and execution of the strategic plan (i.e., rebranding positioning) for the Lab and in particular focus on embedding business-relevant behavioural insights in our teaching and learning, research, commercial, and knowledge exchange activities.

  • Chaired Customer Insights Research Hub seminars with internal and external colleagues since 2022 (i.e.., Youngseok Choi, Chris Hand, Neeru Malhotra, BeColourful Agency, Rafael Bravo, Jose Pina).
  • Co-supervision of PhD students in Marketing (Abdul-Odunova; Atefeh Zolfagr; Boyang Ding
  • Member of the Seedcorn Funding Assessor Panel – SHAPE in Nov 2023
  • Member of the Faculty Societal Impact Task Group to represent the Customer Insights Hub since April 2024


Paydas Turan, C. (2024). SAGE Handbook of Brand Management, a chapter on co-branding strategy, due November 2024.

Choi, Y. and Paydas Turan, C. (2024) KU Research Grant Application Pump-priming awarded. Herding Behaviour: Computational Behavioural Science.

Sharma, P., Ueno, A., Paydas Turan, C., Dennis, C., and Alqahtani, A. (2024) Digital Technology Readiness: Conceptualisations and empirical validation. Accepted to AMA Summer Academic Conference, Boston, Aug 2024.

Sharma, P., Ueno, A., Paydas Turan, C., Dennis, C., and Alqahtani, A. (2024) Digital Technology Readiness. Asia-Pacific Association for Consumer Research (AP-ACR) conference, Bali, 9-10 July 2024.

Paydas Turan, C. (Jun 2023) Presented ‘Customer Insights in the Digital Age' on Future of Promotions Conference.

Paydas Turan, C. and Sadler-Smith, E. (August 2023) A Model of Hybrid Intelligence for Improved Decision-Making in the Digital Age, submitted to the 83rd Annual Meeting of the Academy of Management (AoM), The Worker Front and Center Theme, Boston, US

Sadler-Smith, Eugene and Paydas Turan, Ceyda (2022) The Impossibility of Artificial Intuition? In: European Group of Organisational Studies (EGOS) Colloquium: Sub-theme 47, Orgachines?! Organizational Decision-making and Machine Algorithms07-09 July 2022, Vienna.

Piyush S., Ueno, A., Dennis, C. and Paydas Turan, C. (2021), ‘Digital technologies and shopping: an exploratory study', 2021 AMA Summer Academic Conference.

Areas of specialism

  • Consumer attitude and behaviour
  • Impact of emerging digital technologies on user decision making and well-being
  • Brand alliance strategy (e.g., positive and negative spillover effects on brand equity)
  • Quantitative research methods (e.g., meta-analysis, experimental research design)


Number of items: 8.


Sharma, Piyush, Ueno, Akiko, Dennis, Charles and Paydas Turan, Ceyda (2023) Emerging digital technologies and consumer decision-making in retail sector : towards an integrative conceptual framework. Computers in Human Behavior, 148, p. 107913. ISSN (print) 0747-5632

Paydas Turan, Ceyda (2022) Deal or deny : the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding. Journal of Business Research, 149, pp. 615-629. ISSN (print) 0148-2963

Paydas Turan, Ceyda (2021) What's inside matters : the impact of ingredient branding on consumers' purchasing behaviours in services. Journal of Retailing and Consumer Services, 63, p. 102690. ISSN (print) 0969-6989

Paydas Turan, Ceyda (2021) Success drivers of co‐branding : a meta‐analysis. International Journal of Consumer Studies, 45(4), pp. 911-936. ISSN (print) 1470-6423

Conference or Workshop Item

Sharma, Piyush, Ueno, Akiko, Paydas Turan, Ceyda, Dennis, Charles and Alqahtani, Abdulaziz (2024) Digital technology readiness: conceptualisation and empirical validation. In: AMA Summer Academic Conference 2024; 12-18 Aug 2024, Boston, U.S.. (In Press)

Paydas Turan, Ceyda and Sadler-Smith, Eugene (2023) A model of hybrid intelligence for improved decision-making in the digital age. In: 83rd Annual Meeting of the Academy of Management; 4-8 Aug 2023, Boston, Massachusetts, U.S.. (In Press)

Sadler-Smith, Eugene and Paydas Turan, Ceyda (2022) The impossibility of artificial intuition? In: 38th EGOS Colloquium : Organizing : the Beauty of Imperfection; 7-9 Jul 2022, Vienna, Austria. (Unpublished)

Sharma, Piyush, Ueno, Akiko, Dennis, Charles and Paydas Turan, Ceyda (2021) Digital technologies and shopping : an exploratory study. In: American Marketing Association (AMA) 2021 Summer Academic Conference : Reimagining Marketing; 04 - 06 Aug 2021, Held online.

This list was generated on Fri Jul 19 07:12:33 2024 BST.

Business, knowledge transfer and international

Knowledge Transfer Project

I am a Knowledge Base Academic Supervisor on a mKTP in partnership with PromoVeritas. As an academic partner in the mKTP project, I help PromoVeritas expand their management capability, increase business growth and effectiveness.

Press Coverage

Interview with 'Business Insider' on Aldi's sales strategy for Prime Hydration Drink, promoted by youtubers, Logan Paul and KSI published on Jan 7th 2023.

Paydas Turan, Ceyda (2021) Success drivers of cobranding: a metaanalysis. International Journal of Consumer Studies, 45(4), pp. 911-936. Insights were shared on Paguro's Podcast episode, Oslo, Norway.

Paydas Turan, Ceyda (2021) What's inside matters: the impact of ingredient branding on consumers' purchasing behaviours in services. Journal of Retailing and Consumer Services, 63, pp. 102690. Insights were presented on Thomas McKinlay's site to 6961 evidence-based marketers on LinkedIn.

Business Partnership

Having had senior executive roles in multinational organizations in the last seventeen years, I have benefited from my strong business network to build business partnerships that help enhance both research and teaching output at Kingston Business School. I have engaged with numerous multinational organisations and co-created projects on which my students applied their theoretical knowledge into practice and developed their employability skills.

The details of the projects that I have run/led with leading businesses in banking, marketing, advertising, market research, fashion, online gaming and digital technologies industries, are listed below:

  • HSBC Premier: ‘Marketing and Advertising in Practice_BM6716' students have worked on a live consultancy project that was briefed by HSBC Strategy Director.
  • Ogilvy, Creative Advertising Network Agency: Global Client Leader discussed future employability skills on campus in ‘Marketing and Advertising in Practice' module
  • 7Dots, Creative Tech Agency: On campus case study/workshop with the CEO on digital technology
  • System1, Marketing Research Agency: Chief People Officer shared her views on the importance of data and insights in class
  • Scabal, menswear fashion brand: Multidisciplinary project on fashion brand
  • Party Casino, online gaming: in class project that was briefed by Marketing Director
  • Roundups/Ripples, donation app for charities: in class project that was briefed by Co-founder

Qualifications and PROFESSIONAL expertise

  • Marketing Management
  • Strategy Development & Execution
  • Marketing Insights
  • Innovation Management
  • B2C Marketing
  • Team Building and Leadership

Areas of interest

  • Marketing Strategy
  • Brand Management
  • Customer Insights
  • Brand Alliance
  • Integration of Human and Artificial Intelligence

Industry links

  • Henkel
  • Schwarzkopf
  • HSBC
  • Ogilvy
  • Nielsen
  • GfK
  • Kantar Millward Brown
  • Paguro
  • PromoVeritas

Leadership and management

  • Deputy Director of Kingston University Behavioural Science Lab
  • Chair Customer Insights Hub Research Seminar Series
  • Knowledge Base Academic Supervisor at Management Knowledge Transfer project (mKTP) with PromoVeritas

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