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I am a Senior Lecturer at Kingston Business School since May'2021. Prior to my academic career, I had more than 15 years of professional marketing experience with multinational organisations in fast-moving consumer goods (FMCG). Having had extensive executive experience in strategic marketing, customer insights, brand building, business development and innovation, I bring a rich practitioner background to my academic research.
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. By studying the impact of digital technologies (i.e., artificial intelligence) and strategic brand partnerships (i.e., brand alliance) on consumer behaviour in my academic research, I address one of the challenges that keep business managers awake at night: creating value and driving growth. I aim to offer managerial contribution in addition to advancing the theoretical knowledge.
My research interests include consumer behaviour, branding strategies, service recovery and emerging digital technologies (e.g., artificial intelligence, augmented reality, virtual reality and mixed reality). I have a particular interest in how artificial intelligence affects customer decision-making and well-being. I am a member of the Customer Insights Hub at Kingston Business School.
I have been collaborating with colleagues from University of Surrey (UK), Middlesex University (UK), Curtin University (Australia) and The George Washington University (US) 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.
Senior Lecturer in Marketing
72% of business leaders believe that emerging digital technologies (i.e., artificial intelligence, augmented reality) will significantly change the way they do business in the next 5 years (PwC, 2019).
Artificial intelligence is increasingly used by firms to achieve competitive advantage. However, it entails both benefits and threats for its users. Firms adopting these technologies need to understand thoroughly both employee and customer attitude and behaviours. Advancing the understanding of how users think, behave and feel in the presence of artificial intelligence is crucial to turn the challenges into opportunities for competitive advantage and growth.
67% of Chief Marketing Officers state that they rely on strategic brand partnerships to tackle the growth challenges presented by the modern business world (Forbes, 2019).
‘Fierce competition in dynamic and saturated markets and limited resources to meet the increasingly sophisticated demands of consumers lead firms to realise the potential of collaborating with other brands. Given the importance of the brand alliance strategy on creating value, it is worthwhile developing a deeper understanding of the strategy to benefit from the opportunities it presents while avoiding the concomitant risks' (Paydas Turan, 2020).
Paydas Turan, C. (2021), ‘Success drivers of co-branding: a meta-analysis', International Journal of Consumer Studies, SI. DOI: 10.1111/ijcs.12682.
Paydas Turan, C. (2021), ‘What's inside matters: The impact of ingredient branding on consumer behaviours in a service business context', in R&R, Journal of Retailing and Consumer Services.
Paydas Turan, C. (2021), ‘Deal or Deny: The effectiveness of crisis response strategies on the brand equity of the focal brand in co-branding' (unpublished).
Piyush S., Ueno, A., Dennis, C. and Paydas Turan, C. (2021), ‘Digital technologies and shopping: an exploratory study', submitted to 2021 AMA Summer Academic Conference.
Paydas Turan, C. (2020), ‘Brand alliance: Success factors, Opportunities and Risks', (PhD thesis), University of Surrey.