I am a Senior Lecturer at Kingston Business School. 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) 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 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.
Senior Lecturer in Marketing