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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).
Senior Lecturer in Marketing & Deputy Director of Kingston University Behavioural Science Lab
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.
Marketing and Advertising in Practice (Module Leader) - 2022/2023
International Marketing - 2021/2022
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
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. 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 Algorithms; 07-09 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.
Paydas Turan, C. (2020), ‘Brand alliance: Success factors, Opportunities and Risks', (PhD thesis), University of Surrey.
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
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.
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.
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.
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: