Dr Ceyda Paydas Turan


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 chair Research Seminar series at Customer Insights Hub.

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.

Academic responsibilities

Senior Lecturer in Marketing


  • 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 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 business life with guest speakers and running workshops with the practitioners help develop our students' theoretical and practical subject knowledge and their employability skills.

Undergraduate modules 

Marketing and Advertising in Practice (Module Leader)

International Marketing

Postgraduate modules 

Strategic Brand Management (Module Leader)

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


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).


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.

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, 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 consumers' purchasing behaviours in services', Journal of Retailing and Consumer Services, Vol 63. https://doi.org/10.1016/j.jretconser.2021.102690.

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.

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: 5.


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

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 Wed Nov 30 06:48:39 2022 GMT.

Business, knowledge transfer and international

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

Knowledge Transfer Project

I am currently working as a Knowledge Base Academic Supervisor on a mKTP in partnership with PromoVeritas. As an academic partner in the mKTP project, I aim to help PromoVeritas increase their management capability and effectiveness.

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