Image of a tablet being held to symbolise digital marketing


About us

The Marketing Cluster produces high quality research in the areas of marketing management, consumption and markets, and technology and analytics. Cluster members work in collaboration with a number of policy and professional groups across government, NGOs and business to translate quality research into knowledge exchange and impact in practice. As a group we hold a number of international visiting positions and editorial roles. We hold regular workshops, seminars and discussions across the themes of publishing, research funding, and knowledge exchange and impact in marketing. 

Our research themes

Marketing Management

In Branding, we examine consumer brand relationships and brand communities, brand engagement, brand equity as well as brand positioning and strategy (Cleopatra Veloutsou, Jan Breitsohl, Anna Morgan-Thomas, Kalliopi Chatzipanagiotou, Alison Gibb, Nilay Balkan). We analyse consumer behaviour, human branding and co-branding (Parichehr Riahi Pour) and consumer insight (Alison Gibb). We also research ethics in relation to branding, particularly the impact on health and branding and marketing histories (Thomas Anker, Ozlem Sandikci Turkdogan) and sustainable strategies (Melea Press).

In Services, we look at consumer behaviour and new service development across services marketing, retailing and hospitality (Kalliopi Chatzipanagiotou). We also investigate service dominant logic, value co-creation and engagement in services (Jaylan Azer).

Consumption and Markets

In Ethics and Sustainability, we research consumption ethics, engaging with business, government and NGOs. This includes consumer perspectives of sustainable fashion circular economy, modern day slavery, urban space and food (Deirdre Shaw, Katherine Duffy, Stephanie Anderson, Melea Press). We also apply ethical thinking and theory of knowledge to practical problems in marketing/consumer behavior, including analyses of alcohol advertising, food and tobacco labelling and packaging (Thomas Anker).

In Culture and Society, we research the socio-cultural dimensions of value and considerations of alternative markets (Katherine Duffy, Melea Press). We explore issues in the consumption of space/place and community as well as material cultures of the past (Stephanie Anderson, Amy Goode). We address the sociocultural dimensions of consumption with a focus on the relationship between globalisation, marketing and culture (Ozlem Sandikci Turkdogan).

In Consumer Behaviour, we explore consumer decision making in digital, emerging and futuristic environments (Alena Kostyk).

In Business to Business, we use science, technology and ethnography to understand the interactions of markets and economic exchange (John Finch).

Technology and Analytics

We research the digital transformation of marketing practice, focusing on digital innovation, entrepreneurship, algorithmic management and digital brand communities (Cleopatra Veloutsou, Anna Morgan-Thomas, Jan Breitsohl).

We investigate applications of probabilistic modelling and deep learning algorithms in business and marketing (Bowei Chen).

We also research aspects of the digitalisation of consumer culture, consumption, social media and artificial intelligence (Stephanie Anderson, Jaylan Azer, Kalliopi Chatzipanagiotou, Katherine Duffy, Alena Kostyk, Nilay Balkan, Jan Breitsohl, Deirdre Shaw). 



Alexander, M., Azer, J. (2023) Negative customer engagement behavior in online social networks: understanding the nuance Edward Elgar Publishing

Chatzipanagiotou, K., Azer, J., Ranaweera, C. (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research Journal of Business Research, 164, (doi: 10.1016/j.jbusres.2023.113957)

Porter, N., Goode, A., Anderson, S. (2023) Hen Dos and Don’ts: lifting the veil on tensions in consumer rituals Journal of Marketing Management, 39, pp. 1197-1219. (doi: 10.1080/0267257X.2023.2219691)

Brown, G., Traill, H., Anderson, S., Shaw, D., Cumbers, A., McMaster, R. (2023) Good Food for All in Glasgow: An Interim Assessment of the Glasgow City Food Plan

Azer, J., Blasco-Arcas, L., Alexander, M. (2023) Visual Modality of Engagement (VME): conceptualization, typology of forms, and outcomes Journal of Service Research, (doi: 10.1177/10946705231190867)

Goode, A., Rodner, V., Lawlor, M. (2023) Beyond the authenticity bind – Finstagram as an escape from the attention economy Journal of Marketing Management, 39, pp. 1071-1097. (doi: 10.1080/0267257X.2023.2255192)

Magnadi, R. H., Chatzipanagiotou, K., Azer, J. (2023) Balancing Spotlight Between For-Profit and Non-Profit Market Orientation for the Service Sector

Aboelnaga, R. M. A. A., Azer, J., Sandikci Turkdogan, O. (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media

Alexander, M., Azer, J., Blasco-Arcas, L. (2023) Unlocking Secrets of Images: Implications for Services Marketers

Blasco-Arcas, L., Azer, J., Alexander, M. (2023) What’s in an Image? Understanding Visual Modality of Engagement In Digital Service Ecosystems

Veloutsou, C. (2023) Enlightening the brand building-audience response link Journal of Brand Management, (doi: 10.1057/s41262-023-00331-y)

Traill, H., Shaw, D., Anderson, S., Cumbers, A., McMaster, R. (2023) Approaching the ethics of sustainability in an area of deprivation Edward Elgar

Carrington, M., Chatzidakis, A., Shaw, D. (2023) Consumer perspectives towards modern slavery Edward Elgar

Dineva, D., Breitsohl, J., Roschk, H., Hosseinpour, M. (2023) Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers International Marketing Review, (doi: 10.1108/IMR-12-2021-0368)

Wilson, L., Shaw, D., Duffy, K. (2023) Evidencing the Need for a National Citizens Clothing Circularity Strategy (NCCCS), White Paper Scottish Parliament

Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., Lartey, J. O., Pandey, N., Ribeiro-Navarrete, S., Raman, R., Rauschnabel, P. A., Sharma, A., Sigala, M., Veloutsou, C., Wirtz, J. (2023) Metaverse marketing: how the metaverse will shape the future of consumer research and practice Psychology and Marketing, 40, pp. 750-776. (doi: 10.1002/mar.21767)

Roschk, H., Hosseinpour, M., Breitsohl, J. (2023) Coalitions and their negative consequences: an examination in service failure-recovery situations Journal of Service Research, (doi: 10.1177/10946705231163884)

Azer, J., Anker, T., Taheri, B., Tinsley, R. (2023) Consumer-driven racial stigmatization: the moderating role of race in online consumer-to-consumer reviews Journal of Business Research, 157, (doi: 10.1016/j.jbusres.2022.113567)

Veloutsou, C., Liao, J. (2023) Mapping brand community research from 2001 to 2021: assessing the field’s stage of development and a research agenda Psychology and Marketing, 40, pp. 431-454. (doi: 10.1002/mar.21782)

Warke, O., Jose, J. M., Breitsohl, J. (2023) Utilising Twitter metadata for hate classification Springer

Chevtchouk, Y., Veloutsou, C., Paton, R. (2023) An Interdisciplinary-informed Brand Experience Scale

Carrington, M., Chatzidakis, A., Shaw, D. (2023) Consumer Perspectives Towards Modern Slavery: Australian Study

Dong, X., Veloutsou, C., Morgan-Thomas, A. (2023) Examining the Key Consumer-related Determinants Towards their Intention to Participate in Anti-brand Communities

Sharma, G., Taheri, B., Veloutsou, C., Rao, A. (2023) Exodus from Russia: How do Consumers Feel?

Kontoliou, I., Veloutsou, C., Panos, G. (2023) Re-approaching Brand-centric Groups: Definitions, Forms, and Terminology Issues


Azer, J., Taheri, B., Gannon, M. (2022) A critical view on mixed-method approaches to tourism and hospitality research Emerald Publishing

Böhm, S., Carrington, M., Cornelius, N., de Bruin, B., Greenwood, M., Hassan, L., Jain, T., Karam, C., Kourula, A., Romani, L., Riaz, S., Shaw, D. (2022) Ethics at the centre of global and local challenges: thoughts on the future of business ethics Journal of Business Ethics, 180, pp. 835-861. (doi: 10.1007/s10551-022-05239-2)

Davari, A., Iyer, P., Guzmán, F., Veloutsou, C. (2022) The determinants of personal luxury purchase intentions in a recessionary environment Journal of Marketing Management, 38, pp. 1401-1432. (doi: 10.1080/0267257X.2022.2035798)

Press, M., Brzeszczyński, J. (2022) Do business models matter? Evidence from the SRI companies performance and the COVID-19 pandemic Finance Research Letters, 48, (doi: 10.1016/

Sanrı, H., Morgan-Thomas, A., Smart, A. (2022) Algorithms and Routines: How Algorithms Shape Innovation in Digital Startups

Azer, J., Ranaweera, C. (2022) Former customers’ E-WOM in social media platforms: an investigation of motives, network size and social ties Journal of Business Research, 146, pp. 118-133. (doi: 10.1016/j.jbusres.2022.03.068)

Azer, J., Blasco-Arcas, L., Alexander, M. (2022) Engaging the eye: the role of visual modality of engagement (VME) in social media

Sandikci, O. (2022) The scalar politics of difference: Researching consumption and marketing outside the West Marketing Theory, 22, pp. 135-153. (doi: 10.1177/14705931221074721)

Wiart, L., Özçağlar-Toulouse, N., Shaw, D. (2022) Maintaining market legitimacy: A discursive-hegemonic perspective on meat Journal of Business Research, 144, pp. 391-402. (doi: 10.1016/j.jbusres.2022.02.024)

Scaraboto, D., Shaw, D., Duffy, K. (2022) Save your wardrobe: supporting sustainable and mindful clothing consumption NIM Marketing Intelligence Review, 14, pp. 54-59. (doi: 10.2478/nimmir-2022-0009)

Veloutsou, C., Christodoulides, G., Guzmán, F. (2022) Charting research on international luxury marketing: Where are we now, and where should we go next? International Marketing Review, 39, pp. 371-394. (doi: 10.1108/IMR-04-2021-0154)

Ounvorawong, N., Breitsohl, J., Lowe, B., Laffey, D. (2022) Outcomes of cyber-victimization and bystander reactions in online brand communities International Journal of Electronic Commerce, 26, pp. 200-221. (doi: 10.1080/10864415.2022.2050582)

Warke, O., Breitsohl, J., Jose, J. (2022) Consumer Bullying in Online Brand Communities—Quantifying a Dark Social Media Phenomenon Springer

Azer, J., Alexander, M. (2022) COVID-19 vaccination: engagement behavior patterns and implications for public health service communication Journal of Service Theory and Practice, 32, pp. 323-351. (doi: 10.1108/JSTP-08-2021-0184)

Dineva, D., Breitsohl, J. (2022) Managing trolling in online communities: an organizational perspective Internet Research, 32, pp. 292-311. (doi: 10.1108/INTR-08-2020-0462)

Rodner, V., Goode, A., Burns, Z. (2022) “Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape Journal of Services Marketing, 36, pp. 44-58. (doi: 10.1108/JSM-12-2020-0506)

Balaji, M.S., Jiang, Y., Bhattacharyya, J., Hewege, C., Azer, J. (2022) An introduction to socially responsible sustainable consumption: issues and challenges Springer

Breitsohl, J., Jimenez, N., Roschk, H. (2022) Investigating consumers’ motives for consumer brand-cyberbullying on social media Information Society, 38, pp. 1-12. (doi: 10.1080/01972243.2021.1981507)

(2022) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies (doi: 10.1007/978-981-16-6433-5)

Breitsohl, J., Jiménez, N., Megicks, P., Krasonikolakis, I., Ramoglou, S., Aagerup, U., Happer, C. (2022) Bullying in online brand communities-exploring consumers' intentions to intervene Springer International Publishing

Gannon, M. J., Taheri, B., Azer, J. (2022) Contemporary research paradigms and philosophies Emerald


Morgan-Thomas, A., Dessart, L., Veloutsou, C. (2020) Digital ecosystem and consumer engagement: a socio-technical perspective Journal of Business Research, 121, pp. 713-723. (doi: 10.1016/j.jbusres.2020.03.042)

Wilson-Nash, C., Goode, A., Currie, A. (2020) Introducing the socialbot: a novel touchpoint along the young adult customer journey European Journal of Marketing, 54, pp. 2621-2643. (doi: 10.1108/EJM-07-2019-0555)

Dineva, D., Breitsohl, J., Garrod, B., Megicks, P. (2020) Consumer responses to conflict-management strategies on non-profit social media fan pages Journal of Interactive Marketing, 52, pp. 118-136. (doi: 10.1016/j.intmar.2020.05.002)

Pedeliento, G., Andreini, D., Veloutsou, C. (2020) Brand community integration, participation and commitment: a comparison between consumer-run and company-managed communities Journal of Business Research, 119, pp. 481-494. (doi: 10.1016/j.jbusres.2019.10.069)

Veloutsou, C., Black, I. (2020) Creating and managing participative brand communities: the roles members perform Journal of Business Research, 117, pp. 873-885. (doi: 10.1016/j.jbusres.2019.06.032)

Zhao, Y., von Delft, S., Morgan-Thomas, A., Buck, T. (2020) The evolution of platform business models: exploring competitive battles in the world of platforms Long Range Planning, 53, (doi: 10.1016/j.lrp.2019.101892)

Azer, J., Blasco-Arcas, L. (2020) Towards a Typology of Visual Customer Engagement Behaviors (CEBs)

Azer, J., Alexander, M. (2020) Direct and indirect negatively valenced engagement behavior Journal of Services Marketing, 34, pp. 967-981. (doi: 10.1108/JSM-08-2019-0296)

Veloutsou, C., Chatzipanagiotou, K., Christodoulides, G. (2020) The consumer-based brand equity deconstruction and restoration process: lessons from unliked brands Journal of Business Research, 111, pp. 41-51. (doi: 10.1016/j.jbusres.2019.12.029)

Veloutsou, C., Ruiz-Mafe, C. (2020) Brands as relationship builders in the virtual world: A bibliometric analysis Electronic Commerce Research and Applications, 39, (doi: 10.1016/j.elerap.2019.100901)

Traill, H., Shaw, D., Anderson, S., Cumbers, A., McMaster, R., Marr, N. (2020) Baltic Street Adventure Playground Establishing a Community Food Hub (doi: 10.36399/gla.pubs.217178)

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2020) Brand negativity: a relational perspective on anti-brand community participation European Journal of Marketing, 54, pp. 1761-1785. (doi: 10.1108/EJM-06-2018-0423)

Azer, J., Alexander, M. (2020) Negative customer engagement behaviour: the interplay of intensity and valence in online networks Journal of Marketing Management, 36, pp. 361-383. (doi: 10.1080/0267257X.2020.1735488)

Shaw, D., Duffy, K. (2020) Save Your Wardrobe: Digitalising Sustainable Consumption: Further Insights

Duffy, K., Reid, E., Finch, J. (2020) Sold out? Reconfiguring consumer demand through the secondary digital ticket market Consumption, Markets and Culture, 23, pp. 174-194. (doi: 10.1080/10253866.2019.1684270)

Karamullaoglu, N., Sandikci, O. (2020) Western influences in Turkish advertising: Disseminating the ideals of home, family and femininity in the 1950s and 1960s Journal of Historical Research in Marketing, 12, pp. 127-150. (doi: 10.1108/JHRM-10-2018-0050)


Morgan-Thomas, A., Dudau, A. (2019) Of possums, hogs and horses: capturing duality of student engagement in eLearning Academy of Management Learning and Education, 18, pp. 564-580. (doi: 10.5465/amle.2018.0029)

Ghaffari, M., Jafari, A., Sandikci, O. (2019) The role of mundane and subtle institutional work in market dynamics: a case of fashion clothing market Journal of Business Research, 105, pp. 434-442. (doi: 10.1016/j.jbusres.2019.03.029)

Dessart, L., Aldás-Manzano, J., Veloutsou, C. (2019) Unveiling heterogeneous engagement-based loyalty in brand communities European Journal of Marketing, 53, pp. 1854-1881. (doi: 10.1108/EJM-11-2017-0818)

Dineva, D., Lu, X., Breitsohl, J. (2019) Social media conflicts during the financial crisis: managerial implications for retail banks Strategic Change, 28, pp. 381-386. (doi: 10.1002/jsc.2292)

Karamullaoglu, N., Sandikci, O. (2019) A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale Journal of Historical Research in Marketing, 11, pp. 317-338. (doi: 10.1108/JHRM-04-2018-0016)

Osuna Ramírez, S. A., Veloutsou, C., Morgan-Thomas, A. (2019) I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management Journal of Product and Brand Management, 28, pp. 614-632. (doi: 10.1108/JPBM-03-2018-1811)

Press, M., Robert, I., Maillefert, M. (2019) The role of linked legitimacy in sustainable business model development Industrial Marketing Management, (doi: 10.1016/j.indmarman.2019.05.009)

Morgan-Thomas, A. (2019) Generativity in Algorithmic Systems

Azer, J., Ranaweera, C. (2019) Identifying Customer Influencer Value in Social Media Platforms

Fang, X., Chatzipanagiotou, K., Veloutsou, C. (2019) The Impact of Different Aspects of Perceived Authenticity on the Tourist-Destination Relationship Quality

Azer, J., Ranaweera, C. (2019) The Impact of Non-customers with High Degrees of Influence in Social Networks

Osuna Ramirez, S. A., Veloutsou, C., Morgan-Thomas, A. (2019) Advantages of Brand Polarization? Exploring Potential Beneficiaries: Structured Abstract

Morgan-Thomas, A. (2019) Innovation in Algorithmic Systems

Khan, M.A., Veloutsou, C., Chatzipanagiotou, K. (2019) Consequences Towards Brands After a Service Failure: A Holistic View

Dong, X., Veloutsou, C., Morgan-Thomas, A. (2019) Negative Consumer Engagement

Veloutsou, C., Dessart, L. (2019) Socialising In and Outside Online Brand Communities

Morgan-Thomas, A., Abrunhosa, A., Canales, J. I. (2019) Material conflict: MOOCs and institutional logics in business education Palgrave Macmillan

Tillotson, J. S., Salminen, E., Press, M., Arnould, E. (2019) Consumer culture theory: development, critique, application and prospects Foundations and Trends in Marketing, 12, pp. 80-166. (doi: 10.1561/1700000052)

Chatzipanagiotou, K., Christodoulides, G., Veloutsou, C. (2019) Managing the consumer-based brand equity process: a cross-cultural perspective International Business Review, 28, pp. 328-343. (doi: 10.1016/j.ibusrev.2018.10.005)

Sandıkcı, Ö., Kravets, O. (2019) CCT perspectives on macromarketing: introduction to the special issue Journal of Macromarketing, 39, pp. 5-8. (doi: 10.1177/0276146718820930)

Reuber, A. R., Morgan-Thomas, A. (2019) Communicating moral legitimacy in controversial industries: the trade in human tissue Journal of Business Ethics, 154, pp. 49-63. (doi: 10.1007/s10551-017-3480-z)

Sandıkcı, Ö. (2019) Elizabeth Bucar, Pious Fashion: How Muslim Women Dress Anthropological Quarterly, 92, pp. 301-306.

Shaw, D., Duffy, K. (2019) Save Your Wardrobe: Digitalising Sustainable Clothing Consumption

Arnould, E., Press, M. (2019) Systemic small-player market exclusion in an east African context Consumption Markets and Culture, 22, pp. 508-527. (doi: 10.1080/10253866.2018.1561634)


Veloutsou, C., Delgado-Ballester, E. (2018) New challenges in brand management Spanish Journal of Marketing, 22, pp. 254-271. (doi: 10.1108/SJME-12-2018-036)

Carrington, M., Chatzidakis, A., Shaw, D. (2018) We all buy slave-made products: here’s how we avoid feeling guilty Conversation, 2018, pp. Dec 3.

Pedeliento, G., Adreini, D., Veloutsou, C. (2018) Brand Community Integration, Participation and Commitment: A Comparison Between Consumer-Run and Company-Managed Communities

Okay-Somerville, B., Dudau, A., Favotto, A., Du, M., McMaster, R., Morgan-Thomas, A. (2018) Adam Smith Cared and We Should Too: Our Duty of Care for Student Wellbeing and Resilience

Veloutsou, C. (2018) Conceptualising and Operationalising Respect in Consumer-Brand Relationships

Veloutsou, C., Chatzipanagiotou, K., Christodoulides, G. (2018) The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from Unliked Brands

Morgan-Thomas, A. (2018) Artifacts, Aestetics, and Sensory Experiences in Learning

Veloutsou, C., Dessart, L., Aldas-Manzano, J. (2018) Heterogeneous Brand Engagement in Brand Communities

Breitsohl, J., Roschk, H., Feyertag, C. (2018) Consumer brand bullying behaviour in online communities of service firms Springer Gabler

Osuna Ramirez, S.A., Veloutsou, C., Morgan-Thomas, A. (2018) Towards a Conceptualization of Brand Polarization

Zhao, Y., Morgan-Thomas, A. (2018) Competition at the Digital Frontier: Algorithmic Innovation, Value-Creation and Digital Venture Performance

Shaw, D., Cumbers, A., McMaster, R., Crossan, J. (2018) Scaling up community action for tackling climate change British Journal of Management, 29, pp. 266-278. (doi: 10.1111/1467-8551.12274)

Chatzidakis, A., Shaw, D. (2018) Sustainability: issues of scale, care and consumption British Journal of Management, 29, pp. 299-315. (doi: 10.1111/1467-8551.12292)

Brach, S., Walsh, G., Shaw, D. (2018) Sustainable consumption and third-party certified labels: consumers' perceptions and reactions European Management Journal, 36, pp. 254-265. (doi: 10.1016/j.emj.2017.03.005)

Morgan-Thomas, A., Dudau, A. (2018) Resilience as Entanglement of Action and Matter

Veloutsou, C., Aimpitaksa, J. B. (2018) The Lovemarks Effect (doi: 10.1007/978-3-319-66023-3_94)

Chevtchouk, Y., Veloutsou, C., Paton, R. (2018) The Process of Brand Experience: An Interdisciplinary Perspective (doi: 10.1007/978-3-319-66023-3_168)

Finch, J. H., McMaster, R. (2018) History matters: on the mystifying appeal of Bowles and Gintis Cambridge Journal of Economics, 42, pp. 285-308. (doi: 10.1093/cje/bex002)

Cumbers, A., Shaw, D., Crossan, J., McMaster, R. (2018) The work of community gardens: reclaiming place for community in the city Work, Employment and Society, 32, pp. 133-149. (doi: 10.1177/0950017017695042)

Beynon, M. J., Moutinho, L., Veloutsou, C. (2018) An exposition of the role of consideration sets in a DS/AHP analysis of consumer choice Palgrave Macmillan

Azer, J., Alexander, M. J. (2018) Conceptualizing negatively valenced influencing behavior: forms and triggers Journal of Service Management, 29, pp. 468-490. (doi: 10.1108/JOSM-12-2016-0326)

Carrington, M., Chatzidakis, A., Shaw, D. (2018) Consuming Modern Slavery

Morgan-Thomas, A. (2018) Libereat: Monetising Big Data Analytics

(2018) Materiality and Managerial Techniques: New Perspectives on Organizations, Artefacts and Practice (doi: 10.1007/978-3-319-66101-8)

Sandıkcı, Ö. (2018) Religion and the marketplace: constructing the ‘new’ Muslim consumer Religion, 48, pp. 453-473. (doi: 10.1080/0048721X.2018.1482612)

Morgan-Thomas, A. (2018) Schatzki and techno-organizational practice Palgrave Macmillan

Azer, J., Alexander, M. (2018) The Impact of Negatively-valenced Influencing Behaviour


Shaw, D., McMaster, R., Longo, C., Özçaglar-Toulouse, N. (2017) Ethical qualities in consumption: Towards a theory of care Marketing Theory, 17, pp. 415-433. (doi: 10.1177/1470593117699662)

Veloutsou, C., Black, I. (2017) Brand Communities and the Roles of their Members

Osuna Ramírez, S. A., Veloutsou, C., Morgan-Thomas, A. (2017) A systematic literature review of brand commitment: definitions, perspectives and dimensions Athens Journal of Business and Economics, 3, pp. 305-332. (doi: 10.30958/ajbe.3.3.5)

Morgan-Thomas, A. (2017) Silent Tyranny of Code? Performativity, Encoding and Branding Work

Azer, J., Alexander, M. (2017) Negatively-valenced Customer Engagement Behavior: Forms and Drivers

Sahidi, D., Paton, R., Veloutsou, C. (2017) Ontological Foundation for Different Types of Value Creation Practices

Black, I. R., Shaw, D., Trebeck, K. (2017) A policy agenda for changing our relationship with consumption Journal of Cleaner Production, 154, pp. 12-15. (doi: 10.1016/j.jclepro.2017.03.182)

Roschk, H., Loureiro, S. M. C., Breitsohl, J. (2017) Calibrating 30 years of experimental research: a meta-analysis of the atmospheric effects of music, scent, and color Journal of Retailing, 93, pp. 228-240. (doi: 10.1016/j.jretai.2016.10.001)

Azer, J., Alexander, M. (2017) Direct and Indirect Forms of Negative Customer Engagement Behaviour

Finch, J., Geiger, S., Harkness, R. (2017) Marketing and compromising for sustainability: green chemistry, regulation and competing orders of worth in the North Atlantic Marketing Theory, 17, pp. 71-93. (doi: 10.1177/1470593116657924)

Finch, J., Geiger, S., Reid, E. (2017) Captured by technology? How material agency sustains interaction between regulators and industry actors Research Policy, 46, pp. 160-170. (doi: 10.1016/j.respol.2016.08.002)

Black, I., Veloutsou, C. (2017) Working consumers: co-creation of brand identity, consumer identity and brand community identity Journal of Business Research, 70, pp. 416-429. (doi: 10.1016/j.jbusres.2016.07.012)

(2017) Communicating Brands in an Increasingly Complex and Global Environment

Veloutsou, C., Chatzipanagiotou, K., Christodoulides, G. (2017) Consumer-Based Brand Equity Development Process: A Diagnostic Tool for Least Favourite Brands

Bian, X., Veloutsou, C. (2017) Consumers’ attitudes regarding non-deceptive counterfeit brands in the UK and China Palgrave Macmillan

Dineva, D. P., Breitsohl, J. C., Garrod, B. (2017) Corporate conflict management on social media brand fan pages Journal of Marketing Management, 33, pp. 679-698. (doi: 10.1080/0267257X.2017.1329225)

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2017) Explaining Anti-brand Community Participation

Chatzipanagiotou, K., Veloutsou, C., Christodoulides, G. (2017) Managing the Consumer-Based Brand Equity Process Across Countries

Pasternak, O., Veloutsou, C., Morgan-Thomas, A. (2017) Self-presentation, privacy and electronic word-of-mouth in social media Journal of Product and Brand Management, 26, pp. 415-428. (doi: 10.1108/JPBM-04-2016-1150)

Ruiz-Mafe, C., Veloutsou, C. (2017) Special issue on information flow and WOM in social media and online communities Online Information Review, 41, pp. 902-904. (doi: 10.1108/oir-09-2017-0255)

Dessart, L., Veloutsou, C. (2017) The Role of Self-Determination in Negative Brand Relationships: A Focus on the Apple Anti-Brand Community

Veloutsou, C., Guzmán, F. (2017) The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management Journal of Product and Brand Management, 26, pp. 2-12. (doi: 10.1108/JPBM-01-2017-1398)

Chevtchouk, Y., Veloutsou, C., Paton, R. (2017) Towards a definition of Brand Experience: an interdisciplinary perspective


Morgan-Thomas, A. (2016) Rethinking technology in the SME context: Affordances, practices and ICTs International Small Business Journal, 34, pp. 1122-1136. (doi: 10.1177/0266242615613839)

Black, I., Shaw, D., Trebeck, K. (2016) Changing the narrative in our relationship with consumption Families, Relationships and Societies, 5, pp. 463-466. (doi: 10.1332/204674316X1475850854242)

Trebeck, K., Black, I., Shaw, D. (2016) Changing the narrative: measuring progress by measuring what matters to families Families, Relationships and Societies, 5, pp. 467-472. (doi: 10.1332/204674316X14758514931865)

Chatzipanagiotou, K., Veloutsou, C., Christodoulides, G. (2016) Decoding the complexity of the consumer-based brand equity process Journal of Business Research, 69, pp. 5479-5486. (doi: 10.1016/j.jbusres.2016.04.159)

Shaw, D., Crossan, J., Cumbers, A., McMaster, R., Trebeck, K., Black, I. (2016) Open Space: Places of prosumption: Community gardens putting the ‘we’ into neighbourhoods Families, Relationships and Societies, 5, pp. 473-479. (doi: 10.1332/204674316X14758523887982)

Crossan, J., Cumbers, A., McMaster, R., Shaw, D. (2016) Contesting neoliberal urbanism in Glasgow's community gardens: The practice of DIY citizenship Antipode: A Radical Journal of Geography, 48, pp. 937-955. (doi: 10.1111/anti.12220)

Schill, M., Shaw, D. (2016) Recycling today, sustainability tomorrow: effects of psychological distance on behavioural practice European Management Journal, 34, pp. 349-362. (doi: 10.1016/j.emj.2016.05.004)

Morgan-Thomas, A., Abrunhosa, A., Canales, J. I. (2016) Digital Materialities and Incompatible Institutional Logics

Breitsohl, J., Garrod, B. (2016) Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident Tourism Management, 54, pp. 209-220. (doi: 10.1016/j.tourman.2015.11.004)

Shaw, D., McMaster, R., Newholm, T. (2016) Care and commitment in ethical consumption: an exploration of the ‘attitude–behaviour gap' Journal of Business Ethics, 136, pp. 251-265. (doi: 10.1007/s10551-014-2442-y)

Azer, J. (2016) Negative Valence of Customer Engagement Behaviour

(2016) Ethics and Morality in Consumption: Interdisciplinary Perspectives

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2016) Capturing consumer engagement: duality, dimensionality and measurement Journal of Marketing Management, 32, pp. 399-426. (doi: 10.1080/0267257X.2015.1130738)

Jafari, A., Sandıkcı, Ö. (2016) The ontological pitfalls of Islamic exceptionalism: A re-inquiry on El-Bassiouny's (2014, 2015) conceptualization of “Islamic marketing” Journal of Business Research, 69, pp. 1175-1181. (doi: 10.1016/j.jbusres.2015.09.016)

Geiger, S., Finch, J. (2016) Promissories and pharmaceutical patents: agencing markets through public narratives Consumption Markets and Culture, 19, pp. 71-91. (doi: 10.1080/10253866.2015.1067199)

Li, C., Morgan-Thomas, A., Tang, Y. K. (2016) A Systematic Review of Literature: The Link Between CRM and Firm Performance

Black, I., Trebeck, K., Shaw, D. (2016) Beyond 'a greener Scotland' Bella Caledonia / Ekklesia

Zhao, Y., Von Delft, S., Morgan-Thomas, A., Buck, T. (2016) Competitive Dynamics in Business Model Evolution: An Analysis of the Chinese Online Group Buying Industry

Veloutsou, C., Black, I. (2016) Creating and Managing Brand Meaning: The Interaction and Roles of Brand Owners and Working Consumers

Geiger, S., Finch, J. (2016) Making incremental innovation tradable in industrial service settings Journal of Business Research, 69, pp. 2463-2470. (doi: 10.1016/j.jbusres.2016.02.015)

Zhao, Y., Morgan-Thomas, A., Von Delft, S., Buck, T. (2016) Survival Through Digital Innovation: How Digitization Accelerates Business Model Evolution

Dessart, L., Veloutsou, C. (2016) The Central and Sufficient Role of Identification in Brand Communities

Chatzipanagiotou, K., Veloutsou, C., Christodoulides, G. (2016) The Consumer-Based Brand Equity Process: An fs/Qualitative Comparative Analysis Approach

Veloutsou, C., Aldas-Manzano, J., Ruiz-Mafe, C. (2016) The Dual Nature of Spreading Negative eWoM for Branded Offers: Emotional Reaction Or Social Response?

Hassan, L. M., Shiu, E., Shaw, D. (2016) Who says there is an intention–behaviour gap? Assessing the empirical evidence of an intention–behaviour gap in ethical consumption Journal of Business Ethics, 136, pp. 219-236. (doi: 10.1007/s10551-014-2440-0)

Black, I., Veloutsou, C. (2016) Working Consumers as Co-creators of the Brand Identity and the Brand Community Identity


Morgan-Thomas, A. (2015) Residual Humanism: Schatzki, Digital Objects and Organizational Practice

Azer, J. (2015) Facebook from socializing to advertising: an empirical study on the effect of Facebook as an advertising tool in Egypt African Journal of Business Management, 9, pp. 796-813. (doi: 10.5897/AJBM2015.7866)

Black, I., Shaw, D., Trebeck, K. (2015) From 'I' to 'We': Changing the Narrative in Scotland's Relationship With Consumption (doi: 10.36399/gla.pubs.119432)

Jafari, A., Sandıkcı, Ö. (2015) ‘Islamic’ consumers, markets, and marketing: A critique of El-Bassiouny's (2014) “The one-billion-plus marginalization” Journal of Business Research, 68, pp. 2676-2682. (doi: 10.1016/j.jbusres.2015.04.003)

Morgan-Thomas, A. (2015) Unfolding practices with unfolding objects: standardization work in global branding

Breitsohl, J., Wilcox-Jones, J. P., Harris, I. (2015) Groupthink 2.0: an empirical analysis of customers' conformity-seeking in online communities Journal of Customer Behaviour, 14, pp. 87-106. (doi: 10.1362/147539215x14373846805662)

Zhao, Y., Buck, T., Morgan-Thomas, A. (2015) Change or Die: Business Model Innovation and Firm Performance Case Studies of Chinese Online Group Buying Firms

Veloutsou, C. (2015) Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships Journal of Consumer Marketing, 32, pp. 405-421. (doi: 10.1108/JCM-02-2014-0878)

Zhao, Y., Buck, T., Morgan-Thomas, A. (2015) Business Models, Imitations and the Performance of Entrepreneurial Firms

Morgan-Thomas, A. (2015) Business model innovation in regional tourism: digital tourism platform

Shaw, D., Crossan, J., Cumbers, A., McMaster, R. (2015) Community Gardens: New Spaces for DIY Citizenship?

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015) Consumer Engagement in an Online Brand Community: Development and Validation of a Scale

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015) Consumer engagement in online brand communities: a social media perspective Journal of Product and Brand Management, 24, pp. 28-42. (doi: 10.1108/JPBM-06-2014-0635)

Christodoulides, G., Cadogan, J. W., Veloutsou, C. (2015) Consumer-based brand equity measurement: lessons learned from an international study International Marketing Review, 32, pp. 307-328. (doi: 10.1108/IMR-10-2013-0242)

Möhring, M. M., Finch, J. (2015) Contracts, relationships and innovation in business-to-business exchanges Journal of Business and Industrial Marketing, 30, pp. 405-413. (doi: 10.1108/JBIM-12-2012-0249)

Breitsohl, J., Kunz, W. H., Dowell, D. (2015) Does the host match the content? A taxonomical update on online consumption communities Journal of Marketing Management, 31, pp. 1040-1064. (doi: 10.1080/0267257X.2015.1036102)

Crossan, J., Shaw, D., Cumbers, A., McMaster, R. (2015) Glasgow's Community Gardens: Sustainable Communities of Care (doi: 10.36399/gla.pubs.114500)

Crossan, J., Cumbers, A., McMaster, R., Shaw, D. (2015) Glasgow’s Community Gardens: Neoliberal Spaces or Sites of Radical Potential? Geographies of the Anthropocene

Pasternak, O., Veloutsou, C., Morgan-Thomas, A. (2015) Identifying the Nature of Consumer’s eWOM Activity on Facebook Brand Pages: an Exploratory Study

Morgan-Thomas, A. (2015) Innovation in renewable energy: researching global market opportunities

Morgan-Thomas, A. (2015) Market assessment and strategy development for Virtual Abattoir

Morgan-Thomas, A. (2015) Routes to market in mobile applications contexts

Cumbers, A., Crossan, J., McMaster, R., Shaw, D. (2015) Social Provisioning and Capabilities: The Case of Community Gardens in Glasgow

Ruiz-Mafe, C., Aldas-Manzano, J., Veloutsou, C. (2015) The Effect of Negative Electronic Word of Mouth on switching Intentions: A Social Interaction Utility Approach

Finch, J., Horan, C., Reid, E. (2015) The performativity of sustainability: making a conduit a marketing device Journal of Marketing Management, 31, pp. 167-192. (doi: 10.1080/0267257X.2014.980752)

Veloutsou, C., Dessart, L., Arvaniti, G. M. (2015) The role of online social interaction in the recommendation of a game brand community Business Science Reference, An imprint of IGI Global

Veloutsou, C., Chreppas, C. (2015) Training or vacation? The academic conference tourism Tourismos, 10, pp. 101-130.

Ruiz-Mafe, C., Aldas-Manzano, J., Veloutsou, C. (2015) Understanding and Managing Negative eWom: The Role of Trust, Dissatisfaction and Negative Brand Relationships

Goode, A., Anderson, S. (2015) ‘It’s like somebody else’s pub’: understanding conflict in third place Advances in Consumer Research, 43, pp. 346-351.


Strand, K., Arnould, E., Press, M. (2014) Tillage practices and identity formation in High Plains farming Journal of Material Culture, 19, pp. 355-373. (doi: 10.1177/1359183514552240)

Reuber, B., Fischer, E., Morgan-Thomas, A. (2014) Understanding eINVs through the lens of prior research in entrepreneurship, international business and international entrepreneurship Routledge

Press, M., Arnould, E. J., Murray, J. B., Strand, K. (2014) Ideological challenges to changing strategic orientation in commodity agriculture Journal of Marketing, 78, pp. 103-119. (doi: 10.1509/jm.13.0280)

Kravets, O., Sandikci, O. (2014) Competently ordinary: new middle class consumers in the emerging markets Journal of Marketing, 78, pp. 125-140. (doi: 10.1509/jm.12.0190)

Massa, N., Jones, M., Morgan-Thomas, A. (2014) Internationalisation of traditional family businesses: an absorptive capacity approach

Morgan-Thomas, A. (2014) Harnessing Generativity of Digital Objects Through Process Innovation

Dessart, L., Morgan-Thomas, A., Veloutsou, C. (2014) Customer engagement in online brand communities: a social media perspective

Newholm, T., Newholm, S., Shaw, D. (2014) A history for consumption ethics Business History, 57, pp. 290-310. (doi: 10.1080/00076791.2014.935343)

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2014) Brand communities and anti-brand communities: similarities, differences and implications to practitioners Athens Institute of Education and Research (ATINER)

Veloutsou, C., Arvaniti, G.M. (2014) Brands as socialising agents

Reuber, B., Morgan-Thomas, A. (2014) Communicating moral legitimacy through socio-material practices

Veloutsou, C., Arvaniti, G.M. (2014) Company initiated communities of fantasy and brands as relationship builders

Shaw, D. (2014) Ethical consumption: a whistle stop tour

Pasternak, O., Veloutsou, C., Morgan-Thomas, A. (2014) External brand communication: a literature review of the antecedents to word-of-mouth Athens Institute of Education and Research (ATINER)

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2014) Materiality of online brand community

Press, M., Arnould, E. J. (2014) Narrative transparency Journal of Marketing Management, 30, pp. 1353-1376. (doi: 10.1080/0267257X.2014.925958)

Shaw, D., Cumbers, A., McMaster, R., Crossan, J. (2014) Preliminary research findings

Morgan-Thomas, A. (2014) The effectiveness of flexible advertising systems

Veloutsou, C., Arvaniti, G.M. (2014) The role of online social interaction in the recommendation of a brand community

(2014) Theoretical and Empirical Reflections in Marketing

Morgan-Thomas, A. (2014) Ubiquitous digitization and risk management models

Morgan-Thomas, A. (2014) Utellme: Ubiquitous digitization and value creation

Shaw, D., McMaster, R. (2014) Visualising care in ethical consumption

Dessart, L., Morgan-Thomas, A., Veloutsou, C. (2014) What drives anti-brand community behaviours: an examination of online hate of technology brands


Breitsohl, J., Khammash, M., Griffiths, G. (2013) Online complaint communication strategy: an integrated management framework for e-businesses Springer

Finch, J., Zhang, S., Geiger, S. (2013) Managing in conflict: How actors distribute conflict in an industrial network Industrial Marketing Management, 42, pp. 1063-1073. (doi: 10.1016/j.indmarman.2013.07.024)

Hassan, L., Shaw, D., Shiu, E., Walsh, G., Parry, S. (2013) Uncertainty in ethical consumer choice: a conceptual model Journal of Consumer Behaviour, 12, pp. 182-193. (doi: 10.1002/cb.1409)

Veloutsou, C., Christodoulides, G., de Chernatony, L. (2013) A taxonomy of measures for consumer-based brand equity: drawing on the views of managers in Europe Journal of Product and Brand Management, 22, pp. 238-248. (doi: 10.1108/JPBM-02-2013-0256)

Shaw, D., McMaster, R., Newholm, T. (2013) A visualisation of care in ethical consumption

Morgan-Thomas, A. (2013) Base: new business models in digital economy

Morgan-Thomas, A., Veloutsou, C. (2013) Beyond technology acceptance: Brand relationships and online brand experience Journal of Business Research, 66, pp. 21-27. (doi: 10.1016/j.jbusres.2011.07.019)

Shaw, D., Thomson, J. (2013) Consuming spirituality: the pleasure of uncertainty European Journal of Marketing, 47, pp. 557-573. (doi: 10.1108/03090561311297454)

Shaw, D., McMaster, R. (2013) Ethical consumption: who cares?

Veloutsou, C., Christodoulides, G. (2013) Modelling the antecedents of consumer-brand relationship strength

Veloutsou, C. (2013) Predicting disloyalty to a search Eengine: the role of satisfaction, brand relationship, reputation and the search engines features

Shaw, D., Shiu, E. (2013) The contribution of ethical obligation and selfidentity to the theory of planned behaviour: an exploration of ethical consumers - a reflective comment Social Business, 3, pp. 47-65. (doi: 10.1362/204440813X13645551141035)