Marketing and Consumer Behaviour Cluster - Research Focus Areas

Engage with the MCB Cluster

If any of the research topics within the MCB Cluster align with your interests, whether for teaching, collaborative research, or knowledge exchange (KE) initiatives, we welcome your enquiry. Cluster members are available to discuss potential collaborations, share expertise, and explore opportunities to apply our research in practice. Please contact any member of the MCB Cluster to learn more or to initiate a discussion.

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 (Ozlem Sandikci Turkdogan) and sustainable strategies (Melea Press).

Two hands framing the symbol of Registered (R)
Two hands framing the symbol of Registered (R)

Making brands matter: Insights into Meaning, Relationships and Engagement

Tue, 25 Nov 2025 10:33:03 GMT

Professor Cleopatra Veloutsou research investigates how consumers form and express strong positive, negative and mixed relationships with brands. Her work on engagement, meaning and brand equity reveals how these interactions shape identity, community dynamics and the value brands create for both individuals and organisations.

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).

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.

A mountain of used clothes
A mountain of used clothes

A Worthwhile Wardrobe: Circular Fashion through Charity Retail

Sat, 01 Nov 2025 13:14:00 GMT

Developed by Professor Deirdre Shaw and Dr Katherine Duffy, A Worthwhile Wardrobe explores how charities can rethink their retail models to tackle the twin challenges of fast fashion and falling donation quality. The team worked in partnership with the Prince & Princess of Wales Hospice, industry experts, and consumer voices to trial a new approach to charity retail; one that centres on reuse, transparency, and longevity.

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).

This vacant lot in an inner-city neighborhood has been transformed into a community garden
This vacant lot in an inner-city neighborhood has been transformed into a community garden

Baltic Street Adventure Playground Project

Tue, 20 May 2025 14:28:00 BST

Discover how Adam Smith Business School researchers helped co-create a community food hub with Baltic Street Adventure Playground, shaping policy and winning national awards.

Paper people imprisoned in a shopping cart
Paper people imprisoned in a shopping cart

Challenging modern slavery through ethical consumption research

Tue, 09 Sep 2025 14:33:00 BST

Professor Deirdre Shaw’s research investigates how consumption drives modern slavery, and how individuals, organisations and policymakers can respond. Working closely with global partners, her work shapes campaigns, policy and public understanding across multiple sectors and international contexts

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

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, Nilay Balkan, Jan Breitsohl, Deirdre Shaw). 

A laptop with a hologram of a Artificial Intelligence icon
A laptop with a hologram of a Artificial Intelligence icon

AI & Customer Engagement: Understanding How We Talk to Machines

Thu, 27 Feb 2025 10:35:00 GMT

Generative AI is transforming the way we interact with technology. Dr Jaylan Azer’s research uncovers four styles of engagement and why they matter for business success.

A human and robot hand touching index fingers
A human and robot hand touching index fingers

AI for Financial Technology

Tue, 18 Nov 2025 12:51:59 GMT

Professor Bowei Chen’s AI for Financial Technology project brings together university researchers and fintech companies to utilise artificial intelligence on large sets of market data, helping to identify risk in option prices and design simple funds that closely track major stock indices.

Different photos from holidays in Tunisia
Different photos from holidays in Tunisia

Digital Tourism in the Outer Hebrides: Strengthening Hospitality Through Digital Engagement

Wed, 20 Aug 2025 17:12:50 BST

Dr Jaylan Azer’s award-winning collaboration with the Outer Hebrides Tourism Community is helping local food and tourism businesses thrive online through place branding, digital platforms, and storytelling, showing how research can drive rural innovation and digital inclusion.

A hand ringing the bell at a hotel reception
A hand ringing the bell at a hotel reception

Transforming Hospitality with AI: Insights for a Smarter Future

Tue, 18 Nov 2025 16:55:00 GMT

Professor Bowei Chen’s research uses AI and natural language processing to transform hospitality and tourism. By turning customer reviews and operational data into actionable insights, his team helps businesses optimise revenue, improve guest experiences, and make smarter decisions in an increasingly data-driven world.

Dices with Social media companies' logos over a blue background
Dices with Social media companies' logos over a blue background

Visual content on social media

Mon, 01 Sep 2025 16:41:34 BST

New research by Dr Jaylan Azer and colleagues is the first to show how people use pictures rather than words to engage with brands on social media, identifying four distinct image-based behaviours that shape purchase decisions, brand perceptions and imitation.