Dr Alena Kostyk

  • Lecturer in Marketing (Management)

Biography

Dr Kostyk received her MBA from Michigan State University and her PhD from New Mexico State University in the United States. She worked as an Assistant Professor of Marketing at NEOMA Business School in France.

Her primary research projects focus on human decision making in the new, futuristic environments and marketplaces, both from the theoretical and empirical perspective. Her secondary research area lies within innovative research methodology.

Dr Kostyk’s work appears in academic outlets such as the European Journal of Marketing, Journal of Business Research, International Journal of Market Research, Journal of Consumer Behaviour, among others.

Prior to academia, she spent nearly 10 years working in the private sector. These professional experiences serve as an excellent source for research ideas and provide her with relevant classroom examples.


Research interests

Dr Kostyk is a member of the School's Marketing research cluster.

Areas of expertise: 

  • Consumer decision making in digital and emerging environments
  • Research methodology

Publications

List by: Type | Date

Jump to: 2019
Number of items: 1.

2019

Kostyk, A., Leonhardt, J. M. and Niculescu, M. (2019) Processing fluency scale development for consumer research. International Journal of Market Research, (Accepted for Publication)

This list was generated on Mon Oct 14 02:25:23 2019 BST.
Jump to: Articles
Number of items: 1.

Articles

Kostyk, A., Leonhardt, J. M. and Niculescu, M. (2019) Processing fluency scale development for consumer research. International Journal of Market Research, (Accepted for Publication)

This list was generated on Mon Oct 14 02:25:23 2019 BST.

Supervision

Particularly interested in supervising PhD students willing to research consumer behaviour and decision-making in the new technological environments (e.g. virtual and augmented reality). 


Teaching

  • Marketing research
  • Green marketing
  • New product and service development
  • Marketing trends
  • Marketing strategy
  • Brand management
  • Strategic communication planning
  • Retail management

Additional information

Dr Kostyk served as a guest editor for a special issue of the European Journal of Marketing and serves as an ad hoc reviewer for multiple journals, such as the Journal of Business Ethics, Journal of Marketing Theory and Practice, Journal of Basic and Applied Social Psychology, among others.