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Marketing and Consumer Studies Research Centre

Unit(s) of assessment: Business and Management Studies

Research theme: Sustainable Futures

School: Nottingham Business School


Marketing and Consumer Studies Research Centre (MACS) includes academics with a wide range of interests and expertise across consumer behaviour, branding and brand identity, services research, and tourism experiences, amongst others. As a centre of over forty academics, we conduct fundamental and applied research with the aim to advance knowledge within an intellectually stimulating research environment in the Department of Marketing, across the entire Nottingham Business School and wider Nottingham Trent University community.

Our centre adopts multi-disciplinary approaches to research investigating marketing phenomena in both business-to-business and business-to-consumer contexts drawing from different fields, such as business management, economics psychology, geography, tourism and hospitality studies. In our scholarly work we employ both quantitative (e.g. surveys, experiments, modelling) and qualitative research approaches (e.g. ethnography, interviewing, rhetorical analysis, and critical discourse analysis).

MACS disseminates research findings in top peer-reviewed journals and through interdisciplinary as well as subject-specialist conferences. Our research is undertaken for a variety of international, national and local organisations. In recent years, these have been as diverse as: Newton Fund, British Council, Economic and Social Research Council (ESRC), European Commission, Dutch Research Council/De Nederlandse Organisatie voor Wetenschappelijk Onderzoek, Academy of Marketing, government departments, Nottingham City Council, sports governing bodies, local authorities and private companies.


  • undertake innovative research in the marketing and consumer domains, and transfer this knowledge in an impactful way to academic and commercial communities;
  • support income generation, publication, and commercial impact in the marketing and consumer domains;
  • foster collaboration within the Centre’s key domains with academics and institutions worldwide.


Ivanova, M., Buda, D. M., & Burrai, E. (2021). Special Issues: Creative and disruptive methodologies in tourism studies. Tourism Geographies, 1-10.

S. Kim & V. Filimonau (2021). The Rebound Effect, in Buhalis, D., (ed), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing, Cheltenham

Pich, C. (2021). Political Branding: Concepts, Frameworks and Applications across International Contexts, in Newman, B. I. and Newman, T. (2021). A Research Agenda for Political Marketing, Elgar Research Agendas, Elgar Publishing, Planned Publication Date: 31/08/2021.

Pich, C. and Newman, B. I. ‘Political Branding: More Than Parties, Leaders and Policies. First Edition’, ISBN 9780367492274, Routledge Taylor and Francis Group, Copyright Year 2021,

Shabani, A., Maroti, G., de Leeuw, S. and Dullaert, W. (2021). Inventory record inaccuracy and store-level performance, International Journal of Production Economics. In Press.

Romero Silva, R. & de Leeuw, S. (2020). Learning from the past to shape the future: a comprehensive text mining analysis of OR/MS reviews. OMEGA

Oftedal, E. M., Bertella G, Lanka, S., Grzegorczyk, M. & Molthan-Hill, P. (2021). Perspectives of Sustainability, editorial, special issue of Journal of Contemporary Administration (ISSN 1982-7849). Proof approval.

Towers, C. & Howarth, R. (2020) Food for thought: SDG challenges, corporate social responsibility and food shopping in later life. Emerald Open Research

Wan, C., Shen, G. Q., & Choi, S. Underlying relationships between public urban green spaces and social cohesion: A systematic literature review. City, Culture and Society (not ABS ranked)

Wan, C., Shen, G. Q., & Choi, S. The place-based approach to recycling intention: Integrating place attachment into the extended theory of planned behaviour. Resources, Conservation and Recycling, (not ABS ranked)

Agag, G., Brown, A., Hassanein, A., & Shaalan, A. (2020). Decoding travellers’ willingness to pay more for green travel products: closing the intention–behaviour gap. Journal of Sustainable Tourism, 28(10), 1551-1575.

Agag, G. M., Khashan, M. A., Colmekcioglu, N., Almamy, A., Alharbi, N. S., Eid, R., Shabbir, H. & Abdelmoety, Z. H. S. (2020). Converting hotels website visitors into buyers: How online hotel web assurance seals services decrease consumers’ concerns and increase online booking intentions. Information Technology & People, 33(1), 129-159.

Ivanova, M., & Buda, D. M. (2020). Thinking rhizomatically about communist heritage tourism. Annals of Tourism Research, 84, 103000.

S. Kim & V. Filimonau & J. E. Dickinson (2020). The technology-evoked time use rebound effect and its impact on pro-environmental consumer behaviour in tourism, Journal of Sustainable Tourism.

Ajiboye, T., Harvey, J., & Resnick, S. (2019). Customer engagement behaviour on social media platforms: A systematic literature review. Journal of Customer Behaviour, 18(3), 239-256.

Harvey, J., Poorrezaei, M., Woodall, T., Nica-Avram, G., Smith, G., Ajiboye, T., Kholodova, K. Zhu, K. (2020). The Smart Home: How Consumers Craft New Service Networks by Combining Heterogeneous Smart Domestic Products, Journal of Service Research,

Lee, L. W., Dabirian, A., McCarthy, I. P., & Kietzmann, J. (2020). Making sense of text: artificial intelligence-enabled content analysis. European Journal of Marketing, 54(3), 615-644.

Meekes, J. F., Buda, D. M., & de Roo, G. (2020). Socio-spatial complexity in leisure development. Annals of Tourism Research, 80,

Prayag, G., Buda, D. M., & Jordan, E. J. (2020). Mortality salience and meaning in life for residents visiting dark tourism sites. Journal of Sustainable Tourism, 1-21.

Armannsdottir, G., Pich, C., & Spry, L. (2019). Exploring the creation and development of political co-brand identity. Qualitative Market Research: An International Journal, 22(5), 716-744.

Burrai, E., Buda, D. M., & Stanford, D. (2019). Rethinking the ideology of responsible tourism. Journal of Sustainable Tourism, 27(7), 992-1007.

Cassidy, K., & Resnick, S. M. (2019). Adopting a value co-creation perspective to understand High Street regeneration. Journal of Strategic Marketing,

Cassidy, K. J., Sullivan, M. N., & Radnor, Z. J. (2019). Using insights from (public) services management to improve student engagement in higher education. Studies in Higher Education, 1-17,

Ehret, M., & Wirtz, J. (2019). Sharing uncertainty across organizations: service capital and customer engagement for realizing non-ownership value. In Hollebeek, L. D. and Sprott, D. E., Handbook of Research on Customer Engagement. Cheltenham: Edward Elgar Publishing, 423-440.

Getnet, H., O'Cass, A., Ahmadi, H., & Siahtiri, V. (2019). Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties. Industrial Marketing Management, 83, 70-80.

Grzegorczyk, M. (2019). The role of culture-moderated social capital in technology transfer–insights from Asia and America. Technological Forecasting and Social Change, 143, 132-141.

Hiller, A., & Woodall, T. (2019). ‘Everything Flows’: A pragmatist perspective of trade-offs and value in ethical consumption. Journal of Business Ethics, 157(4), 893-912.

Shabbir, H. A., Maalouf, H., Griessmair, M., Colmekcioglu, N., & Akhtar, P. (2019). Exploring perceptions of advertising ethics: An informant-derived approach. Journal of Business Ethics, 159(3), 727-744.

Tevi, A., Koslow, S., & Parker, J. (2019). Can media neutrality limit creative potential?: How advertising's use of ideation templates fares across media. Journal of Advertising Research, 59(3), 312-328.

Chapple, W., Molthan-Hill, P., Welton, R., & Hewitt, M. (2019). Lights off, spot on: Carbon literacy training crossing boundaries in the television industry. Journal of Business Ethics, 162, 813-834.

Lee, L. W., Hannah, D., & McCarthy, I. P. (2019). Do your employees think your slogan is “fake news?” A framework for understanding the impact of fake company slogans on employees. Journal of Product & Brand Management, 29(2), 199-208.

Nguyen, D. H., de Leeuw, S., & Dullaert, W. E. (2018). Consumer behaviour and order fulfilment in online retailing: a systematic review. International Journal of Management Reviews, 20(2), 255-276.

Martini, A., & Buda, D. M. (2018). Dark tourism and affect: Framing places of death and disaster. Current Issues in Tourism, 23(6), 679-692.

Pich, C., Armannsdottir, G., & Spry, L. (2018). Investigating political brand reputation with qualitative projective techniques from the perspective of young adults. International Journal of Market Research, 60(2), 198-213.

Talay, C., Oxborrow, L., & Brindley, C. (2018). How small suppliers deal with the buyer power in asymmetric relationships within the sustainable fashion supply chain. Journal of Business Research.

Spry, L., Foster, C., Pich, C., & Peart, S. (2018). Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities. Journal of Strategic Marketing, 28(4), 336-349.

Woodall, T., Rosborough, J., & Harvey, J. (2018). Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement. AMS Review, 8(1-2), 58-74.

Agag, G. (2017). E-commerce ethics and its impact on buyer repurchase intentions and loyalty: An empirical study of small and medium Egyptian businesses.’ Journal of Business Ethics, 154, 389-410.

Blackley, N., Resnick, S.M. and Cassidy, K., (2017). Improving UK retail academic-practitioner research: insights from relationship marketing. International Journal of Retail & Distribution Management, 45(1), pp. 4-19.

Ehret, M., & Wirtz, J. (2017). Unlocking value from machines: business models and the industrial internet of things. Journal of Marketing Management, 33(1-2), 111-130.

Meekes, J. F., Buda, D. M., & de Roo, G. (2017). Adaptation, interaction and urgency: a complex evolutionary economic geography approach to leisure. Tourism Geographies, 19(4),525-547.

Nurmala, N., de Leeuw, S., & Dullaert, W. (2017). Humanitarian–business partnerships in managing humanitarian logistics. Supply Chain Management: An International Journal, 221(1), 89-94.

Agag, G., & El-Masry, A. (2016). Why do consumers trust online travel websites? Drivers and outcomes of consumer trust towards online travel websites. Journal of Travel Research, 55(4), 1–23.

Buda, D. M. (2016). Tourism in conflict areas: Complex entanglements in Jordan. Journal of Travel Research, 55(7), 835-846.

Ndubisi, O., Ehret, M. & Wirtz, J. (2016). Relational governance mechanisms and uncertainties in nonownership services. Psychology and Marketing, 33(4), 250-266.

Pich, C., Dean, D., & Punjaisri, K. (2016). Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign. Journal of Marketing Communications, 22(1), 100-117.

Resnick, S.M., Cheng R., Simpson, M. and Lourenco, F. (2016). Marketing in SMEs: a '4Ps' self-branding model. International Journal of Entrepreneurial Behaviour & Research, 22(1), 155-174.

Related Staff

Marketing and Consumer Studies Research Centre offers fully-funded doctoral studentships aligned with our research centres for UK, EU or International candidates. Find out more about our Doctoral Studentships. We engage in PhD and DBA supervision across a range of marketing and consumption topics:

  • Toloupe Ajiboye:  Customer Engagement Through Social Media Platforms in the Context of Micro SMEs in the UK Fashion Industry
  • Eilish Cox: Marketing Tourism in Times and Places of Socio-Political Troubles – The Case of Northern Ireland
  • Adam Harris: Value Co-creation within a Political Brand Ecosystem: A Netnographic Study of Momentum
  • Irene Izegwire: Nation Branding and Reputation Management: Nigeria - Hidden Ramifications of Culture, Ethics, and Values of its People
  • Dawood Khan: Investigating the Alignment of Corporate Political Brand Identity and Image - The Case of Pakistan Tahreek-e-Insaf
  • Songdi Li: Personal Values, Organisational Values, CSR and Corporate Reputation - A Case Study Comparing China and UK Higher Education Sector
  • Guy Lincoln: The Complexities of ‘non-rational’ decision-making processes: case study of private equity investors in Street Food Businesses in the United Kingdom
  • Anthony Olarotimi: Influence of Digital Media on Creativity in Lagos-based Advertising Agencies
  • Rahil Ghazni: Effect of Digitalization on UK Legal Firms
  • Mark Smith: Consumer Transformation: A Value Theory Approach to Brand Success and Societal Wellbeing.
  • Dorina-Maria Buda
  • Arooj Rashid
    Arooj Rashid
  • Guja Armannsdottir
  • Christopher Pich
    Christopher Pich
  • Mojtaba Poorrezaei
    Mojtaba Poorrezaei
  • Tony Woodall
    Tony Woodall

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