Christopher Pich

Christopher Pich

Lecturer/Senior Lecturer

Nottingham Business School

Staff Group(s)
Department of Marketing


Since joining Nottingham Trent University in July 2012, Christopher has gained teaching experience at undergraduate and postgraduate level for several courses including BA Marketing, the BA Management Joint Honours suite, BA Business Management and MSc Marketing. Further, he has been fortunate enough to support multiple modules including ‘Contemporary Issues in Strategic Marketing Management’ [Level 3], ‘Integrated Marketing Communications’ [Level 2] and ‘Principles of Marketing’ [Level 1] and ‘Research Methods’ [MSc]. In addition, Christopher has gained experience leading several high-profile modules including Level 3 Research Project, Level 2 Marketing Management and MSc DERP and this has given him the opportunity to design and plan module content, activities, assignments-exams all grounded on up to date research, practitioner examples and the latest academic theories and frameworks.

Since 2012, Christopher has had success in ABS accredited publications with external and internal collaborators [national and international] including in the ABS 3* Journal of Business Research and Journal of Marketing Communications and written case studies for various texts. The outputs are supported by attending various academic national and international conferences and continued collaborations and professional relationships. In addition, he is currently working on several projects all at different stages [data collection-analysis-writing up] including the exploration of political branding and practices in British Crown Dependencies which is supported by the Government of Guernsey. Christopher has had some success securing internal and external funding from academic and practitioner organisations.
Alongside teaching and research, Christopher has gained experience of supervision and mentoring undergraduate and postgraduate students. This includes students on the in-company and placement students from organisations such as Toyota, Verizon, Microsoft, the National Grid, Barclays and 3M. In addition, he is a DBA and PhD supervisor with one completion and three current postgraduate students.

Career overview

Before working at Nottingham Trent University, Christopher worked for a number of marketing and branding organisations. Before embarking on his doctoral research, Christopher was marketing executive for Threerooms: Design and Branding based in Nottingham, UK. Christopher also worked within the exhibition industry, academic community, research and political communications. More specifically, Christopher worked as researcher to Sir Paul Judge and the Jury Team; a political movement of independent candidates established before the 2009 European Elections.

Christopher studied for his BA (Hons) International Marketing at the University of Hull Business School and the University at Albany State University of New York, USA. Furthermore, he gained his Master of Research at the University of Hull Business School. Since joining Nottingham Business School in July 2012, Christopher gained his (PGCHE) Postgraduate Certificate in Higher Education, became a Fellow of the Higher Education Academy (FHEA) and an Associate Member of the Chartered Institute of Marketing (ACIM).

Research areas

Christopher is an active researcher.

In 2012, Christopher gained his PhD entitled ‘An Exploration of the Internal/External Brand Orientations of David Cameron’s Conservative Party’ at the University of Hull Business School. Christopher’s research continues to focus on political marketing, political branding and the application of qualitative projective techniques. In addition, his research area also covers topics such as corporate branding, brand identity-brand image and co-branding.

Christopher regularly attends and presents competitive/research papers at numerous national and international conferences including the Annual Academy of Marketing Conference, International Political Marketing Conference, the World Marketing Congress supported by the Academy of Marketing Science and the International Relationship Marketing Conference. For example, Christopher was recently awarded ‘best working paper’ entitled ‘The evolving nature of political brands: a comparative study exploring the internal and external brand orientations of David Cameron’s Conservative Party from 2010 to 2015’ at the ‘20th International Conference on Corporate and Marketing Communications 2015’.

External activity

Christopher continues to work with external organisations within the profit and not for profit environment in relation to marketing, branding and communications.


Pich C., Harvey J., Armannsdottir G., Kincaid A. (2018) Marketing Brexit: Young Voter Opinion, Engagement and Future Intention in the Context of the EU Referendum: An Abstract. In: Rossi P., Krey N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham

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, Online January 12th 2018.

Pich C., Armannsdottir G., Spry L. (2018) An exploratory case study focusing on the creation, orientation and development of a new political brand; The case of the UK Jury Team. Journal of Politics and Policy, DOI: 10.1111/polp.12243 [2* SJR  2* ABS]

Pich, C. (2017) Can Theresa May save her brand? A marketing expert has some advice, The Conservation, 2nd October 2017.

Jain, V., Pich, C., B.E., Ganesh, & Armannsdottir, G. (2017). ‘Comprehending political branding and the brand image of BJP in India’. In Creating Marketing Magic and Innovative Future Marketing Trends Part of the series Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ISBN: 978-3-319-45595-2 1307-1313.

Armannsdottir, G. Brindley, C. Foster, C. Wheatley, D. and Pich, C. (2016), ‘An exploration of Icelandic marketing women entrepreneurs’, in Diaz-Garcia, C. Brush, C. G. Gatewood, E.J. and Welter, F. (2016), ‘Women’s Entrepreneurship in Global and Local Contexts’, Edward Elgar Publishing, 240-257 DOI 10.4337/9781784717421.00020

Pich, C. Dean, D. and P, Punjaisri. (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), DOI: 10.1080/13527266.2013.864321

Dean, D. Arroyo-Gamez, R.E. Punjaisri, K. and Pich, C. (2016), ‘Conceptualizing The Employees’ Experiential Brand Meaning Cycle: The Higher-Education Context’, Journal of Business Research, 69 (8), 3041-3048 DOI: 10.1016/j.jbusres.2016.01.019

Spry, L. Foster, C. and Pich, C. (Submitted), ‘Co-creating a corporate brand in higher education, Journal of Business Research.

Pich, C. and Armannsdottir, G. (2015), ‘Political brand image: An investigation into the operationalisation of the external orientation of David Cameron’s Conservative brand, Journal of Marketing Communications, DOI:10.1080/13527266.2015.1072577.

Pich, C. Armannsdottir, G. and Dean, D. (2015), ‘The elicitation capabilities of qualitative projective techniques in political brand image research’, International Journal of Market Research, Vol 57, No 3, 357-394.

Pich, C. and Dean, D. (2015), ‘Political Branding: Sense of Identity or Identity Crisis? An investigation of the transfer potential of the brand identity prism and the UK Conservative Party’, Journal of Marketing Management, Vol 31.

Pich, C. and Dean, D. (2015), 'Qualitative Projective Techniques in Political Brand Image Research from the Perspective of Young Adults', Journal of Qualitative Research: An International Journal, Vol 18, Issue 1, DOI: org/10.1108/QMR-12-2012-0058

Armannsdottir, G. Pich, C. and Woodall, T. (2014), ‘Projection and Personality: A Provisional Study of Aspiring Marketers’, Academy of Marketing 2014 Award for best paper in track Critical Marketing, Sage.

Pich, C. (2014), ‘Understanding the political brand identity and political brand image of the UK Conservative Party brand under the leadership of David Cameron prior the 2010 UK General Election’, in Lees-Marshment, J. (2014), ‘Political Marketing: Principles and Applications’. London: Routledge, ISBN 9780415632072.

Dean, D. M. Croft, R. and Pich, C. (2014), Towards a Conceptual Framework of emotional relationship marketing:  An examination of two UK political parties, Journal of Political Marketing, special edition Political branding, Vol. 14, Parts 1 and 2, DOI 10.1080/15377857.2014.990849

Pich, C. (2012), “An exploration of the Internal/External Brand Orientations of David Cameron’s Conservative Party”, PhD thesis, University of Hull.

See all of Christopher Pich's publications...