Role
Dr. Wilson Ndasi is a Senior Lecturer in Marketing at Nottingham Business School.
Career overview
Dr. Wilson Ndasi has previous academic appointments at Oxford Brookes and Bournemouth Universities. Holding a PhD in Management(Digital Marketing) from Bournemouth University, his expertise encompasses, multivariate analysis, and cause-related marketing. As a visiting assistant professor at Heidelberg University in Germany, Dr. Ndasi’s specialised research focuses on integrating these disciplines to enhance fundraising strategies and cause-related marketing initiatives, contributing significantly to both academic and practical applications of marketing.
Before academia, Dr. Ndasi’s professional trajectory spanned consultancy, agribusiness, and international development in Cameroon, followed by roles in the UK's Rural Payments Agency, where he integrated robust marketing strategies and data analysis. During his tenure, he significantly contributed to projects that required advanced data manipulation and market analysis, enhancing the agency’s effectiveness in managing agricultural subsidies and rural development initiatives. His experience also extends to providing strategic marketing insights and solutions to a variety of international clients, further enriching his multifaceted career profile.
An advocate for practical learning, Dr. Ndasi leverages his extensive industry and research experience to mentor students and professionals alike. He remains actively involved in consultancy, focusing on marrying theoretical knowledge with practical market applications. Dr. Ndasi is also passionate about leveraging his expertise for community benefit, overseeing various charitable initiatives and digital platforms that promote sustainable social impact through innovative marketing solutions. Through his academic and consulting work, Dr. Ndasi continues to shape the future of marketing in global and charitable contexts.
Research areas
Wilson Ndasi’s research centres on cause-related marketing and prosocial branding, with a strong focus on understanding how consumers respond to socially responsible marketing initiatives across digital and international contexts. His work explores the psychological, cultural, and identity-based factors—such as religiosity, self-construal, and social identity—that shape consumer perceptions of authenticity, scepticism, and engagement with brand-led social causes.
A key strand of his research examines the effectiveness of cause-related marketing strategies, particularly in online environments, including advertising formats, donation framing, and influencer-led campaigns. He is especially interested in how authenticity, cause–brand alignment, and inclusivity (e.g., LGBTQ-themed marketing) influence consumer trust, purchase intentions, and patronage behaviours.
His research also contributes to broader debates on ethical and sustainable marketing, highlighting how organisations can balance commercial objectives with meaningful social impact. Through both quantitative and mixed-method approaches, his work advances understanding of digital consumer engagement, cross-cultural differences, and socially responsible consumption, offering insights relevant to academics, practitioners, and policymakers seeking to design effective and responsible marketing strategies.
External activity
Dr. Wilson Ndasi is deeply engaged in external activities beyond his academic roles, demonstrating a strong commitment to community and professional service. He actively participates in consultancy projects, applying his extensive knowledge in digital marketing and data analysis to offer strategic insights to various organisations, enhancing their marketing initiatives and impact. Additionally, Dr. Ndasi oversees numerous charitable initiatives and manages digital platforms promoting sustainable social impacts, such as CharitySupermarkets.com. He leverages marketing technologies and strategies to support nonprofit activities and improve community welfare. Dr. Ndasi's external engagements underscore his dedication to applying his academic expertise to real-world problems, contributing to both professional environments and societal betterment.
Publications
Ndasi, W. (2026). Faith and culture in cause‑related marketing: The roles of religiosity, self‑construal, and cause alignment. International Review of Public and Non‑Profit Marketing (in press)
Ndasi, W. (2026). Inclusive or inauthentic? Consumer scepticism toward LGBTQ‑themed cause‑related marketing. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.70171
Ndasi, W., & Abina, B. (2026). Scaling sweat: Gymshark’s market expansion dilemma. The Case Journal . https://doi.org/10.1108/TCJ-10-2025-0352
Ndasi, W., & Adedoyin, F. (2025). Beyond cultural borders: Self-construal, religiosity, and consumer response to cause-related marketing. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.70151
Ndasi, W., & Cheung, M. L. (2025). Navigating influence: A mixed-method study on the role of social media influencer type and message content in driving digital engagement and patronage intentions. International Journal of Hospitality Management, 132, 104401. https://doi.org/10.1016/j.ijhm.2025.104401
Ndasi, W., Bolat, E., & Roushan, G. (2022). A comparative impact of cause-related marketing and sponsorship-leveraged internet display advertising. International Journal of Internet Marketing and Advertising, 16(1–2), 1–18. https://doi.org/10.1504/IJIMA.2022.120970
Ndasi, W. (2021). Cause-related marketing advertising formats on nonprofit websites: Does a company’s donation-amount offer in nonprofit display ads drive purchase intention? Journal of Advertising Research, 61(3), 289–302. https://doi.org/10.2501/JAR-2021-012
Ndasi, W., & Ackay, E. E. (2020). Understanding authenticity in digital cause-related advertising: Does cause involvement moderate intention to purchase? Westminster Papers in Communication and Culture, 15(2), 24–43. https://doi.org/10.16997/wpcc.344
Ndasi, W. (2017). The democratisation of internet cause marketing communication: A strategic proposition for brand sustainable social impact and “doing well by doing right”. In G. Grigore, I. I. Stancu, & A. Theofilou (Eds.), Social responsibility, ethics and sustainable business: Theory and practice. ASE Editors.
Ndasi, Wilson, Sid Gosh, and Lukman Aroean. "Modelling Online Customers' Responses to E-tailers' Affiliate and Cause-Related Marketing Communications." Academy of Marketing. 2014.
Ndasi Wilson, Lukman Aroean, and Sid Gosh. The democratisation of internet cause marketing communication: A strategic proposition for brand sustainable social impact and doing well by doing right. No. 45-46. Bucharest University of Economic Studies, 2013
Conferences Contributions
Ndasi, W., & Cheung, M. L. (2023). Navigating influence: A mixed-method study on the role of social media influencer type and message content in driving digital engagement and patronage intentions. British Academy of Marketing (BAM) Conference, Nottingham, UK, 2–5 September 2024.
Ndasi, W., & Afreh, B. (2023). Exploring the role of social identities and attributions in consumer responses to LGBTQ-inclusive prosocial advertising: A critical market evaluation of diversity and inclusivity. British Academy of Marketing (BAM) Conference, Nottingham, UK, 2–5 September 2024.
Ndasi, W. (2023). The effect of cultural drivers on customer engagement in international cause-related marketing. International Conference, Veszprém, Hungary, 5–7 July 2023.
Ndasi, W. (2020). A cross-cultural analysis of the implications of cause-type in cause-related marketing and price discount promotion campaigns: A potential for international competitiveness. 19th International Congress on Public and Nonprofit Marketing (online), Spain, 2–4 July 2020.
Ndasi, W., & Akcay, E. E. (2019). Investigating the impact of cause involvement on authenticity in digital cause-related marketing. LIGUE International Conference, Tunis, Tunisia, 6–7 December 2019.
Ndasi, W., & Roushan, G. (2018). Online sponsoring through cause – If you do it, do it right: Evaluating the impact of ad-context congruence. 17th International Congress on Nonprofit and Public Marketing, Bournemouth, UK, 6–7 September 2018.
Ndasi, W. (2016). Online cause-related marketing: Modelling the impact of donation amount on purchase intention in display ad placement on charity websites. West East Institute Conference, Harvard University, USA, 1–3 August 2016.
Ndasi, W. (2016). The effects of ad-congruence on consumers’ purchase intention in online cause-related marketing. Access to Finance for SMEs Conference, London, UK, 13 September 2016.
Ndasi, W. (2014). Gaining internet customer traffic from a giving relationship: Cause-related marketing models and modelling online consumers’ responses to e-retailer cause-related marketing. Belfast, UK, 9–11 September 2014.