Doctoral Researchers

Read more about some of the PhD students and doctoral researchers within the Marketing group:

Back to: Management School

Julia Marcet Alonso

Thesis Title: Living the Brand? An Ethnographic Study of Employee Branding in the UK Fashion Retail Sector.

My research seeks to narrate the perceived work experience of customer- facing employees in the fashion retail to present their views of the brand value proposition, as internal customers of the company, and how they make these values their own to later represent the brand in front of the customers. To do so, I will combine netnography and diaries and interviews with employees.

1st Supervisor: Prof Liz Parsons

2nd Supervisor: Dr Daniela Pirani

Email address:


Ashleigh Blasbery

Thesis Title: Digital Environmental Influence: Exploring Strategies for Marketplace Change and Commercial Legitimacy

My research explores how and why digital mediators are seeking to change prevailing marketplace logics by weaving environmentalism into their output. This qualitative project questions how sustainability and ‘zero-waste’ rhetoric has pervaded the influencer field, and examines the ideological compatibility of both a social actor’s commercial endeavours and their desire for market change dynamics. Tenets of institutional theory are used to explain how mediators gain, maintain and repair legitimacy in this contested field.

1st Supervisor: Dr John Byrom

2nd Supervisor: Dr Ahmed Al-Abdin

3rd Supervisor: Dr Daniela Pirani

Email address:

Joseph Robert Daniel

Thesis Title: Marketisation of the Indonesian Higher Education Sector: Institutional Mechanisms, Marketing Practices, and Implications for Widening Access

This research will explore the processes and consequences of marketisation of the Indonesian higher education sector, by investigating the application of marketing practices in the recruitment of undergraduate students in higher education institutions. Using market system dynamics as theoretical perspective, this research aims to understand the complex interplay between market, marketing practices, and higher education as social institutions and how this interplay may further entrench social inequality.   

1st Supervisor: Prof Liz Parsons

2nd Supervisor: Dr Cathy McGouran


Conference Paper:

Exploring the Dialectics of Marketplace Exclusion: A Systematic Literature Review and Research Agenda, 45th Annual Conference of the Macromarketing Society.


Jack Davis

Thesis Title: Neoliberal Inertia: Using marketing performativity to explore current and future understandings of human, market and environmental relations

Environmental-degradation is increasingly linked to the neoliberal dependence on expanding economic growth and consumption. The consequences of which raises questions of how we understand the roles of both markets and marketing in relation to it. My research explores marketing in its performative function of information and knowledge exchange: shaping our understanding of relationships between people, markets and the environment. Identifying both the limitations of our current understanding as well as possibilities which offer a future.

1st Supervisor: Prof Liz Parsons

2nd Supervisor: Dr Rachel Ashman


Mohamed Hammad

Thesis Title: Developing Rapport in Multichannel Business-to-Consumer (B2C) Service Settings

The aim of this research is to gain a better understanding of how rapport develops in multichannel B2C service settings. Unlike previous studies that focused on rapport in one channel of interaction (i.e., face-to-face) and adopted a single perspective in their investigation of the phenomenon (mostly the customer’s side), this research expands on this view and explores rapport development in face-to-face, voice-to-voice, and online settings, using data obtained from both customers and service employees.

1st Supervisor: Dr Chris Raddats

2nd Supervisor: Dr Treasa Kearney

Email address:

Conference Papers:

Hammad, M. M., Raddats, C. O., & Kearney, T., (2020). A Framework of Online Rapport-Building Behaviours: An Exploration of Twitter. In La Londe: International Conference in Service Management, IAE Aix-Marseille Graduate School of Management, La Londe-les-Maures, France. Available at: (p. 26).

Hammad, M. M., Raddats, C. O., & Kearney, T., (2018). Customer-Employee Rapport: A Dyadic Perspective in Multi-Channel Service Settings. In AMA SERVSIG Conference, IÉSEG School of Management, Paris, France.


Daniel Lewin

Thesis Title: Understanding palliative and end of life care access within a health ecosystem: An examination of the issues facing providers and service users.

The overall aim of this project is to better understand the palliative and end of life care landscape from both a provider and a service user perspective, in order to identify opportunities for improvement within the healthcare ecosystem. This project is based in a Primary Care Network (PCN) and includes community care services and other organisations as key actors within the ecosystem.

1st Supervisor: Dr Lynn Sudbury-Riley

2nd Supervisor: Prof Pippa Hunter-Jones


Chloë Spence

Thesis Title: Promoting Innovation in Addiction Service Design: An Adaptation of the Trajectory Touchpoint Technique.

The Trajectory Touchpoint Technique (TTT) is a new service design technique, which employs a rich pictures methodology to elicit detailed customer experience narratives. It is the aim of this research to develop and effectively utilise an adapted version of the TTT for addiction service evaluation and innovation, through ongoing development, evaluation and refinement of an adapted tool.

1st Supervisor: Prof Pippa Hunter-Jones

2nd Supervisor: Dr Lynn Sudbury-Riley


Katie Thompson

Thesis Title: The Edited Self: An Exploration of Digital Body Modification’

I explore how the practice of digital body modification impacts, informs and mediates, one's sense of self. Digitally aestheticised selfies have become a normative on visual social media platforms such as Instagram. However, very little is known about the distinctive processes, motivations, and experiences surrounding digital body modification. Using netnography and depth interviews, I intend to examine the implications of crafting a perfect ‘digital doppelganger’ which is shared online with others.

1st Supervisor: Dr Rachel Ashman

2nd Supervisor: Prof Simeon Yates

3rd Supervisor: Prof Anthony Patterson


Jessica Weaver

Thesis Title: My research focuses on how peer support can be implemented in an authentic way across mental health services to challenge unequal power dynamics and promote a social model of mental distress. I am interested in using participatory action research (PAR) methodology and working alongside service users as co-researchers. I am a social worker and my motivation for this research comes from my experience of working in statutory mental health services and voluntary services.

1st Supervisor: Prof Pippa Hunter-Jones

2nd Supervisor: Prof Rory Donnelly



Michael Woodward

Thesis Title: Towards Understanding Academics’ ‘Self-Branding’

Do academics ‘brand’ themselves? And, if ‘Yes’, in what sense?  Starting from the bedrock understanding that the term ‘branding’ (primarily used figuratively in marketing) derives from branding in the literal scorch-marking sense, I explore how academics in management schools conceive ‘self-branding’ and if  / how this discourse informs their online and offline goings-on. 

1st Supervisor: Dr Chris Raddats

2nd Supervisor: Dr Athanasia Daskalopoulou

3rd Supervisor: Prof Anthony Patterson



Woodward,  M.N. and Holbrook, M.B. (2013) “Dialogue on some concepts, definitions and issues pertaining to 'consumption experiences'”, Marketing Theory, Vol. 13 No. 3, pp. 323–344.