Researchers

His research interests are in the areas of marketing management, service quality, and consumer psychology. Specifically, (a) Marketing Management focusing on consumer behaviour and analytics, designing segmentation strategy, positioning and marketing mix; (b) Marketing Management with an emphasis on strategy and quality management processes: Control of results using quantitative and qualitative research methods; (c) Marketing Management and Business Economics: Using research methodology including applied economic theory and econometrics; and (d) Marketing Management and Consumer Psychology in  the field of Self-Image: Examination of moderators or dependent variables that affect the activation of different types of self-image and the implications for the formation of the marketing mix. Currently, his research is primarily into the integration of quality management with strategic service marketing planning,  behavioural engineering and analytics, and self-image-brand-image congruence, and implications of this for policy and strategy. Previous work has looked at consumer ethnocentricity issues and applied bank segmentation.

digital marketing, in entrepreneurship, consumer behavior and organizational behavior

Using Emotions in Advertising
Use of Biometric Methods in Advertising
Advertising on Social Media and the Internet
Integrated Marketing Communication Strategy
Brand Management