I am a Lecturer (Asst. Professor) in Marketing at Cass Business School, City University London (London, UK), a school recognized as one of the world’s top business school. I hold a PhD in Marketing (2016), a Master's degree in Research (2013), and a Master's degree in International Management (2011) fromIE Business School (Madrid, Spain), another leading business school. I hold a BA(Hons) in Marketing from the Dublin Business School (Dublin, Ireland).
My research interests lie in
understanding the independent and joint effect of brand aesthetics, brand
personality, and corporate social responsibility on customer-based,
company-based, and financial-based brand equity.
To carry out my research, I employ
various empirical methods, including experiments, event studies, field data
analyses, and propensity score matching. Combining different methods
has allowed me to embark on the examination of unique and as-of-yet unaddressed
research questions. It has also allowed me to provide richer accounts of the
phenomena I examine and has enabled me to illustrate the validity and relevance
of my work in the marketplace.