Doctoral Students

Today more than ever, individuals, companies and governments are concerned about the environmental impact of our society in terms of pollution, surplus of waste, over-consumption and over-production, deforestation, climate change and global warming. Will these consequences push consumers to adopt more sustainable behaviors?

The most important objective of my research is to build on and extend the current body of knowledge about the environmental identity concept. The main contribution will be to develop a comprehensive model of the formation of environmental identity. By acquiring a better, more comprehensive and individual understanding of environmental identity, public authorities can implement awareness programs develop tailor-made educational programs and more precise communication to enhance environmental identity among the target populations. Such targeted actions may have a positive impact on sustainable consumer behaviors.

This research is based on a conceptual model of the processes by which environmental identity can be formed and how it can lead to responsible behavior on an individual level.

The truth is a complex system that each of us are playing a part in it. Epistemologically, we cannot extract any useful information from this “Truth” without having a systematic view. This means that one needs to analyze the phenomenon as a whole through time to reveal any connection between its parts. My research interest is to see the marketing issues, especially the ones about the marketing strategy and policy-making, with system thinking in order to reach the most optimum solutions for the company/consumers in the long-run. 

We live in a society where the idea of truth is unclear. Fake News has populated out political elections, and people are concerned at what the truth actually is. Immersive technology (augmented and virtual reality) is another phenomenon that is affecting the day to day lives of consumers and individuals. Each having a significant impact, however, there is little research conducted on how information is processed through such technology. 

My research aims to look at how false information about brands presented in a virtual environment is perceived, and how that influences the behavior of the consumer after such exposure. We aim to contribute to existing literature on virtual reality, by incorporating an important aspect of veracity of information and discovering the underlying mechanisms and theories as to why people believe what they believe within VR. We extend this research even further to include deepfakes, which is artificially manipulated videos and images, and the downstream effects to such false manipulations.

Consumer behavior, luxury consumption, evolutionary consumer behavior

With the rise of the sharing economy, the increasing prevalence of e-commerce, and the growing concerns about environment and sustainability, the luxury industry is facing up many unprecedented challenges and opportunities today. Thus, in the hope of providing valuable and theoretical guidance for luxury brands from an academic perspective, my research interests focus on luxury communication strategies, branding strategies for luxury startups, luxury pricing techniques, and luxury consumption behaviors in the digital era. In order to produce a more comprehensive understanding of my research field, both quantitative and qualitative research techniques are adopted, while knowledge from other disciplines, such as linguistics, psychology and neuroscience, is applied.

Digital: luxury marketing's final frontier. While 2019 consolidated the idea of the secondary market's potential in the luxury industry, 2020 made it clear that a quiet revolution in the industry would happen online. My goal is to boldly study the intersection of luxury products, sustainability, and what digital marketing can do for them. To seek out new ideas and new strategies that companies can use to promote sustainable business. 

Keywords: Luxury Brand Management, Digital Marketing, Sustainability 

My research in marketing mix modeling aims to quantify the effectiveness of various marketing strategies using advanced statistical methods and data analytics. I focus on how elements like product, price, place, and promotion interact and impact consumer behavior and sales. My research can eventually offer insights for optimizing marketing strategies, improving resource allocation, and enhancing overall marketing effectiveness.

My second research focus lies in the realm of generative AI, particularly in scenarios where AI's capabilities border on being "too good to be true." A case in point is the use of advanced language models in chatbots. While these AI systems can produce impressively complex and coherent language, this very sophistication can sometimes lead to a paradoxical decrease in user trust. My investigation aims to understand and address the nuances of user perception and trust in AI, especially when the AI's performance exceeds typical human capabilities.

My research focuses on non-fungible tokens (NFTs) and blockchain applications. I am looking into the new ways marketers can leverage these technologies by understanding how consumers use them.

Autonomous products and consumers wellbeing

My research interests center on the intricate dynamics of consumer behavior within the realm of luxury marketing, with a particular focus on sustainability, self-transcendence, and emotion. I am captivated by the interplay between emotions and their potential to evoke self-transcendence, thereby shaping attitudes and behaviors towards sustainable luxury consumption. Exploring the nexus of consumer emotions, environmental consciousness, and the pursuit of transcendent experiences within the luxury sector constitutes the core of my scholarly pursuits. This interdisciplinary approach seeks to unravel the nuanced connections that guide individuals towards more conscientious and sustainable choices in the realm of luxurious goods and experiences.