Research in the Department of Marketing - University of Birmingham

Our department has a vibrant mix of researchers, all driven by real questions that face business and society. Research in the department is organised into three key groups, with each group focused around specific themes.

Research groups

Culture and Consumption

Group leads: Finola Kerrigan and Dr Scott Jones

The Marketing Innovations and Consumer Science Research Group focuses on two key areas:

Consumer Science: This strand integrates insights from various disciplines such as psychology and marketing to explore how individuals and households make decisions about consumption, acquisition, and disposal.
Marketing Innovation: This strand encompasses research on innovation through a marketing lens, as well as any innovation research that apply marketing concepts, tools, and theories more widely.

Our research is driven by a commitment to enhancing both short- and long-term well-being for all actors within the marketing ecosystem. We investigate a diverse range of topics, including:

Cognitive and behavioural processes in responsible decision-making (e.g., among consumers, employees, employers, and tourists)
Big data and customer agility
Eco-innovation and social entrepreneurship

Sustainability and responsible business practices are central themes across our projects, whether in marketing innovation or consumer science.

We aim to develop practical, responsible business solutions grounded in rigorous academic research. Our group actively collaborates with businesses and policymakers to foster positive change within our communities. Organisations interested in partnership opportunities are encouraged to contact the Research Group Leads.

Members of the group:

Publications

Current members have published in a wide range of top journals, including the Journal of Consumer Research, Journal of Personality and Social Psychology, British Journal of Management, Journal of Business Ethics, European Journal of Marketing, Journal of Business Research, Psychology and Marketing, Marketing Theory, Human Resource Management, Sustainability, Journal of Environmental Psychology, Journal of Marketing Theory and Practice, Journal of Marketing Management, Journal of Travel Research, Journal of Services Marketing, Technological Forecasting and Social Change, Information Systems Frontiers, and International Small Business Journal.

Consumer Science and Marketing Innovations

Group lead: Grigorios Lamprinakos

The Consumer Science and Marketing Innovations Research Group applies marketing and psychological theories to tackle pressing challenges in contemporary business decision-making, with a strong commitment to supporting the United Nations Sustainable Development Goals (UN SDGs).

Our research looks to increase both short- and long-term well-being for all marketing actors.

Bringing together experts from across the marketing discipline, the group focuses on sustainability, innovation, and technology. Our work explores a wide range of topics, including:

Innovative marketing practices
Digital and technological advancements
Methodological innovation in marketing research

A core aspect of our approach involves leveraging psychological theories to deepen understanding of consumer behavior and decision-making processes.

Members of the group:

Responsible and Critical Marketing

Group lead: Rohit Varman

The Responsible and Critical Marketing Research Group aims to lead the academic development of knowledge of the subject, to contribute to the learning curriculum and reach out to those interested in improving marketing practices and standards. Research by members of the group adopts diverse qualitative and quantitative methodological approaches, covering areas such as violence and exploitation in the marketplace, boundary crossing and marginalised groups, disadvantaged consumers, market access and inclusion, sustainable consumption, consumer responsibility, ethics and responsibility in marketing, managerial and B2B ethics, responsible marketing and technology, sustainability marketing, corporate social responsibility (CSR), employee attitudes to responsibility, responsible and inclusive tourism, and marketing’s contribution to societal and environmental wellbeing.

Members of the group: