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I have worked across different sectors including, higher education, and the private sector. However, since receiving my PhD from Keele University in 2009, I have focused soley on academia and held lecturing posts at the University of Bedfordshire, the University of Northampton and Keele University. My research interests have remained focused around the areas of my PhD which looked at how ethnic communities and individuals reflect on identity and construct identity based on local and global consumer cultures. Another area of interest that I focus on is innovative qualitative multi-method research design and encourage my informants to be co-researchers rather than passive informants, with the view that this will result in richer data. My roles within industry have also focused more on research activity, training, and consulting on different issues that affect consumers, small enterprises, general management, service delivery surveys, consumer studies, and so forth. In undertaking most of these projects, I used different data analysis software such as SPSS and NVivo. This has helped to develop and sharpen my experience of collecting, analysing, and interpreting both quantitative and qualitative data sets, as well as producing research outputs of a very high standard.

In terms of research publications, I have published 3 books, 5 book chapters, over 25 peer reviewed journal articles, as well as presented research papers at different peer reviewed conferences, across many countries. More importantly, some of my research outputs have been published in academic journals of very high standing including Journal of Business Research (ranked as number 1 business journal on Google); Journal of Marketing Management; Journal of Macro-Marketing; Journal of Enterprising Culture; British Food Journal; Industry and Higher Education, Advances in Consumer Research, Mediterranean Journal of Social Sciences, among others. Furthermore, I am a reviewer for different academic journals and an external examiner for different universities within the U.K and internationally.

With reference to my teaching approach, I believe that my role as a lecturer is that of an enabler. In that, I believe in creating a teaching and learning environment that is highly supportive of my students and their needs, yet at the same time challenges them. I focus on encouraging my students to think about each and every marketing and consumer behaviour situation holistically, with the view that they will be more proactive going out into the working world.

The Centre for Enterprise and Innovation (CEI)

• Consumer Research
• Consumer Culture Theory
• Indian Diaspora
• Indian Consumers
• Ethnic Identity Construction
• Innovative Qualitative Research Methods
• Multi-Method Research Design

• Consumer Behaviour
• Consumer Research
• Research Methods
• Integrated Marketing Communications
• Contemporary issues in Marketing

• PhD (University of Keele)
• MSc Marketing
• BSc Computing and Marketing
• PGCAP
• Fellow of Higher Education Academy

• MARK 5020- Postgraduate Dissertation
• MARK5065 – Direct and Digital Marketing
• MARK5077- Brand PR 

Shortlisted: NILE (Blackboard) Best Practice, University of Northampton (2016)
Shortlisted: Outstanding Lecturer of the Year, University of Northampton (2016)

Rising Stars Award for Research, University of Bedfordshire (2013)
Best Practice in Teaching, University of Bedfordshire (2014)

• Association of Consumer Research (ACR)
• Transformative Consumer Research (TCR)
• Consumer Culture Theory Group
• Entrepreneurial Marketing
• American Marketing Association

i) Presented at Conferences

1.       The Relational Consumer: Pro-Social Spending and Gift Giving Behaviours, (2019), Chair of Special Session at the American Marketing Association Summer Conference, Chicago.

2.       Hybridity and Music: Generational Insights from the British Sikh Community, 2018, Global Business and Technology Association, (With D. Chitakunye) (Fourthcoming)

3.       Consumption Experiences of Third Generation British Sikhs: Insights from Matrimonial Website, 2018, American Association of Marketing, Boston (With D. Chitakunye) (Fourthcoming)

4.       Crossing Traditional Cultural Boundaries: Transcultural Experiences of Third Generation British Sikh Culture. 2016 Global Marketing Conference, Hong Kong. (With Chitakunye, D.)

5.       Constructing Hybrid Identity: the Consumption of Brit-Asia Bhangra Music. 2016, Association for Consumer Research. Berlin, Germany. (With Chitakunye, D.)

6.       Consuming a Transfusion of Fashion: Constructing Hybrid Identity Amongst the Third Generation British Indian Community, Association for Consumer Reserch, 2016, Berlin, Germany. (With Chitakunye, D.)

7.       Collective Social Entrepreneurship as a Collaborative Strategy to Reduce Poverty in Nigeria. 2016, International Conference on Knowledge and Innovation. Berlin, Germany. (With Edobor, F.)

8.       The role of social context on attitudes towards product placement in children’s films. 2013 North American Association for Consumer Research Conference, 3^rd – 6^th October 2013. Chicago, USA, ISSN:0098-9258 (with Siamagka, N., Chitakunye, P., & Derera, E.).

9.       Encouraging reflexivity in children’s food research: producing authentic voices. 2013 North American Association for Consumer Research Conference, 3^rd – 6^th October 2013. Chicago, USA, ISSN: 0098-9258 (with Chitakunye, P., Fields, Z.)

10.    The role of technology in children’s food environment: exploring intra-familial dynamics across cultures. 2013 North American Association for Consumer Research Conference, 3^rd – 6^th October 2013. Chicago, USA, ISSN: 0098-9258 (with Amano, E. & Chitakunye, P.)

11.    Using social software to evoke social reflexivity: the case of Instagram photo sharing application. 2013 North American Association for Consumer Research Conference, 3^rd – 6^th October 2013. Chicago, USA, ISSN: 0098-9258 (with Chitakunye, P.)

12.    Consuming food as play: Insights from two interpretive studies. 2013 European Association for Consumer Research Conference, 4^th – 7^th July 2013. Barcelona, Spain, ISBN: 0-915552-66-3 (with Chitakunye, P.)

13.     Evoking informant self-reflexivity: a case of courtship within the British Sikh community. 2013 European Association for Consumer Research Conference, 4^th - 7^th July 2013. Barcelona, Spain, ISBN:0-915552-66-3 (with  Chitakunye, P.)

14.    The marketing of start-up capital to women entrepreneurs in South Africa. 42nd Academy of Marketing Science Annual Conference (AMS), 15th -18th May, 2013, Monterey, California, USA, ISBN: 0-939783-40-1; ISSN: 0149-7421 (with Derera, E., O’Neill, C., & Chitakunye, P.).

15.    Getting into the life worlds of informants through reflexive practice. 2012 Asian-Pacific Association for Consumer Researchers, Queenstown, New Zealand, ISBN:  (with Chitakunye, P.)

16.    Constructing ethnic identity through mealtime rituals and practices. 2012 North American Association for Consumer Researchers. Vancouver, Canada, ISSN:0098-9258  (with Chitakunye, P.).

17.    Family quality time and the techno-culture food environment. 2012 North American Association for Consumer Researchers. Vancouver, Canada, ISSN:0098-9258  (with Chitakunye, P.).

18.    Bollywood: A ‘Consumer Reacculturation Agent’, Association of Consumer  Research, St Louis, USA

19.    The computer as “middle agent”: negotiating the meanings of marriage on a Sikh online dating site, in Borghini, M.A.McGrath and C.Otnes (eds), European Advances in Consumer Research, Duluth, MN: Association for Consumer Research. (with P. Maclaran, A Broderick and L.Parsons)

20.     Gender, Self Discovery and Identity Conflict on a Sikh Dating Website,   proceedings of the Ninth ACR Gender, Marketing and Consumer Behaviour  Conference, Boston, June 2008 (with P. Maclaran and L. Parsons)

21.    Negotiating the Eastern Versus Western Self: The Role of Shaadi.com: Conflict and Uncertainty in Identity Projects: Narrating aspects of the Consuming self in different ethno-cultural contexts, Special session, Proceedings of the Conference.

(a)    Books in  2018

1. Examining The Role of Women Entrepreneurs in Emerging Economies, IGI Global (With Chitakunye, D.)

(b) Books in  2013 & 2014

1. Children’s Food consumption: Digital Age Mealtime Practices, Scholars Press (ISBN: )(with Chitakunye, P).

2. Market Research Methodologies. IGI Global (with Ghorbani, A.)

3. Computer Culture and The Evolution of Sikh Courtship Rituals, Scholars Press (ISBN: 978-3-639-70141-8) (with Chitakunye, P)

(b)  Book Chapters

2018

1. “Small Business Financing for Supporting SMEs in Indonesia: A Conceptual Study”, Examining the Role of Women in Emerging Economies, IGI Global, USA (with E. Suyono and D. Chitakunye).

2015

1. “The Marketing of Start-Up Capital to Women Entrepreneurs in South Africa”, Ideas in Marketing: Finding the New and Polishing the Old, Springer, USA, pp.671- 674 (with Derera, E., O’Neill, C.,  and Chitakunye, P.)

2014

1. “Reflexivity in Qualitative Research”, Market Research Methodologies: Multi-Method and Qualitative Approaches, IGI Global, USA, pp.20-36 (with Chitakunye, P.).

2013

1. “SMS Marketing: SME’s within South Africa”, Marketing in the Cyber Era: Strategies and Emerging Trends, IGI Global, USA, pp.37-66. (with Chitakunye, P., & Fields, Z.)

2012

1. “Consuming Bollywood: Young Sikhs Social Comparisons with Heroes and Heroines in Indian Films”, Multicultural Perspectives in Consumer Behaviour, Taylor and Francis, (with Maclaran, P.,  Parsons, E. & Broderick, A.)

2. “Gender, Self Discovery and Identity on a Sikh Dating Website”, Gender, Culture   and Consumer Behaviour, Routledge, New York, pp. 63-84. (with Maclaran, P. & Parsons, E.).

(d)  Publications in 2019

1. “Transcultural Identity Development Among Third Generation British Sikh Consumers”, International Marketing Review, accepted subject to revisions (with Chitakunye, P.).

2. “Constructing Hybrid Identity: blurring cultural boundaries through the consumption of Brit-Asia Bhangra Music”, International Marketing Review, Under Review (with Chitakunye, P.).

(e)   Publications in  2018

1. 1. “Consumption Experiences of Third Generation British Sikhs: Insights from a Matrimonial Website”, American Marketing Association, (with Chitakunye, D.)
2. 2. “The Role of Indigenization on Service Quality: A Case of Zimbabwe’s Banking Sector”, Journal of Economics, Finance and Management Studies, Vol.1, pp. 85-97 (With Rufasha, E, Chitakunye, P., Phiri, M. and Bhero, S).

(f)    Publications in  2016

1. “Constructing Hybrid Identity: The consumption of Brit-Asia Bhangra Music”, Advances in Consumer Research, Accepted (with Chitakunye, P.).

2. “Consuming a Transfusion of Fashion: Constructing Hybrid Identity Amongst The Third Generation British Indian Community”, Advances in Consumer Research, Accepted (with Chitakunye, P.).

3. “Reflexive introspection: Methodological insights from four ethnographic studies”, Journal of Business Research (with Chitakunye, P., in press).

(g) Publications in 2015

1. “Knowledge production through interdisciplinary skills: Producing an effective postgraduate research curriculum”, Industry and Higher Education, Vol. 29 (2), pp.129-140 (with Chitakunye, P.).

2. “Transnational Analysis of the Impact of Corruption on Development in Africa: A Review of Literature”, Journal of Social Sciences, Vol. 42 (1/2), pp.129-142 (with Ojochenemi, D.J., Derera, E., and Chitakunye, P.).

3. “The Marketing of Start-Up Capital to Women Entrepreneurs in South Africa” in Ideas in Marketing: Finding the New and Polishing the Old Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 671-674 (with Derera, E.,O’Neill, C., & Chitakunye, P.).

(h)   Publications in 2014

1. "Consuming family quality time: the role of technological devices at mealtimes", British Food Journal, Vol. 116 (7), pp.1162 – 1179 (with Chitakunye, P.).
2.  “Managing consumer mythology: the green consumption of E10 fuel”, Mediterranean Journal of Social Sciences, Vol. 5 (20), pp.1098-1108 (with Saruchera, F., Derera, E., and Chitakunye, P. )
3. “Integrated Marketing Communications (Imc) As a Critical Component to Building Customer Based Brand Equity", in NA - Advances in Consumer Research, Vol. 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research,pp.781-781 (with Dapi, B., Chitakunye, P., and   Phiri, M.).
4. "Consumer Misinformation: the Anti-Consumption of Green Products", in NA - Advances in Consumer Research, Vol.42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, pp. 777-777 (with Saruchera, F., Phiri, M., Chitakunye, P., &  Derera,E.).
5.  “Gendered Lending Practices: Enabling South African Women Entrepreneurs to Access Start-Up Capital”, Journal of Enterprising Culture, Vol. 22 (3), pp. 313-330 (with Derera, E., Chitakunye, P., & O’Neill, R. C.).
6. "Constructing Identity Through the ‘Selfie’: the Case of Instagram", in NA - Advances in Consumer Research, Vol. 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, pp.813-813 (with Chitakunye, P.).

(i) Publications  in 2013

1. "Encouraging Reflexivity in Food Research: Producing Children's Voices", in NA - Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research,pp.800 (with  Chitakunye, P. & Fields, Z.).

2. (2013), "The Role of Technology in Children’S Food Environment: Exploring Intra-Familial Dynamics Across Cultures", in NA - Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, pp.799 (with Chitakunye, P., Emiko, A., Chiweshe, N., & Derera E.).

3. "The Role of Social Context on Attitudes Towards Product Placement in Children’s Films", in NA - Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research,pp.787 (with Siamagka, N., Chitakunye, P. & Derera, E.).

4. "Consuming Food As Play: Insights From Two Interpretive Studies", in E - European Advances in Consumer Research, Vol. 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, pp.160-161 (with Chitakunye, P.).

5. "Evoking Informant Self-Reflexivity: a Case of Courtship Within the British Sikh Community", in E - European Advances in Consumer Research, Vol. 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, pp. 339-339 (with Chitakunye, P.).

6. “Using Social Software to Evoke Social Reflexivity: the Case of Instagram Photo Sharing Application", in NA - Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research,pp. 830 (with Chitakunye, P.).

(j) Publications in 2012

1. "Family Quality Time and the Techno-Culture Food Environment", in NA - Advances in Consumer Research, Vol. 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 720-721 (with Chitakunye, P.).

2. “Rich descriptions: evoking informant self-reflexivity in marketing and consumer research”, Journal of Marketing Management, Vol. 28 (7/8), pp. 912-935 (with Takhar, A.).

3. Bollywood Cinema’s Global Reach: Consuming the ‘Diasporic Consciousness’, Journal of Macromarketing, Vol.32, No.3, pp.266-279. (with Maclaran, P. & Stevens, L.)

4. “Getting into the life worlds of informants through reflexive practice”, in AP - Advances in Consumer Research Journal, Vol. 7, pp.726-728 (with Chitakunye, P.).

5. "Constructing Ethnic Identity Through Mealtime Rituals and Practices", in NA - Advances in Consumer Research, Vol. 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113 (with Chitakunye, P.).

(k) Publications  in 2011

1. Bollywood: ‘A Consumer Reacculturation Agent’, Advances in Consumer Research, Vol. 39, pp. 695-696.

(l) Publications  in  2010

1. Consuming Bollywood: Young Sikhs Social Comparisons with Heroes and Heroines in Indian Films, Journal of Marketing Management, Vol. 26, Issue 11-12, pp.1057-1073. (with Maclaran, P., Parsons, E., &  Broderick, A.)

(m) Publications  in 2008

1. Gender, Self Discovery and Identity Conflict on a Sikh Dating Website, Gender and Consumer Behaviour, Vol.9. (with Parsons, E.)

(n) Publications  in 2007

1. The Computer as “Middle Agent”: Negotiating the Meanings of Marriage on a Sikh Online Dating Site, Advances in Consumer Research, Vol. 8, pp.60-65 (with Maclaran, P., Broderick, A. & Parsons, E.)

1. Title – “consumer behaviour and its role in formulating marketing strategies in the organic food market”, Full time, I am director of studies for this study.

2. Title – “ Unveiling the challenges faced by existing women entrepreneurs in the development of sme’s: A case study of district Abbottabad, Pakistan”, Full time, I am director of studies for this study. 

1. Won 19’000 pounds from the culture and communities network to investigate a project titled “the role of digital technology in connecting family within Asian communities in the U.K. and South Africa”. In Collaboration with David Chitakunye from the University of Witsewarand, South Africa.

2. Won 10’000 pounds from the rising stars award, to investigate a project titled “the role of family meal time rituals in constructing identity within Asian Communities in the U.K.”.

• Editorial Board Member – IGI Global Publishers
• Editorial Board Member – Journal of Global Business and Technology
• Doctoral External Examiner – University of Kwazulu-Natal, South Africa, Faculty of Business and Entrepreneurship
• Doctor External Examiner – University of Al Ghasir, Dubai, Faculty of Business
• Doctoral External Examiner – Leeds Metropolitan University, Faculty of Business
• External Examiner – University of Wales, Faculty of Business

Reviewer - Conferences

• American Marketing Association Conference
• Association of Consumer Research
• Academy of Marketing Science Conference
• Global Marketing Conference

Reviewer - Journals

• Reviewer for Journal of Marketing Management
• Reviewer for Journal of Macromarketing
• Reviewer for Journal of Business Research
• Advances in Consumer Research
• Journal of Global Business and Technology