I am a research fellow in marketing and sales at the faculty of business and law at the University of Portsmouth U.K. I hold a PhD in Marketing from Northumbria University U.K. I also hold an MSc degree in Business with Marketing Management with a Distinction and a BA (Hons) degree, with a First Class Honours in International Business Management. I am a member (MCIM) of the Chartered Institute of Marketing (CIM) and hold a professional diploma in marketing from the CIM.  Prior to joining the Faculty of Business and Law, I was a doctoral researcher, an associate lecturer and a researcher at Northumbria University.

My research has appeared in journals such as Journal of Sustainable Tourism (ABS 3 *); Journal of Retailing & Consumer Services (ABS 2 *) and Higher Education Skills & Work-Based Learning (ABS1*); and Strategic Outsourcing; An International Journal.  I am competent in designing and conducting mixed methods research and competent analysing data using both qualitative and quantitative techniques. More particularly, I am competent in analysing quantitative data using a variety of multivariate analytical techniques using statistical software such as SPSS and AMOS. I also possess a good working knowledge of analysing textual and media based qualitative data using NVIVO.

I am a member of the editorial advisory board for International Journal of Culture Tourism and Hospitality Research. Iam also the coordinator of the Advertising and Branding Research Group (ABRG). I am involved in a number of research projects in consumer behaviour, sustainable consumption and travel and tourism. I conduct guest lectures and conduct/facilitate seminars for modules such as marketing principles and practice and  research methods for  MA Marketing dissertation/CMS  students and conduct quantitative and qualitative data analysis workshops for doctoral students and academic staff. I have presented both qualitative and quantitative research at national and international conferences held within UK, Sweden, Greece, USA, Porto Rico and Canada.

I welcome PhD/DBA students in the areas of the country of origin effects, sustainable consumption and tourism, religious torism and tourist values and decision making.

Research Interests

  • Country of Origin (COO) effects on consumer purchase decisions
  • Consumer psychology and tourist behaviour
  • Sustainable Tourism and Religious Tourism
  • Application of Means–End-Chain (MEC) theory and use of  laddering technique to gain rich insights into consumer cognitive structures associated with the decision-making process
  • SME development and Internationalisation in emerging markets
  • Service offshoring
  • Structural equation modeling and other multivariate data analysis techniques