Advertising and Branding Area of Expertise

Our advertising research covers advertising agency management, creative processes, ethics and sustainability, gender stereotypes, health advertising, online marketing campaigns and mobile advertising.

Through our branding research, we explore online branding, brand attachment, luxury branding, consumer-based brand equity, brand performance measurement, place brands and human brands.

Our research has been published in international journals such as the Journal of Advertising, International Journal of Advertising, Annals of Tourism Research, European Journal of Marketing, and the Journal of Business Research. We also share insights from our research at conferences, workshops and keynote speeches.

We collaborate on our research with local, national and global businesses and organisations. Our ongoing research with a leading name in the quality of sound industry is exploring whether emotion or rationality is more impactful in advertising their high-end headphones.

All our researchers bring their industry experience from the advertising and branding professions to our research, including Dr Sarah Turnbull and Professor Yuksel Ekinci, who are recognised experts in the area of advertising and branding, respectively.

Sarah's book Marketing Communications (2019), co-authored with Chris Fill, is recognised as the authoritative text for professional courses such as those run by The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising.

Professor Yuksel Ekinci is a world methodological expert of SEM-PLS, and his Google Scholar profile shows that his work has been cited around 10000 times in the area of consumer behaviour in branding – while Karen Middleton and Helen Thompson-White have published extensively on gender stereotyping and personal branding in advertising, respectively.

Project highlights

We're exploring how brand attachment can lead to compulsive buying and external talking, which can damage a brand's reputation and encourage excessive consumerism > Read more
Our research on gender stereotyping in advertising around the world contributes to advertising industry discussions and regulation > Read more
Judith Fletcher-Brown's pioneering research into how the Westernisation of Indian women puts them at risk of developing breast cancer has received extensive coverage in the mainstream media, including The Independent newspaper > Read more

Recent publications

Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising

Can, S.A., Ekinci, Y., Viglia, G. and Buhalis, D. (2020) “Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising”, Journal of Advertising
Consumer engagement in online brand communities: the moderating role of personal values

Marbach, J., Legas, C., Nunan, D. and Ekinci, Y. (2019) “Consumer Engagement in Online Brand Communities: The Moderating Role of Personal Values”, European Journal of Marketing
Self-congruence, brand attachment and compulsive buying

Japutra, A., Ekinci, Y. and Simkin, L. (2019) "Self-Concept, Brand Attachment and Compulsive Buying”. Journal of Business Research
Counterfeit luxury consumption strategies in a collectivistic culture: the case of China

Li, J., Ghaffari, M., & Su, L. (2020). Counterfeit luxury consumption strategies in a collectivistic culture: the case of China. Journal of Brand Management
Control, Knowledge, and Persuasive Power in Advertising Creativity: An Ethnographic Practice Theory Approach

Ghaffari, M., Hackley, C., & Lee, Z. (2019). Control, knowledge, and persuasive power in advertising creativity: An ethnographic practice theory approach. Journal of Advertising
Advertising: should creative women be expected to ‘fake it?’

Thompson-Whiteside, H., Turnbull, S., & Howe-Walsh, L. (2020). Advertising: should creative women be expected to ‘fake it?’. Journal of Marketing Management
Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources

Fletcher-Brown, J., Turnbull, S., Viglia, G., Chen, T., & Pereira, V. (2020). Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources. International Journal of Research in Marketing
Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change?

Middleton, K., Turnbull, S., & de Oliveira, M. J. (2020). Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change?. International Journal of Advertising
Discovering the dark side of brand attachment: impulsive buying, obsessive-compulsive buying and trash talking

Japutra A., Ekinci, Y. & Simkin, L., 10 Mar 2022, (Accepted for publication) In: Journal of Business Research
Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

Özer, M., Özer, A., Ekinci, Y. & Koçak, A., 18 Oct 2022, (Early online) In: Psychology and Marketing.
Extension and validation of the novel destination brand equity model

Ekinci, Y., Japutra, A., Molinillo, S. & Uysal, M., 29 Sep 2022, (Early online) In: Journal of Travel Research.
Building brand credibility: the role of involvement, identification, reputation and attachment

Molinillo, S., Japutra, A. & Ekinci, Y., 24 Oct 2021, (Accepted for publication) In: Journal of Retailing and Consumer Services.
Joint brand advertising for emerging heritage sites

Can, A. S., Ekinci, Y. & Pino, G., 1 Nov 2021, In: Annals of Tourism Research. 91, 16 p., 103294.

Discover our areas of expertise

Advertising and branding is 1 of 3 areas of expertise in the Marketing research area. Explore the others below.

Services marketing and tourism

Explore our work in cultural tourism, online reputation, revenue management, frontline service relationships, pricing and tourist behaviour.

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Marketing and society

We're looking at macro trends influencing consumer decision-making – from sustainability to health – and the relationship between marketing and society.