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advertising and branding research

Explore our work in advertising and branding, 1 of our areas of expertise within Marketing


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

Discover our areas of expertise

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

Research groups

We're researching the practice, philosophy and methodological concerns of information processing with the aim to make the day-to-day jobs involved in complexed problem solving easier.

Our members

Image of Dr Sarah Turnbull

Media ready expert

Dr Sarah Turnbull

  • Job Title Principal Lecturer in Marketing
  • Email Address Sarah.Turnbull@port.ac.uk
  • Department Marketing
  • Faculty Faculty of Business and Law
  • PhD Supervisor PhD Supervisor
Image of Professor Yuksel Ekinci

Media ready expert

Professor Yuksel Ekinci

  • Job Title Professor
  • Email Address yuksel.ekinci@port.ac.uk
  • Department Marketing
  • Faculty Faculty of Business and Law
  • PhD Supervisor PhD Supervisor
user profile icon

Media ready expert

Helen Mary Thompson-Whiteside

  • Job Title Senior Lecturer in Marketing
  • Department Marketing
  • Faculty Faculty of Business and Law
Image of Mrs Karen Middleton

Media ready expert

Mrs Karen Middleton

  • Job Title Senior Lecturer in Marketing
  • Email Address karen.middleton@port.ac.uk
  • Department Portsmouth Business School
  • Faculty Faculty of Business and Law

Interested in a PhD in Marketing?

Browse our postgraduate research degrees – including PhDs and MPhils – at our Marketing postgraduate research degrees page.


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