Kirsten Cowan Headshot

Lecturer in Marketing

+44 (0)131 651 1051


Kirsten joined the Business School as a Lecturer in Marketing in 2018. Previously, she was an Assistant Professor of Marketing at NEOMA Business School (Grand Ecole) in France from 2015 to 2018. In 2015, she earned a PhD in Marketing with an expertise in quantitative consumer research, from the University of North Texas (United States). Her research examines consumer judgement and decision-making in relation to brand strategy. She is currently researching and teaching in the areas of retailing, branding, and quantitative research methods.

Kirsten is a member of the Academy of Marketing Science and serves as a reviewer for several marketing journals, such as Journal of Product & Brand Management, Journal of Brand Management, and Journal of Business Research

Research Taxonomy

Research Interests

Kirsten's current research investigates how consumers make judgments and decisions about brands. In taking a positive approach, her research primarily consists of experiments focused within three domains, including: consumer-brand relationships, digital marketing, and well-being. Some of her current research projects explore topics such as virtual reality, website design, social media influencers, promotional advertising and communications, well-being (e.g. sustainability, morality, social responsibility) and branding, and sensory marketing. Within these topics, Kirsten's expertise lies in retailing, fashion, luxury branding, and tourism. 

To date Kirsten has several publications in leading marketing journals including Journal of Business Research, Industrial Marketing Management, Psychology & Marketing, European Journal of Marketing, and more. 

Research Area

Publication Type Actions