Kirsten Cowan Headshot

Senior Lecturer in Marketing and Year 4 Head

+44 (0)131 651 1051


I joined the Business School as a Lecturer in Marketing in November 2018. Before taking up my current post, I was an Assistant Professor of Marketing at NEOMA Business School (Grand Ecole) in France (2015 to 2018). In 2015, I earned a PhD in Marketing with an expertise in quantitative consumer research from the University of North Texas (United States). My research examines consumer judgement and decision-making in relation to brand strategy, using quantitative research methods. Most recently, my research has been more focused on the role of technology in consumer-brand interaction. 

Currently, I am member of the Academy of Marketing Science and Association for Consumer Research. I serve as a reviewer for several marketing journals, and I am on the executive review board for the Journal of Product & Brand Management.

At the core of my teaching philosophy, I see myself as a learning guide. University represents a transition phase for students and I help guide them and prepare them for the next stage of their lives. In addition to serving as joint Head of Year 4, I organise the UG compulsory course Business Research Methods II, and teach the quanitative part of the course, and organise/teach the honours-level Interactive Retailing UG course. This is a course that I developed and taught for the first time in 2019.

Research Interests

My current research investigates how consumers interact with brands using different technologies, and how this affects information processing and decision-making. In taking a positive approach, my research primarily consists of experiments focused within three domains, including: consumer-brand relationships, retailing, and technololgy. My current research projects explore branding within the realm of augmented and virtual reality, website design, social media, and artificial intelligence.  While my research tends to examine fashion brands, I also enjoy investigating hospitality and tourism branding. 

I have had 16 articles accepted in leading journals. Of these articles, 9 articles are in ABS3* journals or higher including European Journal of Marketing (ABDC-A*), Journal of Business Ethics (FT50), Psychology & Marketing, Industrial Marketing Management, and Journal of Business Research. I was sole author on one and first author on eleven. 

In normal years, I enjoy meeting up with colleagues at conferences. My annual conferences of choice typically include Academy of Marketing Science, Global Branding Conference, and others. I have 1 award for best paper, 1 award for most innovative paper, and 1 honourable mention. 

Currently, I'm supervising one PhD student in her final year, 2 first year PhD students, and one MRes student. Next year, I may take on one or two new PhD students, whose topics reflect branding and technology and use quantiative approaches. 

Research Fingerprint

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Research Area