Dr Jaywant Singh

Dr Jaywant Singh

‌Date: Wednesday 17 February 2016
Time: 4 – 5:30pm
Room: 3.7
Topic: ‘Can Brands Do Good?’ Research Advances on CSR and Cause-brand Alliances

Speaker: Dr Jaywant Singh

Speaker biography

Jaywant Singh is Associate Professor in Marketing in the Department of Strategy at Kingston University in London. He teaches consumer behaviour and research methods. Jaywant studied and worked in India, Australia (MBA), Denmark, Singapore and UK (PhD) in business and management related areas for several years.

Prior to joining Kingston University, he was a senior lecturer at the University of Bedfordshire. He received his PhD (Marketing) in 2004. Jaywant’s research interests are in the area of consumer behaviour and branding, specifically in customer loyalty, consumer perceptions of corporate social responsibility and cause-related marketing, digital marketing, service failure and recovery, and brand alliances in b2b and b2c domains.

His research has been published in top-tier international journals such as the Journal of Business Research, Marketing Letters, European Journal of Marketing, Journal of Advertising Research, Journal of Business Ethics, International Journal of Market Research, Industrial Marketing Management, and the Journal of Business and Industrial Marketing, amongst others. He presents his research regularly at various international conferences, and has won several awards for his work.

Seminar brief

Consumer awareness on ethical production and commercialization of brands is growing, and in response companies are seeking to integrate ethical behaviour into their business model. A popular social branding strategy relates to forming an alliance between a brand and a social cause.

The strategy, although widely prevalent, is often met with consumer indifference. Scholars have, therefore, raised concerns about its efficacy in generating consumer interest towards the brands or the cause.

This presentation will focus on recent and ongoing research advances on cause-related marketing, challenges for future researchers, and the business implications.