Dr Robert Thomas
- thomasr155@cardiff.ac.uk
- +44 29225 14100
- B26, Adeilad Aberconwy, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
Trosolwg
I am a Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University, a Fellow the Chartered Institute of Marketing(FCIM), Fellow of the Royal Society for the Encouragement of Arts, Manufactures and Commerce (FRSA) and Fellow of Higher Education Academy (FHEA).
My research interests are broad in scope and currently include brand management, online behaviour, generation alpha, sustainable business practices, moral blindness and thanatourism.
My research has appeared in international peer-reviewed journals including European Journal of Marketing, Journal of Business Ethics, Computers in Human Behavior, Journal of Macromarketing, Journal of Marketing Management, Qualitative Market Research: An International Journal, Journal of Product and Brand Management, Young Consumers, and others. I also sit on the Editorial Board of Journal of Product and Brand Management winning reviewer of the year 2015.
I have published two books with SAGE and enjoy a role as a ‘Subject Matter Expert’ for SAGE campus creating two online courses – ‘Analyze Qualitative Data’ and ‘Conduct a Literature Review’.
Outside of my academic activities I have been involved in the development and writing of the Government’s ‘Help to Grow: Management’ scheme. This scheme supports senior managers of small and medium sized businesses to boost their business’s performance, resilience, and long-term growth.
Cyhoeddiadau
2022
- White, G., Allen, R., Samuel, A., Abdullah, A. and Thomas, R. J. 2022. Antecedents of cybersecurity implementation: a study of the cyber-preparedness of U.K. social enterprises. IEEE Transactions on Engineering Management 69(6), pp. 3826-3837. (10.1109/TEM.2020.2994981)
- Samuel, A., Thomas, R. J., McGouran, C. and White, G. R. T. 2022. Experiencing the macromarketing dimensions of sustainability: Lessons learned from field trips to the ultra novel. Journal of Marketing Education 44(3), pp. 322-336. (10.1177/02734753211049825)
- White, G. R., Samuel, A. and Thomas, R. 2022. Exploring and expanding supererogatory acts: beyond duty for a sustainable future. Journal of Business Ethics (10.1007/s10551-022-05144-8)
- Samuel, A., White, G. R., Peattie, K. and Thomas, R. 2022. Social enterprise places: a place-based initiative facilitating syntactic, semantic and pragmatic constructions of legitimacy. Journal of Macromarketing 42(1), pp. 51-70. (10.1177/02761467211040765)
- White, G. R. T., Allen, R., Samuel, A., Taylor, D., Thomas, R. and Jones, P. 2022. The ecosystem of UK social entrepreneurship: a meta-analysis of contemporary studies. In: Disadvantaged Entrepreneurship and the Entrepreneurial Ecosystem., Vol. 14. Contemporary Issues in Entrepreneurship Research Emerald, pp. 193-218., (10.1108/S2040-724620220000014009)
2021
- Thomas, R. J., White, G. R. T. and Samuel, A. 2021. Exploring the motivations to participate in an online brand community: a study of 7-11-year-old children. European Journal of Marketing 55(8), pp. 2308-2343. (10.1108/EJM-09-2019-0730)
- Mukattash, I. L., Dandis, A., Thomas, R., Nusair, M. and Mukattash, T. L. 2021. Social marketing, shock advertising and risky consumption behavior. International Journal of Emerging Markets (10.1108/IJOEM-09-2020-1111)
- Thomas, R. J., White, G. R. T. and Samuel, A. 2021. What are the social and personal drivers to engage in co-creation? A study of UK 7-13-year-olds. Young Consumers: Insight and Ideas for Responsible Marketers 22(2), pp. 202-218. (10.1108/YC-09-2020-1215)
- Samuel, A., White, G., Thomas, R. and Jones, P. 2021. Programmatic advertising: an exegesis of consumer concerns. Computers in Human Behavior 116, article number: 106657. (10.1016/j.chb.2020.106657)
2020
- Thomas, R. J. 2020. From social activism to active socialization: The evolution of football ideology in community-owned football clubs. Strategic Change Briefings in Entrepreneurial Finance 29(4), pp. 459-470. (10.1002/jsc.2357)
- Thomas, R. J., White, G. and Samuel, A. 2020. Exploring children's reactions to sponsorship transition: a study of interpersonal and pro-social demands. Young Consumers: Insight and Ideas for Responsible Marketers 21(4), pp. 419-433. (10.1108/YC-06-2020-1174)
2019
- White, G. R. T., Ahmed, A., Cicmil, S., Allen, R. and Thomas, R. 2019. University-industry collaboration through knowledge transfer partnerships in the UK: an extension of activity theory. The International Journal of Management 8(4), pp. 14-24.
- Thomas, R. J. 2019. Find the theme in your data: Little quick fix. SAGE.
- Thomas, R. J. 2019. Turn your literature review into an argument: Little quick fix. SAGE.
2018
- Thomas, R. J. 2018. Mapping the perceptions and antecedents of football fans' co-creation behaviours with sponsoring brands: a pan-cultural study of the European leagues. Journal of Marketing Management 34(17-18), pp. 1470-1502. (10.1080/0267257X.2018.1545685)
- Thomas, R. J. 2018. An analysis of the impact of dispositional characteristics in relation to fan/sponsor loyalty. Presented at: Academy of Marketing Conference : Marketing the Brave, University of Sterling , Sterling , United Kingdom, 2-5 July 2018.
- Thomas, R. J. 2018. Constructing the self through consumer contribution: A study of self-monitoring behaviour and co-creation. Presented at: Academy of Marketing Conference : Marketing the Brave, University of Sterling , Sterling , United Kingdom, 2-5 July 2018.
- Thomas, R. J. 2018. Exploring the motivations and benefits of joining a brand community: A study of UK 7-11-year-olds. Presented at: Academy of Marketing Conference : Marketing the Brave, University of Sterling , Sterling , United Kingdom, 2-5 July 2018.
- Thomas, R. J. 2018. The effect of personality on brand alignment: an empirical study of elite sport. Presented at: 47th European Marketing Academy Conference, Glasgow, United Kingdom, 29 May - 1 Jun 2018.
2017
- Thomas, R. J. 2017. Mapping the boundaries and antecedents of football fans - Individual co-creation activities: A pan-cultural, exploratory study of the European Leagues. Presented at: Academy of Marketing Conference 2017- Freedom Through Marketing: Looking Back, Going Forward, Hull, Uk, 3-6 July 2017.
2016
- Thomas, R. J. 2016. Deciphering football fans brand relationships, consumption values and loyalty predicates: A utilitarian perspective.. Presented at: Academy of Marketing Conference 2016: Radical Marketing, Newcastle, United Kingdom, 4-7 July 2016.
- Thomas, R. J. 2016. Exploring football fans' utilitarian shopping motivation and its effect on sponsorship engagement: Qualitative evidence from Europe's 'Big Five' leagues and Campeonato Brasileiro Série A.. Presented at: 45th European Marketing Academy Conference, Oslo, Norway, 27-29 May 2016.
2015
- Thomas, R. J. 2015. Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League. Journal of Product and Brand Management 24(3), pp. 229-251. (10.1108/JPBM-07-2014-0657)
2014
- Thomas, R. J. 2014. Female self-enhancement, ingratiation practices and consumption symbolism: Qualitative insights into personality driven customer behaviour and evaluations of consumer electronics. Journal of Customer Behaviour 13(4), pp. 291-324. (10.1362/147539214X14185702584360)
- Thomas, R. J. 2014. An evaluation of the effectiveness of rugby event sponsorship: A study of Dove Men+Care and the Welsh Rugby Union. Journal of Product & Brand Management 23(4/5), pp. 304-321. (10.1108/JPBM-03-2014-0533)
- Thomas, R. J. 2014. Utilitarianism, low-self monitoring and consumer electronics: A female perspective. Presented at: Academy of Marketing Conference 2014: Marketing Dimensions: People, places and spaces, Bournemouth, UK, 8-10 July 2014.
- Thomas, R. J. 2014. An investigation into fans' perceptions of International Rugby Union kit sponsorship: A study of England and Wales. Presented at: Academy of Marketing Conference 2013 Marketing Dimensions: People, places and spaces,, Bournemouth, UK, 8-10 July 2014.
2013
- Thomas, R. J. and Roeseler, F. 2013. An exploratory investigation into the effectiveness of team kit sponsorship: Fans' perspectives of new sponsorship in the German Bundesliga. Journal of Customer Behaviour 12(2-3), pp. 177-192. (10.1362/147539213X13832198548337)
- Thomas, R. J. 2013. There's a real value in people telling you what's what: An exploration of female high self-monitoring and herd behaviour. Presented at: Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, UK, 8-11 July 2013.
- Thomas, R. J. 2013. Trust! A qualitative exploration into self-monitoring and the susceptibility to celebrity influence. Presented at: Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, UK, 8-11 July 2013.