![Robert Thomas](https://profiles-cardiff.imgix.net/attachments/1424?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Robert Thomas
(he/him)
Academic and research staff
- ThomasR155@cardiff.ac.uk
- +44 29225 14100
- Aberconway Building, Room B28, Colum Road, Cathays, Cardiff, CF10 3EU
- Available for postgraduate supervision
Overview
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 am an Associate Editor at the Journal of Strategic Marketing and 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 three online courses – ‘Analyze Qualitative Data’, ‘Conduct a Literature Review’ and ' NVivo 12 for Beginners'.
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.
Publication
2023
- Mukattash, I. L., Dandis, A., Thomas, R., Nusair, M. and Mukattash, T. L. 2023. Social marketing, shock advertising and risky consumption behavior. International Journal of Emerging Markets 18(8), pp. 1994-2011. (10.1108/IJOEM-09-2020-1111)
- White, G. R., Samuel, A. and Thomas, R. 2023. Exploring and expanding supererogatory acts: beyond duty for a sustainable future. Journal of Business Ethics 185, pp. 665-688. (10.1007/s10551-022-05144-8)
- Samuel, A., McGouran, C., Thomas, R. J. and White, G. R. 2023. Chapter 9: Directing ethical consumption through the development of ethical foodscapes. In: Carrigan, M., Wells, V. and Papadas, K. eds. Research Handbook on Ethical Consumption. Elgar Online, pp. 136-157., (10.4337/9781802202021)
- Thomas, R. 2023. A qualitative study of parental influence on young adults? Motivations to join a brand community. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3, University of Birmingham, 3-6 July 2023.
- Thomas, R. 2023. An empirical analysis of the motivation(s) to collect death. A pan cultural study of consumer collectors. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3, University of Birmingham, 3-6 July 2023.
- Thomas, R. 2023. Collecting death: From memorabilia to thanabillia?. Presented at: Consumer Culture Theory Conference:Utopia Revisited, Lund, Sweden Lund University, AF-Borgen, 27-30 June 2023.
- Samuel, A., McGouran, C., Thomas, R. and Gareth, W. 2023. FIFA's Greenest Football Club: delivering and Disseminating Social Innovation at Forest Green Rovers. Presented at: 48th Macromarketing Conference, Seattle, 19-22nd June 2023.
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)
- 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)
- 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.
Articles
- Mukattash, I. L., Dandis, A., Thomas, R., Nusair, M. and Mukattash, T. L. 2023. Social marketing, shock advertising and risky consumption behavior. International Journal of Emerging Markets 18(8), pp. 1994-2011. (10.1108/IJOEM-09-2020-1111)
- White, G. R., Samuel, A. and Thomas, R. 2023. Exploring and expanding supererogatory acts: beyond duty for a sustainable future. Journal of Business Ethics 185, pp. 665-688. (10.1007/s10551-022-05144-8)
- 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)
- 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)
- 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)
- 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)
- 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)
- 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. 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. 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)
- 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. 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)
Book sections
- Samuel, A., McGouran, C., Thomas, R. J. and White, G. R. 2023. Chapter 9: Directing ethical consumption through the development of ethical foodscapes. In: Carrigan, M., Wells, V. and Papadas, K. eds. Research Handbook on Ethical Consumption. Elgar Online, pp. 136-157., (10.4337/9781802202021)
- 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)
Books
- 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.
Conferences
- Thomas, R. 2023. A qualitative study of parental influence on young adults? Motivations to join a brand community. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3, University of Birmingham, 3-6 July 2023.
- Thomas, R. 2023. An empirical analysis of the motivation(s) to collect death. A pan cultural study of consumer collectors. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3, University of Birmingham, 3-6 July 2023.
- Thomas, R. 2023. Collecting death: From memorabilia to thanabillia?. Presented at: Consumer Culture Theory Conference:Utopia Revisited, Lund, Sweden Lund University, AF-Borgen, 27-30 June 2023.
- Samuel, A., McGouran, C., Thomas, R. and Gareth, W. 2023. FIFA's Greenest Football Club: delivering and Disseminating Social Innovation at Forest Green Rovers. Presented at: 48th Macromarketing Conference, Seattle, 19-22nd June 2023.
- 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.
- 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.
- 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.
- 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.
- 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.
Research
My multidisciplinary research explores areas accociated with brand and brand management, social enterprises, ethical consumption, morality, consumer culture, young xonsumers and marketing education. My most recent reseasch has focused on ethical and sustainable business practices.
Teaching
I currently teach on the following modules:
- BS3011 Marketing Project: BSc Business Management and Marketing L6 (Module Leader)
- BST360 Marketing Project: MSc Strategic Marketing L7 (Module Leader)
- BST249 Marketing Project: MSc Marketing L7 (Module Leader)
- BST351 Services Marketing: MSc Marketing L7 (Module Leader)
Biography
Qualifications
- PhD (Marketing), University of Glamorgan , November 2011
- MSc Managament , University of Glamorgan (Distinction) June 2005
- BTh, University of Wales, Aberystwyth, June 1996
Editorial Roles
- Associate Editor Journal of Strategic Management
- Editorial Board Journal of Product and Brand Management
Professional Memberships
- Fellow The Chartered Institute of Marketing (FCIM)
- Fellow Royal Society of Arts (FRSA)
- Fellow of Higher Education Academy (FHEA)
Speaking Engagements/Invited Talks
- October-2020-Minority Supplier Development (MSDUK)- Developing a Disruptive, Praghmatic and Achievable Brand Strategy
- November-2020-Aston Programme for Small Business Growth/European Union Regional Development Fund (ERDF)- 'Leadership and Marketing Strategies'
- November- 2021-TedX Aston/Aston Marketing Society- 'Human Brands'
- February -2022. TedX Aston- 'The MetaModern Brand; A Brand Called You'.
- March-2022-TedX Aston. Aston Marketing Society- 'Brand Comminities'.
- January -2023-Citavi 'Conducting and Constructing a Literature Review for Maximum Impact'
- September-2023- Lumivero Virtual Confrence 'Original Oratory: Engaging the reader with what's gone before'
- October -2023 - Business Wales/Menter a Busnes/Farming Connect- 'Creating Value For Competitive Advantage'
- October-2023- StratX Simulations- 'Navigating the Challenges of AI in Education: The Role of Business Simulations'.
- November-2023- Alacrity Foundation ' Branding-The Fundamentals'
- November-2023-Alacrity Foundation Business Social 'Brand Building'
Media
- Insider Media- Ask the Expert, 20th Feb 2023
- Inside Media - Heads up- How businesess can use TikTok to build profile and sales, July 2023
Journal Reviewer
- European Journal of Marketing
- Journal of Marketing Management
- Journal of Brand Management
- Journal of Product and Brand Management
- Journal of Brand Management
- Qualitative Market Research: An International Journal
- Journal of Consumer Marketing
- Journal of Marketing Education
- Young Consumers: Insight and Ideas for Responsible Marketers
External Examining Roles
- 2019- Course External Examiner BSc (Hons) Marketing, Salford University.
- 2019- Course External Examiner MSc Marketing, Kingston University
- 2013-2019 Course External Examiner for BA Marketing, Sheffield Hallam University.
- 2014-2018 Course External Examiner for MSc Marketing, Swansea University.
- 2012-2016 Course Extremal Examiner for full time MBA, Glyndŵr University.
- 2014-2018 Course External Examiner (Hons)/FdA Marketing Management and BA (Hons)/FdA Marketing with Events Management programmes, University College Birmingham (awarded by Birmingham University).
- 2015-2019 Course External Examiner FdA Business and Management, Portsmouth University
- 2015-2019 External Examiner for BA (Hons) Leadership, Business and Management, Portsmouth University.
Additional Roles
- Judging Panel member for GOAwards (Wales), GOAwards UK National and Institute of Directors (IOD) Wales (2023)
- Judging Panel Member for GOAwards (Wales), Go Awards UK National and Institute of Directors( IOD) Wales (2024)
Honours and awards
Best Academic Paper prize at Academy of Marketing Conference 2017- Freedom Through Marketing: Looking Back, Going Forward, Hull University Business School, UK, 3-6 July 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.
Journal of Product and Brand Management: Reviwer of the year 2015
SAGE Product of the Year Nominee 2020 - Find The Theme in Your Data:Little Quick Fix