Skip to main content
Dr Nicole Koenig-Lewis

Dr Nicole Koenig-Lewis

Reader in Marketing

+44 (29) 2087 0967
E01b, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Dr Nicole Koenig-Lewis is a Reader (Associate Professor) in Marketing at Cardiff Business School, Cardiff University and an affiliate to CAST (Centre for Climate Change and Social Transformations). She is currently the ESRC Wales DTP Pathway Leader (Business Management).

Her research evolves around the themes of customer experiences, sustainable consumption and access-based consumption with a special focus on consumer engagement, the role of emotions and consumer attitudes. Her current projects tackle the theoretical debate about drivers and barriers to sustainable consumer behaviours in contexts such as sustainable consumption, environmentally friendly packaging, access-based consumption, and festivals as agents of change. She is interested in how consumer attitudes towards sustainable consumption are shaped and how we can influence behaviour aiming to inspire truly sustainable approaches to business.

She was the Principal Investigator for the academic research project about consumer attitudes towards the sharing economy funded by the British Academy/Leverhulme Small Research Grant, “Reducing resource use through shared access to consumer goods – identifying subconscious barriers to nudging behaviour change”, (with Bosangit, C.). She has published in internationally recognised journals, such as Journal of Business Research, Journal of Environmental Psychology, Tourism Management, Journal of Services Marketing, Journal of Marketing Management and Annals of Tourism Research. Bridging the gap between academia and the business community, Nicole is working closely with a number of external business partners contributing to raise the profile of the University. Her research and external academic engagement consistently informs her teaching at undergraduate and postgraduate level.

Nicole has been awarded the status of Senior Fellow of the Higher Education Academy in February 2015 and is also a professional certified member of the Market Research Society.



  • Senior Fellow of The Higher Education Academy (SFHEA), 2015
  • PhD (University of Wales): "Examining seasonal tourism demand variations in Wales", Swansea University, 2004
  • Dipl-Kffr Business Management (Dresden University of Technology, Germany), 1998

Additional activities

  • ESRC Wales DTP Pathway Lead (Management and Business)
  • Founding member of the Cardiff University SFHEA Network
  • Member of the School’s Shadow Management Board, 2015-2018
  • External Examiner for MSc Marketing programme, University of Gloucestershire, 2011-2015
  • External Examiner for BSc Business Management (Marketing) programme, Brunel University, 2013-2017
  • Flexible and Executive MBA Programmes, Henley Business School, Reading University, since 2019

Editorial work

Ad-hoc journal reviewer:

  • Annals of Tourism Research
  • Tourism Management
  • Psychology & Marketing
  • Journal of Business Research
  • Journal of Marketing Management
  • Journal of Services Marketing
  • Regional Studies
  • Environment & Behaviour
  • Journal of Cleaner Production
  • Journal of Business Ethics

Honours and awards

  • 2018 Highly Commended Paper Award at the BrEPS 5th Annual Conference, University of Surrey (Paper: Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N. and Zhao, A.L., ‘Investigating green materialism among younger and older generations in China and the US: Can sustainable marketing help?’
  • Best Academic Paper prize at the 4th IPM (Institute of Place Management) Conference, Manchester (Paper: Laura Reynolds, L., Koenig-Lewis, N. & Doering, H. (2017), ‘Questioning the rhetoric of inclusivity in the co-creation of city brands through Bourdieu’s field-capital lens.’

  • 2017. Outstanding Contribution Award 2017, Cardiff University, Oct 2017

  • 2015. Outstanding Contribution Award 2015, Cardiff University, Nov 2015

  • 2014. Academy of Marketing Research Grant Award Winner AMRC Research Funding 2014, Academy of Marketing Research Grant 2014-2015 (with Palmer, A.)
  • 2013. Academy of Marketing Conference Best Paper – Political Marketing Track Prize, Sponsored by Wiley (Paper: Dermody, J, Hanmer-Lloyd, S., Koenig-Lewis, N. and Zhao, A.L. (2013), “Young British Partisan and Non-Voter Attitudes to Attack Election Advertising – Evidence from the 2010 Election Campaign”, In: Doherty, A. M. (ed.): Marketing Relevance - Academy of Marketing Conference, 8-11 July 2013, Pontypridd: University of South Wales)
  • 2011. Outstanding Reviewer at the Emerald Literati Network Awards for Excellence 2011, selected for the very impressive and significant contribution made as a Reviewer to International Journal of Bank Marketing

Professional memberships

  • Senior Fellow of HIgher Education Academy (SFHEA)
  • Certified Member of Market Research Society (CMRS)






















Teaching commitments

BSc Business Management (Year 1): Marketing BS1528 (Module Leader),

MSc Marketing: Fundamentals of Marketing BST350 (Module Leader)

PhD Supervision

MSc Supervision

Research interests

  • Consumer attitudes (implicit and explicit)
  • Customer experience and engagement
  • Sustainable consumption
  • Sharing Economy/Access-based consumption

Research projects, funding, impact and engagement events

Sharing Economy/Access-based Consumption

Festival Research Group

Public Value and Sustainability

Conference Organisation & Track Chairs


PhD supervision research interests

I am interested in supervising PhD students in the areas of:

  • Sustainable consumption
  • Sharing economy/Access-based consumption
  • Customer engagement
  • Customer experience and emotions over time

Current supervision

Bader Alkaffary

Bader Alkaffary

Research student

Tiansheng Yang

Tiansheng Yang

Research student

Sarah Hughes

Research student

John Davies

Research student

Past projects

  • Main supervisor for Laura Reynolds “A Critical Approach to Place Branding Governance: From ‘Holding Stakes’ to ‘Holding Flags’”, June 2015 – Sep 2018, Cardiff University, PhD, Co-Supervising with Prof Ken Peattie & Dr Heike Doering (awarded 2018)
  • Co-Supervisor (50%) for Kate Stacey “Measuring the Experiential Values of Food Festivals in Wales”, Swansea University, Sep 2009 – Feb 2013, Co-Supervising with Dr J. Probert (awarded 2013)