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Dr Nicole Koenig-Lewis

Dr Nicole Koenig-Lewis

Reader in Marketing

Cardiff Business School

+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. She is currently the ESRC Wales DTP Pathway Leader (Business Management).

Nicole’s research evolves around the themes of customer experiences, sustainable consumption and the sharing economy with a special focus on consumer engagement, the role of emotions and consumer attitudes. She is 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.

Conference Organisation & Track Chairs



  • 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

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

Honours and awards

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

MBA: Marketing Research (BST532),

PhD Supervision

Research interests

  • Consumer attitudes (implicit and explicit)
  • Customer experience and engagement
  • Sustainable consumption
  • Sharing Economy

Research projects

Sharing Economy

  • 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.), July 2018- Jan 2020;
  • Co-Organiser and Speaker at ESCR Festival of Social Science 2019, Public Event “Renting Pre-owned Goods: The Future of Consumption?”, Cardiff University, Little Man Coffee Ltd., 6 Nov 2019
  • Abu Dhabi University ADU Research Grant 2018-2019, “Exploring motivations of consumers in UEA to participate in the sharing economy”, (with Iyanna, S., Carrigan, M. & Bosangit, C.)

Festival Research Group

Public Value and Sustainability


PhD supervision research interests

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

  • Sustainable consumption
  • Sharing economy
  • Customer engagement
  • Customer experience and emotions over time

Current supervision

Bader Alkaffary

Bader Alkaffary

Research student

Tiansheng Yang

Tiansheng Yang

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)