Griff Round

Biography

I joined Keele University as a lecturer in January 2019. Before coming to Keele I was employed as a Senior Lecturer at Manchester Metropolitan University, after completing my PhD in branding at Manchester Business School. I have many years senior management experience working in retailing and financial services in marketing, strategic and financial roles. Possibly uniquely amongst marketing academics, I am a qualified accountant!

I am a member of the Chartered Institute of Marketing and a Fellow of Advance HE.

Research and scholarship

My research interests lies in branding and in particular the interaction between the consumer and the brand. As such, it tends to face in the other direction from much branding research which tends to be performed with a managerial lens.

My PhD was entitled 'Exploration of Consumer Brand Name Equity for Established Products and Services: Using a Global Marketing Induced Change Analysis Approach' and looked at the impact on consumers of a brand changing its name. This has led to a stream of research concerned with the role and importance of the brand name element for the consumer.

Recently I have widened my focus to look at several other aspects, in particular the role of brands within ethnic cultural heritage and the impact played by individual temporal perspective.

I would be interested in MPhil/PhD applications in the areas of Branding or Marketing in general.

Teaching

I have taught on a range of marketing, strategy and retail courses at both undergraduate and postgraduate levels. I currently teach on:

• Marketing Research
• Marketing Insights