I am interested in how attitudes towards companies are formed. I have examined different sources of influence on individuals’ attitudes. I have studied individuals across national, international and digital environments. Research findings within those contexts reveal common patterns that form the basis for improved marketing communications with the target audience for the company.

Grant awards

Year 2022-2025: Circular consumption (£150,000), Principal Investigator, Research Council of Lithuania

Year 2017-2020: Engagement in sustainable consumption (£100,000), Principal Investigator, Research Council of Lithuania

Academic & research-related experience:

I have co-authored more than 50 articles and conference papers. They were published in both national and international peer-reviewed journals, including International Business Review, International Journal of Cross-Cultural Management, Journal of Marketing Management, International Journal of Intercultural Relations and presented at conferences of high international standing (e.g., US Academy of Consumer Research Conference, US AMS World Marketing Congress, European Marketing Academy Conference).

Co-editing special issues

I have acted as guest co-editor for special issues of the Journal of Consumer Behaviour and the Journal of Virtual Worlds Research.

Industry-related experience:

I have been a small business owner (in the retailing sector) for more than a decade. Also, I have worked as a market researcher for more than five years. I have managed and executed marketing research projects for companies.

PhDs examined

Over the past few years, I have acted as the External and the Internal Examiner for PhD examinations:

Lancaster University (PhD Candidate: Jingxi Huang, Title of PhD Thesis: An Assessment of a Marketing Strategy), 2021, (A member of the internal doctoral panel upgrade).

Alliance Manchester Business School (PhD Candidate: Jamal Alsaady, Title of PhD Thesis: An Examination of Maximization: A Context of Innovation), 2019 (External examiner).

Alliance Manchester Business School (PhD Candidate: Szu-Yao Chien, Title of PhD Thesis: Data-Driven Service Systems: Applications of Social Media Dialogue Mining), 2017 (External examiner).

Alliance Manchester Business School (PhD Candidate, Title of PhD Thesis: Recruitment Information Source, Content and Organisational Attractiveness: the Role of Jobseekers' Decision-Making Styles), 2015 (External examiner).

Manchester Business School (PhD Candidate, Title of PhD Thesis: Regulatory Focus in Action: Encouraging the Uptake of Healthcare Self Management Tools), 2014 (External Examiner).

Lancaster University Management School (PhD Candidate, Title of PhD Thesis: Exploring and Conceptualising the Interrelationships between Self and Possessions through Hong Kong Chinese Consumers’ Narratives), 2010 (Internal Examiner).