My research agenda represents a coordinated effort to extend the knowledge in three separate areas of the marketing discipline – brand relationships, retail customer experience, and the consumption of experiences. I believe that each of these areas present opportunities for expansion of the knowledge base.
All of the research topics that I have undertaken to date are distinctive, yet have common elements that create a synergy in my research efforts. I am currently doing some very exciting work that looks through a branding lens at the tactics used by violent extremist organizations in their attempts to gain notoriety and support.
In other research, I seek to extend the understanding of the quantifiable value of the retail servicescape, the marketer-controlled servicescape elements that contribute to strong consumer-brand connections, and the importance of the experiential component of retailing, services, and events.
The same concerns that I experienced as a retailer will continue to feed my research imagination and assure that my research remains interesting, important, and above all relevant.