Senior Lecturer in Marketing, City, University of London

I am Senior Lecturer in Marketing at Cass Business School, University of London, UK. I study storytelling, consumer behaviour, and digital environments. My research is published in premier and leading academic journals, including the Journal of Consumer Research, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Interactive Marketing, etcetera. My work has been covered by the BBC, Newsweek, Daily Mail, the Huffington Post, the Telegraph, and national TV and radio stations in Austria, Australia, Germany, the Netherlands, and Qatar, among other news outlets. Occasionally, I advise the European Commission.

Previously, I was Assistant Professor at ESCP Europe Business School and a visiting scholar at the Universities of Sydney and New South Wales in Australia. I hold a doctorate in marketing (PhD) from Maastricht University, the Netherlands. Though I have won awards for my academic research, teaching, and media exposure, I count winning my high school's story recital competition in 1995 as my most impressive accomplishment.


  • 2015–present
    Senior Lecturer in Marketing, Cass Business School, City University London
  • 2014–present
    Visiting Scholar, University of Sydney
  • 2011–2015
    Assistant Professor, ESCP Europe Business School
  • 2010–2011
    Visiting Scholar, University of New South Wales


  • 2011 
    Maastricht University, Doctorate in Marketing (PhD)


  • 2014
    The Extended Transportation-Imagery Model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation, Journal of Consumer Research
  • 2014
    Need for narrative, Advances in Consumer Research
  • 2014
    It’s the social, stupid! Leveraging the 4C markers of social in online service delivery, Handbook of Service Marketing Research
  • 2014
    The means to justify the end: Combating cyber harassment in social media, Journal of Business Ethics
  • 2013
    A walk in customers' shoes: How attentional bias modification affects ownership of integrity-violating social media posts, Journal of Interactive Marketing
  • 2012
    In de schoenen van de klant: over de maakbaarheid van verantwoordelijke medewerkers, Ontwikkelingen in het marktonderzoek: Jaarboek MarktOnderzoekAssociatie
  • 2011
    Return of the narrative: Studies on transportation in social media,
  • 2011
    Een betrouwbaar verhaal: hoe te reageren op negatieve blogs van klanten, Ontwikkelingen in het marktonderzoek: Jaarboek MarktOnderzoekAssociatie
  • 2010
    In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts, International Journal of Research in Marketing
  • 2007
    The shortage of legal dictionaries translating European languages, Terminology


Cass Business School Academic Staff Prize for outstanding contribution to Teaching and Learning, The Australian & New Zealand Marketing Academy Conference 2014 prize for Best Paper in the Sustainable Marketing Track, Syntec Academic Management Research Award Category Marketing / Decision Sciences, etc.