Dr. Kirsten Cowan

Lecturer in Marketing

Biography

Background

B.S. (Merchandising); MBA and M.S. (Merchandising); Ph.D. (Marketing) from the University of North Texas

I completed my Bachelor of Science in Merchandising in 2005. In September 2008, I received my MBA, specializing in Marketing, and M.S. in Merchandising, completing a thesis, titled "Environmentally-friendly purchase intentions: Debunking the misconception behind apathetic consumer attitudes." In 2015, I earned my Ph.D. at the University of North Texas. From July 2015, I moved to France and held an Assistant Professor of Marketing position with NEOMA Business School. In November 2018, I moved to the UK and joined the University of Edinburgh Business School as a Lecturer in Marketing. 

My research focuses on the intersection of brands and digital channels. She explores how immersive technologies in particular engage and affect consumer information processing, and how this influence their relationships with brands.

 

Research summary

My research interests in branding revolve around 3 main themes:

  1. Digital experiences (e.g. social media, online shopping, website features, virtual reality, integration of technology in omnichannel experiences)
  2. Relationship building (e.g. self-brand connection, cultural differences, brand equity, etc.)
  3. Social responsibilities (e.g. sustainability, corporate social responsibility, cause marketing, social marketing, etc.)

I'm currently not accepting any PhD student applications. 

My research has been published in several journals including Journal of Retailing, Journal of Business Ethics, Industrial Marketing Management, Psychology & Marketing, Journal of Business Research, Journal of Brand Management, and more.

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