An integral part of IAESV is the Marketing Research Centre for Consumers, Markets and Society (MRCCMS). The focal point of the MRCCMS is to create, advance and disseminate theoretical and practical knowledge, through dedicated, impactful research, in evolving and emerging areas within marketing. We believe that this research, will benefit and transform society and communities locally, nationally and globally. 

Bringing together academic staff and postgraduate research students, we cover a wide range of emergent research areas that investigate the intricate interactions and relationships between individuals, (sub-)cultural groups and brands in relation to consumption practices and markets. The centre engages in innovative research around seven key themes.

  • Consumer Psychology and Decision-Making
  • Consumer Culture, Socialisation and Identities.
  • Media, Entertainment and Culture
  • Brand Identity and Brandscapes
  • Sustainability, Social Awareness and Environment
  • Innovative Research Methodologies
  • Technology and Relationship Marketing

The CMS marketing research centre actively promotes cross-disciplinary research, critical thinking and seeks to stimulate new, cutting-edge research, on important, emerging research agendas. As a vibrant research community, we seek to address key social challenges that impact on consumers, markets and societies. By addressing key themes such as community, social inclusion and decision-making patterns and climate change (food waste and responsible consumption for instance). Therefore, the aim of the centre is to engage in and deliver applied and critical research, that is global in its outlook as much as it supports the local community.

Members of the MRCCMS have an excellent track record of publishing in world-leading and internationally-recognised peer-reviewed marketing and business journals. They are also regular presenters at, among others, the Association for Consumer Research (ACR), the Academy of Marketing Science (AMS), the AMS World Marketing Congress the European Marketing Academy (EMAC), the Australian and New Zealand Marketing Academy (ANZMAC), the Consumer Culture Theory (CCT) and the Academy of Marketing (AM) conferences. Members of the CMS marketing research centre have also been invited to comment on relevant topics, through broadcast and print media and are happy to engage with the public. In fact, our public activities include a research seminar series, thematic working groups, as well as other events related to the core interests of the centre.

If you would like to hear more about us, our research projects and activities, then please get in touch with Dr. Amy Takhar or Dr. Suha Omar. If you are interested in pursuing a PhD that covers any of our key or related research areas, then please get in touch with our Institute Head for Research Students, Dr. Amy Takhar.