Oxford Brookes Business School

Marketing, Society and Technology

  • We are a vibrant, inventive, cross-disciplinary and collaborative research community critically engaging with societal and technological impacts at the forefront of marketing thought and practice.

    We focus on problematic and significantly transforming consumer, organisational and market behaviours to highlight challenging questions that need to be addressed in marketing academia and practice, and more broadly in business decisions and societal policy-making.

  • Featured Project

  • About this research area

    A substantive contribution of our research resides in critically appraising and challenging existing thinking and practice in contemporary marketing, not only to advance its strategic efficaciousness but also to inform and elevate responsible marketing practice that positively contributes to consumer empowerment and economic, social and environmental good. Our research spans sustainability, ethics, & responsibility in marketing and consumption, political marketing, customer engagement, experiential consumption, cross-cultural behaviour, digital marketing strategies, digital economy and social media, branded content, brand management (added by BA), co-creation, tourism marketing & behaviours, big data analytics, and neuromarketing.

    The group has been active in this important and rapidly evolving area of the digitalised society and digital marketing, both with contributions to the theory and with its implications in practice.


  • Academics:

    Yanning’s research areas cover two main streams:--Organisational behaviour-event study; Sociology in events, sports and leisure. Her research focus on Event organisation, Transient community, Innovation, HRM in events (Workplace relationships, Talent mobility), Social exchange theory, Sociology in events (Sexual engagement, Liminality, Neo-tribalism, Representation), Sports in Asia, China events industry.


    • Li, Y., Thomas, R. & Wood, E.H. Innovation implementation in events. pending.
    • Li, Y.-N. & Wood, E.H. (2016) Music festival motivation in China: free the mind, Leisure Studies, 35:3, 332-351.
    • Li, Y.N. & Xu, H.G. (2009) From tourists to life-style entrepreneur: Chinese tourists in Lhasa and Nepal. Tourism Forum, 2(2), pp. 182-187.
    • Li, Y. (2017) Events safety guidance. (ed) Sun Yat-sen University Press.
    • Case study: An emerging market for events: China Mainland in: Dowson, R. & Bassett. D, 2015, Events Planning & Management: A Practical Handbook for PR & Events Professionals. London, Kogan Page.
    • Wu, S, Li, Y. & Dai, G. Where is the real liminality? Liminoid experience and rite of passage in music festivals. pending
    • Chen, F., Li, Y. & Senaux, B. Motivation to hiking festival. pending
    • Kasai, A., Senaux, B. & Li, Y. J-League development and football fans loyalty. pending

    2016 - to date



    Pera, R., Occhiocupo, N. and Clarke, J. (2016) Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective (2016), Journal of Business Research, Vol. 69, n. 10, pp. 4033-4041


    Molinillo, S., Ekinci, Y., Whyatt, G., Occhiocupo, N. and Stone, M. (2016) Private Label Management: Insights and Research Directions, in Gómez-Suarez, M. and Martínez-Ruiz, M.P. (Eds.) Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, IGI Global, ISSN: 2327-5502 Pera, R., Occhiocupo, N. and Clarke, J. (2016) Managerial perspectives on value co-creation: a multi-stakeholder approach, 4th ICCMI Conference, Heraklion (Greece), 21-24 June

    Preciado, S., Ekinci, Y. and Occhiocupo, N. (2016) Symbolic consumption, culture, and global brands: comparing brand consumptions in Bogotá and London, Global Marketing Conference (GAMMA), Hong Kong, 22-24 July, ISSN 1976-8699

    Occhiocupo, N. and Hanke, I. (2015) Understanding what motivates German consumers to participate in FMCGs online communities: implications for National Brands & Private Labels‟ in Martínez-López, F.J., Gázquez-Abad, J.C. and Sethuraman, R. (Eds.) Advances in National Brand and Private Label Marketing, Springer, ISBN 978-3-319-20181-8

    Molinillo, S., Ekinci, Y., Whyatt, G. and Occhiocupo, N. (2014) „A trend analysis of private label research between 2000 and 2012‟ in Gázquez-Abad, J.C., Martínez-López, F.J., Esteban-Millat, I., Mondéjar-Jiménez, J.A. (Eds.) National Brands and Private Labels in Retailing, Springer, ISBN 978-3-319-07194-7

    Asmussen, B., Harridge-March, S., Occhiocupo, N. and Farquhar, J. (2013) The multi-layered nature of the internet-based democratization of brand management, Journal of Business Research, Vol. 66, n. 9, pp. 1473-1483, September, ISSN 0148-2963.

    Liang, S.W.J., Ekinci, Y., Occhiocupo, N. and Whyatt, G. (2013) „Antecedents of Travellers‟ Electronic Word-of-Mouth Communication‟, Journal of Marketing Management, Vol. 29, n.5-6, pp. 584-606, ISSN 0267-257X.

    Korotkov, N., Occhiocupo, N. and Simkin, L. (2013) Simulated Test Marketing in Emerging Markets: The Need to Re-Think, Marketing Intelligence and Planning, Vol. 31, n. 7, pp. 807-822, ISSN: 0263-4503.

    Occhiocupo, N. and Friess, M. (2013) Exploring customer motivations to engage in virtual fashion communities: implications for Retailers, Oxford Retail Future Conference, University of Oxford, 9-10 December.

    Occhiocupo, N. and Friess, M. (2013) Exploring what motivates consumers to co-create value in virtual fashion communities, The 2013 Naples Forum on Service, Ischia, 18-21 June.

    Liang, S.W.J., Ekinci, Y. and Occhiocupo, N. (2012) Antecedents of travellers' electronic word-of-mouth communication, Academy of Marketing Conference 2012, Southampton, 3-5 July.

    Occhiocupo, N. (2011) The value co-creating process: lessons learned from the case of a leading manufacturer, in Gummesson, E., Mele, C. and Polese, F. (eds.) (2011), Service Dominant logic, Network & Systems Theory and Service Science, Napoli: Giannini, ISBN 13: 978-88-7431-525-3

    Occhiocupo, N. (2011) Innovation in Foodservice: the case of a world leading Italian company, The Marketing Review, Vol. 11, n. 2, pp. 180-201, ISSN1469-347X.

    Preciado, S., Ekinci, Y. and Occhiocupo, N. (2011) Symbolic Consumption of Global Fashion Brands in The UK, EIRASS Conference, San Diego, July. Asmussen, B., Harridge-March, S., Occhiocupo, N. and Farquhar, J. (2011) “The internet-based democratisation of corporate brand management – An exploration of managerial perspectives”, 7th Global Brand Conference, Academy of Marketing, SIG, Saïd Business School, University of Oxford, 5-7 April.

    Occhiocupo, N. (2010) Innovation in foodservice: the case of a world leading Italian company, Academy of Marketing Conference, Coventry, 6-8 July - Best Paper Award in the case study track.

    Asmussen, B., Harridge-March, S., Occhiocupo, N. and Farquhar, J. (2010) The Internet-Based Democratisation of Brand Management – The Dawn of a New Paradigm or Dangerous Nonsense?, EMAC Conference, Copenhagen, June.

    Occhiocupo, N. (2008), Servicezing a branded product: The case of a leading Italian food manufacturer, EIRASS Conference, Zagreb, Croatia, 14–17 July, ISBN 978-90-6814-172-6.

    Occhiocupo, N. (2005), Exploring innovative market entry approaches to foodservice: a case study, XIII International Conference on Research in the Distributive Trades of the European Association of Education and Research in Commercial Distribution (EAERCD) – University of Lund (Sweden), Lund, 29 June – 1 July.

    2014 - ongoing