Dr Rebecca Beech

PhD, MSc, MA, BA (Hons)

Lecturer in Marketing

Oxford Brookes Business School


Dr. Rebecca Beech is a Lecturer in Marketing at Oxford Brookes University, UK. She holds a PhD in Marketing, MA in Academy Practice in Higher Education, MSc in Strategic Marketing and BA Hons in Business and Marketing from Coventry University. Previously Rebecca was a consultant in London for a short period, sharing Marketing expertise on the use of technology by millennials. 

I am involved in teaching, research, and knowledge exchange in the field of Marketing-related disciplines in undergraduate and postgraduate programmes.

Teaching and supervision


Modules taught

  • Sustainability and Ethics 


I have supervised students from UG, PG, MBA and PhD in the discipline areas of Marketing and Management.

I currently supervise three PG student's dissertations. The topics explore social media, luxury sustainable fashion and sustainable fashion.


Rebecca’s primary area of research focuses on online consumer behaviour in online communities as well as exploring consumer’s behaviour via the following theoretical concepts: lurking, knowledge sharing and consumer empowerment. She holds further research interests in sustainable and ethical consumption, sustainable fashion and encouraging online pro-environmental behaviour. Her PhD title was ‘Understanding Knowledge Sharing in Online Communities: In the Context of Green Clothing’; the PhD explored the #sustainablefashion online community users’ knowledge sharing to understand how to encourage pro-environmental behaviour. 

Rebecca further holds the position of Reviewer at the Journal of Fashion Marketing and Management since July 2021. 

Rebecca was appointed as the Early Career Research member in the Marketing and Retail Special Interest Group at the British Academy of Management in October 2022. She further co-created and co-leads the Early Career Academic Network alongside two external academics at the British Academy of Management; the network was created in October 2022.

Dr Beech aligns with the Centre for Business, Society and Global Challenges. Rebecca further aligns with two clusters within the Centre: 'Digital Societies' and 'Responsible Organising and Governance'.

Research impact

I have delivered my research at local, national and international conferences and as a guest speaker.

Internationally, I have delivered my research at the University of Vaasa, Finland; University of Bremen, German; and Anahuac University, Mexico.

I have published in a national academic blog called CURB, please see below my publications for my academic blogs. 

I have contributed to organising national and internationally recognised conference held at Coventry University as part of the Data, Organisations and Society Cluster and previously known, Circular Economy Cluster.

I contributed towards to the ESRC funding project led by Professor Marylyn Carrigan , titled 'Leading locally: Sustainable Food Tourism in St. Ives' which was later published and delivered by colleagues in St Ives.


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Professional information

Memberships of professional bodies

  • British Academy of Management,
  • Academy of Marketing,
  • VITAE,
  • Chartered Management Institute 


I have attended and presented at major Marketing and Management conferences entail: Academy of Marketing (AM), The European Marketing Academy (EMAC) and British Academy of Management, alongside local conferences held at University level. 


Rebecca held the position of a Marketing consultancy at branding agency in London, providing expertise on millennials use of technology.