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Applications are invited for a fully-funded three year PhD to commence in October 2022.  The PhD will be based in the Faculty of Business and Law, and will be supervised by Dr Diletta Acuti, Dr Marta Nieto-Garcia and Professor Giampaolo Viglia.

Successful applicants will receive a bursary to cover tuition fees for three years and a stipend in line with the UKRI rate (£15,609 for 2021/2022). As part of the bursary, the Faculty of Business and Law may fund fieldwork expenses (currently £2,000) over the total period of PhD study. We also offer funding to attend conferences, training and a work-based placement.

Project description

Consumers increasingly expect organisations to be more prosocial, a demand to which some companies respond by implementing cause-related marketing initiatives. Such activities enable companies to increase their sales or improve their image while supporting a charitable cause. Because of the importance of cause-related marketing activities for raising consumers’ awareness of social issues and, ultimately, for fundraising, it is paramount to understand which cause-related marketing initiatives are more effective and why. Consistent with this need, this PhD project aims to identify how companies can improve the effectiveness of their cause-related marketing strategies. Specifically, the project will focus on two cause-related marketing strategies (i.e., buy-one give-money and the buy-one-give-one) and their implementation in a service context. Through a consumer psychology lens, we intend to measure the impact of these strategies on consumer engagement in donations and the psychological factors that lead to this effect.

To achieve such purposes, the candidate is expected to develop a systematic review of the literature on cause-related marketing that clarifies the current research gaps and sets the basis for further research in the field. Next, the candidate is expected to run a series of online/lab and field experiments to test the effect of specific cause-related marketing initiatives on consumer donations.

General admissions criteria

You'll need a first class degree from an internationally recognised university (minimum upper second class or equivalent, depending on your chosen course) or a Master’s degree in an appropriate subject. In exceptional cases, we may consider equivalent professional experience and/or qualifications. English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

Specific candidate requirements

Interested candidates should have a background in the social sciences, preferably in marketing or psychology/consumer psychology. Candidates should have some knowledge of quantitative research methods; specifically, a knowledge of experimental methods would be appreciated. Candidates without such experience should be willing to develop their skills in this area as part of the project.

How to Apply

We’d encourage you to contact Dr Diletta Acuti (This email address is being protected from spambots. You need JavaScript enabled to view it.) to discuss your interest before you apply, quoting the project code.

When you are ready to apply, you can use our online application form. Make sure you submit a personal statement, proof of your degrees and grades, details of two referees, proof of your English language proficiency and an up-to-date CV. Our ‘How to Apply’ page offers further guidance on the PhD application process.

If you want to be considered for this funded PhD opportunity you must quote project code MKTG7030522 when applying.

More information: https://www.findaphd.com/phds/project/consumer-engagement-in-cause-related-marketing-the-positive-outcomes-of-consumer-empowerment-and-personal-relevance/?p140798