Dr Dongmei Zha
Lecturer in Marketing
Eastern Gateway 103a
- Email: dongmei.zha@brunel.ac.uk
- Tel: +44 (0)1895 268496
Summary
Dongmei Zha (PhD, FHEA, MBA (Hons)) is a Lecturer at Brunel Business School, London, specialising in experiential marketing, sensory branding, and consumer psychology. Her research has been published in leading academic journals, including the International Journal of Management Reviews, Industrial Marketing Management and Journal of Business Research. Her work has received significant recognition, such as the Top-Cited Article (2021–2022) for Making sense of sensory brand experience: Constructing an integrative framework for future research (International Journal of Management Reviews, 24(1), 130-167) and the Top-Cited Article (2020–2021) for An assessment of brand experience knowledge literature: Using bibliometric data to identify future research direction (International Journal of Management Reviews, 22(3), 287-317). Through her impactful research, Dongmei continues to contribute valuable insights to the fields of marketing and consumer behaviour, advancing both academic knowledge and practical applications. Beyond her research contributions, she serves on the Editorial Advisory Board for Qualitative Market Research. Her expertise is instrumental in shaping scholarly discussions and guiding cutting-edge studies in her field.
Qualifications
PhD Business Management, Middlesex Business School, UK
MBA International Marketing, Coventry Business School, UK (Honours)
Responsibility
Teaching activities:
- MG2048 Marketing Communications (Level 5)
- MG3123 Issues and Controversies in Marketing Project (Final Year Project, Level 6)
- MG2096 Consumer Behaviour (Level 5)
- MG3038 International Marketing (Level 6)
Newest selected publications
Marvi, R., Zha, D. and Foroudi, P. (2024) 'Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual framework'. Industrial Marketing Management, 120. pp. 247 - 272. ISSN: 0019-8501 Open Access Link
Zha, D., Foroudi, P. and Marvi, R. (2024) 'Experience-dominant logic: laying the groundwork for an experience-dominant view of firm practices in the marketplace'. Qualitative Market Research: an international journal, 0 (ahead of print). pp. 1 - 32. ISSN: 1352-2752 Open Access Link
Zha, D., Foroudi, P., Melewar, TC. and Jin, Z. (2024) 'Examining the Impact of Sensory Brand Experience on Brand Loyalty'. Corporate Reputation Review: an international journal, 0 (ahead of print). pp. 1 - 29. ISSN: 1363-3589 Open Access Link
Zha, D., Marvi, R. and Foroudi, P. (2023) 'Synthesizing the customer experience concept: A multimodularity approach'. Journal of Business Research, 167. pp. 1 - 26. ISSN: 0148-2963 Open Access Link
Zha, D., Marvi, R. and Foroudi, P. (2023) 'Embracing the paradox of customer experiences in the hospitality and tourism industry'. International Journal of Management Reviews, 26 (2). pp. 163 - 186. ISSN: 1460-8545 Open Access Link