Aidan joined Royal Docks Business School in July 2009. He holds a B.Sc. in Marketing Management and a Ph.D. in Advertising and Promotional Management. Aidan has since assumed Programme Leadership responsibilities of the M.Sc. International Marketing Management and the M.Sc. Marketing Communications programmes. He teaches in the areas of Advertising and Marketing Communications, International Marketing, Research Methods, and is involved in the supervision of dissertation students at both undergraduate and postgraduate levels. He has published conference papers, journal articles and book chapters on advertising agency practice and sociocultural brand management, and is beginning a new project on consumer nostaglia in the context of vinyl record collections in 2011.

• Programme Leader M.Sc. International Marketing Management
• Programme Leader M.Sc. Marketing Communications
• Module Leader SMM220 - Market Research Project

Aidan's specific area of research interest is advertising and marketing communications, and he has conducted ethnographic research into advertising agency practices and processes. He is also interested in the history of advertising and marketing theory, socioculutral branding research, and the study of consumer nostalgia and possesions in the context of vinyl record collections. 

• M.Sc. International Marketing Management
• M.Sc. Marketing Communications
• M.Sc. International Business Management
• M.B.A.
• B.A. (Hons) Marketing

• SMM109 - International Marketing and Operational Product/Service Delivery
• SMM208 - Integrated Marketing Communications and Customer Relationships
• SMM220 - Market Research Project
• SMM210 - Dissertation Research Methods
• SM1010 - Marketing Principles and Practice

• Kelly, Aidan (2010), "Book Review: Chris Hackley "Advertising and      Promotion: An Integrated Marketing Communications Approach"        (Second Edition)," International Journal of Advertising 29 (4): in     press.
• Kelly, Aidan (2010), "Encoding Advertisements: The Creative    Perspective" in Hackley, Chris (Ed.) Advertising: Three Volume        Set, Sage Publications, London, in press.
• Kelly, Aidan (2010), "Sociolcultral Branding Research (SBR): An Evolutionary Paradigm for Consumer Research," Paper presented         at the European Conference of the Association for Consumer    Research (EACR), Royal Holloway, University of London, June   30th - July 2nd.
• Kelly, Aidan and Lawlor, Katrina (2010), "Sociocultural Branding: A     Paradigmatic Review," Paper at the European Marketing Academy Conference (EMAC) Annual Conference, Copenhagen Business      School, Copenhagen, Denmark, June 1st to June 4th.

• Kelly, Aidan, Lawlor, Katrina, and O’Donohoe, Stephanie (2008), "A     Fateful Triangle? Tales of Art, Commerce and Science from the Irish Advertising Field," Advertising & Society Review, 9 (3)           Available at:          http://muse.jhu.edu/content/oai/journals/advertising_and_soci          ety_review/v009/9.3.kelly.html
• Kelly, Aidan, Lawlor Katrina, and O’Donohoe, Stephanie (2007)         "Aesthetic Advertisements and Scientific Evaluations: Divergent Philosophies in Advertising Production," in Fitzsimons, Gavan          and Morwitz, Vicki (Eds.), Advances in Consumer Research, Vol          34, 81-82.
• Kelly, Aidan, Lawlor, Katrina and O’Donohoe, Stephanie (2005),        "Encoding Advertisements: The Creative Perspective," Journal of Marketing Management, 21, (5/6), 505-528.
• Kelly, Aidan, Lawlor, Katrina and O’Donohoe, Stephanie (2005)         "Advertising Ideology and the Encoding of Advertising Meaning:         An Ethnographic and Discursive Approach", in Menon, Geeta and          Rao, Akshay (Eds.), Advances in Consumer Research, Vol 32,   645-646.
• Kelly, Aidan and Lawlor, Katrina (2003) "Advertising Ideology   and the       Encoding of Advertising Meaning: Toward a Methodological     Framework for the Study of the Social Construction of     Advertising’ in Wilson, J (Ed.), “Marketing in a Dynamic Global Environment”, Proceedings of the Atlantic Marketing         Association Nineteenth Annual Conference, Portland, Maine,         USA,  October 1st – October 4th, 247-254.
• Kelly, Aidan (2002) "The Ideology of the Advertising Process: An        Exploration of the Generation and Creation of Advertising       Meanings and Values," in Tynan, A.C., Ennew, C.T., Winklhofer, H, O’Malley, L, McKenchnie, S, Mitussis, D, Patterson, M and    Liao, M-N (Eds.), Proceedings of the Academy of Marketing   Annual Conference, Nottingham University Business School,        United Kingdom, July 2nd- July 5th.

Aidan is a member of the Association for Consumer Research (USA), Academy of Marketing (UK) and European Marketing Academy. He has also worked closely with the Chartered Institute of Marketing (CIM) to receive accreditation for our undergraduate and postgraduate business programmes, and has consulted for a variety of UK clients through the Knowledge Dock centre at the University of East London.

This paper traces the emergence of a new paradigm in brand management, Sociocultural Branding Research (SBR), and assesses the contribution that consumer research has made to its evolution. Mainstream brand management literature has emphasised the cognitive aspects of branding, whilst marginalising sociocultural perspectives, and it is argued that theory development within the discipline has been stifled as a result. The paper provides an overview of the SBR paradigm, and identifies four distinct patterns of academic work within it. It concludes that in an era of brand culture, SBR offers much potential for theory and research in the brand management domain.

•   Advertising Agency Practice, Sociocultural Branding Research (SBR), Marketing Theory, Consumer Research, Qualitative Research Methods.