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Dr Ayantunji Gbadamosi

Senior Lecturer in Marketing

Business and Law, Business

I am currently a Senior Lecturer in Marketing in the school of Business and Law, University of East London. Since September, 2008 when I joined the university, I have served as the Leader for Research and Knowledge Exchange, Research coordinator, Programme Leader for Msc International Marketing Management, and BA Marketing Programmes in the School. I have also supervised several undergraduate and postgraduate students including 11 PhD students to successful completion of their research projects and served as an examiner for 24 research degree students (PhD, DBA, and Mphil) Overall, I am actively involved in the key areas of academic system namely Teaching and Learning, Students support; Research and Scholarship, Leadership, External Engagement and Impact. Accordingly, I am involved in teaching at undergraduate and postgraduate levels as well as managing the activities associated with enriching students' experience. Moreover, I am currently supervising 5 PhD students as Director of Research/Supervisor and serve on the Research and Knowledge Exchange committee, Research Degree committee, and REF Advisory Group in the school.

    Dr Ayantunji Gbadamosi {(BSc (Hons), MSc, PhD, FHEA, FCIM, FCMI} is the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. He received his PhD from the University of Salford, UK. Dr ‘Tunji Gbadamosi has several research outputs - Journal articles, chapters in edited books, edited books, monograph, conference papers, and case studies. His papers have been published in a variety of refereed journals including Industrial Marketing Management, Journal of strategic Marketing, Journal of Brand Management, Thunderbird International Business Review, International Journal of Market Research, International Journal of Retail and Distribution Management, Marketing intelligence and Planning, Social Marketing Quarterly, Nutrition and Food Science, Young Consumers, Journal of Fashion Marketing and Management, Society and Business Review, International Journal of Consumer Studies, International Journal of Small Business and Enterprise Development, Entrepreneurship and Regional Development, International Journal of Entrepreneurship and Innovation, Journal of  Place Branding and Public Diplomacy. He is the author of the book entitled Low-income Consumer Behaviour and the editor of Young Consumer Behaviour (Routledge, 2018), The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations (IGI Global, 2016), Exploring the Dynamics of Consumerism in Developing Nations (IGI, Global, 2019), and Contemporary Issues in Marketing (SAGE, 2019). His co-edited books are: (a) Principles of Marketing – A Value-Based Approach (Palgrave, 2013), (b) Entrepreneurship Marketing: Principles and Practice of SME Marketing (Routledge 2011), and (c) Entrepreneurship Marketing: Principles and Practice of SME Marketing (Second edition) (Routledge, 2020). Dr Gbadamosi is an editorial board member of several journals. He has supervised several undergraduate and postgraduate students including 11 PhD students to successful completion and served as an examiner for 24 doctorate degree examinations. He is the current Programme Chair of the Academy of African Business Development (AABD). His research interest lies in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications. His paper won the EMERLAD Best paper award at the International Academy of African Business Development (IAABD) conference, 2014. He is listed in Who’s Who in the World.


    Dr Ayantunji Gbadamosi is formerly the Leader for Research and Knowledge Exchange at the Royal Docks Business School of the University of East London, UK. He is currently a senior lecturer of marketing in the school. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. He is a Fellow of the Chartered Institute of Marketing (FCIM) and a Fellow of the Higher Education Academy (FHEA).

    Dr ‘Tunji Gbadamosi has several research outputs in the form of journal articles, chapters in edited books, co-edited books, monograph, conference papers, and case studies. His papers have been published in a variety of refereed journals including Journal of Brand Management, Thunderbird International Business Review, International Journal of Market Research, International Journal of Retail and Distribution Management, Marketing Intelligence and Planning, Social Marketing Quarterly, Nutrition and Food Science, Young Consumers, Journal of Fashion Marketing and Management, Society and Business Review, International Journal of Consumer Studies, The Marketing Review, International Journal of Small Business and Enterprise Development, Entrepreneurship and Regional Development, International Journal of Entrepreneurship and Innovation, Journal of Place Branding and Public Diplomacy.

    He is the author of the book entitled Low-income Consumer Behaviour and the editor of The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations. His co-edited books are: (a) Principles of Marketing – A Value-Based Approach, and (b) Entrepreneurship Marketing: Principles and Practice of SME Marketing. Dr Gbadamosi is a member of the editorial board of several academic journals. He has supervised several undergraduate and postgraduate students including 4 PhD students to successful completion and served as an examiner for 10 doctorate degree examinations. He is the current programme chair of the International Academy of African Business Development (IAABD) conferences. His research interests are in the areas of Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications.

    • THE HIGHER EDUCATION ACADEMY – FELLOW (FHEA)--------------------------2009
    • THE CHARTERED INSTITUTE OF MARKETING [FELLOW] (FCIM)--------------2015
    • THE CHARTERED MANAGEMENT NSTITUTE [FELLOW) (FCMI)-----------------2018

    External examiner roles:


    External Examiner/Advisor roles:
    External Advisor role
    University of Chester, Faculty of Business and Management, PG Revalidation Nov. 2016
    University of Ghana Business School, Ghana, External Assessor for Academic Staff Promotion, February/March, 2018

    Undergraduate programmes (External Examiner role):
    Westminster Business School (Marketing and Business Strategy)-Oct, 2013 – Oct. 2017
    University of Chester, Faculty of Business and Management, Oct., 2016 – October, 2018
    University of Northampton, Faculty of Business and Management----- Oct. 2016 – till date
    University of Lancaster, Management School (Sunway)----------------------Oct, 2019 till date


    Postgraduate Taught programme (External Examiner role):
    University of Suffolk, MBA Programme       September, 2018   ------------         till date



    Postgraduate Research Degree (External Examiner role)
    DBA Examination at Edinburgh Napier University ------------------------December, 2012
    PhD Examination at Edinburgh Napier University ----------------------------January, 2014
    PhD Examination at Northumbria University, Newcastle-------------------February, 2014
    PhD Examination at the University of Wales, ----------------------------------October, 2014
    PhD Examination at Leeds Beckett University--------------------------------February, 2015
    PhD Examination at London Metropolitan University-------------------------January, 2016
    PhD Examination at Leeds Beckett University-----------------------------September, 2016
    Mphil Examination at London Metropolitan University --------------------November, 2016
    Mphil, Examination, University of Ghana----------------------------------------October, 2018
    PhD Examination, Brunel University, UK----------------------------------------January, 2019
    PhD Examination, Manchester Metropolitan University---------------------February,2019
    PhD Examination, University of Bolton--------------------------------------------August, 2019
    DBA Examination, Staffordshire University, UK-------------------------------January, 2020

    Other External Role:

    Programme Chair
    International Academy of African Business Development (IAABD) conferences May, 2016 –


    Editorial Board Membership
    1. Journal of Global Marketing (Routledge)
    2. Journal of African Business (Routledge)
    3. African Journal of Economic and Management Studies (Emerald)
    4. Fashion, Industry and Education
    5. International Journal of Innovative Business Strategies
    6. Business and Economic Journal
    7. African Journal of Pedagogy and Curriculum

    Manuscript Review:
    I am an ad hoc reviewer of manuscripts for these journals and conferences:

     European Journal of Marketing
     Marketing Intelligence and Planning
     Journal of Customer Behaviour
     International Journal of Retail and Distribution Management
     International Journal of Consumer Studies
     Technology Analysis and Strategic Management
     Journal of African Business
     Management Research Review
     Arts and Social Sciences Journal
     Social Marketing Quarterly
     Journal of General Management
     Journal of Marketing for Higher Education
     Industry and Higher Education
     South Asian Journal of Global Business Research
     Foresight
     African Journal of Economic and Management Studies
     International Journal of Bank Marketing
     Qualitative Market Research: International Journal
     Academy of Marketing Conference
     Journal of Management Development
     International Academy of African Business and Development (IAABD) Conference

     

    Overview

    Research

    I am in a strong research network in the marketing discipline nationally and internationally. Apart from the networks that revolve around the books I have edited, I am closely connected to academics associated with various conferences. I have independent and joint research plans around a number of interrelated themes such as postmodernism, acculturation and ethnic minority consumption, Ethnic entrepreneurship, symbolic consumption, and brand relationship vis-a-vis ethnic consumers. I plan to explore these deeply by making research funding applications such that will lead to robust submissions to high quality peer-reviewed journals.

    Collaborators

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    Research

    2.7 Publications

    2.7.1  Books

    1. Nwankwo, S. and Gbadamosi, A. (2020), (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, 2nd edn, Oxfordshire: Routledge (forthcoming  - March, 2020)

    2. Gbadamosi, A. (2019), (ed), ‘Contemporary Issues in Marketing: Principles and Practice’, London: SAGE

    3. Gbadamosi, A. (2019) (ed) ‘Exploring The Dynamics of Consumerism in Developing Nations’, Hershey: IGI Global

    4. Gbadamosi, A. (2018) (ed.) ‘Young Consumer Behaviour: A Research Companion’, Oxfordshire: Routledge

    5. Gbadamosi, A (2016) (ed.) ‘Handbook of Research on Consumerism and Buying Behaviour in Developing Nations, Hershey: IGI Global

    6. Gbadamosi, A., Bathgate, I., Nwankwo, S.  (Eds.) (2013), ‘Principles of   Marketing: A Value-based Approach’, Basingstoke: Palgrave Macmillan

    7. Nwankwo, S. and Gbadamosi, A. (2011), (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, Oxfordshire: Routledge

    8. Gbadamosi, A. (2010), ‘Low-income Consumer Behaviour: A Contextual Focus on Women and Low-involvement Grocery Products’, Germany: LAP LAMBERT Academic Publishing



    2. 7.2 Refereed Journal Articles


    1) Gbadamosi, A. (2019), ‘Postmodernism, ethnicity, and celebrity culture in women’s symbolic Consumption’, International Journal of Market Research, DOI: 10.1177/1470785319868363

    2) Gbadamosi, A. (2019), ‘Women Entrepreneurship, Religiosity, and Value-co-creation    with Ethnic Consumers: Revisiting the Paradox’, Journal of Strategic Marketing, 27 (4) 303-316

    3) Hajli, N., Tajvidi, M., Gbadamosi, A., and Nadeem, W. (2019), Understanding Customer Agility for New Product Success with Big Data Analytics, Industrial Marketing Management, (Accepted for publication)

    4) Hamelin, N., Mokannef, A., Gbadamosi, A. (2018), ‘Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media’, International Journal of Consumer Studies, 42:755–767.

    5) Gbadamosi, A. (2018), The Anatomy of International Students’ Acculturation in UK Universities’, Industry and Higher Education 2018, Vol. 32(2) 129–138


    6) Al-Abdulrazak, R. and Gbadamosi, A. (2017) ‘Trust, Religiosity, and Relationship Marketing: A Conceptual Overview of Consumer Brand Loyalty, Society and Business Review, vol., 12, No.3,  DOI: 10.1108/SBR-03-2017-0014

    7) Madichie, N. O and Gbadamosi, A. (2017) ‘The Entrepreneurial University: An Exploration of value-creation in a non-Management department’, Journal of Management Development , 36, No.2, pp196-216


    8) Gbadamosi, A. and Yusuf, T. O. (2016), ‘Exploring Consumer Opportunism Conundrum in Insurance Industry: The Role of Marketing' The Marketing Review, vol. 16, No.1, pp.93-107

    9) Gbadamosi, A. (2015) ‘Brand Personification and Symbolic Consumption among Ethnic Teenage Consumers: An Empirical study’ Journal of Brand Management vol. 22, No9, pp.737-759

    10) Gbadamosi, A. (2015), ‘Exploring the Growing Link of Ethnic Entrepreneurship, Markets, and Pentecostalism in London (UK): An Empirical study’, Society and Business Review, vol. 10, No. 2, pp.150-169

    11) Harengel, P. and Gbadamosi, A. (2014) ‘”Launching” A New Nation:  The Unfolding Brand of South Sudan, Journal of Place Branding and Public Diplomacy 10 (1), pp. 35-54.

    12) Gbadamosi. A. (2013) ‘Consumer Involvement and Marketing in Africa: Some Directions for Future Research” : International Journal of Consumer Studies, 37, No.2, pp. 234-242

    13) Samad, N., Nwankwo, S. and Gbadamosi, A. (2013), ‘Impact of Management Structure on Development Programmes: Lessons from Social Marketing of Family Planning in Pakistan ’, Social Marketing Quarterly, vol. 19, No. 1 pp. 40-51.

    14) Ojo, S., Nwankwo, S. and Gbadamosi, A. (2013) ‘African Diaspora Entrepreneurs: Navigating Entrepreneurial Spaces in ‘Home’ and ‘Host’ Countries’: International Journal of Entrepreneurship and Innovation, vol. 14, No.4., pp211-221

    15) Ojo, S., Nwankwo, S. and Gbadamosi, A. (2013) ‘Entrepreneurship Among Immigrant Africans In The UK: The Myths of Informal and Illegal Enterprises’, Entrepreneurship & Regional Development, vol. 25, No.7-8, pp587-611

    16) Nwankwo S. and Gbadamosi, A. (2013), ‘Faith and entrepreneurship among the British African-Caribbean: Intersections between religious and entrepreneurial values’,: International Journal of Small Business and Enterprise Development, Vol. 20 No. 3, 2013, pp. 618-633

    17) Gbadamosi, A. , Hinson, R., Eddy, T. K. and Ingunjiri, I. (2012), ‘Children’s attitudinal reactions to TV advertisements: The African experience’, International Journal of Market Research,  vol.54, No.4, pp. 543-566

    18) Al-Shamali, S., Nwankwo, S. and Gbadamosi, A. (2012), ‘CRM in the Banking Sector: Framework and Applications’, International Journal of Customer Relationship Marketing and Management, vol.3, No. 4, pp.40-49

    19) Nwankwo, S. and Gbadamosi, A., and Ojo, S.,  (2012), ‘"Religion, spirituality and entrepreneurship: the church as entrepreneurial space among British Africans" Society and Business Review vol.7, No.2, pp.149-167

    20) Gbadamosi, A. (2012), ‘Acculturation: An Exploratory Study of Clothing Consumption among Black African Women in London (UK)’, Journal of Fashion Marketing and Management, vol. 16, No.1, pp.5-20

    21) Gbadamosi, A.  (2012), 'Exploring Children, Family, and Consumption Behaviour: Empirical Evidence from Nigeria', Thunderbird International Business Review, 54, 4, pp.  591-605

    22) Osei, C. and Gbadamosi, A. (2011), ‘Re-branding Africa, Marketing Intelligence and Planning, vol.29, No.3, pp.284-304

    23) Samad, N., Nwankwo, S. and Gbadamosi, A. (2010), ‘Branding in Contraceptive Social Marketing: The Pakistani experience’, Social Marketing Quarterly, vol.16, No.2, pp.50-68

    24) Gbadamosi, A. (2010), ‘Regulating Child-related Advertising in Nigeria’, Young Consumers, vol.11, No.3, pp.204-214

    25) Gbadamosi, A. (2009), ‘Cognitive dissonance: The implicit explication in low-income consumers’ shopping behaviour for ‘low-involvement’ grocery products, International Journal of Retail and Distribution Management, vol. 37, No.12, pp. 1077-1095

    26) Yusuf, T. O. , Gbadamosi, A., and Hamadu, D. (2009), ‘Attitudes of Nigerians Towards Insurance Services: An Empirical Study’, African Journal of Accounting, Economics, Finance & Banking Research, (USA) vol.14, No.4, July, pp.34-46

    27) Gbadamosi, A. (2009), ‘Low Income Consumers’ Reactions to Low-involvement Products’, Marketing Intelligence and Planning, vol.27, Issue 7, pp.882-899

    28) Gbadamosi, A., Iwaloye, O. and Bamber, D. (2009), ‘An Exploratory study Of Students’ Consumption Of Non-Alcoholic Beverages In Nigeria: A Qualitative Perspective, Nutrition and Food Science, vol.39, 6, pp.609-618

    29) Ogundele, O.J.K. and Gbadamosi, A. (2006), ‘An Empirical Study of the Marketing Strategies of Nigerian Small Scale Businesses’, Lagos Organization Review, vol.2, No.3, (Jan- March), pp.80-88

    30) Gbadamosi, A. (2004), ‘Total Quality Marketing: The Missing Link in Nigerian Entrepreneurship’, Nigerian Journal of Marketing, vol.5, No.1, (April),  pp. 124-130

    31) Gbadamosi, A. (2003), ‘The Antecedents and Consequences of Consumers’ Purchase Decisions of Newly Introduced Products (NIP): An Empirical Approach.  Nigerian Journal Of Risk and Insurance {N.J.R.I}, vol. 4. No. 1, pp. 68-85

    32) Gbadamosi, ‘Tunji. (2000), ‘Consumers’ Redemption: Whose Responsibility?’  International Journal of Management Sciences and Information Technology. Vol.1 No.1 – April, p.46 –54.



    2.7.3 Book Chapters

    33) Gbadamosi, A. (2020), ‘Buyer Behaviour in the 21st century: Implications for SME Marketing’, in Nwankwo, S. and Gbadamosi, A. (2020), (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, 2nd edition, Oxfordshire: Routledge (forthcoming – March, 2020)

    34) Gbadamosi, A. (2019),’Marketing: A Paradigm Shift’, in Gbadamosi, A. (ed) Contemporary Issues in Marketing, London: SAGE, pp3-31

    35) Gbadamosi, A. (2019),’Ethics and Sustainable Marketing’, in Gbadamosi, A. (ed) Contemporary Issues in Marketing, London: SAGE, pp.185 – 218


    36) Gbadamosi, A. and Sharma, A (2019), ‘The Contemporary Consumer’, in Gbadamosi, A. (ed) Contemporary Issues in Marketing, London: SAGE, pp.121 - 154

    37) Madichie, N.O., Gbadamosi, A., and Nwankwo, S. (2018), ‘Entrepreneurialism in a London University: A Case Illustration’, in Ferreira, J., Fayolle, A., Ratten, V., and Roposo, M. (Eds.) Entrepreneurial Universities: Collaboration, Education, and Policies, London: Cheltenham: Edward Elgar, pp.88-104

    38) Gbadamosi, A. (2018), ‘The Changing Landscape of Young Consumer Behaviour’, in Gbadamosi, A. (2018) (ed.) ‘Young Consumer Behaviour: A Research Companion’, Oxfordshire: Routledge, pp 3-22

    39) Gbadamosi (2016), ‘Consumer Behaviour in Developing Nations: A Conceptual Overview’ in Gbadamosi, A (ed.) ‘Handbook of Research on Consumerism and Buying Behaviour in Developing Nations, Hershey: IGI Global, pp.1-29

    40) Hamelin, N., Gbadamosi, A., Lucas, P. (2018), ‘Marketing Communications and The Young Consumer: Evidence from a Developing Country’, in Gbadamosi, A. (2018) (ed.) ‘Young Consumer Behaviour: A Research Companion’, Oxfordshire: Routledge, pp 170-186

    41) Mingazova, D. and Gbadamosi, A. (2018), ‘Pricing, Income, and Brand Symbolism: Exploring Young Consumers’ Understanding of Value’, in Gbadamosi, A. (2018) (ed.) ‘Young Consumer Behaviour: A Research Companion’, Oxfordshire: Routledge, pp. 138-154

    42) Hamelin, N. Gbadamosi, A., Mohaouchane, S., and Benelkaid, I. (2016), ‘Consumer Attitude Towards Debt: Empirical Evidence from Morocco’, in Gbadamosi, A (ed.) ‘Handbook of Research on Consumerism and Buying Behaviour in Developing Nations, Hershey: IGI Global, pp. 53-76

    43) Gbadamosi, A., Fletcher, K., Emmanuel Stephen, C., and Olutola, I. C. (2018), Consumerism and Consumer Protection: A Focus on Young Consumers’, in Gbadamosi, A. (2018) (ed.) ‘Young Consumer Behaviour: A Research Companion’, Oxfordshire: Routledge, pp.391-413


    44) Ojo, S. Nwankwo, S, and Gbadamosi, A. (2015), ‘The Landscape of Ethnic Marketing in the UK’ in Jamal, A., Peñaloza, L.  and Laroche, M.  in Routledge Companion to Ethnic Marketing Oxfordshire: Routledge, pp.97-116

    45) Gbadamosi, A. (2015) ‘Family Consumption Systems in Africa: A Focus on Children’, in Nwankwo, S. and Ibeh, K. (Eds), Routledge Companion to Business in Africa in, Oxfordshire: Routledge, pp146-159

    46) Gbadamosi, A., Bathgate, I. and Nwankwo, S. (2013), ‘The Purpose of Marketing’, in Gbadamosi, A., Bathgate, I. and Nwankwo, S.  (Eds.) , ‘Principles of Marketing: A Value-based Approach’, Basingstoke: Palgrave Macmillan, pp. 1-13

    47) Gbadamosi, A., and Pandya, K. V. (2013), ‘Managing Marketing Information for Value Creation’, in Gbadamosi, A., Bathgate, I. and Nwankwo, S.  (Eds.) ‘Principles of Marketing: A Value-based Approach’, Basingstoke: Palgrave Macmillan, pp.104-138

    48) Gbadamosi, A. (2011), ‘Entrepreneurship Marketing Environment’, in Nwankwo, S. and Gbadamosi, A. (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, Oxfordshire: Routledge, pp. 55-78

    49) Gbadamosi, A. (2011), ‘Managing products in Small and Medium-sized Enterprises: A customer-oriented Perspective’ in Nwankwo, S. and Gbadamosi, A. (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, Oxfordshire: Routledge, pp108-126
    50) Gbadamosi, A. (2004), ‘Theories of Comparative Management and Administration’ In Ogundele, O.J.K. (ed.) Comparative management and Administration- A Book Of Readings’. Lagos: Concept Publication pp.62-78

    51) Gbadamosi, A. (2004), ‘Cultural Dimension of Comparative Management and Administration’, In Ogundele, O.J.K. (ed.) Comparative management and Administration- A Book Of Readings’. Lagos: Concept Publication pp.111-137

    52) Adebakin M. and Gbadamosi, A. (2004), ‘Selected problems of Comparative Management and Administration’ In Ogundele, O.J.K. (ed.) Comparative management and Administration- A Book Of Readings’. Lagos: Concept Publication pp.333-344

    53) Gbadamosi, A. (2001), ‘The Concept of Business’ In Asika, N. and Odugbesan, A. (eds.) ‘Understanding Nigerian Business Environment- A Book of Readings’. Concept Publication (Lagos), pp. 9-21



    2.7.4 Refereed conference papers

    54) Gbadamosi, A. (2020), Marketing to children in Africa: Ethics, Business, and Public Policy, in Rwelamila, P. D. (Ed.), Entrepreneurship, Social Enterprises, and Economic Sustainability in the African Context, MacEwan University, Edmonton, AB, Canada, May, 19-23, 2020 (forthcoming)

    55) Kareem, S., Gbadamosi, A., and Al-Abdulrazak, R. (2019), Examining the Impact of Trust on Bank-Customer Relationship Management: Evidence from Nigeria, in Rwelamila, P. D. (Ed.), Entrepreneurship, Social Enterprises, and Economic Sustainability in the African Context, MacEwan University, Edmonton, AB, Canada, May, 19-23, 2020 (forthcoming)

    56)   Kareem, S., Gbadamosi, A., and Al-Abdulrazak, R. (2019), Understanding Customer   Switching Behaviour in the Retail Banking Sector: Direction for Further Studies Accepted for presentation at the Academy of Marketing conference, 2nd -4th July, 2019

    57) Emmanuel-Stephen, C. And Gbadamosi, A. (2019), Luxury Fashion And Hedonic Consumption Among Black African Women In The UK Accepted for presentation at the Academy of Marketing conference, 2nd -4th July, 2019

    58) Gbadamosi, A. (2019), ‘Social-Commerce, Value-co-creation, and Consumerism in Developing Nations: Avenue for Future Research, in Rwelamila, P. D. (Ed.), Towards Industrialized Africa: Opportunities and Challenges, the International Academy of African Business and Development (IAABD) Conference at the University of Dar es Salaam, 8th- 10th May, 2019 pp270-280


    59) Gbadamosi, A. (2018), ‘Compulsive Consumption and The Contemporary Global Consumer Culture: Implication for Ethnic Marketing and Public Policy’, in Rwelamila, P. D. (Ed.), Sustainable African Development and Self-Reliance’, the International Academy of African Business and Development (IAABD) Conference at University of South Africa, Durban, 16th -18th May, 2018

    60) Gbadamosi, A. (2017), ‘Materialism among Young Ethnic Consumers: Avenues for Future Research’, in Rwelamila, P. D. (Ed), in Rwelamila, P. D. (Ed.)  Accelerating Sustainable Development In Africa: The Roles Of Businesses, Entrepreneurs, The Middle Class And Global Partners, the International Academy of African Business and Development (IAABD) Conference at Georgia State University, Atlanta, USA, May 17th -20th, 2017

    61) Olutola, I. C. and Gbadamosi, A. (2017), ‘Sustainability of Black African Entrepreneurship in the UK: An Exploratory Analysis, in Rwelamila, P. D. (Ed.) in Rwelamila, P. D. (Ed.)  Accelerating Sustainable Development In Africa: The Roles Of Businesses, Entrepreneurs, The Middle Class And Global Partners, the International Academy of African Business and Development (IAABD) Conference at Georgia State University, Atlanta, USA, May 17th -20th, 2017

    62) Emmanuel-Stephen, C. and Gbadamosi, A. (2017), Conspicuous Consumption Patterns of Middle class Black African women’, in Rwelamila, P. D. (Ed.)  Accelerating Sustainable Development In Africa: The Roles Of Businesses, Entrepreneurs, The Middle Class And Global Partners, The International Academy of African Business and Development (IAABD) Conference at Georgia State University, Atlanta, USA, May 17th -20th, 2017


    63) Emmanuel-Stephen, M. C. and Gbadamosi, A. (2016), ‘Consumer Identity and Women’s Luxury Fashion Consumption Behaviour: A
    Conceptual Overview’, British Academy of Management (BAM) conference, Newcastle University, 6th -8th September, UK, 2016.

    64) Fletcher, K., and Gbadamosi, A. (2016), ‘Consumer-Generated Radical Marketing: A Business Opportunity in the Digital Age’, in Radical Marketing, Academy of Marketing (AM) conference, Newcastle Business School, Northumbria University, UK, 4th – 7th July, 2016

    65) Gbadamosi, A. (2016), Masculinity, Symbolism, and Ethnic Marketing in the UK: Setting a Research Agenda’, in Good Governance and Business Policies towards Sustainable African Business and Development, the International Academy of African Business and Development (IAABD) Conference at Nelson Mandela African Institute of Science and Technology (NM-AIST), Tanzania, May 11-14th, 2016

    66) Gbadamosi, A. (2015), ‘International Students and Acculturation in British Universities: A Qualitative Study’, International Journal of Arts and Sciences (IJAS) Conference, Boston, Massachusetts, USA, 26th - 30th May 2015

    67) Gbadamosi, A. and Madichie, N. (2014), ‘Demarketing of Higher Education - Thinking out of the Box or out of Focus?’, Institute of Small Business and Entrepreneurship (ISBE) conference, Manchester, 5th -6th, November, 2014

    68) Gbadamosi, A. (2014), ‘Symbolic Consumption among Black African Women in the UK’, in Spring, A and Rwelamila, P. D. (Eds.) The Development and Sustainability of African Business: The Role of the African Diaspora, Proceedings of the International Academy of African Business and Development (IAABD) Conference at Barbados 26 - 29th May, 2014

    69) Gbadamosi, A. (2013), ‘Exploring The Mediating Role of Ethnic Entrepreneurship in Acculturation of Black African Consumers in the UK’, Institute of Small Business and Entrepreneurship (ISBE) conference, Cardiff, 12th - 13th November, 2013

    70) Gbadamosi, A. (2013), ‘The Paradox of Entrepreneurship Marketing Engaging with Pentecostalism: The Case of Black African Women in London (UK) in Obuah, E. (ed) ‘Integrating African Markets and Economies in a changing Global Economy: Issues, challenges and Opportunities". Proceedings of the International Academy of African Business and Development (IAABD) Conference at Gimpa, Accra, Ghana, May 14-18, 2013

    71) Samad, N. and Gbadamosi, A. (2013), ‘The Use of Social Marketing in Obesity Control’, In International Journal of Arts and Sciences Conference, Matla, March 2-7, 2013

    72) Gbadamosi, A. (2012), ‘SME Marketing and Pentecostalism among the African-Caribbean in London (UK): Exploring Pastors’ Perspectives’, Institute of Small Business and Entrepreneurship conference, Dublin, 7th-8th November, 2012

    73) Brimelow, Z. Gbadamosi, A. And Bamber, D. (2012) ‘Women, Beauty, Perception And Consumption Behaviour: Implications For Organisational Studies’ British Academy of Management Conference, Cardiff University, UK, 11th-13th September, 2012

    74) Gbadamosi, A. (2012), ‘Entrepreneurship Marketing And Pentecostalism In London, UK: The African-Caribbean Experience’, In Marketing: Catching The Technology Wave’, Proceedings Of The Academy Of Marketing (AM) Conference at The University of Southampton, UK, July 3rd -6th

    75) Gbadamosi, A. (2012), ‘Researching into Symbolic Consumption among Black Africans in the UK:  How far are we from the Milestone? , in Obuah, E. (ed) ‘African Business And Development In A Changing Global Political Economy: Issues, Challenges And Opportunities’ Proceedings of the International Academy of African Business and Development (IAABD) Conference at El Jadida Polydisciplinary University, El Jadida, Morocco, May 15-19, 2012

    76) Gbadamosi, A. (2011), 'Clothing Acculturation Among Black African Women in London (UK): An Exploratory Study', in Obuah, E. (ed) ‘African Business and Sustainable Development: Challenges in the Era of Globalization', Proceedings of the International Academy of African Business and Development (IAABD) Conference at Athabasca University, Edmonton, Canada, May 17- 20, 2011

    77) Gbadamosi, A., Oniku, A., and Bamber, D. (2011), 'Brand Personality Re-examined: Perspective from Fast-food Industry in a Typical African Country', in Obuah, E. (ed) ‘African Business and Sustainable Development: Challenges in the Era of Globalization', Proceedings of the International Academy of African Business and Development (IAABD) Conference at Athabasca University, Edmonton, Canada, May 17- 20, 2011

    78) Gbadamosi, A. and Madichie, N. O. (2010), ‘Adaptive Curriculum for Entrepreneurial Learning: A case Study of SME Marketing at UEL’, Institute for Small Business and Entrepreneurship Annual Conference, Grand Connaught Rooms, London, November, 2 -4, 2010

    79) Gbadamosi, A. (2010), ‘A Conceptual Overview of Consumer Involvement: Implications for Marketing in Africa’, in Obuah, E. (ed) ‘Moving Africa towards Sustainable Growth and Technological Development’, Proceedings of the International Academy of African Business and Development (IAABD) Conference at the University of Lagos, Nigeria, May 18- 22, 2010

    80) Gbadamosi, A. and Yusuf, T. O. (2010),  ‘Curbing the Menace of Opportunism in Insurance  Business: The Mediating Role of Marketing Strategies’, in Transformational Marketing, Proceedings of the Academy of Marketing (AM) conference at the Coventry University Business School, UK,  July 6-8, 2010

    81) Nwankwo, S. and Gbadamosi, A. (2009), ‘Mediating Effects of Black Pentecostalism on Entrepreneurial orientations’, Institute for Small Business and Entrepreneurship Annual Conference, The Novas Centre, Liverpool, UK, November, 3-6

    82) Gbadamosi, A. and Oniku, C. A. (2009), The Strategic Implications of China’s Economic Pacts with Sub-Sahara African Countries: The Case of Nigeria, International Journal of Arts and Sciences Conference, Bad Hofgastein, Austria, June 1-4
    83) Gbadamosi , A. (2009), ‘Advertising to Children in Nigeria: Improving the status Quo for Enhanced Ethical Marketing Practices’, in Sigue, S. (ed.) ‘Repositioning African Business and Development for the 21st Century’,  Proceedings of the International Academy of African Business and Development (IAABD) Conference at the Makerere University Business School, Kampala, Uganda, May 19-23

    84) Hamadu, D., Yusuf, T. O., and Gbadamosi, A. (2008), ‘Attitude of Nigerians Towards Insurance Services’, in Sigue, S. (ed.) ‘Global and Local Dynamism in African Business & Development’, Proceedings of the International Academy of African Business and Development (IAABD) Conference at the University of Florida, Gainesville, USA, 20th– 24th of May,  2008

    85) Gbadamosi, A., Iwaloye, O. and Bamber, D. (2008), ‘An Analysis Of Students’ Consumption Of Non-alcoholic Beverages in Nigeria: A Qualitative Inquiry’, in ‘Reflective Marketing  in a Material World’, Academy of Marketing (AM) Conference, at Robert Gordon University, Aberdeen, 8th – 10th July, 2008

    86) Gbadamosi, A. (2007), ‘Catch Them Young: An Exploratory Study of the Roles of Children in Family Purchase Decisions In Nigeria’, in Ayadi, F. (ed.), ‘Building New Strategic Partnership for Africa’s Development’, Proceedings of the International Academy of African Business and Development (IAABD) Conference  at London Metropolitan university, London, UK, 29 May – 2 June 2007, pp.320-326

    87) Gbadamosi, A. (2007), ‘Low-Income Consumers’ Reactions to Sales Promotion Stimuli of Low Involvement Products: An Exploratory Perspective’, Proceedings of Salford Postgraduate Annual Research Conference (SPARC), The University of Salford, UK, 10th -11th May, 2007, pp.87-103

    2..7.5 – Case Studies

    88) Gbadamosi, A. (2019), ‘Standardization and Adaptation strategies of Samsung: Connecting the Global and Local Technology Markets’, in Armstrong and Kotler, P. Marketing: An Introduction, (Global) Edition: Pearson Education Limited
    89) Gbadamosi, A. (2019), ‘Cotton, clothing consumption, and different cultures: From Little Beginning to a Global Cultural system’, in Keegan, W. J. and Green, M. C., ‘Global Marketing’, Essex: Pearson Education Limited,

    90) Gbadamosi, A. (2019), ‘Reporting to Sustain Excellence’, opening Case (Chapter 23), in Malhotra, N. K. Marketing Research,  Harlow: Pearson Education Limited (Forthcoming)

    91) Gbadamosi, A. (2019), ‘The Changing Landscape of Ecommerce’ in Elbert, R. J. and Griffin, R. W. Business Essential’, Harlow: Pearson Education Limited (Forthcoming)

    92) Gbadamosi, A. (2018), ‘Argos: Creating Customer value amidst change and turbulence’ (Company Case) in Kotler, P. and Armstrong, G. Principles of Marketing, 17th (Global) Edition, Harlow: Pearson Education Limited, pp59-60

    93) Gbadamosi, A. (2015) ‘British Supermarkets and Multiculturalism in Consumer Food Shopping Behaviour’, in Sage Business Cases, DOI: http://dx.doi.org/10.4135/9781473928145 | Online ISBN: 9781473928145

    94) Gbadamosi, A. (2015), ‘HSBC: Internal Marketing Drives Overall Excellence’, in Armstrong and Kotler, P. Marketing: An Introduction, 12th (Global) Edition: Pearson Education Limited, pp245-246

    95) Gbadamosi, A. (2015), ‘British Airways: Customer orientation at its Peak’ in Armstrong and Kotler, Marketing: An Introduction, 12th (Global) Edition: Pearson Education Limited pp 47-48

    96) Gbadamosi (2014) Tesco: ‘“Every Little Helps”: A Beautifully Integrated Marketing Communications Campaign’ – in Kotler, P. and Armstrong, G., ‘Principles of Marketing’, (Global) 15th ed, Essex: Pearson Education Limited pp.426-427

    97) Gbadamosi, A. (2013) ‘Real Decisions at ASDA: It’s all about Customer-oriented Philosophy ‘ in Solomon, M. R., Marshall, G. W., Stuart, E. W., Barnes, B. R. and Mitchell, V. , ‘Marketing: Real People, Real Decisions’, Essex: Pearson Education Ltd 2nd European Edition pp.185-187

    98) Gbadamosi, A. (2013) ‘Nokia: Managing the Market-led Sales team’ in Armstrong and Kotler, Marketing: An Introduction, 11th (Global) Edition: Pearson Education Limited, pp.418-420

    99) Gbadamosi, A. (2012) Celebrity Endorsements: The Good, The Bad, and The Ugly – in Kotler, P. and Armstrong, G., ‘Principles of Marketing’, (Global) 14th ed, Essex: Pearson Education Limited, pp 445-446

    100) Gbadamosi, A. (2011) Lidl Explores Further Expansion in Global Retailing – in Keegan, W. J. and Green, M. C., ‘Global Marketing’, 6th ed, Essex: Pearson Education Limited, pp.428-429

    Publications

    Funding




    Interests

    Portfolio

    1. PhD supervision

    2. Module Leader: Understanding Consumers (UG)

    3 Module Leader: Contemporary issues in Marketing (UG)

    4. Team member: Global and Cross cultural Marketing (UG)

    5. Module Leader: International Marketing Management (Distance Learning)

    6. Module Leader: Integrated Marketing Communications (Distance Learning)

    7. Module Leader: Consumer Behaviour and Research (Distance Learning)

    8. Team member: Research Methodology (PG)



    Teaching