Dr Aidan J Kelly
Senior Lecturer in Marketing
International Business Management, Business and Law
Aidan is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law. He is the current Programme Leader of the BA Business Management (Marketing) programme and teaches Marketing Communications, Brand Management and Research Methods predominantly at undergraduate level.
Aidan joined the school in July 2009. He holds a BSc in Marketing Management and PhD in Advertising and Promotion Management. He is the current Programme Leader of the BA Business Management (Marketing) Programme, and teaches in the areas of Marketing Communications, Brand Management and Research Methods. His current research interests are in the areas of consumer collecting, cultural branding, advertising account planning and community consumption in the context of crypto currency.
Aidan's research interests are in the areas of consumer research, branding and advertising theory.
Peer Reviewed Journal Publications
Heller, Michael. and Kelly, Aidan. (2015) ‘Throwaway history: Brand ephemera and consumer culture’, Journal of Macromarketing, 35(3), pp. 397–406.
Kelly, Aidan., Lawlor, Katrina. and O’Donohoe, Stephanie. (2008) ‘A fateful triangle? Tales of art, commerce and science in the Irish advertising field’, Advertising & Society Review, 9(3), pp. 1-48.Kelly, Aidan., Lawlor, Katrina. and O’Donohoe, Stephanie. (2005) ‘Encoding advertisements: The creative perspective’, Journal of Marketing Management, 21(5/6), pp. 505-528.
Kelly, Aidan. (2014) ‘Advertising’ in Smith Maguire, J. and Matthews, J. (eds.) The cultural intermediaries reader. London: Sage Publications, pp. 67–76.
Aidan., Lawlor, Katrina. and O’Donohoe, Stephanie. (2009) ‘Encoding
advertisements: The creative
perspective’ in Turrow, J. and McAllister, M.P. (eds.) The advertising and
consumer culture reader. New York: Routledge, pp. 133-149.
Kelly, Aidan. (2013) ‘Book Review: Ernest Dichter and motivation research: New perspectives on the making of post-war consumer culture by Schwarzkopf, S. and Gries, R. (eds.)’, Journal of Euromarketing, 22(1-4), pp. 86-89.
Kelly, Aidan (2010) 'Book Review: Advertising and promotion: An integrated marketing communications approach (Second edition), by Hackley, C., International Journal of Advertising, 29(4), pp. 501-504.
Selected Conference Proceedings
Bakeberg, Bastian. and Kelly, Aidan. (2012) ‘Value creation practices of brand communities in computer mediated environments: lessons for nonprofit organisations’, in proceedings of the 11th International Colloquium on Nonprofit, Social, Arts and Heritage Marketing, London Metropolitan University, September 19th 2012, pp.5-7.
Magan, Tanvi., Kelly Aidan. and Wheeler, Margaret. (2011) ‘Brandscapes as theatre: Extraordinary consumer experience and the Abercrombie & Fitch retail store’, in proceedings of the 39th European Marketing Academy Conference (EMAC) Annual Conference, University of Ljubljana, Slovenia, May 24th – May 27th.
Kelly, Aidan. (2011) ‘Sociocultural branding research (SBR): An evolutionary paradigm for brand management theory’ in Bradshaw, A., Hackley, C. and Maclaran, P. (eds.) European Advances in Consumer Research, Vol. 9, pp. 439-440.
Kelly, Aidan. and Lawlor, Katrina. (2010) 'Sociocultural branding research (SBR) A paradigmatic review', in proceedings of the 40th European Marketing Academy (EMAC) Annual Conference, Copenhagen Business School, Copenhagen, Denmark, June 1st - June 4th.
Kelly, Aidan, Lawlor, Katrina and O'Donor, Stephanie (2007) 'Aesthetic advertisements and scientific evaluations: Divergent philosophies in advertising production' in Fitzsimmons, G. and Moritz, V. (eds.) Advances in Consumer Research, Vol. 34, pp. 81-82.
Kelly, Aidan., Lawlor, Katrina. and O’Donohoe, Stephanie. (2005) ‘Encoding advertisements: The creative perspective’, in O’Driscoll, A., McDonagh, P., Lawlor, M.A. (eds.), Proceedings of the Academy of Marketing Annual Conference, Dublin Institute of Technology, Aungier Street, Dublin 2, Republic of Ireland, July 5th – July 7th.
Kelly, Aidan., Lawlor, Katrina. and O’Donohoe, Stephanie. (2005) ‘Advertising ideology and the encoding of advertising meaning: An ethnographic and discursive approach’, in Menon, G. and Rao, A. (eds.), Advances in Consumer Research, Vol. 32, pp. 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, Jerry (ed.), “Marketing in a Dynamic Global Environment”, Proceedings of the Atlantic Marketing Association Nineteenth Annual Conference, Portland, Maine, USA, October 1st – October 4th, pp. 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.
My primary academic interests are in advertising, consumer research and brand management. I am currently engaged in projects exploring the role of crypto currency for consumer communities, advertising account planning in the digital era, consumer collecting behaviour in the context of vinyl records and cultural branding strategies in a UK context. I invite any potentially interested collaborators or students to contact me if you wish to engage with any of these topics.
I currently lead the following modules at the Royal Docks School of Business and Law:
MK5001 - Integrated Marketing Communications and Digital Media
HR6004 - The Business Professional (Marketing stream)
MK6003 - Strategic Brand Management
I also teach research methods at postgraduate level, and do some International Marketing teaching at this level also.