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Professor Adrian Palmer

Head of Marketing & Reputation

Adrian Palmer Web Profile May19 75ndzo5in

Specialisms

  • Consumer buyer behaviour, 
  • Customer loyalty, 
  • Relationship marketing and customer engagement, 
  • Transport, travel and tourism marketing, 
  • Retailing and consumer behaviour

Location

Whiteknights Campus

Adrian Palmer is Professor of Marketing and Head of the Department of Marketing and Reputation. His research in services buying behaviour and customer loyalty is informed by previous management experience in the travel and tourism sector.

Adrian Palmer is Professor of Marketing and Head of the Department of Marketing and Reputation. His first career in travel and tourism marketing and management informed his subsequent academic career. Since joining academia, he has researched and published extensively on the subject of services buyer behaviour. His book “Principles of Services Marketing”, now in its seventh edition, and recently translated into Chinese, is widely used throughout the world to provide a grounding in the challenges and opportunities of marketing services. He is a Fellow of the Chartered Institute of Marketing and has experience of teaching executive programmes in Europe and Asia.

His research focuses on buyer behaviour within service sector industries and in particular the importance to companies of developing customer loyalty and ongoing relationships. As well as developing theory, he has always sought to make the outcomes of research relevant to business practice.

Specific ongoing streams of research, many involving doctoral students and international collaborators include:

• The effects of engagement in service consumption on customer satisfaction and loyalty

• Implicit and explicit attitudes and their differential effects on behaviour

• The link between anticipation of service consumption and subsequent satisfaction

Recent research has been published in Journal of Marketing Management, European Journal of Marketing and Harvard Business Review.

Reference: Koenig-Lewis, N., Palmer, A. and Asaad, Y. (2021) Linking engagement at cultural festivals to legacy impacts. Journal of Sustainable Tourism. ISSN 1747-7646 doi: https://doi.org/10.1080/09669582.2020.1855434
Reference: Vichiengior, T., Ackermann, C.-L. and Palmer, A. (2019) Consumer anticipation: antecedents, processes and outcomes. Journal of Marketing Management, 35 (1-2). pp. 130-159. ISSN 1472-1376 doi: https://doi.org/10.1080/0267257X.2019.1574435
Reference: Koenig-Lewis, N., Asaad, Y. and Palmer, A. (2018) Sports events and interaction among spectators: examining antecedents of spectators’ value creation. European Sport Management Quarterly, 18 (2). pp. 193-215. ISSN 1618-4742 doi: https://doi.org/10.1080/16184742.2017.1361459
Reference: Divakaran, P. K. P., Palmer, A. , Søndergaard, H. A. and Matkovskyy, R. (2017) Pre-launch prediction of parket performance for short lifecycle products using online community data. Journal of Interactive Marketing, 38. pp. 12-28. ISSN 1094-9968 doi: https://doi.org/10.1016/j.intmar.2016.10.004
Reference: Xu-Priour, D. L., Cliquet, G. and Palmer, A. (2017) The influence of buyers’ time orientation on online shopping behavior: a typology. International Journal of Electronic Commerce, 21 (3). pp. 299-333. ISSN 1086-4415 doi: https://doi.org/10.1080/10864415.2016.1319206
Reference: Koenig-Lewis, N., Asaad, Y., Palmer, A. and Petersone, E. (2016) The effects of passage of time on alumni recall of ‘student experience’. Higher Education Quarterly, 70 (1). pp. 59-80. ISSN 0951-5224 doi: https://doi.org/10.1111/hequ.12063
Reference: Palmer, A. , Koenig-Lewis, N. and Asaad, Y. (2016) Brand identification in higher education: a conditional process analysis. Journal of Business Research, 69 (8). pp. 3033-3040. ISSN 0148-2963 doi: https://doi.org/10.1016/j.jbusres.2016.01.018
Reference: Palmer, A. and Bejou, D. (2016) Retrospective: service failure and loyalty: an exploratory empirical study of airline customers. Journal of Services Marketing, 30 (5). pp. 480-484. ISSN 0887-6045 doi: https://doi.org/10.1108/JSM-04-2016-0137
Reference: Huo, Q. and Palmer, A. (2015) Analysing voluntary contribution to online forums using a proposed critical mass contribution model. Journal of Applied Business Research (JABR), 31 (2). pp. 687-700. ISSN 0892-7626 doi: https://doi.org/10.19030/jabr.v31i2.9161
Reference: Koenig-Lewis, N., Marquet, M., Palmer, A. and Zhao, A. L. (2015) Enjoyment and social influence: predicting mobile payment adoption. The Service Industries Journal, 35 (10). pp. 537-554. ISSN 0264-2069 doi: https://doi.org/10.1080/02642069.2015.1043278
Reference: Organ, K., Koenig-Lewis, N., Palmer, A. and Probert, J. (2015) Festivals as agents for behaviour change: a study of food festival engagement and subsequent food choices. Tourism Management, 48. pp. 84-99. ISSN 0261-5177 doi: https://doi.org/10.1016/j.tourman.2014.10.021
Reference: Blumrodt, J. and Palmer, A. (2014) On-line destination branding: an investigation into the divergence between brand goals and on-line implementation. Journal of Applied Business Research (JABR), 30 (6). pp. 1597-1606. ISSN 0892-7626 doi: https://doi.org/10.19030/jabr.v30i6.8877
Reference: Riscinto Kozub, K., Anthony O’Neill, M. and Palmer, A. A. (2014) Emotional antecedents and outcomes of service recovery. Journal of Services Marketing, 28 (3). pp. 233-243. ISSN 0887-6045 doi: https://doi.org/10.1108/JSM-08-2012-0147
Reference: Koenig-Lewis, N. and Palmer, A. (2014) The effects of anticipatory emotions on service satisfaction and behavioral intention. Journal of Services Marketing, 28 (6). pp. 437-451. ISSN 0887-6045 doi: https://doi.org/10.1108/JSM-09-2013-0244
Reference: Ackermann, C.-L. and Palmer, A. (2014) The contribution of implicit cognition to the Theory of Reasoned Action Model: a study of food preferences. Journal of Marketing Management, 30 (5-6). pp. 529-550. ISSN 0267-257X doi: https://doi.org/10.1080/0267257X.2013.877956
Reference: Koenig-Lewis, N., Palmer, A. , Dermody, J. and Urbye, A. (2014) Consumers' evaluations of ecological packaging – rational and emotional approaches. Journal for Environmental Psychology, 37. pp. 94-105. ISSN 0272-4944 doi: https://doi.org/10.1016/j.jenvp.2013.11.009

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