Kate Jones

Experienced practitioner-turned-academic working in the higher education industry. Research interests include brands in the metaverse and associated consumer behaviours. 

Pedagogic specialty in the design and development of innovative new courses (UG, PG and Apprenticeships). Skilled in Consultancy with a focus on Brand Positioning, Research and Marketing Strategy. A strong education professional with a PhD investigating the psychological processes underpinning consumer store brand choices.

Qualifications

• PhD 
• MRes 
• PGDip 
• BSc(Hons)
• AFHEA 

• Konstantinou, I. and Jones, K. (2022) 'Investigating Gen Z attitudes to charitable giving and donation behaviour: social media, peers and authenticity'. Journal of Philanthropy and Marketing, 27(3), e1764. ISSN (online) 2691-1361
   

  Conferences

• Jones, K. and Ivanova, A (2024) ‘Brand Love in the Metaverse’ in Academy of Marketing Conference AM2024; Cardiff Business School, 1-4 July 2024 (unpublished)
• Ivanova, A. and Jones, K. (2024) ‘Do cause related marketing advertising appeals impact brand love and brand authenticity: A pilot study’ in: 2024 GMSIG Conference; 24-27 May 2024, Verona, Italy.
• Jones, K and Konstantinou, I (2022) ‘Value co-creation with students/consumers: applications from the Service-Dominant Logic Model in HE teaching’ in 2022 BERA Annual Conference; 6 – 8th September 2022, University of Liverpool,  

• Konstantinou, I. and Jones, K. (2022) A four step process to equip graduates with work ready skills and academic knowledge: being ‘book smart’ and ‘street smart’. In: 2022 LTSE Learning Teaching Student Experience Conference; 24-25 May 2022, Belfast, Northern Ireland. (Unpublished)
   

  Press articles

• Jones, K. (2016) ‘What should the name Toys R Us conjure up? A magical interactive world of fun and fantasy...’, Campaign, available at: https://www.campaignlive.co.uk/article/name-toys-r-us-conjure-up-magical-interactive-world-fun-fantasy/1458346 
• Jones, K. (2015) ‘Why Morrisons is firing on all cylinders by putting the Safeway brand at the centre of its convenience move’, Campaign, available at: https://www.campaignlive.co.uk/article/why-morrisons-firing-cylinders-putting-safeway-brand-centre-its-convenience-move/1441186 
• Jones, K. (2015) ‘Times are still tough, but Sainsbury's and Morrisons both have reasons to be cheerful’, Campaign, available at: https://www.campaignlive.co.uk/article/times-tough-sainsburys-morrisons-reasons-cheerful/1393802 
• Jones, K. (2015) ‘John Lewis Is looking to the future with optimism, not fear of change’, Campaign, available at: https://www.campaignlive.co.uk/article/john-lewis-looking-future-optimism-not-fear-change/1363528  
• Jones, K. (2015) ‘Is the M&S road to recovery faltering already?’, Campaign, available at: https://www.campaignlive.co.uk/article/m-s-road-recovery-faltering-already/1354943 
• Jones, K. (2015) ‘Why Waitrose has found the Holy Grail in a culture of fascia-agnostic deal hunting’, Campaign, available at: https://www.campaignlive.co.uk/article/why-waitrose-found-holy-grail-culture-fascia-agnostic-deal-hunting/1352047 
• Jones, K. (2015) ‘As Sainsbury's results prove, retail today is a tricky business’, Campaign, available at: https://www.campaignlive.co.uk/article/sainsburys-results-prove-retail-today-tricky-business/1346068 
• Jones, K. (2015) ‘Tesco's Dave Lewis is playing tough and facing up to the reality of £6.38bn losses’, Campaign, (February), available at: https://www.campaignlive.co.uk/article/tescos-dave-lewis-playing-tough-facing-reality-638bn-losses/1343867
• Jones, K. (2015) ‘Ocado is a 'text-book tale' of hard-won success’, Campaign (February), available at: https://www.campaignlive.co.uk/article/ocado-text-book-tale-hard-won-success/1332439 
• Jones, K. (2015) ‘Morrisons' Dalton Philips was a 'brave change agent' - but his time was up’ Campaign (January), available at: https://www.campaignlive.co.uk/article/morrisons-dalton-philips-brave-change-agent-time/1329192  
• Jones, K. (2014) ‘Integrity and emotion in a bold campaign: Sainsbury's Christmas WWI 'truce' ad’, Campaign (November), available at: https://www.campaignlive.co.uk/article/integrity-emotion-bold-campaign-sainsburys-christmas-wwi-truce-ad/1321768 
• Jones, K. (2014) ‘As the City became its boss, Tesco became a machine’, Campaign (October), available at: https://www.campaignlive.co.uk/article/city-became-its-boss-tesco-became-machine/1318563 
• Jones, K. (2014) ‘Tesco in crisis: how can Dave Lewis steer the supermarket back on course?’ Campaign (September)

Enquiries connected to brands and consumer behaviour, retail and metaverse.

Research interests

Applied studies of consumer and consumption behaviour in real work contexts, including: Metaverse and Retail for Luxury and mass brands.

Teaching

MA Luxury Brand Management:
Module Leader for Luxury Marketing Management and Entrepreneurship in Luxury
Course Tutor for Strategic Marketing of a Luxury Business

Research Methods, Capstone Projects

MA Marketing Psychology:
Module Leader for Leadership, Engagement and Motivation

Course Development

MA Luxury Marketing Management:
Apprenticeships and new revenue streams