From Disruption to Design: Educator-Led Generative AI Learning Interventions in Marketing Education

Shaping an Inclusive WBS: Research Insights from Amplifying Diversity and Black Safe Projects
Quamina, L., Kulasi, Y., Ingsa, K., Atas, U., Joban, N., Alexeeva, A. and Sekyonda, L 2026. Shaping an Inclusive WBS: Research Insights from Amplifying Diversity and Black Safe Projects.

Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration
Gonsalves,C., Clancy, C., Khusainova, R., Hsin-Hsuan, M., Marshall, K., Percy, S., Quamina, L., Vuković, S., Canhoto, A. and Baines, P. 2026. Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration . Academy of Marketing.

Amplifying Diversity: A short film about the BAME Student & Staff Experience at Westminster Business School
Quamina, L., Kulasi, Y., Ingsa, K. and Atas, U. 2025. Amplifying Diversity: A short film about the BAME Student & Staff Experience at Westminster Business School.

Embedding Continuous Improvement in Undergraduate Education: a UK Business School Case Study
Bakry, W.M., McGowan, P. and Hardley, F. 2025. Embedding Continuous Improvement in Undergraduate Education: a UK Business School Case Study. 18th Annual International Conference of Education, Research and Innovation. Seville, Spain 10 Nov - 12 Dec 2025 IATED Digital Library. https://doi.org/10.21125/iceri.2025.1272

Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption
Oc, Y., Gonsalves, C. and Quamina, L. 2025. Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption. Journal of Marketing Education. 47 (2), pp. 138-155. https://doi.org/10.1177/02734753241302459

Negative Spill Over Effects in Brand Alliance Crises
Quamina, L. and Singh, J. 2023. Negative Spill Over Effects in Brand Alliance Crises. Public Relations Review. 49 (5) 102394. https://doi.org/10.1016/j.pubrev.2023.102394

Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers
Crisafulli, B., Singh, J. and Quamina, L. 2023. Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers. European Business Review.

'Co-branding as a Masstige Strategy for Luxury Brands: Desirable or Not?
Quamina, L., T Xue, M. and Chawdhary, R. 2023. 'Co-branding as a Masstige Strategy for Luxury Brands: Desirable or Not? Journal of Business Research. 158 113704. https://doi.org/10.1016/j.jbusres.2023.113704

Competence is power: How digital influencers impact buying decisions in B2B markets
Crisafulli, B., Quamina, L. and Singh, J. 2022. Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management. 104, pp. 384-399. https://doi.org/10.1016/j.indmarman.2022.05.006

'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis
Singh, J, Crisafulli, B, Quamina, L. and Xue, M 2020. 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis . Journal of Business Research. 119, pp. 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039

The role of brand equity and crisis type on corporate brand alliances in crises
Singh, J., Crisafulli, B., Quamina, L. and Kottasz, R. 2020. The role of brand equity and crisis type on corporate brand alliances in crises. European Management Review. 17 (4), pp. 821-834. https://doi.org/10.1111/emre.12362

‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances
Singh, J., Crisafulli, Benedetta and Quamina, L. 2020. ‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research. 117, pp. 839-849. https://doi.org/10.1016/j.jbusres.2019.01.014

How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand
Singh, J., Crisafulli, B. and Quamina, L. 2020. How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand. Journal of Advertising Research. 60 (2), pp. 148-162. https://doi.org/10.2501/JAR-2018-049

Tackling global challenges through cause-related marketing: How brands should promote their support to social causes
Crisafulli, B., Singh. J. and Quamina, L. 2019. Tackling global challenges through cause-related marketing: How brands should promote their support to social causes. WARC.

Communicating Product User Reviews and Ratings in Interfaces for e-Commerce: A Multimodal Approach
Ghandour, R. and Rigas, D. 2016. Communicating Product User Reviews and Ratings in Interfaces for e-Commerce: A Multimodal Approach. International Conference on HCI in Business, Government and Organizations. Canada 2016 - 2017 Springer. https://doi.org/10.1007/978-3-319-39396-4_8

Strategic brand alliances: Research advances and practical applications
Singh, J., Quamina, L. and Stavros, K. 2016. Strategic brand alliances: Research advances and practical applications. in: Dall'Olmo Riley, F., Singh, J. and Blankson, C. (ed.) The Routledge Companion to Contemporary Brand Management Abingdon, Oxon Routledge. pp. 120-135

Relationship between Service Quality, Customer Retention and the role of Social Media- Case study Premier Inn Hotel (UK)
Ghandour, R., Bilal,J. and Mudassar, H. 2015. Relationship between Service Quality, Customer Retention and the role of Social Media- Case study Premier Inn Hotel (UK). Journal of Organizational Studies and Innovation. 2 (4), pp. 1-12.

Social media influence on the holiday decision making process in the UK (Generation Y)
Ghandour, R. and Bakalova, R. 2014. Social media influence on the holiday decision making process in the UK (Generation Y) . Journal of Organisational Studies and Innovation. 1 (2), pp. 41-54.

A mathematical, computational and symbolic representation framework towards digital marketing planning
Li, Shuliang, Li, J.Z. and Hardley, F. 2011. A mathematical, computational and symbolic representation framework towards digital marketing planning. in: Proceedings of International Conference on Management and Service Science (MASS 2011),12-14 August 2011, Wuhan, China. IEEE IEEE .