Postgraduate Researcher

Email:
B.G.Usrey1@leeds.ac.uk
Categories:
Postgraduate Researchers, Marketing, Global and Strategic Marketing Research Centre (GLOSMARC)
Profile

Qualifications

BA in Communications from the University of Akron, 2006.

MSc with Distinction in International Marketing Management from Leeds University Business School, University of Leeds,2013.

Prizes/Awards

2013 Jim Lynch Award from the Chartered Institute of Marketing

Marketing Studentship from Leeds University Business School 

Scholarship

Leeds University Business School Marketing Division Scholarship

Experience

Marketing Assistant, Ford of Fairlawn, Akron, OH 2011-2012

Experience

Marketing Assistant, Ford of Fairlawn, Akron, OH 2011-2012

Research

Thesis Title

The role of product attribute focused framing on environmental product evaluations: The mediating role of self determination.

Supervisors

Prof Dayananda Palihawadana

Dr Aristeidis Theotokis

Dr Charalampos (Babis) Saridakis

Keywords

Marketing and sustainability; advertising; brand; product positioning; online marketing

Thesis Summary

My research examines the role of green product communication and development strategies and their impact on consumer evaluations. Through an experimental design, one stream has examined how consumer performance evaluations may be altered by a green product communication appeal. The second stream will examine a firm’s green product development strategy.

Teaching

Teaching Experience

Foundations of Marketing Seminars (Undergraduate) at Leeds University Business School, 2014.

International Marketing Seminars (Undergraduate) at Leeds University Business School, 2015.

Demonstrating Experience

Dissertation (Postgraduate) at Leeds University Business School, 2017

Publications

Publications

Biraglia A., Gerrath, M., Usrey B., Fair enough: Individuals’ perceptions of altruism of CSR activities and their effect on authenticity of heritage sites. Working paper accepted at the 2015 Association for Consumer Research Conference (ACR). 1st – 4th October 2015, New Orleans, USA.

Usrey, B., Palihawadana, D., Saridakis, C., Theotokis, A., Green Emphasis: How Strongly Should Environment Friendly Attributes Be Communicated. Competitive paper accepted at the 45th European Marketing Academy Conference (EMAC), 24-27th May 2016, Oslo, Norway.

Usrey, B., Palihawadana, D., Saridakis, C., Theotokis, A. Green Emphasis: The Role of Green Product Communications in Influencing Performance Evaluations. Competitive paper accepted at the 2016 Global Marketing Conference (GAMMA). 21-24th of July 2016, Hong Kong.

Biraglia, A., Gerrath M.H.E.E., and Usrey, B. Firm’s Involvement in the Restoration of Tourist Attractions: The Role of Perceived Altruism and Authenticity on Visiting Intentions. Competitive paper accepted at the 2016 Global Marketing Conference (GAMMA). 21-24th of July 2016, Hong Kong.

Gerrath, M.H.E.E., and Usrey, B. “The Review is Sponsored by”: The Effect of Sponsorship Disclosure on Blog Loyalty. Competitive paper accepted at the 2016 Association for Consumer Research Conference (ACR). 26-29th October 2016, Berlin, Germany.

Gerrath, M.H.E.E., and Usrey, B. “This Review is Sponsored by”: When the Disclosure of Incentivized Reviews Affects Blog Loyalty. Competitive paper accepted at the 46th European Marketing Academy Conference (EMAC), 23-26th May 2017. Groningen, Netherlands.

Usrey, B., Palihawadana, D., Saridakis, C., Theotokis, A. Optionally Green: The role of Green Attribute Optionality in Overcoming the Green Product Performance Liability. Competitive paper accepted at the 46th European Marketing Academy Conference (EMAC), 23-26th May 2017. Groningen, Netherlands.

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