Postgraduate Researcher

Postgraduate Researchers, Marketing


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.


2013 Jim Lynch Award from the Chartered Institute of Marketing

Marketing Studentship from Leeds University Business School 


Leeds University Business School Marketing Division Scholarship

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


Thesis Title

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


Prof Dayananda Palihawadana

Dr Aristeidis Theotokis

Dr Charalampos (Babis) Saridakis


Environmental marketing, sustainability, advertising, product positioning, self-determination

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 Experience

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

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



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.

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