Karen Tejedor Bowen

Karen Tejedor Bowen


After my MSc in International Marketing Management, I went back to my career in-industry, gathering 8 years of experience in international brand management, creative marketing strategy, marketing communications and retail design. I used my experience and extensive work with global sports brands as inspiration for my PhD topic: “Does the frog-pond effect always hold? How social comparison affects exercise performance and happiness”. My research aims to gain a better understanding of how to enhance consumer wellbeing by combining social comparison and motivation theories, with the aim of helping people better integrate exercise into their lifestyle and therefore increase wellbeing.

I actively collaborate with different public institutions and private organisations, both national and global, on different research projects and field studies.


  • Lecturer in Brand Management and Corporate Identity

Research interests

My current research focuses on consumer behaviour, more specifically in the areas of wellbeing, health, physical activity, motivation development, social groups and group behaviours, virtuous behaviours, and vice vs. virtue. 

I am also interested in expanding my research into the areas of branding and retail, specifically how brands, consumers and businesses can collaborate to enhance wellbeing and sustainability outcomes, both in digital and physical spaces.


  • PhD in Marketing (University of Leeds, UK)
  • MSc in International Marketing Management (University of Leeds, UK)
  • Cert. DMP Digital and Direct Marketing (Institute of Direct Marketing, UK)
  • BA in Advertising and Public Relations (Universidad Europea de Madrid, Spain)

Student education

I lead and teach Brand Management and Corporate Identity (LUBS 5432) module, and also contribute to the design aspects of Band Management for LUBS 5433.