Professor Caroline Tynan - Research

Current Research Activities
The majority of my research focuses on various aspects of relationship marketing. I have a particular interest in relationship marketing from a consumers' perspective which led to work on the challenges to theory and practice of relationship marketing in a cross cultural context.

Current work in progress explores the ways in which consumers imbue their consumption with meaning, particularly in relation to the celebration of the festival of Christmas. This annual commercialised celebration is reported to constitute some 50% of retailers profits and contributes to rising levels of both spending and consumer debt. From a consumer behaviour perspective, it is important to understand how consumers create social meanings through a range of Christmas consumption rituals.

My other research interests relate to my background as an ex-brand manager and a professionally qualified and registered marketer that has resulted in a lifelong interest in the way marketing managers and directors practice marketing.

I serve on the editorial boards of the European Journal of Marketing, the Journal of Marketing Management, the Journal of Consumer Behaviour: An International Review and the Marketing Review and am also the Founding Editor of both the Marketing Review and the Henley Management College Working Paper Series.

International Collaborations, Organisation & Contributions
2011 - Ongoing		Fellow and life member of the Academy of Marketing