缅北禁地

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Profile

Dr Dan Petrovici

Senior Lecturer in Marketing

Background



Profile

Senior Lecturer (Associate Professor) in Marketing at 缅北禁地 Business School.

PhD (International Marketing) University of 缅北禁地

  • Email: dan.petrovici@ncl.ac.uk
  • Address: NUBS 1.05, 缅北禁地 Business School, 5 Barrack Road, 缅北禁地 Upon Tyne , NE1 4SE


Dan’s research was applied in the food, fashion and health sectors, covering Asia, Europe and the UK, South and North America. Business engagement was with many organisations (e.g. English Heritage, Santander, Shepherd Neame, Fudge Kitchen, Eureko group, Locate in Kent).


Before joining NUBS, Dan worked at University of Kent where he led the Research Signature Theme on Environment, Food Systems and Natural Resources. Prior to joining academia, Dan worked in industry (Fessel-GfK). Dan’s external engagement is evidenced by numerous appointments (Co-Chair of the Academy of Marketing Science’s World Marketing Congress; Expert, European Commission; Rapporteur on Food Safety/Security to the National Authority of Scientific Research and the Cabinet Office, Romania; Eurostat Consultant).

He was Visiting Scholar at numerous leading universities in countries such as Austria, France, Spain, Germany, Canada and Japan.


He has published in scholarly academic journals such as Journal of Public Policy and Marketing, Journal of Business Research, Journal of Business Ethics, International Marketing Review, European Journal of Marketing, International Journal of Innovation Management, International Journal of Advertising.

 

Dan is passionate about research that addresses complex societal and global problems and has a transformative impact on society and the environment. Using both qualitative and particularly quantitative methodologies, Dan’s work aims to improve our understanding of how consumers process information, embrace more sustainable consumption/brands and healthier lifestyles and adopt new technologies.


Research

Dan’s research agenda is in the interface between international marketing, behavioural economics and psychology. His research crosses over several fields:


- Persuasion in marketing communications (digital advertising, comparative advertising, product placement, sponsorship, advertising to children)


- Consumer behaviour (innovation and the adoption of new technologies, branding, ethical and sustainable consumption, online consumer behaviour, food consumer behaviour, patient behaviour, decision making, emotions, habits and behavioural change)


-Cross-cultural marketing (validation of marketing models across nations)


Dan’s record of research output is reflected by numerous successful funding applications as PI or CI, over thirty published peer-reviewed articles in international journals, over sixty peer-reviewed conference papers, several policy reports and contributions to several books. Dan reviews for many leading journals and belongs to the Advisory Board of International Marketing Review. Further information about Dan's research can be found on .


Dan is interested in supervising PhD students in the areas of:

  • Digital marketing
  • Marketing communications (processing of information, platform, source & message framing effects)
  • Consumer behaviour and behavioural change (motivations, attitudes, emotions, threats)
  • Cross-cultural marketing (cultural effects, invariance of scales)


Teaching

NBS8509: International Brand Management

NBS8562: Contemporary Trends in Marketing

MKT2001: Global Marketing 

Publications

  • Articles

    • Petrovici DA, Lassar W, Hertelendy A, Parthasarathy M. . Journal of Hospital Administration 2024, 13(1), 16-24.
    • Christofi M, Manika D, Hadjielias E, Kvasova O, Petrovici D, Lowe B. . European Journal of Marketing 2022, 56(1), 2829-2832.
    • Petrovici DA, Obal M, Walton B, Fearne A. The role of market knowledge type on product innovation performance. International Journal of Innovation Management 2020, 24(5). In Preparation.
    • Petrovici D, Golden L, Orazbek D. Direct and indirect brand comparisons, message framing and gender effects in advertising. Journal of Market Development and Competitiveness 2019, 13(5), 9-21.
    • Hasan R, Lowe B, Petrovici DA. An empirical comparison of consumer innovation adoption models: Implications for subsistence marketplaces. Journal of Public Policy and Marketing 2019, 38(1), 61-80.
    • Davidova S, Fredriksson L, Gorton M, Mishev P, Petrovici D. . Environment and Planning C: Government and Policy 2012, 30(2), 209-227.
    • Petrovici D, Ritson C. . Journal of Consumer Policy 2006, 29(3), 279-300.
    • Petrovici DA, Ritson C. . BMC Public Health 2006, 6(222).
    • Petrovici DA, Ritson C, Ness M. . Cahiers d'Economie et Sociologie Rurales 2005, 75(2), 23-49.
    • Petrovici DA, Ritson C, Ness M. . Journal of International Food and Agribusiness Marketing 2004, 16(1), 59-87.
    • Ritson C, Petrovici D. . British Food Journal 2000, 102(4), 290-308.

  • Book Chapters

    • Petrovici DA, Golden L, Laroche M, Liu Q. . In: Gunina, D; Waiguny, MKJ, ed. Advances in Advertising Research XIII: Frontiers of Advertising: Re-considering Its Shapes and Forms. Cham: Springer, 2025, pp.115-125.
    • Ritson C, Petrovici D. . In: Frewer, L., Risvik, E., Schifferssein, H, ed. Food, People and Society. Berlin: Springer, 2001, pp.339-363.

  • Conference Proceedings (inc. Abstract)

    • Popa A, Hubbard MC, Gorton M, Petrovici D. . In: Joint FAO - IAMA workshop on "Agribusiness and Agro-industries Development in Central and Eastern Europe". 2010, Budapest, Hungary: FAO Regional Office for Europe and Central Asia.