Dr Fiona Davies

Qualifications

PhD, Cardiff University, 2007 (Title: Examining the effects of alcohol-related sports sponsorship on teen attitudes and intentions)
MSc, Bristol Polytechnic (now University of the West of England), 1989 (Distinction)
BSc, University of Edinburgh, 1976

Research interests

Sport sponsorship
Marketing of alcohol products
Effect of marketing communications on consumer behaviour.

Current Research Projects

The influence of sporting involvement on intentions to consume alcohol:
- Cultural norms as predictors in the Theory of Reasoned Action (with Prof G Foxall)
- Comparisons between sports
- Gender comparisons

Personality type and response to sponsorship

Influences on young women’s alcohol consumption (replication of research carried out in Australia by Rebecca O’Hara, Dr Debra Harker and Dr Michael Harker, with a view to publishing a comparative paper)

Selected publications

Journal Publications

F Davies and G Tsiantas (2008) "Selection of leveraging strategies by national olympic sponsors: a proposed model", , Vol 9, 4, 271-289.

F Davies, C Veloutsou and A Costa (2005) "Investigating the influence of a joint sponsorship of rival teams on supporter attitudes and brand preference", Journal of Marketing Communications, Vol 11, 4, 1-18

A Jamal, F Davies, F Chudry and M Al Mari (2006), ‘Profiling consumers; A study of Qatari consumers’ shopping motivations’, Journal of Retailing and Consumer Services, 13, 67-80

V-W Mitchell, F Davies, L Moutinho and V Vassos (1999), 'Using neural networks to understand service risk in the holiday product', Journal of Business Research (Special Issue: UK Services Marketing Scholarship), Vol 46 No 2, October, 167 - 180

Conference Proceedings

Fiona Davies (2007), ‘ Compliant personalities and their response to sponsorship’, UK Academy of Marketing Conference, Kingston Business School, July
Fiona Davies (2003), 'Exploring UK consumer attitudes to sport sponsorships', UK Academy of Marketing Conference, Aston, July (Pearson Education award for Best Paper in Arts, Heritage and Sports Marketing track)

Sam Bibby and Fiona Davies (2003), ‘Succeeding in the scrum or losing in the lineout? An investigation into national rugby team sponsorship’, Proceedings of American Marketing Association Summer Marketing Educators’ Conference, Chicago, August: 276-277

Fiona Davies (2003), ‘Global events, national sponsors: can benefits be gained through short-term associations?’, European Marketing Trends Congress, Venice, November. On conference website at www.escp-eap.net/conferences/marketing