Kent Business School

About

Ben Lowe is Professor of Marketing and Head of the Marketing research group at Kent Business School, University of Kent. Ben has been a marketing academic in the UK and Australia for over ten years and has a PhD in marketing from Griffith University.

Ben’s primary research interests relate to consumer behaviour and consumer acceptance of innovations. Specifically, Ben's research interests are in pricing innovations, consumer evaluations of introductory prices and promotions, diffusion and adoption of innovations, pioneer brand advantage, the Theory of Planned Behaviour, and the Technology Acceptance Model. He is also interested in food and consumers, social innovations and “Bottom of the Pyramid” markets. Ben has published over thirty refereed journal articles in journals such as Psychology & Marketing, Technovation, the International Marketing Review, the European Journal of Marketing, the Journal of Interactive Marketing, the Journal of Marketing Management, the American Journal of Agricultural Economics, the Journal of Consumer Behaviour, the Journal of Product & Brand Management and others, and has co-authored a book on marketing research which is in its 3rd edition. He has also co-edited special issues on “Changing Food Consumption Behaviours” (Psychology & Marketing) and “Online Financial Services in a Changing World” (Service Industries Journal).

Ben has been awarded the following:

  • Outstanding Reviewer for International Journal of Bank Marketing in the Emerald Literati Network 2016 Awards for Excellence
  • Best Overall Conference Paper Award, American Marketing Association Summer Educators' Conference, San Francisco, 2011 – 'Understanding Consumer Active Participation in Healthcare Virtual Communities' (also Best Paper in Track, Innovative Marketing Technology)
  • Faculty of Social Sciences Teaching Prize, University of Kent, 2011 – 'The Twitter Project: Using Twitter to Enhance Student Learning in Business and Economics Modules'
  • Academy of Marketing Research Initiative Award, 2008 (for 'A Comparison of Promotional Strategies for Market Penetration'. The completed research was subsequently published in the Journal of Marketing Management).

 

Contact Information

Address

Room 214
Sibson
Kent Business School
Canterbury
CT2 7FS

12.00 - 14.00 Monday

back to top

Publications

Also view these in the Kent Academic Repository

Book
d'Alessandro, S. et al. (2017). Marketing Research. [Online]. Melbourne, Australia: Cengage Learning. Available at: https://cengage.com.au/product/title/marketing-research-asia-pacific-edition-with/isbn/9780170369824.
Zikmund, W. et al. (2014). Marketing Research: 3rd Asia Pacific Edition. [Online]. Melbourne: Cengage Learning. Available at: http://www.cengage.com/aushed/instructor.do?disciplinenumber=1027&product_isbn=9780170236027&courseid=MK07&codeid=2A6A&sortByShow=all&sortBy=copyrightYear&instructorFlag=true&newProducts=false&codeFlag=false.
Zikmund, W. et al. (2010). Marketing Research: 2nd Asia Pacific Edition. Australia: Cengage Learning.
Zikmund, W. et al. (2007). Marketing Research: An Asia Pacific Edition. [Online]. Melbourne: Cengage Learing Australia. Available at: http://higher.cengage.com.au/default.aspx?et=1&ei=60&subSiteID=4&ibcClientID=3784257&ibcClientToken=4060871&bookID=14717&categoryID=1549.
Lowe, B., Winzar, H. and Ward, S. (2007). Essentials of SPSS for Windows Versions 14 and 15: A Business Approach. [Online]. Australia: Cengage Learning. Available at: http://higher.cengage.com.au/title/0170134652/1549.
Book section
Lowe, B., Lynch, D. and Lowe, J. (2017). Pricing and Consumers in a Changing World. in: Hinterhuber, A. and Liozu, S. eds. Innovation in Pricing: Contemporary Theories and Best Practices. Routledge. Available at: https://www.routledge.com/Innovation-in-Pricing-Contemporary-Theories-and-Best-Practices/Hinterhuber-Liozu/p/book/9781138738270.
Lowe, B., Lowe, J. and Lynch, D. (2012). Behavioral Aspects of Pricing. in: Hinterhuber, A. and Liozu, S. eds. Innovation in Pricing: Contemporary Theories and Best Practices. Routledge. Available at: http://books.google.co.uk/books?hl=en&lr=&id=dYQE2S30BZcC&oi=fnd&pg=PA357&dq=info:kIiBgScsR1QJ:scholar.google.com&ots=P0onF4HiHD&sig=c1ACtAgjYN9GjFE0C0nYcILHP6M&redir_esc=y#v=onepage&q&f=false.
Article
Lowe, B. and Johnson, D. (2017). Diagnostic and Prescriptive Benefits of Consumer Participation in Virtual Communities of Personal Challenge. European Journal of Marketing.
Chan, F. and Lowe, B. (2017). Product placement practices in prime-time television programs in Hong Kong. International Journal of Advertising [Online]. Available at: http://dx.doi.org/10.1080/02650487.2017.1353263.
Chan, F., Lowe, B. and Petrovici, D. (2017). Processing of product placements and brand persuasiveness. Marketing Intelligence and Planning [Online] 23:311-328. Available at: http://www.tandfonline.com/doi/full/10.1080/13527266.2015.1061036.
Hasan, M., Lowe, B. and Rahman, M. (2017). Visual cues and innovation adoption among bottom of the pyramid consumers. Qualitative Market Research [Online] 20:147-157. Available at: https://doi.org/10.1108/QMR-04-2015-0032.
Chan, F., Petrovici, D. and Lowe, B. (2016). Antecedents of Product Placement Effectiveness Across Cultures. International Marketing Review [Online] 33:5-24. Available at: http://www.emeraldinsight.com/doi/full/10.1108/IMR-07-2014-0249.
Chan, F., Lowe, B. and Petrovici, D. (2015). Young Adults' Perceptions of Product Placement in Films: An Exploratory Comparison between the United Kingdom and Hong Kong. Journal of Marketing Communications [Online]. Available at: http://dx.doi.org/10.1080/13527266.2015.1061036.
Lowe, B., Souza-Monteiro, D. and Fraser, I. (2015). Changing Food Consumption Behaviors. Psychology & Marketing [Online] 32:481-485. Available at: http://dx.doi.org/10.1002/mar.20793.
Lowe, B., Lynch, D. and Lowe, J. (2015). Reducing Household Water Consumption: A Social Marketing Approach. Journal of Marketing Management [Online] 31:378-408. Available at: http://dx.doi.org/10.1080/0267257X.2014.971044.
Lowe, B., Fraser, I. and Souza Monteiro, D. (2015). A change for the better? Digital health technologies and changing food consumption behaviors. Psychology & Marketing [Online] 32:585-600. Available at: http://dx.doi.org/10.1002/mar.20802.
Lowe, B. (2015). Should Consumers Request Cost Transparency? Cost Transparency in Consumer Markets. European Journal of Marketing [Online] 49:1992-1998. Available at: http://www.emeraldinsight.com/doi/abs/10.1108/EJM-07-2015-0453.
Balcombe, K. et al. (2015). Information Customization and Food Choice. American Journal of Agricultural Economics [Online] 98:54-73. Available at: http://ajae.oxfordjournals.org/content/98/1/54.
Johnson, D. and Lowe, B. (2015). Emotional Support, Perceived Corporate Ownership and Skepticism toward Out-groups in Virtual Communities. Journal of Interactive Marketing [Online] 29:1-10. Available at: http://www.sciencedirect.com/science/article/pii/S1094996814000450.
Lowe, B. and Alpert, F. (2015). Forecasting consumer perception of innovativeness. Technovation [Online] 45-46:1-14. Available at: http://www.sciencedirect.com/science/article/pii/S0166497215000103.
Laffey, D., Lowe, B. and Gandy, A. (2015). Online Retail Financial Services in a Changing World. Service Industries Journal [Online] 35:499-501. Available at: http://dx.doi.org/10.1080/02642069.2015.1048432.
Lowe, B., Lynch, D. and Lowe, J. (2014). The role and application of social marketing in managing water consumption: a case study. International Journal of Nonprofit and Voluntary Sector Marketing [Online] 19:14-26. Available at: http://dx.doi.org/10.1002/nvsm.1484.
Lowe, B., Yeow, P. and Yee, F. (2014). Price promotions and their effect upon reference prices. Journal of Product and Brand Management [Online] 23:349-361. Available at: http://dx.doi.org/10.1108/JPBM-01-2014-0485.
Lowe, B., Souza Monteiro, D. and Fraser, I. (2013). Nutritional Labelling Information: Utilisation of New Technologies. Journal of Marketing Management [Online] 29:1337-1366. Available at: http://dx.doi.org/10.1080/0267257X.2013.798673.
Lowe, B. et al. (2013). The Use of Web 2.0 Technologies in Marketing Classes: Key Drivers of Student Acceptance. Journal of Consumer Behaviour [Online] 12:412-422. Available at: http://dx.doi.org/10.1002/cb.1444.
Lowe, B. and Barnes, B. (2012). Consumer perceptions of monetary and non-monetary introductory promotions for new products. Journal of Marketing Management [Online] 28:621-651. Available at: http://dx.doi.org/10.1080/0267257X.2011.560889.
Thwaites, D. et al. (2012). The Impact of Negative Publicity on Celebrity Ad Endorsements. Psychology & Marketing [Online] 29:663-673. Available at: http://dx.doi.org/10.1002/mar.20552.
Lowe, B., Barnes, B. and Rugimbana, R. (2012). Discounting in International Markets and the Face Value Effect: A Double-Edged Sword? Psychology & Marketing [Online] 29:144-156. Available at: http://dx.doi.org/10.1002/mar.20511.
Lowe, B. and Laffey, D. (2011). Is Twitter for the Birds? Using Twitter to Enhance Student Learning in a Marketing Course. Journal of Marketing Education 33:183-192.
Lowe, B. and Alpert, F. (2010). Pricing Strategy and the Formation and Evolution of Reference Price Perceptions in New Product Categories. Psychology & Marketing [Online] 27:846-873. Available at: http://dx.doi.org/10.1002/mar.20361.
Prugsamatz, S., Lowe, B. and Alpert, F. (2010). Modelling Consumer Entertainment Choice: Key Attributes and Differences by Segment. Journal of Consumer Behaviour [Online] 9:381-392. Available at: http://dx.doi.org/10.1002/cb.325.
Lowe, B. and Alpert, F. (2010). The Relative Influence of Pioneer and Follower Pricing Strategy on Reference Price and Value Perceptions of Pioneer and Follower Brands. Journal of Product and Brand Management [Online] 19:504-511. Available at: http://dx.doi.org/10.1108/10610421011086928.
Lowe, B., Lowe, J. and Lynch, D. (2010). A Case Study and Some Propositions about Marketing in a Fast Growth SME: Is Entrepreneurial Marketing Different? Journal of Strategic Management Education [Online] 6. Available at: http://www.senatehall.com/strategic-management?article=406.
Sey, A., Lowe, B. and Poole, N. (2010). The Use of Intellectual Property Protection by Micro, Small, and Medium Scale Enterprises: A Case Study of Ghana. Enterprise Development and Microfinance [Online] 21:67-83. Available at: http://dx.doi.org/10.3362/1755-1986.2010.006.
Lowe, B. (2010). Consumer Perceptions of Extra-free Product Promotions and Discounts: The Moderating Role of Perceived Risk. Journal of Product and Brand Management 19:496-503.
Lowe, B. and Lowe, J. (2009). Marketing Education and the Missing P: Evidence from Australia. Journal of Strategic Management Education 5:111-122.
Barnes, B., O'Reilley, D. and Lowe, B. (2009). Moving Towards Equilibrium in Industrial Markets: An Analysis of Dyadic Paired Relationships. Journal of Strategic Management Education 5:151-166.
Lowe, B. and Alpert, F. (2007). Measuring reference price perceptions for new product categories: which measure is best? Journal of Product and Brand Management [Online] 16:132-141. Available at: http://dx.doi.org/10.1108/10610420710740007.
Myerscough, S., Lowe, B. and Alpert, F. (2006). Willingness to Provide Personal Information Online: The Role of Perceived Privacy Risk, Privacy Statements and Brand Strength. Journal of Website Promotion 2:115-140.
Conference or workshop item
Hasan, M., Lowe, B. and Petrovici, D. (2017). Towards an Integrated Theory of Pro-Poor Innovation Adoption in the BOP. in: Verhoef, P. C. ed. 46th EMAC Annual Conference.. Available at: http://www.emac-online.org/r/default.asp?iId=FMHGKF.
Chan, F. and Lowe, B. (2017). The Effect of Placement Context on Brand Persuasiveness. in: 2017 Academy of Marketing Science Conference.. Available at: http://www.ams-web.org/events/EventDetails.aspx?alias=2017AMSCoronado.
Hasan, M., Lowe, B. and Petrovici, D. (2017). Consumer Adoption of Innovations in the Bottom-of-the-Pyramid: Empirical Evidence from Two Services in Bangladesh. in: LaRoche, M. ed. Royal Bank International Research Seminar.
Hasan, M., Lowe, B. and Petrovici, D. (2016). Antecedents of Adoption of Pro-poor Innovations in the Bottom of Pyramid: An Empirical Comparison of Key Innovation Adoption Models. in: 19th Annual AMS World Marketing Congress.. Available at: http://www.ams-web.org/events/EventDetails.aspx?id=636154.
Hasan, M., Lowe, B. and Petrovici, D. (2016). Consumer Pro-Poor Innovation Adoption within the Bottom-of-the-Pyramid. in: Academy of Marketing Annual Conference.. Available at: https://www.academyofmarketing.org/conference-2016/2016.
Souza Monteiro, D., Lowe, B. and Fraser, I. (2016). Changing food choice behaviors using calorie counters. in: Teyssier, S. and Crosetto, P. eds. 1st Winter Workshop on the Behavioral and Experimental Economics of Food Consumption.
Chan, F. and Lowe, B. (2016). Exploring the Prevalence and Execution of Brand Placements in Hong Kong Prime Time Television Programs. Available at: http://www.aejmc.org/home/2016/06/adv-2016-abstracts/.
Lowe, B. and Alpert, F. (2013). Antecedents and Consequences of Consumer Perception of Product Innovativeness. in: Annual AMS World Marketing Congress.
Souza Monteiro, D., Lowe, B. and Fraser, I. (2013). Consumer Willingness-to-Pay for Technology to Provide Nutritional Information in Retail environments. in: AMA Marketing and Public Policy Conference.
Chan, F., Petrovici, D. and Lowe, B. (2013). Cultural Differences in the Perception of Product Placement in Films. in: European Academy of Marketing 42nd Conference.
Fraser, I. et al. (2013). Attribute Non-Attendance and Attribute Importance Ranking Responses with Discrete Choice Experiments. in: 137th European Association of Agricultural Economists (EAAE) Seminar.
Chan, F., Petrovici, D. and Lowe, B. (2013). The Role of Depth of Processing and Need for Cognition on Product Placement Effectiveness. in: Academy of Marketing Annual Conference.
Souza Monteiro, D., Lowe, B. and Fraser, I. (2013). Do conusmers value mobile technologies to assess nutritional information in retail environments? in: American Marketing Association, Marketing and Public Policy Conference.
Lowe, B. et al. (2012). Non-price Drivers of Household Water Consumption. in: Hulbert, B., Harrigan, P. and Harris, L. eds. Academy of Marketing Annual Conference.. Available at: https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0168_paper.pdf.
Lowe, B., Lowe, J. and Lynch, D. (2012). Demarketing the Consumption of Household Water: Key Drivers and Implications for Social Marketing. in: Dibb, S. et al. eds. ISM-Open Conference.
Lowe, B., Souza Monteiro, D. and Fraser, I. (2012). Nutritional Information Labeling and New Technologies: An Exploration of Consumer Preferences. in: Rita, P. et al. eds. European Academy of Marketing 41st Conference.
Lowe, B., Lowe, J. and Lynch, D. (2012). Reducing Water Consumption: An Application and Extension of the Theory of Planned Behaviour. in: Rita, P. et al. eds. European Academy of Marketing 41st Conference.
Chan, F., Petrovici, D. and Lowe, B. (2011). Young Consumers' Experiences and Perceptions of Product Placement in Movies and its Implications. in: Avanca International Conference Cinema - Art, Technology and Communication.
Laffey, D., Lowe, B. and Gandy, A. (2011). Social Media: Past, Present and Future. A Review of the Literature. in: 15th Annual AMS World Marketing Congress.
Johnson, D. and Lowe, B. (2011). Understanding Consumer Active Participation in Healthcare Virtual Communities. in: Summer Marketing Educators Conference.
Lowe, B. et al. (2011). Student Acceptance of Twitter in Marketing Course: An Application of the TAM. in: 15th Annual AMS World Marketing Congress.
Lowe, B. and Barnes, B. (2009). Discounting and the Face Value Effect. in: Helfer, J. -P. and Nicolas, J. -L. eds. European Academy of Marketing 38th Conference.
Lowe, B. and Barnes, B. (2009). Consumer Perceptions of Monetary and Nonmonetary Promotions for New Products. in: Parkinson, S. ed. Academy of Marketing Annual Conference.
Souza Monteiro, D., Lowe, B. and Fraser, I. (2009). Willingness to Pay for Nutritional Information in Shopping Baskets. in: AAEA & ACCI Joint Annual Meeting .
Lowe, B. (2009). The Relative Influence of Pioneer and Follower Pricing Strategy on Reference Price and Value Perceptions of Pioneer and Follower Brands. in: Helfer, J. -P. and Nicolas, J. -L. eds. European Academy of Marketing 38th Conference.
Lowe, B. and Lowe, J. (2005). Marketing Drivers and Barriers to Growth in the Entrepreneurial Firm. in: Regional Entrpreneurship and Innovation Teaching Exchange, AGSE. AGSE.
Lowe, B. and Winzar, H. (2005). Deriving a Short List of Brand Names: A Comparison of Measures Based on Censored Preference Data. in: Australian-New Zealand Marketing Academy Conference. Australian-New Zealand Marketing Academy .
Lowe, B. and Lowe, J. (2004). Marketing Education in Australia: The Missing P!. in: Wiley, J. and Thirkell, P. eds. Australian-New Zealand Marketing Academy Conference. Australian-New Zealand Marketing Academy .
Lowe, B. and Lowe, J. (2004). Marketing in a Fast Growth New Venture: Is Entrepreneurial Marketing Different? in: Wiley, J. and Thirkell, P. eds. Australian-New Zealand Marketing Academy Conference. Australian-New Zealand Marketing Academy .
Lowe, B. and Alpert, F. (2003). Revisiting Consumer Preference Formation and Pioneer Brand Advantage: Implications for Follower Pricing Strategy. in: Henderson, G. R. and Moore, M. C. eds. Winter Marketing Educators Conference. American Marketing Association, pp. 179-187.
Lowe, B. and Alpert, F. (2002). Reference Price Research: A Critical Review, Recent Developments and Future Directions. in: Tynan et al., A. C. ed. Academy of Marketing Annual Conference. Academy of Marketing, UK.
Total publications in KAR: 70 [See all in KAR]
back to top

Research Interests

  • Applied consumer behaviour
  • Consumer acceptance of technology
  • Pricing and reference pricing
  • Pioneer advantage

Research Grants

  • ‘Product placement in Hong Kong television programs: The role of prior notification and humor on brand persuasiveness’, Hong Kong Research Grant Council, HK$417 100. With Fong Yee Fanny Chan.
  • 'The Use of Mobile Technology to Enhance Nutritional Information Provision for Healthy Diet Choices', British Academy, £7 400. With Iain Fraser and Diogo de Souza-Monteiro.
  • 'Developing a Marketing Orientation at Erlang Solutions', Knowledge Transfer Partnership, Technology Strategy Board, £98,053, 2010. Lead academic. With Des Laffey (Academic support).
  • 'Comparison of Promotional Strategies for Market Penetration', Academy of Marketing, 2008.
  • 'Measuring Perceived Innovativeness', Faculty of Social Sciences, University of Kent, 2008.
  • 'A Comparison of Managerial and Consumer Perceptions of Innovativeness', Kent Business School, University of Kent, 2008
  • 'Is there a Demand for Nutritional Information through Wi-Fi Devices?', Faculty of Social Sciences, University of Kent, 2008.
  • 'Operationalising the Concept of Reference Price', School of Marketing Research Development Grant, Griffith University, 2002.
back to top

Teaching

Ben has taught across the marketing curriculum in the UK, Europe and Australia, at undergraduate and postgraduate level. He is currently Director of Studies for the MSc in Marketing and teaches marketing and research methods modules on this programme. Ben’s area of specialism is Marketing Research, and he has co-authored a best-selling book in this area (Zikmund, William, Steve D’Alessandro, Hume Winzar, Ben Lowe and Barry Babin (2014), Marketing Research: 3rd Asia Pacific Edition, Melbourne: Cengage Learning. ISBN-978-0170236027). This book was shortlisted for an Australian Educational Publishing Award by the Australian Publishers Association. He has also co-authored a book on SPSS (Lowe, Ben, Hume Winzar and Steve Ward (2007), Essentials of SPSS for Windows Version 14 and 15: A Business Approach, Melbourne: Thomson Learning. ISBN-10: 0170134652)

He has published several articles about marketing education in journals such as the Journal of Marketing Education and the Journal of Consumer Behaviour. In 2011 he won the Faculty of Social Sciences Teaching Award at the University of Kent for using Twitter to enhance learning outcomes in business modules (with Des Laffey and William Collier).

back to top

Professional

Ben has worked with a range of private and public sector organisations in the UK and Australia assisting with a variety of marketing problems.

back to top

Supervision

Current Supervisees
  • Sheena Karangi: An Investigation of the Relationship between Product Haptic Accessibility and Consumer Response: A Brand Perspective
  • Hazem Abdullah AlKulaib: When Consumer Becomes the Endorser: The Effect of Consumer Endorsement on Brand Perception Within Social Media Platform
Past Supervisees
  • Gaye Bebek: Analysing the Differences in the Cultural Meaning of Green Products
  • Fong Yee Chan: The Effectiveness of Product Placement in Films Across Cultures: The Role of Prominence, Brand Awareness, Prior Disclosure and Depth of Processing
  • Ugwushi Bellema Ihua: Knowledge Management in Small to Medium-Sized Enterprises
  • David Yawson: Entrepreneurial Marketing Decision Making in Small and Medium Scale Enterprises (SME) in the Food Industry:
  • Donna Knowles: What effect, if any, does the use of social media have on dynamic capabilities?
  • MD Rajibul Hasan: Consumer Adoption of Pro-poor Innovations in the Bottom of the Pyramid
back to top

Kent Business School - © University of Kent

The University of Kent, Canterbury, Kent, CT2 7FS, T: +44 (0)1227 827726, E: kbsinfo@kent.ac.uk

Last Updated: 19/06/2017