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).
Kent Business School
12.00 - 14.00 Monday
Also view these in the Kent Academic Repository
- Applied consumer behaviour
- Consumer acceptance of technology
- Pricing and reference pricing
- Pioneer advantage
- ‘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.
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
Ben has worked with a range of private and public sector organisations in the UK and Australia assisting with a variety of marketing problems.
- 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
- 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