Dr Khaled El Shamandi Ahmed

Khaled is a Postdoctoral Research Associate working with Professor Ben Lowe. He holds a PhD in Marketing from Reading University; MSc in Business and Management from Aston University; and BA in Mass Communications from Cairo University. Before joining KBS, Khaled gained intensive teaching experience in marketing and held Lectureship positions at Bayes Business School, and Goldsmith University. Khaled is also a Fellow of the Higher Education Academy (FHEA).

In his research, Khaled is a digital consumer researcher and his research has been published at Journal of Service Management.

He also presented his research at leading international conferences in marketing such as SERVSIG, European Academy of Marketing Conference (EMAC), American Marketing Association (AMA), Association of Consumer Research (ACR) and a Consumer Culture Theory (CCT).

Prior to joining academia, Khaled gained a decade of industry experience in media planning, news editing, and transport operations. In his spare time, he enjoys hiking, gym, and birdwatching.    

Khaled is a digital consumer researcher who is interested in understanding “reality” in the digital world (e.g., Augmented Reality, Virtual Reality, and Mixed Reality). 

He employs theories from psychology, philosophy, and sociology (e.g., theory of imagination and mind; fun; and self) to draw insights about consumer behaviour in AR/VR/MR; and how these technologies can be used to improve consumers’ health and well-being. More broadly, Khaled is also interested in applying marketing theories to make the world a better place. E.g., using technology to overcome aphantasia; and co-creating a fair pricing strategy for consumers with limited income or exceptional circumstances.

Link Google Scholar 

• Marketing Communications
• Consumer Behaviour
• Digital Marketing
• Marketing Strategy
• International Marketing 

Khaled has supervised over 60 undergraduate and postgraduate dissertations on various marketing topics.