Anita has completed her PhD at the University of Gloucestershire Business School. Prior to her academic role, Anita gained extensive experience from the industry covering public and private sectors e.g. aviation, tourism and exporting in China.
Her current research interests are in consumer adoption behaviour and political marketing with a particular focus on young voters’ political engagement and sustainable consumption. One of her papers has been awarded the best paper ‘Political Marketing Track Prize’ sponsored by Wiley at the Academy of Marketing Conference 2013 (with Drs Dermody, Hanmer-Lloyd and Koenig-Lewis).
She is keen on collaborating with colleagues with similar interest/cross-disciplinary. One of her projects is granted by Swansea University (Bridging the Gap: Escalator, BTGE090, with Drs Koenig-Lewis, Xuan and Probert, £7,190.60) which focuses on identifying the role of consumer behaviour in (re)shaping future water utility business models under climate change impact. She has also successfully secured a grant awarded by Swansea Academy of Learning and Teaching (SALT), Small Project Grants 2011 for “Using marketing simulations to enhance student engagement and experience” (with Dr Koenig-Lewis, £1,772.17).
Her expertise is known in the financial services industry. She has been involved in several projects which investigate the barriers to young consumers’ electronic/digital banking adoption in China. Whilst this is a strategically important market for international business, it is not yet well researched and there is a lack of a holistic understanding. It is believed that her research and expertise of the market will add a unique contribution to the literature. Anita is interested in supervising doctoral projects that are close to her expertise and research interest.