Background
Dennis is Lecturer (Assistant Professor) in Marketing and Behavioural Science and acts as the Strategic Marketing and Sales Group's liaison for research matters. Previously, Dennis was Client Relationship Director of the Cranfield Customer Management Forum, one of the School of Management's best research practice clubs.
Prior to joining Cranfield, Dennis worked in business development, marketing, consulting and applied research roles in Germany and Switzerland. Among the companies he worked for and with are premium car manufacturer Audi, chemical and consumer goods company Henkel, heating and cooling solutions provider Vaillant Group and national postal service Swiss Post.
Dennis has taught brand management, marketing strategy, consumer behaviour and research methods to postgraduate students and executives in the UK, Germany and Switzerland.
He holds award-winning degrees in marketing, psychology and behavioural science from Lancaster University Management School and Cranfield School of Management.
Current activities
Dennis's research interests fall into three broad areas:
- The role of brands in consumer choice and decision-making
- The impact of new technologies on consumer perceptions, attitudes and preferences
- The interplay of social/consumption experiences and happiness
To tackle interesting research questions and managerial issues, Dennis uses a variety of quantitative methods, combining experiments, field studies and large-scale archival and consumer data (big data).
Publications
Conference Papers
- Hough A, Marcos Cuevas J & Esch D. (2022). The impact of sales knowledge acquisition on adaptiveness: a scoping study
- Esch DT, Jaremka LM, Vazire S, Piantadosi ST & Andrade F. (2022). Identifying and tackling abuse and bullying in academia
- Esch DT, Mylonopoulos N & Theoharakis V. (2022). Pollfish: evaluating a mobile-first platform for crowdsourcing behavioral research
- Esch DT, Mylonopoulos N & Theoharakis V. (2022). Pollfish: evaluating a mobile-first platform for crowdsourcing advertising research
- Esch DT, Mylonopoulos N & Theoharakis V. (2022). Pollfish: evaluating a mobile-first platform for crowdsourcing personality research
- Esch DT. (2019). When Denial Makes Defeats Worse: Task Performance and Perceived Success Following Identity Threats
- Esch DT & Wilson HN. (2019). We Won, Therefore I Won: How the Performance of Social Groups Affects Individuals’ Subjective Well-Being
- Esch DT & Wilson HN. (2018). The Power of Social Victories: Resilience and Group Performance as Predictors of Individuals’ Task Performance
- Esch DT & Wilson HN. (2018). The Power of Social Victories: Resilience and Group Performance as Predictors of Individuals’ Task Performance
- Esch DT, Wilson HN & Macdonald EK. (2017). An Integrated Model of the Antecedents and Consequences of Touchpoints: An Abstract
- Esch DT, Hildebrand C & Herrmann A. (2016). Who is David and who Goliath? consumers’ variety and complexity perceptions as opposing drivers of assortment attractiveness and choice satisfaction
- Esch DT, Hildebrand C & Herrmann A. (2016). The Double-Edged Sword of Assortment Size: More Options, More Consumer Benefits?
- Esch DT & Häubl G. (2016). Can Sports Be Bad for You? Outcomes of Pro-Sporting Events, Team Attachment and Consumer Happiness
- Esch DT. Perceived credibility of information as a function of information order, not information source or information valence
- Esch DT. Ecological validity revisited: A tale of failed replications in the laboratory
