Dr Dennis Esch

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

• Articles in journals
• Conference papers