Contact Dr Marwa Tourky
- Tel: +44 (0) 1234 754772
- Email: M.Tourky@cranfield.ac.uk
- ORCID
- Google Scholar
- ResearchGate
Background
Marwa is Associate Professor of Marketing and Brand Management at the School of Management. Before joining Cranfield, she was Senior Lecturer at Exeter University Business School, UK. Her research focuses on corporate identity, communications and reputation management. Dr Tourky holds a PhD from Hull University Business School, where she also earned her Masters degree.
Her main research focus is on corporate marketing particularly corporate brand, identity and reputation management. She also works on integrated marketing communications (IMC) and CSR. In addition, her research examines the links between western and eastern social relationship networks, including guanxi, and wasta. Her research has appeared in European Journal of Marketing, Journal of Business Research, Corporate Reputation Review, and Qualitative Market Research: an International Journal.
Marwa is a Fellow of the Higher Education Academy. She is a passionate teacher and keen to promote academic rigour, practical application as well as a high level of student engagement in the classroom. Her teaching centres around marketing communications.
She is always looking for enthusiastic and experienced people from the private, public and not-or-profit sectors to share their insights and expertise in lectures and seminars. She is also keen to connect alumni with current students to share experiences and knowledge about their career choices in marketing communications, advertising and branding. Please contact Marwa directly if you are interested in engaging.
Nationality: British Egyptian
Qualifications
BSc (Hons), MRes (Distinction), PhD, PgCert, FHEA
Research opportunities
Research interests
Corporate Brand, Identity and Reputation Management
Corporate and Marketing Communications
Corporate Social Responsibility
Social Networks
Relationship Marketing
Research projects
Marwa is currently working on a broad range of projects with collaborators from both the UK and worldwide. Marwa's research focuses on four areas. First, on exploring the meaning and dimensions of corporate identity, in different contexts, and creating a toolkit for corporate identity management. Second, on examining the influence of various organisational factors (including core values and culture) and business dynamics on reputation building. Third, on the influence of integrated marketing communication (IMC) on brand performance. Fourth, on the role of social networks in attracting and maintain new customers.
PhD Supervision
Mengqi Zhong who is exploring corporate reputation management in social enterprises.
Mohamed Adel who is investigating the relationship between brand experience and corporate reputation in hotel industry.
Dr Tourky would be interested in supervising doctoral research following a positivist or pragmatic approach in studying the dynamics of identity, reputation and communications fields from both corporate and consumer perspectives.
Current activities
Research Impact
Marwa is currently working on a number of externally and internally funded research projects. Marwa is Principal Investigator (PI) on ESRC funded project 'Exploring the determinants of an effective implementation of Surfwell and measuring its impact on employees' wellbeing '. In collaboration with Devon and Cornwall police (DCP), this project explores the effectiveness of surfing intervention for improving mental health and wellbeing in the workplace. This high-profile project seeks to equipping DCP managers with a tool (framework) of determinants and best-practice dimensions for the successful implementation of Surfwell programme.
Marwa is Co-I on HEFCE funded project 'Leadership Development for Public Service Mutual Libraries', researching how libraries can maximise their social and economic value for a broad group of stakeholders including Libraries Unlimited, Explore York Libraries & Archives Mutual Limited, Suffolk Libraries IPS and California State Library. This high-profile project seeks to help libraries develop and capture their impact on local communities, and connect this social value to financial value using alternative forms of organizing independent from the public.
Marwa is also Co-I on Transforming Transitions research project, which examines and challenges potential barriers experienced by students with BTEC qualifications as they apply for, and then enter, higher education. "Transforming Transitions' led by Professor Debra Myhill, received £500,000 funding from the Higher Education Funding Council for England (HEFCE).
External positions
External Examiner for BSc Business and Management, Brunel University London.
External Examiner for BA Business and Marketing and BA Advertising and Marketing, Coventry University.
Fellow of Higher Education Academy
Previous Vice-Chair of South West Federation of Museums and Art Galleries Board of Trustees.
Member of the American Academy of Advertising
Member of the Academy of Marketing (AM)
Member of Chartered Institute of Marketing (CIM)
Member of the British Academy of Management (BAM)
Co-Chair of the 23rd International Conference in Corporate and Marketing Communications (CMC)
Special Issue Guest Editor, Journal of Marketing Communications
Publications
Articles In Journals
- Cheng B, Peng Y, Shaalan A & Tourky M. (2023). The Hidden Costs of Negative Workplace Gossip: Its Effect on Targets’ Behaviors, the Mediating Role of Guanxi Closeness, and the Moderating Effect of Need for Affiliation. Journal of Business Ethics, 182(1)
- Cheng B, Peng Y, Zhou X, Shaalan A, Tourky M, .... (2023). Negative workplace gossip and targets’ subjective well-being: a moderated mediation model. The International Journal of Human Resource Management, 34(9)
- Shaalan A, Agag G & Tourky M. (2023). Harnessing Customer Mindset Metrics to Boost Consumer Spending: A Cross‐Country Study on Routes to Economic and Business Growth. British Journal of Management, 34(1)
- Cheng B, Dong Y, Kong Y, Shaalan A & Tourky M. (2023). When and how does leader humor promote customer-oriented organizational citizenship behavior in hotel employees?. Tourism Management, 96(June)
- Tourky M, Osman S & Harvey WS. (2023). Aligning employee and organizational values to build organizational reputation. Asian Business & Management, 22(4)
- Shaalan A, Eid R & Tourky ME. (2023). A Rejoinder to: ‘Questioning the Appropriateness of ExaminingGuanxiin aWastaEnvironment: Why Context Should Be Front and Center in Informal Network Research – A Commentary on “De-Linking from Western Epistemologies: UsingGuanxi-Type Relationships to Attract and Retain Hotel Guests in the Middle East”’. Management and Organization Review, 19(5)
- Harvey WS, Osman S & Tourky M. (2022). Building Internal Reputation from Organisational Values. Corporate Reputation Review, 25(1)
- Shaalan A, Eid R & Tourky M. (2022). De-Linking From Western Epistemologies: Using Guanxi-Type Relationships to Attract and Retain Hotel Guests in the Middle East – ERRATUM. Management and Organization Review, 18(6)
- Shaalan A, Eid R & Tourky M. (2022). De-Linking From Western Epistemologies: UsingGuanxi-Type Relationships to Attract and Retain Hotel Guests in the Middle East. Management and Organization Review, 18(5)
- Shaalan A, Hegazy A, Tourky M, Elshaer I & Ashour H. (2022). Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt. Journal of Marketing Communications, 28(1)
- Harvey WS, Osman S & Tourky M. (2022). Correction to: Building Internal Reputation from Organisational Values. Corporate Reputation Review, 25(1)
- Shaalan A, Tourky M, Barnes BR, Jayawardhena C & Elshaer I. (2021). Arab networking and relationship marketing: is there a need for both?. Journal of Business & Industrial Marketing, 36(10)
- Tourky M, Foroudi P, Gupta S & Shaalan A. (2021). Conceptualizing corporate identity in a dynamic environment. Qualitative Market Research: An International Journal, 24(2)
- Tourky M, Kitchen P & Shaalan A. (2020). The role of corporate identity in CSR implementation: An integrative framework. Journal of Business Research, 117
- Tourky M, Alwi SFS, Kitchen P, Melewar TC & Shaalan A. (2020). New conceptualization and measurement of corporate identity: Evidence from UK food and beverage industry. Journal of Business Research, 109
- Porcu L, del Barrio-García S, Kitchen PJ & Tourky M. (2020). The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance. Journal of Business Research, 119
- Harvey WS, Tourky M, Knight E & Kitchen P. (2017). Lens or prism? How organisations sustain multiple and competing reputations. European Journal of Marketing, 51(4)
- Kitchen PJ, Tourky ME, Dean D & Shaalan AS. (2013). Corporate Identity Antecedents and Components: Toward a Theoretical Framework. Corporate Reputation Review, 16(4)
- Shaalan AS, Reast J, Johnson D & Tourky ME. (2013). East meets West: Toward a theoretical model linking guanxi and relationship marketing. Journal of Business Research, 66(12)
- Kitchen P & Tourky ME. Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?. Revista de Estudios Empresariales. Segunda Época
Conference Papers
- Ebeid Tanta M, Tourky M & Shaalan A. (2023). Convincing the cyber-sceptics: how do end-consumers perceive the motives and authenticity of customer-entrepreneurs?
- Tourky M, Alwi SFS, Shaalan A & Balmer J. (2023). Management of corporate identity for the pursuit of sustained CSR implementation
- Shaalan A, Tourky M & Ebeid M. (2023). End-consumer perceptions of customer-entrepreneur motives and authenticity
Books
- Abdelrazek MA, Tourky M & Harvey WS. (2024). Harmonizing Brand Experience In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global.
- Kitchen PJ & Tourky ME. (2022). Integrated Marketing Communications (2nd)
- Shaalan A, Tourky ME & Ibrahim K. (2022). Chapter 21: The chatbot revolution: Companies and consumers in a new digital age In Hanlon A & Tuten TL (eds), SAGE handbook of digital marketing. SAGE Publications Ltd.
- Shaalan A, Tourky ME & Ibrahim K. (2022). The Chatbot Revolution: Companies and Consumers in a New Digital Age In The SAGE Handbook of Digital Marketing. SAGE Publications Ltd.
- Kitchen PJ & Tourky ME. (2022). IGMC Drivers and Agency Interaction In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Implementing the IGMC Strategy In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Developing Integrated Global Marketing Communication Programs In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Integrated Communication or Integrated Marketing Communication In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). How Marketing Communication Works In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). The Global Marketplace Considerations In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). ROCI Investment and Measurement Process: A Worked Example In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Case Studies In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). The Way Forward: Overcoming Barriers with IGMC Solutions In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ, Tourky ME & Porcu L. (2022). Investments and Measurements: The Quest for the Holy Grail In Integrated Marketing Communications. Springer International Publishing.
- Kitchen PJ & Tourky ME. (2022). Introduction to Communicating Globally: An Integrated Marketing Approach In Integrated Marketing Communications. Springer International Publishing.
- Tourky M, Foroudi P & Al-Zadjali FH. (2021). Building and sustaining personal brand: Examining the effectiveness of personal branding in the context of education In Melewar TC, Dennis C & Foroudi P (eds), Building Corporate Identity, Image and Reputation in the Digital Era. Routledge.
- Tourky M, Foroudi P & Al-Zadjali FH. (2021). Building and sustaining personal brand In Building Corporate Identity, Image and Reputation in the Digital Era. Routledge.
- Kitchen PJ & Tourky M. (2015). Integrated Marketing Communications: A Contextual International Advertising Approach In Kitchen P & Uzunoglu E (eds), Integrated Communications in the Postmodern Era. Palgrave Macmillan UK.
- Kitchen PJ & Tourky M. (2014). Integrated Marketing Communications In Integrated Communications in the Postmodern Era. Palgrave Macmillan.
- Kitchen PJ & Tourky M. (2012). The Importance and Relevance of Integrated Marketing Communications: A Global Perspective In Shintaro Okazaki (ed.), Handbook of Research on International Advertising. Edward Elgar Publishing.
- Kitchen PJ & Tourky M. (2012). Chapter 22: The Importance and Relevance of Integrated Marketing Communications: A Global Perspective In Handbook of Research on International Advertising. Edward Elgar Publishing.