Professor Vish Maheshwari

Associate Dean - Students

Staffordshire Business School

As Associate Dean - Students, I am responsible to deliver on key strategic priorities for Staffordshire Business School such as enhancement of teaching and learning provision, student experience, driving digital capabilities and innovation, quality enhancement of curriculum and creating augmented learning opportunities for students.

In my previous roles I have held several academic leadership roles such as Head of Department, Director of Postgraduate programmes, MBA Programme Director and Senior Lecturer at various UK HE institutions. I have active affiliations with number of professional bodies such as Chartered Institute of Marketing, Institute of Direct and Digital Marketing, Academy of Marketing and British Academy of Management.

Professional memberships and activities

Senior Fellow - Higher Education Academy (HEA)

Fellow - Chartered Institute of Marketing (CIM)

Fellow - Chartered Management Institute (CMI)


Microsoft Office specialist certificate (2019)

Entrepreneurship and Small Business Certification (ESB) – 2019

The General Data Protection Rules (GDPR) certificate – awarded by Institute of Direct & Digital Marketing (2016)

The Digital Garage certificate for ‘Proficiency in Online Marketing Fundamentals’ – awarded by Google (2016)

Nvivo for Windows: Data Analytics – QSR International (2013)

Academic qualifications

PhD (Marketing & Brand Management) – University of Liverpool

MA (Business Management) – University of Liverpool

B.Eng. (Civil Engineering) – Gujarat University, India



Branding and Brand Management
Digital Marketing
Marketing Communications
Marketing Research
Place Marketing and Branding


  • Nominated for following Staffordshire University’s annual staff awards (2019-20):
    1)Connected Leader Award
    2)Connected Communities Award – Small Business Charter Team
    3)Living our values award: Ambitious and Inspiration category – Business School Management Team

  • Nominated for following awards at Staffordshire University (2018):
    1) Connected Leader category
    2) Best New Comer of the year

  • Nominated for Outstanding Postgraduate research supervisor award, University of Chester (2017)
  • Nominated for Outstanding Academic student support award, University of Chester (2015)
  • Nominated for Course Leader of the year (MBA Programme), Leeds Beckett
    University (2014)
  • Nominated for Inspiring Teacher of the year, Leeds Beckett University (2013)
  • Emerald Literati Award for Outstanding paper, Emerald Publishing Ltd. (2012)

External Examiner and Advisor roles

I have held several external examiner roles, as listed below:

Senior Examiner – Chartered Institute of Marketing (Level 7) - Managing Business Growth - Chartered Marketing Leadership Programme

University of Northampton - Principal Examiner for MBA programme

Edge Hill University – Awards External Examiner (UG and PG)

University of Brighton - External Examiner for MSc programmes suite

Birmingham City University - External Examiner for Undergraduate Marketing subject area

University of East London - External Examiner for Marketing subject

Anglia Ruskin University - External Advisor for Marketing programmes

External Advisor – Validation panel Member - MBA and Senior Leader Apprenticeship programme
University of Huddersfield

Oxford Brookes University – External validation panel Member – TNE PGT new course approval and review

Manchester Metropolitan University - External Advisor – Validation panel Member – MSc Digital Marketing and Media Management programmes,

Coventry University - External Advisor – Validation of MSc Brand Management programme


Research interests

I have an active interest in following broader areas of research and am also keen to work with aspiring doctoral candidates:

  • Digital Marketing
  • Consumer Behaviour
  • Place Marketing and Branding
  • Country Branding
  • Neuromarketing

Editorial board member: Deputy Editor for Marketing, Strategy and Sustainability discipline areas - Journal of Global Responsibility

Editorial board member - International Journal of Organisational Analysis

Measures of Esteem/External Engagements

British University Vietnam (BUV), Hanoi, Vietnam – Co-chair for Inaugural research colloquium – July 2019

British Council, UK – range of seminar presentations made about benefits of studying in the UK for International students in Hong Kong, China, Mauritius, Indonesia, Vietnam and India between 2013-2018.

Visiting Professor – Faculty of Economics, Business Administration and Accounting, Ribeirao Preto, University of Sao Paulo, Brazil (since 2015).

Co-founding Track Chair – Place Marketing and Branding track at the Annual Academy of Marketing Conference (since 2014).

SIG Co-Chair – Place Marketing and Branding Special interest research group at the Academy of Marketing, UK (since 2016)

Invited Speaker - University of Sao Paulo, Brazil at the Faculty of Economics, Business Administration and Accounting, Ribeirao Preto (2016, 2018).

Guest Lecture - Rushmore Business School, Mauritius (2014) – ‘Delivering Brand Equity through Brand Enhancement’, this lecture was part of CPD events calendar for Mauritian Tertiary Education Board and Chambers of Commerce.

Guest Lecture - Symbiosis University, India (2014) Branding: a fascinating concept of Marketing,

Invited Speaker - North Chiang Mai University, Chiang Mai, Thailand (2013) Researching into Strategic Brand Management and Development.


Research/Enterprise related income, grants & awards:

Small Business Charter Award (SBC) - Following achievement of reaccreditation for this award for our business school, that I led successfully in February 2020, our Business school have been successful in securing grant income of circa £200k as part of Small Business Leadership Programme where we will be delivering digital skills, management, leadership and enterprise related training to businesses between October 2020 and Summer 2021.

I am also currently involved with Business school’s contribution towards Staffordshire Advanced Materials Incubation Accelerator Centre (SAMIAC) project and further development of student enterprise and employability related projects. SAMIAC project is worth £1.8m and I am School’s representative on the University’s strategic Project board responsible for driving our contribution in development of skills and training programme for local and regional businesses, through SMART ZONE incubator facility, in order to enhance innovation within Ceramics and other key manufacturing industries in the region.

Newton Fund grant in collaboration with CONFAP (Brazil’s research funding body) – circa $5,000 – July 2019 – study proposed to explore tourists and residents’ responses to tourism promotional ads: an experimental study with eye-tracking device – with Prof. Janaina Girladi at University of Sao Paulo

British Academy Newton Fund – institutional mobility grants (2018) – £10,000 circa – with colleagues at University of Sao Paulo, Brazil for developing collaborative research initiatives (2018)

QR Research Grant – Country Branding project in South America - £4,000 (2018)

Newton Fund Institutional Links Grant - (2017 - bid unsuccessful) - £150k – joint collaborative project between Staffordshire University (Business School and School of Computing and Digital Technologies) and Acibadem University, Turkey - Title of project – Digital abuse against young women in Turkey: Developing a prevention framework through interdisciplinary and multi-stakeholder research

International Research Excellence Award – Santander Universities research grants scheme and University of Sao Paulo research funding (2015-16) – research project exploring Country Brand Image of Brazil and evaluating residents’ attitudes towards Olympics 2016 - £1,500

Learning & Teaching Grant – Internationalisation of HE – University of Chester (2016) - £2,000

European Regional Development Fund (ERDF) – part of project team delivering training for SMEs covering areas of strategic marketing development and planning including brand management across Yorkshire region (2012-2014) – total income - £1.5m circa.

Business Enhancement Scheme and small-scale consumer-behavior based research project for the retail institute – Leeds Library project for the Leeds City Council (2013/14) - £2,500.

Academy of Marketing Science doctoral scholarships – (2008 & 2009) - $1,800

Doctoral studies scholarship –fully funded PhD programme - (2006-2009) –£30,000 circa.


I have led, managed and taught a range of Business, Management & Marketing courses to both UK based and overseas students please see list below:

Doctoral (PGR) courses:

Research Methods; Data Analytics (Quals and Quants); Systematic Literature review

Postgraduate courses:

Strategic Management, Business Environment, Professional Skills Development, Digital Marketing Strategy and Planning; Strategic Marketing; Marketing Research and Planning; International Marketing; Integrated Marketing Communications; Strategic Brand Management; Project Management; Research Methods

Undergraduate courses:

Strategic Management, Business Environments; Global Marketing; Marketing Research; Marketing Principles; Contemporary Brand Management

Postgraduate supervision

Doctoral Supervision and Examinations
Doctoral student supervised to completion:

  • Katrin Horn, (PhD completed 2015) An Emic Exploration of Consumer Experience Perception in Three Retail Formats: The Case of Japan (Principal Supervisor)
  • Priya Gunesh, (PhD completed 2016) Employer branding and strategic talent relationship management in the Mauritian banking sector (Principal Supervisor)
  • Fabiana Mariutti, (PhD completed 2016) Brazil’s Country Brand Image and Reputation (Principal Supervisor)
  • Bhimsen Abacousnac, (PhD completed 2017) Impact of internal marketing on service quality in public hospitals in Mauritius (Principal Supervisor)
  • Eyo Essien, (PhD completed 2017) Determinants of buying behaviour in the public sector in Nigeria
  • Tim Brown, (PhD completed) - An examination of charity event management processes which aid charities to be successful, financially sustainable and competitive (Principal Supervisor)
  • Anna-Marie Christofi (PhD completed 2019) The food and drink industry in the participation of sustainable consumption (Secondary Supervisor)
  • Tadzio Jodlowski (DProf completed - 2019) – Exploration into business schools’ responses towards UK government’s implementation of teaching excellence framework (TEF) - (Secondary supervisor)
  • Farah Khattab (DBA completed – 2020) - Investigating the Service Quality Dimensions and their Impact on University Students’ Satisfaction in a Private Higher Education Institution in Lebanon (Primary Supervisor)
  • Fayyaz Qureshi, (DProf Completed 2020) - Exploring International Student Satisfaction in Private Higher Education Institutes in the South of England (secondary supervisor)

Doctoral Student Examinations conducted:

  • Divya Nambiar, E-Brand Management in Indian SMEs: A Strategic Perspective, University of Salford (2019) – MPhil thesis
  • Panditharathna Nimantha, Perception of Innovation based relationship marketing in the Sri Lankan retail banking sector, University of Bolton (July 2019) – PhD thesis
  • Shadi Abdulaziz Badawood, Impact of Smartphone media engagement on consumers’ response to advertising, University of Hull (June 2018) – PhD thesis
  • Luxury Fashion Consumption as a mean of Identity Creation: A Study of Black African Female Consumer in London, University of East London, (December 2017) - PhD thesis
  • Taofiq Raimi, Achieving customer satisfaction in private housing organisation in Nigeria, University of Liverpool, (2016) – DBA thesis
  • Samorn Deesomlert, Examining Market Orientation, Service Orientation, Service Innovation and Business Performance of the Spa Business in Thailand, Leeds Beckett University, (2015) – DBA thesis
  • Aling Lin, Cultural Governance as a marketing tool to promote city branding, Leeds Beckett University, (2014) – PhD thesis

Independent Chair - Doctoral viva voce:

  • Bruce Darlington, Music in the spaces of 21st century, University of Chester, (2016) PhD thesis
  • Mohammad Shan A Khuda, Modelling fear of crime area variations in England, Leeds Beckett University, (2015) PhD thesis
  • Lucy Thomson, Gendering police work: A feminist analysis of ideal organizational identities under late capitalism, Leeds Beckett University, (2014) PhD thesis

Masters student supervision
I have advised upon and supervised 100+ MBA, MSc, MA dissertation and consultancy project students to successful completions


Pagan, K., Giraldi, J.M., Maheshwari, V., and Oliveiria, J. (2021) - Evaluating brain responses towards Country of Origin for Wines: The Moderating Role of Gender and Involvement, International Journal of Wine Business Research – published online Febraury 2021, DOI -

Giraldi, J.M., Maheshwari, V., Oliveria, J. and Luciana, M. (2020) - Gender differences in visual attention and attitude towards types of advertisements, Marketing Intelligence and Planning – published online August 2020, DOI -

Dobson, P. and Maheshwari, V. (2020) Internet Marketing for SMEs in edited text - Entrepreneurship Marketing (2nd Edition), Routledge

Maheshwari, V. Giraldi, J.M and Montanari, M. (2019) Investigating residents' attitudes of 2016 Olympic Games: examining socio-cultural, economic and environmental dimensions, Journal of Place Management and Development, 12 (3), 291-313.

Maheshwari, V., Dobson, P. and Lawrence, A. (2019) Social Media Marketing in Gbadamosi, A. (ed) (2019) Contemporary issues in Marketing. A Synthesis of Theory with Practice, Sage Publications.

Maheshwari, V. and Morris, B. (working paper) – Impact of social media marketing communication on young consumer, Young Consumers

Luciana, M., Giraldi, J.M. and Maheshwari (working paper) - Impacts of the host city image in the country branding in sport mega-event context: exploring cognitive and affective image dimensions

Gunesh, P., & Maheshwari, V. (2018). Role of organizational career websites for employer brand development. International Journal of Organizational Analysis, 27 (1), 149 – 168.

Giraldi, J. D. M. E., Maheshwari, V., Mariutti, F., & Konstantopoulou, A. (2018). Role of attitudes in Brazil's country brand image. International Journal of Business and Globalisation, 21(3), 297-307.

Lourenção, M. T. D. A., Giraldi, J. D. M. E., & Maheshwari, V. (2018). Analysis of Brazilian fashion sectorial brand identity. Research Journal of Textile and Apparel, 22(3), 291-314.

Maheshwari, V., Sinnott, K. and Morris, B. (2017) Digital Marketing and Young Consumers, in Gbadamosi, A. (ed) (2017) Young Consumer Behaviour, Routledge publications (Taylor and Francis)

Maheshwari, V., Gunesh, P., Lodorfos, G., and Konstantopoulou, A., (2017) Exploring HR practitioners' perspective on employer branding and its role in Organisational attractiveness and talent management, International Journal of Organisational Analysis, Vol. 25, No. 5.

Maheshwari, V. Lodorfos, G. and Jacobsen, S. (2014) Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs, International Journal of Business Administration, Vol. 5, No. 6, pp. 13-24

Maheshwari, V. Lodorfos, G. and Vandewalle, I. (2014), Exploring the role of stakeholders in place branding, International Journal of Business and Globalisation, Vol. 13, No. 1, pp. 104-121.

Maheshwari, V. Vandewalle, I. and Bamber, D. (2012) Place branding's role in Sustainable Development, Journal of Place Management and Development, Vol. 4, No. 2, pp.198-213. (Emerald Literati Award, Outstanding Paper award category)

Maheshwari, V. and Vandewalle, I. (2010) Place Branding and the European Capital of Culture Branding Campaign, Union of European Capital of Cultures (UNeECC,Vol. 1) - ISSN 2068-2123, University of Sibiu Publishing Press.

Bamber, D., Maheshwari, V., Vandewalle, I. (2009) Place Pulling Power: a case of Liverpool’08, Institute for Tourism Studies, pp.51-61. ISBN 978-99937-51-32-8.

Brown, J., Phillips, J.M., and Maheshwari, V. (2009) Consumption and Sacred Places and Spaces in Profane Contexts: a comparison between the UK and India, in Brie, S., Daggers, J. and Torevell, D. (eds) (2009) Sacred Space: interdisciplinary perspectives within contemporary contexts. Cambridge Scholars Publishing, Newcastle upon Tyne.


Peer-reviewed conference contributions & presentations:

Maheshwari, V. and Fielding, J. (2018), Importance of ethics and sustainability in fashion industry, presented at the 21st Academy of Marketing Science World Marketing Congress (AMS WMC), June 27 to June 29, 2018 at the University of Lusiada – Norte Porto, Porto, Portugal.

Maheshwari, V. Lodorfos, G. and Jacobsen, S. (2014), investigating key determinants of brand loyalty: examination of brand commitment-experience-loyalty construct, presented at Academy of Marketing Science Annual Conference 21-24 May 2014, Indianapolis, USA.

Maheshwari, V. Lodorfos, G. and Gunesh, P. (2013), Marketing an organisation: the emergence of employer branding phenomenon. British Academy of Management Annual Conference, Liverpool, 10-12 September 2013.

Maheshwari, V. and Williams, G. (2011) 'Why bother branding, is it really innovative?’. British Academy of Management Conference, Aston University Business School, Birmingham, 13-15 September 2011.

Maheshwari, V. (2009) Place brand management. Academy of Marketing Science's 'World Marketing Congress' conference, Oslo School of Management – Campus Kristiania, Oslo, Norway, 21-25 July 2009.

Maheshwari, V. and Vandewalle, I. (2009) Place branding - a different dimension to regeneration in the City of Liverpool. Academy of Marketing Annual Conference, Leeds Metropolitan University, Leeds, UK 7-9 July 2009.

Maheshwari, V, Vandewalle, I. and Bamber, D. (2008) Place branding from a business perspective. 1st International Place Branding Conference, Berlin City Hall, Berlin, Germany, 4-6 December 2008.

Maheshwari, V. (2008) Sustaining Place Branding Identity: key construct for continual development of the region. In: Doctoral Colloquium of International Conference of Cultural Perspectives in Marketing, January 16-19, 2008, Royal Sonesta Hotel, New Orleans, USA.

Maheshwari, V., Vandewalle, I. and Bamber, D. (2007) Place branding and the Liverpool 08’ brand campaign in “City of Liverpool”, Thought Leaders’ international conference on Brand Management, 24th-25th April 2007, University of Birmingham, Birmingham.


Ad hoc Journal Reviewer role:

  1. Journal of Product & Brand Management
  2. Journal of Place Management & Development
  3. Journal of Place Branding & Public Diplomacy
  4. European Journal of Marketing

International conference reviewer role:

  1. Academy of Marketing Science Annual conference
  2. Academy of Marketing Annual Conference
  3. European Marketing Academy Conference
  4. British Academy of Management Conference (including Doctorial Colloquium)

Additional academic & research contributions:

Book reviews: I regularly contribute as book reviewer, some of my key contributions so far:

Gbadamosi, T. Oniku, A. (2021) (eds) Religion and Consumer Behaviour in Developing Nations, Edward Elgar Publishing

Thomas, B. and Housden, M. (2017). Direct and Digital Marketing in practice, 3rd ed., Bloomsbury Publication plc.

Kolb, B. (2017) Marketing Research: reviewed proposal for 2nd edition, London: Sage Publication.

Keller, K.L. (2013) Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th ed., Harlow: Pearson Publications

Bradley, N. (2013) Marketing Research: Tools and Techniques, 3rd ed., Oxford: Oxford University Press.

Kapferer, J-N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5th ed., London: Kogan Page Publishers

Saldana, J. (2012) Coding Manual for Qualitative Researchers, 2nd ed., London: Sage Publications Ltd.

Rosenbaum- Elliot, R; Percy, L and Pervan, S. (2011), Strategic Brand Management, 2nd ed., Oxford: Oxford University Press

Top 250 Young University

Times Higher Education Young University Rankings 2020

Top 15 for Teaching Quality

The Times and The Sunday Times Good University Guide 2021

Top 15 for Social Inclusion

The Times and The Sunday Times Good University Guide 2021

Midlands University of the Year

Midlands Business Awards 2020