Dr Ceyda Paydas Turan
Faculties, deparments and locations
- Faculty of Business and Social Sciences
- Department of Strategy, Marketing and Innovation
- Kingston Business School
- Kingston Hill
Senior Lecturer in Marketing & Deputy Director of Kingston University Behavioural Science Lab
- Email:
- c.paydasturan@kingston.ac.uk
About
I am a senior lecturer in marketing and Deputy Director of Kingston University Behavioural Science Lab.
After 17 years of professional marketing experience in the industry within multinational organisations, I did my PhD in Management in the University of Surrey. I also have an MSc in International Marketing Management and a fellowship in higher education (FHEA).
During my professional career, with marketing executive roles including CMO, I led diverse teams, projects and managed well-known consumer brands in FMCG, such as those from Henkel, Schwarzkopf, and J&J. These span not only different product categories such as detergents, cosmetics, and soft drinks, but also projects in various geographies such as Istanbul, Moscow, Dusseldorf, and Milan.
I have been leveraging this strong wealth of industry experience in academia by focusing on research and teaching projects that are industry relevant and help create value and impact.
As a former marketing practitioner, I believe research in marketing and business needs to be timely, relevant and deliver well-grounded knowledge on real-world challenges. My research interests include consumer behaviour, branding strategies, service recovery and emerging digital technologies (e.g. artificial intelligence) and how AI affects customer decision-making and wellbeing.
I have been collaborating with colleagues from University of Surrey (UK), Middlesex University (UK) and Curtin University (Australia) on in-progress research projects. We have been studying digital technologies from an interdisciplinary perspective, as this topic crosses the disciplines of marketing, psychology, organisational behaviour and computer science.
I chair research seminar series at Customer Insights Hub at Kingston Business School. I am an ad-hoc reviewer for academic journals, including Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Consumer Studies, and Journal of Marketing Management. I am a member of the European Marketing Academy (EMAC), the Chartered Institute of Marketing (MCIM) and the Responsible Research in Business and Management Network (RRBM).
Qualifications
- PhD in Management, University of Surrey
- MSc International Marketing Management, University of Surrey
- BA Economics, Bogazici University
- Fellow of the Higher Education Academy (FHEA)
Domains
Having had extensive industry experience before completing my PhD in Management (Marketing), I believe students in a business school need to be provided with the opportunities to apply their theoretical knowledge to practice on relevant business topics and be equipped with the right skills that businesses are looking for today. Therefore, I help my students engage with as many practitioners as possible in the modules that I teach and lead. Working on live client briefs, co-created with business managers, discussing contemporary topics of corporate life with guest speakers and running workshops with the practitioners help develop our students' theoretical and practical subject knowledge and their employability skills.
Our students rated my modules 4.5 (mean score out of 5) in the most recent Module Evaluation Questionnaire (MEQ) in Academic Year 2022/2023.
Undergraduate modules
- Marketing and Advertising in Practice (Module Leader) - 2022/2023
- International Marketing - 2021/2022
Postgraduate modules
- Strategic Brand Management (Module Leader) - 2022/2023
- Marketing Insights in the age of Artificial Intelligence in MBA 2022/23 Digital Marketing Module
- Customer Insights in MBA 2021 International Marketing Module in partnership with Kempten University
Qualifications
- PhD in Marketing
- MSc in International Marketing Management
- Fellowship Higher Education Academy
- AMBE
Courses taught
- I am an active member of the KU and wider research community (i.e. Chairing Customer Insights Hub Research Seminars, member of the Faculty Research, Business & Innovation Committee, supervising PGRs and internal examination of PhDs, Member of Responsible Research in Business and Management Network and ad-hoc reviewer in academic journals, Deputy Director of Kingston University Behavioural Science Lab)
- Deputy Director of Kingston University BRAINS Lab since Dec 2022
As the Deputy Director of the Behavioural Science Lab, I co-lead the development and execution of the strategic plan (i.e., rebranding positioning) for the Lab and, in particular, focus on embedding business-relevant behavioural insights in our teaching and learning, research, commercial, and knowledge exchange activities.
- Chaired Customer Insights Research Hub seminars with internal and external colleagues since 2022 (i.e. Youngseok Choi, Chris Hand, Neeru Malhotra, BeColourful Agency, Rafael Bravo, Jose Pina).
- Co-supervision of PhD students in Marketing (Abdul-Odunova; Atefeh Zolfagr; Boyang Ding
- Member of the Seedcorn Funding Assessor Panel – SHAPE in Nov 2023
- Member of the Faculty Societal Impact Task Group to represent the Customer Insights Hub since April 2024
Research:
- Paydas Turan, C. (2024). SAGE Handbook of Brand Management, a chapter on co-branding strategy, due November 2024.
- Choi, Y. and Paydas Turan, C. (2024) KU Research Grant Application Pump-priming awarded. Herding Behaviour: Computational Behavioural Science.
- Sharma, P., Ueno, A., Paydas Turan, C., Dennis, C., and Alqahtani, A. (2024) Digital Technology Readiness: Conceptualisations and empirical validation. Accepted to AMA Summer Academic Conference, Boston, Aug 2024.
- Sharma, P., Ueno, A., Paydas Turan, C., Dennis, C., and Alqahtani, A. (2024) Digital Technology Readiness. Asia-Pacific Association for Consumer Research (AP-ACR) conference, Bali, 9-10 July 2024.
- Paydas Turan, C. (Jun 2023) Presented ‘Customer Insights in the Digital Age' on Future of Promotions Conference.
- Paydas Turan, C. and Sadler-Smith, E. (August 2023) A Model of Hybrid Intelligence for Improved Decision-Making in the Digital Age, submitted to the 83rd Annual Meeting of the Academy of Management (AoM), The Worker Front and Center Theme, Boston, US
- Sadler-Smith, Eugene and Paydas Turan, Ceyda (2022) The Impossibility of Artificial Intuition? In: European Group of Organisational Studies (EGOS) Colloquium: Sub-theme 47, Orgachines?! Organizational Decision-making and Machine Algorithms; 07-09 July 2022, Vienna.
- Piyush S., Ueno, A., Dennis, C. and Paydas Turan, C. (2021), ‘Digital technologies and shopping: an exploratory study', 2021 AMA Summer Academic Conference.
Specialisms
- Consumer attitude and behaviour
- Impact of emerging digital technologies on user decision making and well-being
- Brand alliance strategy (e.g., positive and negative spillover effects on brand equity)
- Quantitative research methods (e.g., meta-analysis, experimental research design)
Knowledge transfer project
I am a knowledge base academic supervisor on a mKTP in partnership with PromoVeritas. As an academic partner in the mKTP project, I help PromoVeritas expand their management capability, increase business growth and effectiveness.
Press coverage
- Interview with 'Business Insider' on Aldi's sales strategy for Prime Hydration Drink, promoted by youtubers, Logan Paul and KSI published on 7 January 2023.
- Paydas Turan, Ceyda (2021) Success drivers of cobranding: a metaanalysis. International Journal of Consumer Studies, 45(4), pp. 911-936. Insights were shared on Paguro's Podcast episode, Oslo, Norway.
- Paydas Turan, Ceyda (2021) What's inside matters: the impact of ingredient branding on consumers' purchasing behaviours in services. Journal of Retailing and Consumer Services, 63, pp. 102690. Insights were presented on Thomas McKinlay's site to 6961 evidence-based marketers on LinkedIn.
Business partnership
Having had senior executive roles in multinational organisations in the last 17 years, I have benefited from my strong business network to build business partnerships that help enhance both research and teaching output at Kingston Business School. I have engaged with numerous multinational organisations and co-created projects on which my students put their theoretical knowledge into practice and developed their employability skills.
The details of the projects that I have run/led with leading businesses in banking, marketing, advertising, market research, fashion, online gaming and digital technologies industries, are listed below:
- HSBC Premier: ‘Marketing and Advertising in Practice_BM6716' students have worked on a live consultancy project that was briefed by HSBC strategy director.
- Ogilvy, creative advertising network agency: global client leader discussed future employability skills on campus in ‘Marketing and Advertising in Practice' module
- 7Dots, creative tech agency: On-campus case study/workshop with the CEO on digital technology
- System1, marketing research agency: chief people officer shared her views on the importance of data and insights in class
- Scabal, menswear fashion brand: multidisciplinary project on fashion brand
- Party Casino, online gaming: in-class project that was briefed by marketing director
- Roundups/Ripples, donation app for charities: in class project that was briefed by Co-founder.
Qualifications and Professional expertise
- Marketing Management
- Strategy Development & Execution
- Marketing Insights
- Innovation Management
- B2C Marketing
- Team Building and Leadership
Areas of interest
- Marketing Strategy
- Brand Management
- Customer Insights
- Brand Alliance
- Integration of Human and Artificial Intelligence
Industry links
- Henkel
- Schwarzkopf
- HSBC
- Ogilvy
- Nielsen
- GfK
- Kantar Millward Brown
- Paguro
- PromoVeritas
- Deputy Director of Kingston University Behavioural Science Lab
- Chair Customer Insights Hub Research Seminar Series
- Knowledge Base Academic Supervisor at Management Knowledge Transfer project (mKTP) with PromoVeritas
Publications
Corporate identity management : a study of employees’ perceptions in the context of the retail and the hospitality and tourism sectors
Foroudi, Pantea, Turan, Ceyda Paydas, Melewar, TC, Dennis, Charles and Tzempelikos, Nektarios, 2024, International Journal of Hospitality Management (122), pp 103876
Emerging digital technologies and consumer decision-making in retail sector : towards an integrative conceptual framework
Sharma, Piyush, Ueno, Akiko, Dennis, Charles and Paydas Turan, Ceyda, 2023, Computers in Human Behavior (148), pp 107913
Deal or deny : the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding
Paydas Turan, Ceyda, 2022, Journal of Business Research (149), pp 615-629
What's inside matters : the impact of ingredient branding on consumers' purchasing behaviours in services
Paydas Turan, Ceyda, 2021, Journal of Retailing and Consumer Services (63), pp 102690
Success drivers of co‐branding : a meta‐analysis
Paydas Turan, Ceyda, 2021, International Journal of Consumer Studies (45), 4, pp 911-936
Digital technology readiness: conceptualisation and empirical validation
Sharma, Piyush, Ueno, Akiko, Paydas Turan, Ceyda, Dennis, Charles and Alqahtani, Abdulaziz(2024). In: AMA Summer Academic Conference 2024, 12-18 Aug 2024 :Boston, U.S.
A model of hybrid intelligence for improved decision-making in the digital age
Paydas Turan, Ceyda and Sadler-Smith, Eugene(2023). In: 83rd Annual Meeting of the Academy of Management, 4-8 Aug 2023 :Boston, Massachusetts, U.S.
The impossibility of artificial intuition?
Sadler-Smith, Eugene and Paydas Turan, Ceyda(2022). In: 38th EGOS Colloquium : Organizing : the Beauty of Imperfection, 7-9 Jul 2022 :Vienna, Austria
Digital technologies and shopping : an exploratory study
Sharma, Piyush, Ueno, Akiko, Dennis, Charles and Paydas Turan, Ceyda(2021). In: American Marketing Association (AMA) 2021 Summer Academic Conference : Reimagining Marketing, 04 - 06 Aug 2021 :Held online