Dr Ceyda Paydas Turan

Faculty of Business and Social Sciences
Department of Strategy, Marketing and Innovation
Kingston Business School
Kingston Hill

Senior Lecturer in Marketing & Deputy Director of 91�� Behavioural Science Lab

Email:: [email protected]

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About

I am a senior lecturer in marketing and Deputy Director of 91�� BRAINS 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

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 91�� Behavioural Science Lab)
Deputy Director of 91�� 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).
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:

Foroudi, P., Paydas Turan, C. and Dennis, C. (2024). Corporate Identity Management: A Study of Employees' Perceptions in The Context of Retailing and Hospitality & Tourism, International Journal of Hospitality Management (published) ABS Ranking 3; impact score 13.24).
Paydas Turan, C. (2024). SAGE Handbook of Brand Management, Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions, accepted to be published in Jun 2025.
Choi, Y. and Paydas Turan, C. (2024) KU Research Grant Application Pump-priming awarded. Herding Behaviour: Computational Behavioural Science.
Ueno, A., Dennis, C., Paydas Turan, C., Yu, C., Jin, Z., and Sharma, P. (2024) Impact of Robot Companions on Customer Experience and Restaurant Service Outcomes in Dining Contexts, AIRSI2024 Generative AI Challenges Conference, 10-12 June 2024, Zaragoza, Spain.
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.

PhD students:

Abdul Abiolo-Odunowo (PhD Upgrade successful; Nov 2024) – Self-funded (2nd supervisor)
Qasim Nadeem (Started Dec 2024) – Self-funded (1st supervisor)
Adeel Khan (PhD Upgrade successful; Nov 2024) – KU-funded (1st supervisor since Dec 2024)
Atefeh Zolfaghari (Deferred start Sep 2025) – Self-funded (1st supervisor)

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)
Brand Management

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

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