Professor Alan Wilson


Personal statement

My research and teaching focus on services marketing, corporate branding and reputation, digital marketing, customer experience management and marketing research.

Before joining the Department, I was a senior consultant within a London-based marketing consultancy practice and prior to that an Associate Director of a leading London-based marketing research agency. Whilst at Strathclyde, I have been a Vice Dean of the Strathclyde Business School and have also served as Head of the Department of Marketing during the periods 2007-2010 and 2013-2014.  Since then I have had responsibilities for our Doctoral Programme, our Executive Masters in Hospitality and Tourism Leadership Programme and our Business & Community Engagement activities. I am currently Director of Research for the Department and was a Visiting Professor of Services Marketing at Ecole Hoteliere Lausanne, Switzerland from 2010 to 2019.

I was Board Director and Chairman of Culture Republic (an arts marketing and audience development agency, whose aim was to improve accessibility to arts and cultural events in Scotland).  I also act as a marketing and marketing research advisor and trainer for a number of Scottish and UK based organisations.

I have been invited to deliver lectures and seminars throughout the world in countries such as Pakistan, Poland, Australia, Portugal, Spain, Malaysia, Singapore, France, Italy, Romania, Dubai, Switzerland, Japan, South Africa and the USA.


Has expertise in:

    Executive Education and Consultancy in: Service Delivery, Branding, Customer Experience Management, Marketing, Online Customer Reviews, Service Quality, Customer Satisfaction, Corporate Reputation, Corporate Culture, Market Research

Prizes and awards

Teaching Excellence Award Nomination
Best Paper in the Branding, Strategy and Research track .
2011 Highly Commended Award
Elected Fellow, Market Research Society
Elected Fellow of the Chartered Institute of Marketing

more prizes and awards


Investigating international strategic brand management and export performance outcomes in the B2B context
Pyper Keith Lawrie, Doherty Anne Marie, Gounaris Spiros, Wilson Alan
International Marketing Review (2019)
Online public services usage and the elderly : assessing determinants of technology readiness in Japan and the UK
Shirahada Kunio, Ho Bach Quang, Wilson Alan
Technology in Society Vol 58 (2019)
Shopping in the digital world : examining customer engagement through augmented reality mobile applications
McLean Graeme, Wilson Alan
Computers in Human Behavior Vol 101, pp. 210-224 (2019)
Co-creating value through IoT technologies : the influence of information-sharing processes on consumer behaviour change
Sagmanli Semih, Karampela Maria, Wilson Alan
16th International Research Symposium on Advancing Service Research and Practice (2019)
Everyday micro-influencers and their impact on corporate brand reputation
Barhorst Jennifer B, McLean Graeme, Brooks Joshua, Wilson Alan
21st ICIG Symposium (2019)
Customer engagement with augmented reality mobile apps
McLean Graeme, Wilson Alan
2019 Academy of Marketing Science Annual Conference (2019)

more publications


I lecture in the areas of services marketing, marketing research, marketing management and branding.  I have also delivered executive programmes in customer experience management, marketing management, customer service, luxury branding, social media marketing and hospitality marketing.

Research interests

My research interests relate to the linkages between corporate culture, performance measurement, service delivery personnel, digital marketing and customer experience. In particular the critical role that both actual and virtual service delivery has in the development of corporate reputation, service branding, customer experience management and the levels of customer satisfaction and the differentiation of a service organisation.

I am also involved in research relating to the role and application of marketing research which has resulted in my textbook Marketing Research: Delivering Customer Insight, 4th Edition. In addition, I am co-author of: Services Marketing: Integrating Customer Focus Across the Firm (3rd European Edition), written with Valarie Zeithaml, Mary Jo Bitner and Dwayne Gremler.

I am a member of the Executive Editorial Board of the International Journal of Market Research and I am the journal's book review editor. I am also a member of the Editorial Advisory Boards for the Journal of Marketing Management, Corporate Communications: An International Journal and the Journal of Brand Management. I was also the Academic Programme Director for the European Marketing Academy Conference in 2003 and Services Track Chair in 2018.

Doctoral Students Supervised and Graduated

  • Alame, F. Exploring Leaders' Strategies for Managing Negative Emotions of Sales People
  • Barhorst, J. Reputation Interupted: Microblog eWOM Brand Image Disruptions in a Shareworthy World
  • Brodbeck, H. A New Model of Living the Brand: The Emergence and Impact of Brand Value Aligned Behaviour in Social Banks
  • Caemmerer, B. The Management of Customer Feedback in the Development of Service Orientation in the Public Sector
  • Dammann, S. Willingness to Pay for Customised Solutions in a B2B Environment
  • Frimpong, K. Relative Contribution of Satisfaction Dimensions to Employee Service Orientation
  • Goddard, T. An Investigation of Antecedents to Social Media Engagement Behaviours
  • Gotsi, D. Corporate Brand Reputation Management: An Intraorganisational Study on the Role of Service Employees and On-brand Corporate Culture
  • Grougiou, V. The Grey Market and the Service Encounter: An Investigation of Satisfiers, Dissatisfiers and Complaining Behaviour
  • Katsaridou, I. Customers' Behavioural Contribution to the Service Encounter
  • McLean, G. Examining the Online Customer Experience during a Utilitarian Search for Online Business Advisory Information and Services
  • Mawson, S. High Growth Firms in Scotland: Customer Perceived Value Creation and Rapid Firm Growth
  • Morrison, R. Drawing the Line: Understanding Privacy Concern, Privacy Literacy and Trust Influences on Online Social Network Privacy Boundaries
  • Ney, J. Evaluating the Credibility of Online Customer Reviews During a Simulation of an Active Purchase Decision
  • Osei-Frimpong K. An Examination of Value Co-creation at the Micro Level in a Healthcare Setting: a Dyadic Approach
  • Punjaisri, K. Brand Promise Delivery from the Customer Interface Employees' Perspective
  • Stanovic, T. The Influence of Social eWoM Information on Attitude Formation for Aesthetic Products: The Case of Fine Art



Professional activities

Expert Comment on the 9 TV News (BBC Scotland Channel)
Enhancing User Experiences in the Public Sector
University of Mauritius
Visiting researcher
Experts claim Glasgow has turned its back on the River Clyde for too long
Gamble in banking on new brand after deal
Why high streets need to think creatively

more professional activities


Witness statement on behalf of Apple Inc. in a European trademark case
Wilson, Alan (Principal Investigator)
Contribution to a witness statement on behalf of Apple in relation to a European trademark case
11-Jan-2018 - 11-Jan-2018
Luxury Branding - Milan
Wilson, Alan (Academic)
07-Jan-2018 - 11-Jan-2018
Post-Retirement Volunteer Expectations: an Anglo-Japanese Comparison
Wilson, Alan (Principal Investigator)
01-Jan-2017 - 30-Jan-2017
Standard Life - Marketing Training Programme - Emerging Leaders
Wilson, Alan (Principal Investigator)
05-Jan-2015 - 06-Jan-2015
The impact of delivering public services through self-service technologies on disconnected sectors of the population: lessons to be learned from Japan and the UK
Wilson, Alan (Principal Investigator)
01-Jan-2015 - 29-Jan-2016
KTP-IHE Stainless Ltd
Wilson, Alan (Principal Investigator) Hernandez, Jose Luis (Co-investigator) Yan, Xiu (Co-investigator)
04-Jan-2014 - 03-Jan-2016

more projects