Dr Navdeep Athwal

Lecturer in MarketingDr Navdeep Athwal

Contact details

  • Tel: TBC
  • Email: navdeep.athwal@le.ac.uk
  • Office: Room 0.32 Teaching Centre, Brookfield
  • Office hours: Monday 4:00pm - 5:00pm and Wednesday 3:00pm - 4:00pm (term time)
  • Twitter: Dr_Nav1
  • Clubhouse: @navdeepathwal

Personal details

I am currently a Lecturer of Marketing at University of Leicester School of Business. Previously, I held a lectureship at the University of Sheffield Management School, I was also a Visiting Academic at the Hong Kong Baptist University, an Academic Tutor at the University of Warwick and a Visiting Lecturer at the University of Birmingham. I hold a PhD in Marketing which was funded by the Economic and Social Research Council and completed an MSc in Marketing and Strategy at Warwick Business School. I also gained a First Class BA (Hons) in Business Studies. During my undergraduate and postgraduate education, I received scholarships for academic excellence.

I am a member of the Academy of Marketing Science, European Marketing Academy (EMAC), and a member and reviewer for the Association for Consumer Research (ACR). I have contributed to and participated in inter-disciplinary working groups such as the Leverhulme Luxury Network. My research has been covered in media outlets such as Bloomberg Business Week, the Daily Mail and BBC Radio Sheffield.

I have worked with a range of SMEs, large companies as well as government departments in marketing and customer experience roles. More recently, I have worked with Verb Brands, a luxury digital agency in London and New York to produce and write white papers and reports on online luxury retailing and luxury hospitality.


I am the module leader for the undergraduate module Marketing Communications and Digital Media. Previously, I taught digital marketing at the University of Sheffield, marketing principles (undergraduate) at the University of Birmingham and marketing strategy (postgraduate) at the University of Warwick.

I am a Fellow of the Higher Education Academy (HEA) and I am currently working towards the Senior Fellowship.

Administrative responsibilities

I am the Programme Director of the BA in Marketing and I am also the Chartered Institute of Marketing Academic Lead.


My research has two strands. The first research strand contributes theoretically and practically toward ongoing debates about embedding responsible business practices and consumer sustainability. Specifically, my research contributes to knowledge and applies theory in different contexts to provide a better understanding of sustainable and ethical consumer behaviour. I am also interested in the role that context plays in determining how consumers and firms are enabled or deterred from behaving sustainably. I have investigated this in the context of food and family, and the luxury industry.

The second research strand explores both business practices and consumer behaviours in digital contexts. To date, my research explores the uses and gratifications of social media luxury marketing, perceptions of brand authenticity in online communities and the potential of blockchain technology for luxury retailers. More recently, my research explores the interplay between the digital environment and the sharing economy and impact on luxury consumer behaviour.

My research has been funded by the Economic and Social Research Council (ESRC), Academy of Marketing Science and the Marketing Trust.


I have supervised two PhD students, one of which has now completed their doctoral studies. My PhD students have explored such as sustainable luxury consumption and consumers from emerging markets. I also possess an interest in how disruptive innovation such as artificial intelligence, blockchain and robotics will shape business practices and consumer behaviour. Prospective PhD students with similar research interests are invited to send a research proposal and a CV.


Journal Articles

Christodoulides, G., Athwal, N., Boukis, A., and Semaan, R.W. (2021). Investigating New Forms of Shared Luxury. Journal of Business Research, (CABS 3/ ABDC A).

Wells, V.K., Athwal, N., Nervino, E., and Carrigan, M. (2021). How legitimate are the environmental sustainability claims of luxury conglomerates? Journal of Fashion Marketing and Management, (CABS 1/ ABDC C). doi:  10.1108/JFMM-09-2020-0214

Athwal, N., Wells, V. K., Carrigan, M., and Henninger, C.  E. (2019). Sustainable Luxury Marketing: A Synthesis and Research Agenda. International Journal of Management Reviews (CABS 3/ ABDC A). DOI: 10.1111/ijmr.12195

Athwal, N., Istanbulluoglu, D., and McCormack, S. (2018). Aloof Allure of Luxury: Social Media Exhibitions and their Voyeurs. Information Technology and People (CABS 3/ ABDC A). DOI: 10.1108/ITP-01-2018-0017

Athwal, N. and Harris, L. C. (2018). Examining how Brand Authenticity is Established and Maintained: The Case of the Reverso. Journal of Marketing Management (CABS 2/ ABDC A). DOI: 10.1080/0267257X.2018.1447008

Book Chapters

Athwal, N. (2016). ‘Keyboard Warriors and their Pursuit of Heroic Collecting: Online Conflict and Cooperation’ in Gender Considerations in Online Consumption Behavior and Internet Use. Editors: English, R., and Johns, R.

Athwal, N., Arnott, D., and Bridgewater, S. (2016). Network Development: An Exploration of a Collector Community. In: Obal, M. W., Krey, N. and Bushardt, C. ed. Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Indianapolis: Springer Publishers.

Case Studies

Athwal, N. (2021). Watches ®Evolution. In: Baines, P., Fill, C., Page, K. Essentials of Marketing. Oxford: Oxford University Publishers.

Athwal, N. (2016). ‘Sodastream: Putting New Fizz in the US?’ Principles of Marketing, 7th edition. Editors: Kotler, P., Armstrong, G., Harris, L. C. and Piercy, N.

Industry Presentations

Sustainability Disclosures in the Luxury Sector, LVMH – SMU Conference, Singapore, 10th May 2018.

Sustainability Reporting in the Luxury Sector, Hang Seng Management College, Hong Kong, 7th Sept 2017.

The Aloof of Allure of Luxury on Social Media, LVMH – SMU Conference, Singapore, 22nd June 2016.

The Sleeping Beauties of European Luxury Firms, The Luxury Network, The Shard, London, 16th Feb 2015.

Opportunities and Challenges in Social Media, The House of Commons, London, 8th May 2012.

White Papers

Digital Darwinism in Luxury Fashion (August 2019) - Co-authored with Verb Brands. Available from: https://verbbrands.com/news/thoughts/digital-darwinism-the-evolution-of-luxury-fashion/

The Evolution of Luxury Hospitality (September 2017) - Co-authored with Verb Brands. Available from: https://verbbrands.com/news/events/trend-highlights-the-evolution-of-luxury-hospitality/

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Contact Details

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University of Leicester
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