Thomas Leicht

PhD Student

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Personal details

Thomas Leicht is a PhD student (part-time distance learning) in Management at the University of Leicester, United Kingdom. His research focuses on how individuals experience and evaluate brands and consumption contexts using both qualitative and quantitative research approaches. Interested in marketing research, he has (co-)authored several academic articles in the fields of marketing strategy and place management, published in peer-reviewed scientific journals. His education profile is inter-disciplinary and combines studies of multi-cultural marketplaces and management with geography and economics. In addition to his academic degrees, he has professional experience thanks to job positions in the fields of project management, sales controlling & product marketing.

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Research

The study of how people relate to places has been receiving much attention in the last few decades. In order to develop attractive living environments, place authorities are required to identify in which ways places are valuable to their users. Drawing from brand equity theory, my research aims to advance the understanding of cross-place factors that provide place residents with value added. My thesis takes a scale development approach with qualitative inquiry in the first part and quantitative analysis in the second part. The first part of the study uses semi-structured interviews to explore relevant person-place dimensions. In the second part of the research, these constructs are operationalised. Exploratory factor analysis (EFA) is used to examine the factorial structure of the identified dimensions and confirmatory factor analysis (CFA) is used to test an empirical model. The results are meant to offer new insights for different fields of study such as place marketing and environmental psychology.

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Contact Details

School of Business
University of Leicester
University Road
Leicester
LE1 7RH

ulsb@le.ac.uk

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