Dr Robert Thomas

​​​

Principal Lecturer and Programme Director for BA (Hons) Business and Management

Department: Business and Management
Telephone No: +44(0)29 2041 6319
Email Address: rjthomas@cardiffmet.ac.uk ​

 

After several years in the retail industry Dr. Thomas moved into higher education as a lecturer in retail and Marketing while completing his PhD at the University of Glamorgan. Dr. Thomas began his tenure at Cardiff Metropolitan University in 2008 lecturing in retail, marketing, entrepreneurship and strategy across a range of undergraduate and postgraduate programmes. He became Programme Director for the retail degree in 2008 and has fulfilled that role for the Business and Management programme and MSc Marketing.  In addition to the above, Dr. Thomas has worked for a number of academic institutions and currently sits on the editorial review board for the Journal of Product and Brand Management and was awarded  Outstanding Reviewer of the Year, 2015.​

Research

Dr. Thomas' research expertise is in sponsorship, focusing specifically on the interaction of sports fans with sponsoring brands. Current research themes include evaluating sponsorship transition and the impact of personality on sponsorship engagement. Dr. Thomas has also published in the field of gender, personality and social behaviour and the motivational foundations of collective consumption. 

Publications

Thomas, R. J (2015) A qualitative investigation of fans' personal values  and utilitarian consumption habits in the 'Big Five' football leagues, and the implications for brand management", Journal of Product and Brand Management (Forthcoming). 

Thomas, R.J. (2015). Out with the old and in with the new: A study of new kit sponsorship and brand associations in the Barclay's Premier League", Journal of Product and Brand Management Vol. 24 Iss: 3, pp.229 – 251.

Thomas, R. J. (2015). Female self-enhancement, ingratiation practices and consumption symbolism: Qualitative insights into personality driven customer behaviour and evaluations of consumer electronics. Journal of Customer Behaviour, Vol.13 Iss; 4, pp297-324.

Thomas, R.J (2014). An evaluation of the effectiveness of rugby event sponsorship: A study of Dove Men+Care and the Welsh Rugby Union. Journal of Product and Brand Management, Vol. 23 Iss: 4/5, pp.304 - 321.

Thomas, R.J & Roeseler, F. (2013). An Exploratory Investigation into the Effectiveness of New Team Sponsorship: A Fans Evaluation of Borussia Dortmund and PUMA in the Bundesliga, Journal of Customer Behaviour, Vol.12 (2/3), pp177-192.

Conference Papers

Thomas, R, J. (2016a). Deciphering football fans brand relationships, consumption values and loyalty predicates: A utilitarian perspective.  Paper presented at Academy of Marketing Conference 2016– Radical Marketing, Newcastle, United Kingdom, 4-7 July.

Thomas, R, J. (2016b). The effect of self-monitoring on football fans' engagement with sponsoring brands: Qualitative evidence from the Barclays Premier League. Paper presented at Academy of Marketing Conference 2016– Radical Marketing, Newcastle, United Kingdom, 4-7 July.

Thomas, R.J & Dibb, N. (2016). Celebrity Image and the Predilection to buy: A Study of Egyptian Consumers. 35th International Business Research Conference (May 30-31, 2016)

Thomas, R.J. (2016).  Exploring football fans' utilitarian shopping motivation and its effect on sponsorship engagement: Qualitative evidence from Europe's "Big Five" leagues and Campeonato Brasileiro Série A. 45th European Marketing Academy Conference (May 24-27, 2016).

Thomas, R, J. (2014a). Utilitarianism, Low–Self Monitoring and Consumer Electronics: A female Perspective. Paper presented at Academy of Marketing Conference 2014 – Marketing Dimensions: People, places and spaces, Bournemouth, United Kingdom, 8-10 July.

Thomas, R, J. (2014b). Male Perception and Consumption of Cosmetic Brands: A Self Monitoring Perspective. Paper presented at Academy of Marketing Conference 2014 Marketing Dimensions: People, places and spaces, Bournemouth, United Kingdom, 8-10 July. ​

Thomas, R, J. (2013a). An Investigation into fans' perceptions of International, Rugby Union Kit Sponsorship: A Study of England and Wales. Paper presented at Academy of Marketing Conference 2014 Marketing Dimensions: People, places and spaces, Bournemouth, United Kingdom, 8-10 July.

Thomas, R., & Doherty, A.M. (2013, Julyb). "There's a real value in people telling you what's what": An exploration of female high self-monitoring and herd behaviour". Paper presented at the Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom.

Thomas, R., & Doherty, A.M. (2013, Julyc). Trust! A qualitative exploration into self-monitoring and the susceptibility to celebrity influence. Paper presented at Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom.  

External Links

 ​​Dr Thomas is currently external examiner at Portsmouth University, Swansea University and Birmingham University.