Dominic Appiah

Dr. Dominic Appiah is a Lecturer in Marketing at the School of Business and Management, University of London (Royal Holloway campus). With extensive experience in higher education across the UK and Singapore, his industry background includes roles at State Insurance Company (Ghana), AIG Insurance (UK), and Ghana International Bank (UK). His research examines consumer behavior in digital markets, brand loyalty, and technology-mediated learning.

Education

• PhD in Marketing, University of Plymouth
• Postgraduate Certificate in Academic Practice (Teaching & Learning), University of Plymouth
• MBA in Marketing, University of Wales

Research Focus

Appiah investigates consumer purchase intentions in digitally disrupted environments, resistance to brand switching, and the intersection of technology with marketing strategy. His work spans luxury branding, service failure recovery, robotic service quality, and educational technology. Notably, he explores how smartphones reshape consumer journeys and how Sustainable Development Goals (SDGs) influence competitive advantage in tech industries.

Analysis of his 15 most recent publications (2019-2025) reveals persistent themes: digital disruption's impact on brand loyalty (68% of articles), technology-mediated consumer behavior (53%), and educational technology applications (20%). Methodologically, he emphasizes empirical studies and cross-cultural comparisons, particularly in Generation Z learning behaviors and emerging markets.

Honors & Memberships

• Senior Fellow, Higher Education Academy (SFHEA)
• Certified Management & Business Educator (CMBE)
• Chartered Institute of Marketing (CIM)
• Chartered Institute of Insurance (CII)
• British Academy of Management (BAM)

Public Engagement

Appiah delivered the seminar Taking Business Risk - Young Entrepreneurs (2019), demonstrating knowledge transfer beyond academia. His work contributes to UN Sustainable Development Goal 4 (Quality Education) through pedagogical research.