Paul Beresford

Dr. Paul Beresford is a Senior Lecturer in Marketing at Sheffield Hallam University's Business School. His research explores cultural branding approaches in the UK grocery sector, consumer perception of retailer brands, and sensory marketing influences. Awarded multiple teaching honors including the Vice-Chancellor's Inspirational Teaching Award.

Dr. Beresford's doctoral work established frameworks for analyzing brand image dissonance in retail environments. He previously led a £1.27 million HEFCE Food Innovation Project, developing industry-academic partnerships for food sector innovation.