معرفی
Dr. Balwant Samra serves as Senior Lecturer in Marketing at Coventry University's School of Marketing and Management within Coventry Business School (Faculty of Business and Law). With over 20 years of industry experience in Packaging and Retail marketing consultancy, he integrates practical insights into teaching Marketing Management, Retail Marketing, and Global Marketing courses (M04MKT, M67MKT, 306MKT). His international roles include Link Tutor for PSB Singapore and External Examiner for Hull University and Kingston upon Thames University.
His academic credentials include:
- MA in Management Studies, Coventry University (2008)
- Postgraduate Diploma in Management Studies, Polytechnic of Wales (1985)
- BA (Hons) Business Studies, Southbank Polytechnic (1984)
Samra's research centers on Sports Fandom, Swift Trust, Relationship Marketing, and Brand Love, with current projects examining Swift Trust in Academia and Brand Love in Sports Fandom. Previous work investigated fan motivations, service fairness, trust dynamics, and wholesaler-retailer relationships. His industry background enables unique connections between theoretical frameworks and real-world marketing applications across sports, retail, and higher education contexts.
His publication portfolio demonstrates consistent exploration of trust mechanisms and consumer motivations, particularly in sports fandom and retail services, while extending into student well-being research. The interdisciplinary nature of his work bridges marketing theory with psychological and sociological perspectives on consumer behavior.
No scientific awards were documented in the source material. Samra actively supervises postgraduate dissertations and conducts staff training/mentoring at Coventry University and PSB Singapore. His global academic engagement includes guest lectureships at Leuven University, Infosys (India), Nanjing University (China), PSB Singapore, and Kadhir Has University (Turkey), reflecting significant international scholarly contributions.
