Denton Anthony

Denton Anthony is a tenured Associate Professor of Marketing at St. Francis Xavier University in Antigonish, Nova Scotia. He is affiliated with the Schwartz School and the Department of BBA Marketing and Enterprise Systems. His role includes teaching and research in marketing.

Educations:

• PhD (Marketing) – University of Liverpool, England
• MBA – Lake Superior State University, Michigan
• BA (Honours) in Law and Justice – Laurentian University, Sudbury, Ontario

Research Interests: Denton focuses on customer-value co-creation from the consumer perspective, particularly in customer loyalty programs and service-dominant logic. His work bridges empirical and theoretical contributions to marketing theory. He examines how organizational offerings shape customer experiences and loyalty dynamics.

Coaching & Engagement: Since 2004, Denton has coached basketball teams, including the Nova Scotia U17 boys’ team (heading to Nationals in 2024) and provincial teams. He serves as an academic advisor for the X-Men basketball program.