معرفی
Dongmei Zha is a Lecturer in Marketing at the Department of Marketing, Brunel Business School, Brunel University London, specializing in experiential marketing, sensory branding, and consumer psychology. She holds a PhD in Business Management from Middlesex Business School and an MBA (Honours) in International Marketing from Coventry Business School, and serves as a Fellow of the Higher Education Academy and Editorial Advisory Board member for Qualitative Market Research.
Her academic qualifications include:
- PhD in Business Management, Middlesex Business School, UK
- MBA in International Marketing (Honours), Coventry Business School, UK
Dr. Zha's research centers on consumption experiences from a sensory perspective, examining how consumers process brand information through multi-sensory experiences in physical and virtual environments. Her work addresses critical industry needs as firms increasingly prioritize customer-brand engagement.
- Sensory Marketing
- Experiential Marketing
- Consumer Psychology
- Brand Experience
- Customer Experience
Her publication trajectory (2020-2025) reveals a strategic integration of sensory frameworks with emerging technologies (AI, Metaverse), yielding foundational contributions to brand experience theory. Published in premier journals like International Journal of Management Reviews and Journal of Business Research, her work demonstrates consistent impact with two Top-Cited Article awards.
Notable recognitions include:
- Top-Cited Article (2021-2022), International Journal of Management Reviews
- Top-Cited Article (2020-2021), International Journal of Management Reviews
- Fellow of the Higher Education Academy (FHEA)
Dr. Zha actively supervises six PhD students researching sensory marketing and experience-driven consumer behavior, while securing a Marketing Trust grant (2022-2023) for sensory brand experience measurement. She leads key modules including Consumer Behaviour and International Marketing using experiential pedagogy.
She collaborates extensively with an international research network centered around Dr. Pantea Foroudi, driving innovation in marketing theory and practice.
