معرفی
Professor Fraser McLeay is Dean and Chair in Marketing at the Sheffield University Management School. He joined the University of Sheffield in 2018 and has held leadership roles including Associate Dean for Education, Head of Marketing and Creative & Cultural Industries, and Head of the Marketing, International Enterprise and Strategy division. His academic appointments span globally, including at Newcastle Business School, Macquarie University, and Peter the Great St Petersburg University.
- Current Position: Professor and Dean, University of Sheffield
- Previous Position: Professor of Strategic Marketing Management, Newcastle Business School
- Industry Experience: Over 10 years in senior management roles advising 250+ businesses in 60+ countries
Fraser McLeay’s research is interdisciplinary, focusing on digital marketing, consumer behavior, sustainability, and the adoption of emerging technologies such as service robots and autonomous vehicles. His work explores hedonic vs. sustainable consumption, branding in digital environments, and co-creativity. He investigates how consumers respond to innovations in service settings and how digital platforms influence trust and word-of-mouth.
His recent publications reflect a strong trend in technology adoption, ethical consumption, and digital branding. Articles examine service robots in care, consumer motivations for autonomous vehicles, and corporate crisis responses on social media. His research frequently appears in high-impact journals such as Journal of Service Research, Tourism Management, and British Journal of Management.
His scientific recognition includes:
- Wiley Top Cited Paper Award (2023)
- Martin Oppermann Article of the Year Award (2019)
- Emerald Citations of Excellence Award (2017)
Fraser has successfully supervised 12 PhD students and currently supervises Huaiyu Li on organic food marketing. He has received research funding from EPSRC, ESRC, and AHRC and has led major academic initiatives, including chairing the Academy of Marketing conference. His teaching emphasizes experiential learning and research-informed pedagogy, with executive education delivered across the UK, US, China, and Europe. He is a key member of the Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT) research group.
