معرفی
Dr Gaye Bebek is a Lecturer in Marketing at Henley Business School, University of Reading, based at the Whiteknights Campus. Her academic work centers on consumer identity, branding, and cross-cultural consumption practices in digital environments.
Her research interests include:
- Culture and consumption
- Cross-cultural and international marketing
- Digital consumption practices
- Branding
- Acculturation and identity
Dr Bebek's scholarly work has been published in leading journals such as the Journal of Business Research and Journal of Macromarketing. Her recent publications explore identity construction in digital spaces and branding within ethical markets, indicating a strong focus on consumer behavior in contemporary and global contexts.
Her current research projects include:
- Applying marketing theory to aid the war on drugs: Devaluing heroin brands in wholesale supply chains
- Liminality of digital environments and impact on identity construction and acculturation processes
- Struggle to fit: Differences in building cross-cultural cognitive legitimacy in ethical markets in Turkey and UK
She teaches key modules including Brand Strategy (MMM180), Marketing for a Better, Sustainable World (MMM170), and Branding (MMM137), reflecting her commitment to sustainable and socially responsible marketing education.
Dr Bebek advises on consumer-centric marketing strategies and integrates co-creative and sustainability-focused approaches in her pedagogy and research. There is no public information available regarding student supervision or external funding grants.
