Ines Branco-Illodo

Dr Ines Branco-Illodo is a Senior Lecturer in Marketing at the University of Stirling since 2018, previously holding positions at Nottingham Trent University and the University of Nottingham (where she completed her 2016 PhD). Her research focuses on gift-giving behavior, consumer vulnerability, and attachment theory applications in marketing. She has published in journals like Journal of Business Research and Journal of Consumer Research, and actively participates in international conferences such as the AMS World Marketing Congress.

Education:

• PhD in Marketing, University of Nottingham, 2016
• Prior professional experience in Real Estate industry

Research Interests: Dr Branco-Illodo explores gift-giving across contexts (e.g., sharing economy), its role in enhancing vulnerable consumers' wellbeing, and consumer coping mechanisms. She recently co-led a study on public gift-giving to the Royal Family, published in collaboration with Dr. Mona Moufahim and Dr. Christopher Pich. Her work emphasizes methodological innovations like diary studies and qualitative mixed-methods approaches.

Academic Engagement: She co-organized workshops on gift-giving theory and qualitative methods, including the 2020 British Academy of Marketing session on transformative gifting practices. Her research has been featured in media outlets like the Sunday Post and Daily Record.

Advising & Collaboration: Open to supervising PhD students in gift-giving, consumer vulnerability, and digital contexts. Collaborates across institutions to advance theoretical frameworks in consumer behavior.