Jaywant Singh

Jaywant Singh is Professor of Marketing and Head of the Department of Digital and Data Driven Marketing at Southampton Business School, University of Southampton. He serves as a member of the Editorial Review Board of the Journal of Advertising Research and actively supervises PhD students in consumer behavior and branding research.

Professor Singh's research focuses on why and how people consume goods and services, utilizing theories from social and experimental psychology along with mathematical and structural models. His work examines consumer behavior through the lenses of brand management, ethical consumption, and service management. Key research areas include reactions to brands espousing social causes, corporate brand crisis communication, social media impact, and sustainable consumption.

His recent publications show a strong trend toward digital marketing and data-driven approaches, with increasing focus on social media influencers, ethical brand positioning, and cross-cultural consumer behavior in emerging markets. The research demonstrates sophisticated methodological approaches combining psychological theories with quantitative analysis.

Scientific awards received include:

• Reviving corporate reputation following a crisis: The impact of online influencer communications and affective displays on consumers (2018)
• Brands that do not do Good: The Impact of Corporate Reputation Harm on Brand Equity and Consumer Value Perceptions (2016)
• The effect of guarantee terms on service recovery fairness (2014)
• Stock keeping units: examining patterns of buyer behaviour (2000)

Professor Singh actively supervises doctoral candidates on topics at the interface of consumer behavior and branding, including current PhD students Hanjia Duan and Cagla Dayangan. He has secured research funding from external bodies including the British Academy, as evidenced by his project 'Under Influence? An Investigation Of Social Media Influencers' Impact On Followers' Affective Consequences And Wellbeing.'

He is a member of The India Centre for Inclusive Growth and Sustainable Development and the Centre for Marketing Research, contributing to collaborative research initiatives that bridge academic theory with practical marketing applications.