Radu Dimitriu

Radu Dimitriu is an Associate Professor of Marketing at Trinity Business School, Trinity College Dublin. He previously served as Director of the Full Time MBA (2020-2023) and currently directs the undergraduate Business Studies & Languages program. Holding a PhD from BI Norwegian Business School, his research focuses on branding, consumer behavior, social media marketing, CSR, and AI-enabled technologies like autonomous cars and chatbots. He lectures on Marketing Strategy and oversees Trinity MBA capstone projects. With industry engagements including judging at the Ireland User Experience Awards and speaking at the Customer Experience Professional Association, Radu also advises blue-chip firms. Fluent in multiple languages, his work bridges academic rigor with practical industry insights.

Education: PhD in Marketing from BI Norwegian Business School, Oslo (specific year not stated). Prior to TCD, he worked at Cranfield University (2010-2018).

Research Interests:

• Branding strategies and brand extension dynamics
• Consumer responses to emerging technologies (AI, autonomous products)
• Sensory-enabling technologies in marketing (e.g., VR olfactory experiences)
• Prosocial behavior and corporate social responsibility
• Consumer psychology in decision-making and satisfaction

Recent Work Trends: His articles emphasize technology adoption barriers (e.g., autonomous cars), AI's role in retail, and emotional drivers like schadenfreude in consumer choices. He frequently explores how sensory and digital tools enhance consumer engagement.

Awards: None explicitly listed in the text.

Advising & Grants: No specific grants mentioned; however, his role in capstone projects indicates student advising. No named grants or funding sources provided.

Labs/Teams: No dedicated labs or teams specified; research collaborations are highlighted through co-authored works with global scholars.