Dominic Appiah

Dominic is a lecturer in Marketing at Royal Holloway, University of London, where he leads modules such as Marketing Strategy and Digital Consumer Culture. He earned his PhD from Plymouth University, an MBA from the University of Wales, and a Bachelor of Arts in Politics & Philosophy from the University of Ghana. His research focuses on consumer purchase intentions in digitally disrupted markets and strategies for building resistance to brand switching. Dominic has published widely in academic journals and books, including the International Journal of Consumer Behaviour, International Journal of Retailing & Consumer Services, Journal of Sustainability, and the Interdisciplinary Journal of Economics & Business Law. With extensive experience in the financial services industry, he worked at State Insurance Company in Ghana and both GIA Insurance and Ghana International Bank in the UK before entering academia. He is a Senior Fellow of the Higher Education Academy (HEA) and a member of the Chartered Institute of Marketing (CIM), Chartered Institute of Insurance (CII), and the British Academy of Management (BAM).