Portrait of Professor Stuart Roper Professor Stuart Roper

s.roper@hud.ac.uk | 01484 471032


Position: Professor of Marketing and Associate Dean (Research) – Department of Logistics, Operations, Hospitality and Marketing
Qualifications: PhD, M.A. DipM MCIM, Cert Ed.

Research and Scholarship

My research is in the area of brands, branding and corporate reputation. As well as researching and publishing in mainstream areas of brand management, I have developed quite unique areas of brand related research. For example I have developed an innovative area of research considering the impact of brands that appear as litter and the impact that litter has upon the brand and upon consumers. Another area of my research considers the impact that brand usage has upon the self esteem of children and adolescents.

Publications and Other Research Outputs


Rutter, R., Chalvatzis, K., Roper, S. and Lettice, F. (2017) ‘Branding Instead of Product Innovation: A Study on the Brand Personalities of the UK's Electricity MarketEuropean Management Review . ISSN 1740-4754

Roper, S., Hopkinson, P., Zils, M. and Hawkins, P. (2017) ‘Managing a Complex Global Circular Economy Business Model: Opportunities and ChallengesCalifornia Management Review . ISSN 0008-1256

Mousavi, S., Roper, S. and Keeling, K. (2017) ‘Interpreting Social Identity in Online Brand Communities: Considering Posters and LurkersPsychology & Marketing , 34 (4), pp. 376-393. ISSN 0742-6046

Round, G. and Roper, S. (2017) ‘When and why does the name of the brand still matter? Developing the temporal dimension of brand name equity theoryEuropean journal of marketing , 51 (11/12), pp. 2118-2137. ISSN 0309-0566


Roper, S (2016) ‘Definition of 'brand'’. In: The SAGE Encyclopedia of Corporate Reputation. : Sage. pp. 73-77. ISBN 978-1483376516

Isaksen, K. and Roper, S. (2016) ‘Brand Ownership As a Central Component of Adolescent Self-esteem: The Development of a New Self-esteem ScalePsychology & Marketing , 33 (8), pp. 646-663. ISSN 0742-6046

Rutter, R., Roper, S. and Lettice, F. (2016) ‘Social media interaction, the university brand and recruitment performanceJournal of Business Research , 69 (8), pp. 3096-3104. ISSN 0148-2963

Roper, S (2016) ‘Branding the entire entity: corporate branding’. In: The Routledge Companion to Contemporary Brand Management. : Routledge. pp. 354-365. ISBN 978-0415747905

Medway, D., Parker, C. and Roper, S. (2016) ‘Litter, gender and brand: The anticipation of incivilities and perceptions of crime prevalenceJournal of Environmental Psychology , 45, pp. 135-144. ISSN 0272-4944

Spear, S. and Roper, S. (2016) ‘Storytelling in organisations: supporting or subverting corporate strategy?Corporate Communications: An International Journal , 21 (4), pp. 516-532. ISSN 1356-3289


Round, G. and Roper, S. (2015) ‘Untangling the brand name from the branded entityEuropean journal of marketing , 49 (11/12), pp. 1941-1960. ISSN 0309-0566

Parker, C., Roper, S. and Medway, D. (2015) ‘Back to basics in the marketing of place: the impact of litter upon place attitudesJournal of Marketing Management , 31 (9-10), pp. 1090-1112. ISSN 0267-257X


I am Visiting Professor at the School of Economics, University of Turku, Finland and also Chair of the Academy of Marketing’s special interest group in Brand, Identity and Corporate Reputation. As such I help organise the annual Global Brand Conference. I am on the editorial board of the Journal of Brand Management, the Journal of Product and Brand Management, the Journal of Marketing Trends and the Journal of Place Management and Development. I have also guest edited a number of special issues of journals related to contemporary issues in branding, including the Journal of Business Research and the European Journal of Marketing.

I have appeared on television and radio in the UK and overseas discussing my research together with many national and international newspapers and media outlets.

Research Degree Supervision

I am an experienced PhD supervisor and have acted several times as both an internal and external examiner of doctoral theses. I would be interested in supervising students particularly in my key areas of branded litter and the impact of brands on childrens’ and adoloescents’ self-esteem.

Enterprise Activities

I have worked with numerous organisations – profit making, non-profit and third sector organisations advising on branding and corporate reputation. I also have considerable experience in executive education.

Administrative Responsibilities

I am Associate Dean (Research) at Huddersfield Business School.

Teaching and Professional Activities

Teach in areas of marketing, branding, reputation management as well as research methods.