Overview
Sara Parry is a Senior Lecturer in Marketing at Bangor Business School (August 2016-Present), previously Lecturer in Marketing (February 2010-July 2016) and Welsh Teaching Fellow (September 2008-February 2010). She obtained her PhD in Marketing at Bangor University in 2008. Her research work has appeared in many internationally recognised journals such as Journal of Business Research, European Journal of Marketing and British Journal of Management.
Sara is currently Associate Editor of Marketing Intelligence & Planning.
Roles within Bangor Business School:
- Director of Postgraduate Taught Marketing Programmes overseesing three programmes: MA Business and Marketing, MBA International Marketing and MSc Consumer and Digital Marketing Analytics.
- Chartered Institute of Marketing (CIM) Academic Lead.
- 'Understanding Consumers' Research Planning Group Lead
- Personal tutor
- Access Scholarships for Local Schools
Previously held roles:
- Chair of BBS Athena SWAN Self Assessment Team (SAT)
- Equality, Diversity and Sustainability Lead
- Principal Investigator for the 20Twenty Management and Leadership Project
- Director of Undergraduate 2nd Year and Exam Board Chair
Additional Contact Information
Location: Room 2.10 Hen Goleg
Telephone: 01248 388457
E-mail: s.parry@bangor.ac.uk
Qualifications
- PhD: Marketing of innovation: The case of a Welsh SME in the ICT sector
2008 - Professional: Postgraduate Certificate in Higher Education (PGCertHE)
Teaching and Supervision
Undergraduate Teaching:
ASB-1601 Professional Skills in Marketing
ASB/ADB-2520 Marketing and Social Media Communications
Postgraduate Teaching:
ASB/ABJ-4440 Consumer Behaviour in a Global & Digital World.
Supervisor for undergraduate and postgraduate dissertations.
PhD Supervisor
Help to Grow Management Course, 'Building a Brand' (2022, 2023).
Research Interests
My current research interests include consumer behaviour in various social contexts, risky consumption, place attachment, sustainability and place identity, community engagement and climate change communications.
Methods expertise include running focus groups, interviews, concept mapping, netnography, surveys and qualitative data analysis.
Postgraduate Project Opportunities
I am willing to supervise exceptional PhD students in the following research areas: Risky consumer behaviours such as alcohol consumption, vaping and smoking; Social media marketing; sustainability and place-related research.
Publications
2023
- PublishedLet there be a “We”: Introducing an Ethics of Collective Academic Care
Banister, E., Hamilton, K., Piacentini, M., Abboud, L., Allison, S., Bruce, H., Hein, W., Higgins, L., Hoyland, C., Nairn, A., Parry, S. & Andrea, T., 27 Nov 2023, In: European Journal of Marketing. 57, 10, p. 2838-2859
Research output: Contribution to journal › Article › peer-review
2022
- PublishedExploring responses to differing message content of pictorial alcohol warning labels
Hassan, L., Parry, S. & Shiu, E., Nov 2022, In: International Journal of Consumer Studies. 46, 6, p. 2200-2219
Research output: Contribution to journal › Article › peer-review - PublishedReview of tobacco control action plan and delivery plans
Parry, S., Shiu, E. & Doyle, C., 24 May 2022, Welsh Government. 58 p.
Research output: Book/Report › Commissioned report
2020
- PublishedPerswadio a Hyrwyddo
Parry, S., Roberts, L. & Wyn, E., 2020, Cyflwyniad i Farchnata. Roberts, L. (ed.). Pontypridd: Prifysgol De Cymru, p. 274-296
Research output: Chapter in Book/Report/Conference proceeding › Chapter
2019
- PublishedUnderstanding the relationship between smoking and place across multiple places through the lens of place attachment
Parry, S. & Hassan, L., Apr 2019, In: Journal of Environmental Psychology. 62, April, p. 115-123
Research output: Contribution to journal › Article › peer-review
2017
- PublishedLinking relationship marketing to social embeddedness in a rural bilingual context
Parry, S. & Westhead, P., 30 Jun 2017, In: Journal of Small Business and Enterprise Development. 24, 2, p. 261-277
Research output: Contribution to journal › Article › peer-review
2016
- PublishedAddressing the cross-country applicability of the theory of planned behaviour (TPB): A structured review of multi-country TPB studies
Hassan, L. M., Shiu, E. M. & Parry, S., Jan 2016, In: Journal of Consumer Behaviour. 15, 1, p. 72-86
Research output: Contribution to journal › Article › peer-review - PublishedThe Moderating Effects of National Age Stereotyping on the Relationships between Job Satisfaction and its Determinants: A Study of Older Workers across 26 Countries
Hassan, L. M., Shiu, E. M. & Parry, S., Jan 2016, In: British Journal of Management. 26, 2, p. 255-272
Research output: Contribution to journal › Article › peer-review
2015
- PublishedThe direct and moderating influences of individual-level cultural values within web engagement: A multi-country analysis of a public information website
Shiu, E. M., Walsh, G., Hassan, L. M. & Parry, S., Mar 2015, In: Journal of Business Research. 68, 3, p. 534-541
Research output: Contribution to journal › Article › peer-review
2013
- PublishedUncertainty in ethical consumer choice: a conceptual model
Hassan, L., Shaw, D., Shiu, E., Walsh, G. & Parry, S., 2013, In: Journal of Consumer Behaviour. 12, 3
Research output: Contribution to journal › Article › peer-review - Published‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising
Parry, S., Jones, R., Stern, P. & Robinson, M., 21 Mar 2013, In: Journal of Consumer Behaviour. 12, 2, p. 112-121
Research output: Contribution to journal › Article › peer-review
2012
- PublishedCustomer-perceived value in business-to-business relationships: A study of software customers
Parry, S., Rowley, J., Jones, R. & Kupiec-Teahan, B., 1 Jul 2012, In: Journal of Marketing Management. 28, 7-8, p. 887-911
Research output: Contribution to journal › Article › peer-review - PublishedMarketing for survival: a comparative case study of SME software firms
Parry, S., Jones, R., Rowley, J. & Kupiec-Teahan, B., 1 Jan 2012, In: Journal of Small Business and Enterprise Development. 19, 4, p. 712-728
Research output: Contribution to journal › Article › peer-review
2011
- PublishedBusiness support for new technology-based firms: a study of entrepreneurs in north Wales
Jones, R. & Parry, S., 1 Nov 2011, In: International Journal of Entrepreneurial Behavior and Research. 17, 6, p. 645 - 662
Research output: Contribution to journal › Article › peer-review - PublishedExploring marketing and relationships in software SMEs: A mixed methods approach
Parry, S., Kupiec-Teahan, B. & Rowley, J., 1 Jan 2011, In: Management Research Review. 35, 1, p. 52 - 68
Research output: Contribution to journal › Article › peer-review - PublishedMarketing the ‘Silver Bullet’; the online perceptions of mature consumers in the UK
Griffiths, G., Westmoreland, P., Khammash, M. & Parry, S., 1 Jan 2011.
Research output: Contribution to conference › Paper
2010
- Published"Shockvertising": An exploratory investigation into attitudinal variations and perceptions of shock advertising.
Robinson, M., Stern, P., Jones, R. & Parry, S., 1 Jan 2010.
Research output: Contribution to conference › Paper - PublishedExploring Customer Relationships in Technology Firms: A mixed methods appraoch.
Parry, S. & Kupiec-Teahan, B., 1 Jan 2010.
Research output: Contribution to conference › Paper - PublishedIndigenous and Non-indigenous Entrepreneurs: A Study of the Effect of Rurality.
Edwards, R., Jones, R. & Parry, S., 1 Jan 2010.
Research output: Contribution to conference › Paper - PublishedMarketing in software SMEs: A comparative case study.
Parry, S., Jones, R. & Kupiec-Teahan, B., 1 Jan 2010.
Research output: Contribution to conference › Paper
2009
- PublishedCritical Success Factors of SMEs in the Software Sector.
Parry, S., Jones, R., Rowley, J. & Kupiec-Teahan, B., 1 Jan 2009.
Research output: Contribution to conference › Paper - PublishedRelationship Marketing in SME Technology Firms: A Conjoint Analysis Approach
Parry, S., Kupiec-Teahan, B., Jones, R. & Khammash, M., 1 Jan 2009.
Research output: Contribution to conference › Paper - PublishedRelationship Marketing in SME technology firms: a case study approach.
Parry, S. & Kupiec-Teahan, B., 1 Jan 2009.
Research output: Contribution to conference › Paper
Activities
2024
- WIN Network workshop: Sustainable Food Cymru
WIN Network: Sustainable Food Cymru Workshop at UWTSD
10 Sep 2024 – 11 Sep 2024
Links:
Activity: Participation in Academic workshop, seminar, course (Speaker) - Exploring the Relationship Between Place Attachment and Drinking in the Home
2 Jul 2024
Activity: Oral presentation (Speaker)
2023
- Pa mor gynaliadwy y gall twristiaeth fod yng Nghymru?
Trafodaeth Panel yn yr Eisteddfod Genedlaethol
7 Aug 2023
Activity: Types of Public engagement and outreach - Festival/Exhibition (Chair) - Anglesey residents' view on 'Energy Island': An exploratory study
Jun 2023
Activity: Oral presentation (Speaker) - Manteisio ar Safle Treftadaeth y Byd UNESCO Llechi Cymru a datblygu twristiaeth gynaliadwy ac adfywiol yn yr ardal: Canlyniadau Rhagarweiniol.
21 Apr 2023
Activity: Invited talk (Speaker)
2022
- Capitalising on the Slate Landscape UNESCO World Heritage Site and the development of sustainable and regenerative tourism in North West Wales.
Presentation to the Gwynedd & Eryri Visitor Economy Task and Finish Group.
Nov 2022
Activity: Invited talk (Speaker) - BU-IIA Funded Project: Capitalising on the Slate Landscape UNESCO World Heritage Site and the development of sustainable and regenerative tourism in North West Wales
This project will combine expertise in place research, heritage, marketing and sustainability to examine how local organisations, communities and the younger generation can benefit from the Slate Landscape of North West Wales’s status as a UNESCO World Heritage Site (WHS) whilst developing sustainable and regenerative tourism practices. Working with key individuals from Cyngor Gwynedd Council and the Partnerships Manager of Snowdonia National Park Authority to create impactful research that benefits the local economy and feeds into the Gwynedd and Eryri Sustainable Visitor Economy Plan.
Funding awarded through the Bangor University Innovation and Impact Award (Research Wales Innovation Funding). Value = £19,446
1 May 2022 – 30 Apr 2023
Activity: Other (Contributor)
Projects
-
Review of Tobacco Action Plan and Delivery Plans
01/10/2021 – 01/08/2022 (Finished)
Other Grants and Projects
Capitalising on the Slate Landscape UNESCO World Heritage Site and the Development of Sustainable and Regenerative Tourism in Northwest Wales, awarded £20,000 by Bangor Impact and Innovation Award (August 2022 -July 2023). Principal Investigator. See https://www.bangor.ac.uk/slate-landscape for further information.
Anglesey residents’ views on ‘Energy Island’: An exploratory study, awarded £1500 by College Seed Fund (March 2022-September 2022). Co-Investigator.
Lucozade and Litter: how can we prevent single-use plastic pollution, awarded £10,000 by NERC discipline-hopping scheme (January 2022 - May 2022). Co-Investigator.
Other Information
Bangor University Teaching Fellowship -July 2023
Member of Chartered Institute of Marketing
Member of Chartered Management Institute
Non Executive Director for MPW Making Places Work: https://mpwmakingplaceswork.co.uk/
Member of Academy of Marketing
External Examiner for Cardiff Business School: MSc Strategic Marketing.
External Engagement Lead for Places of Climate Change (PloCC) Research Centre, Bangor University.