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Hello,

I am a Ph.D. candidate (ABD) at the Isenberg School of Management, University of Massachusetts Amherst (expected graduation: May 2018). I defended my dissertation proposal on May 4, 2017.

I am a branding researcher who uses an eclectic approach to study brands relying on diverse sources of elements, ideas, and tools from a variety of fields. My main research interests focus on the study of brands from a consumer behavior theory approach pioneered by Keller (1993, 2003, 2016). My other research interests can be classified into two groups: (1) marketing communications including sponsorship and endorsement that are frequently used to build brands; and (2) brand storytelling including brand biographies and narrative transportation that are used to influence consumers’ perceptions of brands.

I have taught for three semesters as a sole instructor at Umass Amherst.

On this website, you can find abstracts of my research projects, some visuals that I have generated as part of my dissertation research, and a summary of my teaching experience.

abdullah demirel