Dr Nicoletta Occhiocupo

PhD

Senior Lecturer in Marketing and Operations Management

Oxford Brookes Business School

Role

I am currently Senior Lecturer in Marketing and Operations Management

Teaching and supervision

Courses

Modules taught

Creating and Delivering the Retail Brand
Foundations of Marketing
Exploring and Enhancing Employability
Contemporary Issues in Marketing Management
Placement
Global Marketing
Research Methods
Dissertation

I have extensive teaching experience both at Postgraduate (including PhD and Master) and Undergraduate level in Marketing, Retailing and Research Methods. I have also gained international experience teaching and leading programmes, among others, in Spain, Italy, France and Hungary.

Since joining Oxford Brookes University Business School as a Senior Lecturer in 2007, I have covered a number of roles at Oxford Brookes University, including Subject Coordinator at MSc level, Faculty International Exchange Coordinator, Module Leader for MSc and BA dissertations.

I have been an active member of the Programme Development Teams (PG and UG) in the Marketing Subject Area, in particular contributing to the redevelopment of MSc Marketing Portfolio, going from one MSc in Marketing to the current portfolio of four MSc Programmes in Marketing.

In my teaching, I enjoyed involving in several occasions companies and organizations to jointly create 'real life' assessments, whereby students had to work on a company briefing, so that they could experience how theoretical knowledge applies into practice.

Supervision

I am an experienced PhD supervisor, with four PhD completions and several PhD students currently working under my supervision. I have acted as PhD internal and external examiner, also in Spain and Italy.

I have been a member of the University Research Degree Committee and acted as Postgraduate Research Tutor on the PhD Programme of the Business School, also playing a key role in the EDAMBA membership application process in 2016-17.

I have supervised to completion around 100 dissertations, at Master and Undergraduate level.

Research Students

Name	Thesis title	Completed
Saptaparni Chaki	Evaluating empowered personhood among young Indian women: A case study of skin lightening creams marketed in India	Active
Luiza Gaysina	Gift-giving: A consumer-resource framework for understanding consumer gifting behaviour around gift cards in two capital cities, London and Moscow	Active

Research

My research focuses broadly on understanding value co-creation, both from managerial and consumer perspectives in the services industries, food and fashion.

I have been doing research relating to online communities and reviews, global markets, innovation, branding, retailing and foodservice, primarily using a qualitative research approach.

I serve as a reviewer for several journals and conferences, and I am a member of the Programme Committee of the International Conference on Advances in National Brand and Private Label Marketing.

Since 2003, I have been an associate member of the Oxford Institute of Retail Management (OXIRM), Saïd Business School, University of Oxford.

Research impact

My work has been published, among others, in Journal of Business Research, International Journal of Hospitality Management, Journal of Marketing Management, Journal of Product & Brand Management and Marketing Intelligence and Planning.

At the Academy of Marketing Conferences 2019 and 2010, I received a 'Best Paper Award' in the tracks where the papers were submitted and presented.

I have also been invited to present my research at practitioners events.

Publications

Matute J, Palau-Saumell R, Occhiocupo N, 'Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences'
Journal of Product and Brand Management 30 (3) (2019) pp.360-376

ISSN: 1061-0421 eISSN: 2054-1643
Abstract Published here
Pera R, Occhiocupo N, Clarke J, 'Motives and resources for value co-creation in a multi-stakeholder ecosystem: a managerial perspective'
Journal of Business Research 69 (10) (2016) pp.4033-4041

ISSN: 0148-2963 eISSN: 1873-7978
Abstract
Pera R, Occhiocupo N, Clarke J, 'Motives and resources for value co-creation in a multi-stakeholder ecosystem: a managerial perspective'
Journal of Business Research 69 (10) (2016) pp.4033-4041

ISSN: 0148-2963 eISSN: 1873-7978
Abstract Published here
Liang S W , Ekinci Y, Occhiocupo N, Whyatt, G, 'Antecedents of travellers' electronic word-of-mouth communication'
Journal of Marketing Management 29 (5-6) (2013) pp.584-606

ISSN: 0267-257X
Abstract Published here
Korotkov N, Occhiocupo N, Simkin L, 'Simulated Test Marketing in Emerging Markets: The Need to Re-Think'
Marketing Intelligence & Planning (2013)

ISSN: 0263-4503
Asmussen B, Harridge-March S, Occhiocupo N, Farquhar J, 'The multi-layered nature of the internet-based democratization of brand management'
Journal of Business Research 66 (9) (2013) pp.1473-1483

ISSN: 0148-2963
Abstract Published here
Occhiocupo N, 'Innovation in Foodservice: The Case of a World Leading Italian Company'
The Marketing Review 11 (2) (2011) pp.189-201

ISSN: 1469-347X
Abstract Published here
Occhiocupo N, 'Retailing and commercial distribution, consumer interests and healthy market competition. Interview with Antonio Catricalà, Chairman of the Italian Antitrust Authority'
European Retail Digest (2005)

ISSN: 1352-9633

Molinillo S, Ekinci Y, Whyatt G, Occhiocupo N, Stone M, 'Private label management: insights and research directions' in Gómez-Suárez M, Martínez-Ruiz M P (ed.), Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, IGI Global (2016)

ISBN: 9781522502203 eISBN: 9781522502210
Abstract Published here
Occhiocupo N, Hanke I, 'Understanding what motivates German consumers to participate in FMCGs online communities: implications for National Brands & Private Labels' in Martínez-López FJ, Gázquez-Abad JC, Sethuraman R (ed.), Advances in National Brand and Private Label Marketing, Springer (2015)

ISBN: 978-3-319-20181-8
Abstract Published here
Molinillo S, Ekinci Y, Whyatt G, Occhiocupo N, ''A Trend Analysis of Private Label Research Between 2000 and 2012'' in National Brands & Private Labels in Retailing, Springer (2014)

ISBN: 978-3-319-07194-7
Published here
Occhiocupo N, 'The value co-creating process: lessons learned from the case of a leading manufacturer' in Gummesson E, Mele C, Polese F (ed.), Service Dominant logic, Network & Systems Theory and Service Science, Giannini (2011)

ISBN: 13: 978-88-7431-525-3

PEER-REVIEWED JOURNAL ARTICLES

Matute, J., Palau-Saumell, R. and Occhiocupo, N. (2019) ‘Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences’, Journal of Product & Brand Management, Vol. 30, n. 3, pp. 360-376, ISSN 1061-0421.
Nieto-Garcia, M., Resce, G., Ishizaka, A., Occhiocupo, N. and Viglia, G. (2019) ‘The dimensions of hotel customer ratings that boost RevPAR’, International Journal of Hospitality Management, Vol. 77, pp. 583-592, ISSN 0278-4319.

BOOK CHAPTER

Derqui, B. and Occhiocupo, N. (2019) ‘The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain’, in Martínez-López, F.J., Gázquez-Abad, J.C. and Roggeveen, A. (Eds.) Advances in National Brand and Private Label Marketing, Springer, ISBN 978-3-030-18910-5

CONFERENCE PAPERS

Palau-Saumell, R., Matute, J., Occhiocupo, N. and Forgas-Coll, S. (2019) ‘Beyond human interaction: engaging consumers with Artificial Intelligence devices in services’, Artificial Intelligence & Robotics in Service Interactions: Trends, Benefits & Challenges (ARISI2019). University of Zaragoza, Zaragoza (Spain)
Derqui, B. and Occhiocupo, N. (2019) ‘Chicken or Egg? How to make innovation successful in the FMCG industry. Empirical evidence from Spain’, Academy of Marketing Conference, Regent’s University, London (UK), 2- 4 July, ISBN 978-1-5272-4262-3 - Best Paper Award
Derqui, B. and Occhiocupo, N. (2019) ‘The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain’, 6th International Conference on Advances in National Brand and Private Label Marketing, Universitat Oberta de Catalunya, Barcelona, 12-14 June
Matute, J., Palau-Saumell, R. and Occhiocupo, N. (2018) ‘Understanding customer brand engagement in online brand communities: antecedents and consequences’, Spanish Academy of Marketing (AEMARK), Barcelona (Spain), 5-7th September
Zhu, H., Clarke J. and Occhiocupo, N. (2018) Are Chinese People All Luxury Consumers? Comparative Study of Chinese Three Philosophical Religious Traditions, Academy of Marketing Conference, University of Stirling (UK), 2-5th July
Preciado, S., Ekinci, Y. and Occhiocupo, N. (2016) ‘Symbolic consumption, culture, and global brands: comparing brand consumptions in Bogotá and London’, Global Marketing Conference (GAMMA), Hong Kong, 22-24 July, ISSN 1976-8699
Pera, R., Occhiocupo, N. and Clarke, J. (2016) ‘Managerial perspectives on value co-creation: a multi-stakeholder approach’, 4th ICCMI Conference, Heraklion (Greece), 21-24 June
Zhu, H., Clarke, J. and Occhiocupo, N. (2016) ‘The influence of Chinese philosophic religious traditions on Chinese consumption behaviour’, Oxford Brookes International Conference, Oxford, 15-16 June
Occhiocupo, N. and Hanke, I. (2015) ‘Understanding what motivates German consumers to participate in FMCGs online communities: implications for National Brands & Private Labels’ International Conference on Research on National Brand and Private Label Marketing, Universitat Oberta de Catalunya, Barcelona, 24-26 June
Molinillo, S., Ekinci, Y., Whyatt, G. and Occhiocupo, N. (2014) ‘A trend analysis of private label research between 2000 and 2012’, Advances in National Brand and Private Label in Retailing, International Symposium, Universitat Oberta de Catalunya, Barcelona, 25-27 June
Occhiocupo, N. and Hanke, I. (2014) ‘Consumers’ motivational drivers to participate in online brand communities: views from FMCGs in Germany’, Oxford Brookes International Collaboration Conference, Oxford, 10-11 June.

Professional information

Memberships of professional bodies

Fellow of the Higher Education Academy
Member of the Academy of Marketing

Conferences

Academy of Marketing Conference;
Global Marketing Conference (GAMMA);
International Conference on Advances in National Brand and Private Label Marketing;
Oxford Retail Future Conference;
Naples Forum on Service;
European Association of Education and Research in Commercial Distribution (EAERCD);
EIRASS Conference;
ICCMI Conference.

Consultancy

My research has often involved companies and managers in terms of data collection and informal conversations on marketing aspects of their strategy.

Further details

Before joining Oxford Brookes University, I was teaching assistant for the MBA Marketing module at Saïd Business School, University of Oxford. I was a visiting doctoral student and researcher from October 2003 until 2007 at Green-Templeton College (formerly Templeton College), University of Oxford, in the Oxford Institute of Retail Management, of which I am an associate member. During my doctorate, I also worked at the University of Parma (Italy) in the Marketing Department of the Faculty of Economics and Business.

I hold a PhD in Marketing from University of Genoa (Italy), having previously completed my studies at University of Parma (Italy), including one year at University of Barcelona (Spain).

I have been awarded two Santander grants in 2008 and 2015.

I fluently speak English, Spanish and Italian (native).