Dr Auhud Gronfula

Dr Gronfula is a senior lecturer in Business & Marketing at De Montfort University. Prior to this, she was a Lecturer in Business and management at Buckingham new university for two years, also she was a part time lecturer at Brunel University London while she was doing her Phd.
She obtained her PhD from Brunel Business School, Brunel University London; her PhD focuses on the retailer sector, examined the linkage between ethical behaviour and CSR to enhance customer attitudes. She was an effective member of the Marketing and Corporate Brand Research Group, at Brunel Business School, Brunel University London.
Her research areas focus on CSR, consumer behaviour, brand management, financial technology and artificial intelligence. She has conducted projects with researchers from different instructions and organisations nationally and internationally.
Addition to that, prior to academic experience, she was a marketing manager and business development of SMEs located in London, managed several projects and won the tender contract for the company.
She is a member of several organisations such as Higher Education Academy (HEA). Moreover, she is a regular reviewer for several academic journals with branding focus such as Journal of Business Research and Journal of Brand Management.

• Gronfula, A., and Ali, M. (2015) “The role of consumers in complementing corporate socialresponsibility to build the brand loyalty p252”, (Conference proceeding).
• Gronfula, A., and Ali, M. (2015) “The linkage between social responsibility and ethical judgment andits influences on consumer attitudes” p330”, (Academy of Marketing Conference proceeding).
• Gronfula, A. Punjestra, K. Ali, M. (2017). “The linkage between CSR beliefs and ethical consumerbehaviour and its influences on the consumer attitudes”, Business ethics: A European Review, (Under review).

• CSR
• Branding
• AI

• 2015-2018: PhD Researcher: Marketing and Business Ethics, Brunel University
  Research focus: The linkage between corporate social responsibility and consumer ethics to enhance the consumer attitudes towards the retailer sector in the UK
• Lecturer for postgraduate students (level 5) since Jan’15 for Understanding Business and Management Research module and also an Assistant Lecturer for Innovation and Knowledge Management, Corporate brand management, Marketing Communications and marketing in digital age since Nov’14.
• Working in several conference papers related to consumer behaviour and ethics.
• Working with the marketing team for one of the main corporate heritage brand retail stores inLondon to test their heritage brand identity.
• 2011-2012: MSc in Marketing and Management (Brunel University)
  Dissertation: Consumer Behaviour and the New Technology Product Market: A Comparative Studyof UK and Saudi Arabia
• 2004 to 2008: BSc Psychology (Art and Humanities), King Abdul Aziz University, Saudi Arabia, Key Modules: Occupational Psychology, Psychology Terminology, and Developmental Psychology, Experimental Psychology, Criminal Psychology, Clinical Psychology

• Gronfula, A., and Ali, M. (2015) “The role of consumers in complementing corporate social responsibility to build the brand loyalty”, 3rd international conference on contemporary marketingissues (ICCMI) conference, Kingston University, UK, (Accepted and presented).
• Gronfula, A., and Ali, M. (2016) “The role of consumer ethics to build brand trust in retailer sector”,Academy of marketing conference, Newcastle, (Accepted and presented)
• Gronfula, A. (2017) “The linkage between CSR ‘Philanthropy’ and ethical consumers and its influences on consumer attitudes”, Academy of marketing conference , University of Hull, Hull,(Accepted and presented).