Prof Jonathan Elms staff profile picture

Contact details +64 (09) 414 0800  ext. 43323

Prof Jonathan Elms

Professor - Sir Stephen Tindall Chair in Retail Management

School of Communication, Journalism and Marketing

Jonathan Elms is the Sir Stephen Tindall Chair Professor in Retail Management. Jonathan leads Massey University’s Bachelor of Retail and Business Management, NZ’s only retail degree. He is also the Director of the Centre for Advanced Retail Studies (CARS), NZ's 'centre of excellence' for retail research, education and scholarship.

Jonathan joined Massey in December 2014 after spending seven years at the Institute for Retail Studies (IRS), University of Stirling. At Stirling, Jonathan directed the IRS’ undergraduate retail marketing programmes delivered on campus and in Singapore.

He holds a BSc (Hons) Marketing, MSc Management, and PhD in Marketing from Lancaster University

Research Expertise

Research Interests

Jonathan's research interests broadly encompass the interrelated themes of ‘Retail Change, Power and Competition’ and ‘Consumer Behaviour and Choice in a Retail Context’. He has published extensively in a wide range of specialist retailing, general marketing, and management, as well as wider social scientific journals.

Current research projects include a focus on: disadvantaged shoppers and consumer vulnerability, multi-channel brand equity, the role of retail design and architecture in consumers’ perceptions of store environments, retail branding, and the international divestment strategies undertaken by retailers.


Design – for Commerce, Community and Culture, Health and Well-being, Future Food Systems

Area of Expertise

Field of research codes
Built Environment And Design (120000):
Business and Management (150300): Commerce, Management, Tourism And Services (150000):
Human Geography (160400):
Marketing (150500):
Studies In Human Society (160000)

Research Outputs


Londono, JC., Davies, K., & Elms, J. (2017). Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product. Journal of Retailing and Consumer Services. 36, 8-20
[Journal article]Authored by: Elms, J.
Elms, J., de Kervenoael, R., & Hallsworth, A. (2016). Internet or store? An ethnographic study of consumers' internet and store-based grocery shopping practices. Journal of Retailing and Consumer Services. 32, 234-243
[Journal article]Authored by: Elms, J.


Wright, MJ., Schnack, A., Holdershaw, JL., & Elms, J.From computer to cave: A simulated convenience store using immersive virtual reality. . Groningen, The Netherlands
[Conference Paper]Authored by: Elms, J., Holdershaw, J., Wright, M.

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Supervisor 2 0

Current Doctoral Supervision

Supervisor of:

  • Hussam Aldolaigan - PhD
    Improving Marketing Efficiency Through Analytics: Agrifood Retail Customer Loyalty and Location Assessment
  • Kousar Sadeghzadeh Fesaghandis - PhD
    Down the Rabbit-Hole: The Experience of Fantasy Servicescapes and Consumers’ Emotional and Behavioural Responses

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