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