Researcher and Specialist
|Faculty and department||Business & Law|
|About||Dr Vignesh Yoganathan is Senior Lecturer and Programme Leader for MSc Digital Marketing at Newcastle Business School, Northumbria University. He has worked with various commercial and non-profit organisations to improve customer insights and branding, especially using digital marketing. His research interests include the digital environment’s impact on brand strategy and ethical product-marketing, as well as digital marketing in and out of the workplace.|
|Fields of interests /||
Brand, Digital, and Responsible Strategies.
|Proposition of common research in GETM3||
Yoganathan, V., McLeay, F., Osburg, V.-S., & Hart, D. (2007). The core value compass: Visually evaluating the goodness of brands that do good. Journal of Brand Management.
McLeay, F., Roberts, J., & Yoganathan, V. (2012). Transferring social marketing knowledge through third sector CoPs. The Marketing Review, 12(4), 381-401.