Ronnie Ballantyne
lecturer
Marketing
Laboratory of Zetetics
France
Biography
Ronnie Ballantyne is lecturer in Marketing at Glasgow Caledonian University. He received his BA in Marketing from Stirling University in 1992. Previously Ronnie was on the faculty of the Scottish Agricultural College - Division of Management and the Department of Management Studies at University of Glasgow. Ronnie has also taught at The University of Michigan having been awarded a Colin Thomson scholarship. Additionally, he has been a guest speaker and consultant on the use of Brand Image and Brand Personality within Advertising Campaigns at the Leo Burnett advertising company in Chicago, Illinois. Ronnie has over 14 years experience as an industry consultant - working in a variety of product domains - from soft drinks to visitor attractions. He is currently involved in several studies that seek to further illuminate the relationship between the brand and the consumer. His recent branding research has been published in the Journal of Brand Management. He has also undertaken article reviews for the Journal of Marketing Management and Academy of Marketing. Ronnie is currently writing up his PhD thesis in this area. An avid music fan and a 'serious' guitar player, in his free time he continues to write and perform original material.
Research Interest
Marketing and Retailing
Publications
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Ballantyne, R , Warren, A and Nobbs, K . (2004), “ Heritage Brands and the lure of Authenticity – The Evolving Nature of Brand Choice wi thin Fashion †– Academy of Marketing Annual Conference
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Ballantyne, R. (2002) , “ Investigating Consumer Choice in the E - Commerce era: A Travel and Tourism Perspective " - in Tourism Marketing: quality a nd service management perspectives for the twenty first century, ed Eric Laws Continuum, London.
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Ballantyne, R , Warren, A and Nobbs, K . (2006) , “ The Evolution of Brand Choice †Journal of Brand Management, 13,(April - June), 339 - 352.
