Radu Dimitriu
Director
Strategic Marketing & Sales
Cranfield University
United Kingdom
Biography
Radu received his PhD in 2010 from BI Norwegian Business School in Oslo. His doctoral work focused on understanding consumers' psychology of brand extension evaluation, and specifically how consumers evaluate brand extensions depending on their perception of the market where the brand is extending. Prior to joining Cranfield, he held a senior position in a marketing consultancy dealing with customer database analysis and strategy. Radu is Lecturer in Strategic Marketing and Director of the school's highly successful MSc in Strategic Marketing. He does research in the areas of branding and brand extensions, strategic marketing, consumer behaviour and psychology, and consumer pro-social behaviour. Radu's work has been accepted for publication in journals including European Journal of Marketing, Psychology and Marketing and Technological Forecasting and Social Change, and he regularly presents his research at reputable international conferences.
Research Interest
Dr. Radu's research focuses on the areas of brand management, consumer behaviour, marketing strategy and planning, and methods of research.
Publications
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Dimitriu R, Warlop L, Samuelson (2017) Brand extension similarity can backfire when you look for something specific. European Journal of Marketing 51: 850-868.
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Dimitriu R, Guesalaga R (2017) Consumers’ social media brand behaviors: uncovering underlying motivators and deriving meaningful consumer segments. Psychology and Marketing 34: 580-592.
