Research Subject and Interests
Toni's aim is to examine the complex nature of markets and marketing and their consequences in terms of decision making, consumer behaviour and business performance, as well as the broader social, economical and cultural consequences, particularly in relation to the financial services industry. More broadly her research interests is grounded in understanding how consumers operate within financial services, the impact of technology on financial services marketing and consumer response, as well as the integration of mathematical models in marketing theory.
The project title is 'Modelling customer advocacy in financial services', which aims to explore advocacy in relation to pensions and other retirement products, with a view of developing a comprehensive conceptual framework.
The supervisory team is comprised of Dr. Harjit Sekhon as director of studies, Dr. Lindsey Appleyard and Dr. Alessandro Merendino.
Prior to commencing her PhD, Toni worked in marketing, gaining experience within the Insurance industry and the information technology sector. Having obtained her BA in Marketing Communications from De Montfort University, she pursued her MSc in Strategic Marketing at the same institution, with both undergraduate and postgraduate dissertations exploring consumer research, first in terms of children's consumer socialization and then in terms of emerging adult consumption practice, respectively.