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Balwant Samra

Senior Lecturer in Marketing

School of Marketing and Management
Coventry Business School
Faculty of Business and Law



Senior Lecturer in marketing at Coventry University, UK, in the School of Marketing and Management.  Over 20 years of experience as practicing and consulting marketer in the Packaging and Retail Industry, where he advised on marketing and advertising strategies.  His extensive experience and awareness of marketing issues means that he is in a unique position to relate theory to the real world as well as appreciate the practical importance of modules taught at Postgraduate and Undergraduate levels. Currently responsible for internationalising the curriculum as well as  teaching Marketing Management, Retail Marketing, Global Marketing and supervision of PG Dissertations. Link tutor for PSB, Singapore as well as External Examiner for Hull University and Kingston upon Thames University. Research focuses on Sports Fandom, Swift Trust, Relationship Marketing, and Brand Love.  Guest lecturer at Leuven University and Visiting Lecturer at Infosys (India); Nanjing University, China; PSB, Singapore; Kadhir Has, Turkey.


  • MA in Management Studies , Coventry University, 2008
  • Postgraduate Diploma in Management Studies, Polytechnic of Wales, 1985
  • BA (Hons) Business Studies, Southbank Polytechnic, 1984


Currently researching Swift Trust in Academia and Brand love in Sports Fandom.

Previous research examined:

  • The reasons what motivates sports fans to be involved in sport
  • Service Fairness, Trustworthiness and Trust
  • Dyadic relationship between wholesalers and retailers.

Outputs and Publications

Hedlund, D.P., Naylor, M.E., Alfaro-Barrantes, P., Bogdanov, D., Nguyen, S. N., Lee, J.S., Argan, M., Kose, H., and Samra, B. (2011) ‘Reporting on team identification research from around the world:  Examining the reliability and validity of the TEAM*ID scale in seven countries’. 2011 Global Sport Management Summit. Held 29 April – 1 May 2011  in Taipei, Taiwan.

Samra, B., and Kharouf, H. (2013) ‘How to Motivate Fans? Investigation of fans and their motives in the UK sports industry’. Leisure Studies

Samra. B., and Roy. S. (2014) ‘Service Fairness, Trustworthiness and Trust: An Empirical Examination’.  EMAC 2014 Conference. Held 3-6 June 2014 in Valencia, Spain.

Samra. B., Castle. S., Bebek. G. (2017) ‘We don’t do walking away’. International Cases in the Business of Sport (2nd  Ed). Ed. by Beech, J., Chadwick, S., and Arthur, D. Taylor and Francis.

Samra , B., Grigorian. N., and Bebek .G. (2015) ‘Exploring fan-team relationships through the lens of brand love prototype-evidence from professional soccer’. European Association for Sport Management Conference 2015. Held 9-12 September 2015 in Dublin, Ireland.

Yang. S., Samra. B., and Kumar. A. (2016) ‘Exploring the relationship between university students’ emotion management, well-being and academic performance’. Researching, Advancing and Inspiring Student Engagement Conference. Held 8-9 September 2016 in Loughborough UK.


  • M04MKT
  • M67MKT
  • 306MKT
  • Study Skills sessions for PG students.
  • Staff Training sessions and mentoring at Coventry and at PSB, Singapore.

Areas of expertise

  • Retail and Services Marketing
  • Branding/Marketing Communications
  • Marketing Management/Global Marketing
  • Sports Marketing
  • Consumer Behaviour
 Queen’s Award for Enterprise Logo
University of the year shortlisted
QS Five Star Rating 2023