Andrew Davis
Title: Dr
First Name: Andrew
Surname: Davis
Position: Lecturer
Telephone: +44 (0)1224 263441

Duties and Responsibilities

Andrew is currently responsible for co-ordination of the Communication, Marketing and Media 4th Year Research Project and Research Methods modules. He also contributes towards Consumer Behaviour and Consumer Psychology teaching on a number of Undergraduate and Postgraduate modules.

Academic Background

Andrew gained his PhD from Heriot Watt University, Edinburgh in 2014 with a thesis exploring consumer identity theory during festival events.

M(Res) Research in Social Sciences (Heriot Watt)

MA(Hons) Management (Heriot Watt)

Fellow of Higher Education Authority

Research Interests

Current research interests include:

  • Consumer identity theory
  • Consumer behaviour during experiential consumption
  • Consumer environments
  • Festivals and events


Knowledge Transfer Partnership Scotland (03/17-02/19)

A project working alongside a large international oil and gas firm to form an in-depth qualitative understanding of multinational workforce cultural issues thereby developing innovative management practice and embed understanding, including training and a toolkit to drive industry leading performance, increasing productivity, reputation, and profitability.


Davis, A. (2017). It wasn’t me, it was my festival me: The effect of event stimuli on attendee identity formation. Tourism Management, 61 (August), pp.484-500.

Stewart, C. and Davis, A. (2016) Online branding of the offline experience: The importance of corporate branding for experiential events, in proceedings for Radical Marketing, Academy of Marketing Conference 4-7 July 2016, Northumbria University.

DAVIS, A., 2016. Experiential places or places of experience? Place identity and place attachment as mechanisms for creating festival environment. Tourism Management, 55(August), pp.49-61.

Davis, A. (2015) Consuming the festival: the effect of contextual stimuli on the festival self, in proceedings for World Research Summit for Hospitality and Tourism, 15-18 Dec 2015, UCF Rosen College of Hospitality Management, Orlando.

Davis, A., and Martin, A. (2014) Festival Place or Place of Festival? The role of place identity and attachment in the festival environment, in proceedings for Marketing Dimensions: People, Places and Spaces, Academy of Marketing Conference 7-10 July 2014, Bournemouth University.