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Dr Radu Dimitriu

Associate Professor in Marketing

Room 413
radu.dimitriu@tcd.ie

Dr Radu Dimitriu is Associate Professor in Marketing with Trinity College Dublin. He is Director of the Trinity Full Time MBA and Academic Coordinator of the Trinity MBA Strategic Company Projects; previously, he acted as Associate Director of Trinity’s MSc in Digital Marketing Strategy (2018-2020). Radu has a PhD from BI Norwegian Business School in Oslo, and prior to joining TCD worked with Cranfield University in the UK (2010-2018). His research is focused on branding, consumer behaviour and psychology, social media marketing, CSR and prosocial behaviour, or consumers’ adoption of new AI-enabled technologies such as autonomous products.

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Dr Radu Dimitriu is Associate Professor in Marketing with Trinity College Dublin. He is Director of the Trinity Full Time MBA and Academic Coordinator of the Trinity MBA Strategic Company Projects; previously, he acted as Associate Director of Trinity’s MSc in Digital Marketing Strategy (2018-2020). Before joining Trinity in August 2018, he served for eight years with Cranfield School of Management in the UK where he was Director of the school’s MSc in Strategic Marketing between 2014-2018.

Radu does research on branding (including brand extensions, service brands, corporate branding), consumer behaviour and psychology, social media marketing and consumer behaviour on social media, CSR and prosocial behaviour, or consumer adoption of new products (such as AI-enabled autonomous products). His work to date appeared in journals including International Journal of Research in Marketing, Psychology & Marketing, Industrial Marketing Management, European Journal of Marketing or Technological Forecasting and Social Change. He is currently a member of the Editorial Board of Psychology & Marketing. Radu has strong experience as doctoral supervisor, and during the years he has seen several candidates to successful completion of their doctorates. He also teaches Advanced Experimental Methods on the doctoral program at the University of Southeast Norway.

Radu was nominated seven years in row (2011-2018) for best lecturer at Cranfield School of Management, and at Trinity was nominated for the Provost’s teaching award in 2018-2019. He has been consulting for blue chip companies and regularly engages with the industry; more recent engagements include that of Judge at the Ireland User Experience Awards (Jun 2019) and of Speaker at the Customer Experience Professional Association Day (Oct 2019). Radu has built strong links with both reputable companies and high profile academic institutions, and among others has presented his work and insights at MediaCom London, University of Exeter (UK) or BI Norwegian Business School (Norway). A citizen of the world, he speaks several languages including English, Spanish, French, Norwegian, Portuguese and his mother tongue, Romanian.

  • Branding (including brand extensions, service brands, corporate branding)
  • Consumer behaviour and psychology (e.g. consumer categorization, consumer knowledge)
  • Social media marketing and consumer behaviour on social media
  • CSR and prosocial behaviour
  • Consumer adoption of new products (such as autonomous products)
  • Morality in consumer interactions with AI technology

    • Current projects:
    “How the Degree of Consumer Expertise Impacts the Adoption on Autonomous Products”, with Adeel Tariq & Fred Selnes.
    “The Effect of Category Variability on Fit in Brand Extension Evaluation”, with Fred Selnes.
    “Similarity Does Not Affect the Extensions of Service Brands into Other Service Categories”, with Luk Warlop.
    “The Impact of Retail Assortment Variability on the Acceptance of New Brand Extension Products”, with Fred Selnes and Luk Warlop.
    “Exploring the Employee Outcomes of Corporate Brand Heritage” with Leslie Pidcock, Emma Parry and Simon Knox.
    “Segmenting Customers Based on their Subconscious Needs” with Sid Simmons and Paul Baines.
    “Corporate Heritage Brands and the Characteristics that Affect Potential Applicants’ Perception of Organisational Attractiveness” with Leslie Pidcock, Emma Parry and Simon Knox.
    “Unmake Up Your Mind: How Different Reversible Decisions Can Either Increase or Decrease Choice Satisfaction” with Dima Moisieiev and Shailendra Pratap Jain.
    “Happy You Failed: How Schadenfreude Shapes Consumers’ Evaluation of Their Own Choices” with Dima Moisieiev and Shailendra Pratap Jain.
    “Pride in My Past: Influencing Sustainable Choices through Behavioral Recall”, with Zoe Rowe, Hugh Wilson and Fiona Charnley.
    “The Effect of Perceived Learning Opportunity on Consumers’ Evaluations of Really New Products”, with Ajmal Hafeez, Fred Selnes and Marit Engeset.

 

  1. Is similarity a constraint for service-to-service brand extensions?
    Radu Dimitriu and Luk Warlop (2021), International Journal of Research in Marketing, (Read here.)

  2. So happy for your loss: Consumer schadenfreude increases choice satisfaction
    Dmytro Moisieiev, Radu Dimitriu and Shailendra P. Jain, Psychology & Marketing, 37, 2020, p1525 – 1538.

  3. Joining hands for the greater good: examining social innovation launch strategies in B2B settings
    Crisafulli, Benedetta, Radu Dimitriu and Jaywant Singh (2020) Industrial Marketing Management (In Press).

  4. Pride in my past: Influencing sustainable choices through behavioral recall
    Rowe, Zoe, Hugh N. Wilson, Radu Dimitriu, Fiona J. Charnley and Giovanna Lastrucci (2019), Psychology & Marketing, 36(4), 276-286.

  5. Consumers’ Social Media Brand Behaviors: Uncovering Underlying Motivators and Deriving Meaningful Consumer Segments
    Dimitriu, Radu and Rodrigo Guesalaga (2017)Psychology & Marketing, 34(5), 580-592.

For a full list click here

    1. Delivering and Communicating the Value of the Sustainable Brand
    Dimitriu, R. and Knox, S. (2012).  In Grayson, D. and Exter, N. (Eds.), Cranfield on Sustainability, Greenleaf Publishing.

  • BU7087 Strategic Company Project (MBA)
  • BU8104 Marketing (Flexible MBA)
  • BUU44551 Advances in Marketing Theory & Practice (BSc)