Aravind Reghunathan

Dr Aravind Reghunathan

  • Lecturer in Experiential Marketing and Management
Back to top


Dr. Aravind Reghunathan is a Lecturer in Experiential Marketing at Bournemouth University. He completed his Ph.D. at the Indian Institute of Management Kozhikode, India. He holds a Master's degree in Business Administration and a Bachelor's degree in Commerce.

Aravind's research interests focus on consumer behaviour in cyber space, brand management, and sports marketing. His research has featured in a variety of marketing and management journals, including Advances in Consumer Research, Case Centre, and Society and Management Review.

With an entrepreneurial experience from starting-up an infotainment firm and also with managerial experience in retail banking, Aravind brings a wealth of practical experience to lectureship. He has also been involved as a consultant in projects for various companies, including Big Synergy Media.


Journal Articles


  • Reghunathan, A. and Joseph, J., 2018. Winning the Brand Loyalty Cup: The Psychological Play of Symbol-related Brand Elements of Football Clubs. In: Mathsport Asia 10-12 December 2018 Jamshedpur, India.
  • Reghunathan, A. and Joseph, J., 2017. Men will be Men, Women will be Women: The Case of Cross-gender Brand Extensions. In: Association for Consumer Research Conference 26-29 October 2017 San Diego, U.S.. Association for Consumer Research, 465-468.
  • Reghunathan, A., 2017. Cross-Gender Brand Extensions: Staying on Strong Foundations? In: American Marketing Association 4-6 August 2017 San Francisco, U.S..
  • Reghunathan, A., 2016. Why Men Cannot Accept Feminine Brands, But Women Do not Mind Masculine Ones! In: Society for Judgement and Decision Making 18-21 November 2016 Boston, U.S..
  • Reghunathan, A., Balaji, G. and Krishnan, O., 2016. Relationship Marketing in Indian Banking: A Stakeholder Analysis. In: Conference on Marketing, Technology, and Society 9-11 September 2016 Indian Institute of Management Kozhikode, India.


Profile of Teaching PG

  • Event Management for Sport
  • Brand Management

Profile of Teaching UG

  • Sport Marketing

Public Engagement & Outreach Activities

  • A magazine column on brand management published fortnightly in Dhanam business magazine, India

Consultancy Activities

  • Regional language version of Who Wants to be a Millionaire TV Show S4, Senior consultant. Reliance Big Synergy, India
  • Sell Me the Answer TV Show S2, Senior consultant. Reliance Big Synergy, India


  • PhD in Marketing Management (Indian Institute of Management Kozhikode, 2020)
  • MBA in Marketing (Mahatma Gandhi University, India, 2012)


  • Paul.R. Lawrence Fellowship (North American Case Research Association, 2019)
  • Case Writing Scholarship (Case Centre, 2017)
  • Junior Research Fellowship (University Grants Commission, India, 2012)
  • National Eligibility Test Qualification for Lectureship in Management (University Grants Commission, India, 2012)


  • Emerging Markets Society, Member,
  • Transformative Consumer Research, Member,
The data on this page was last updated at 04:11 on January 15, 2021.