Aravind Reghunathan

Dr Aravind Reghunathan

  • Lecturer in Experiential Marketing and Management
  • DH
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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 current research interests lie at the intersection of consumer behaviour in cyber space, brand management, and sports marketing. His research has featured in a variety of marketing, sports, and management journals, including Advances in Consumer Research, International Journal of Sports Management and Marketing, Case Centre, and Society and Management Review.

Aravind brings a range of practical experience to the lectureship, with entrepreneurial experience from launching an infotainment start-up and managerial experience from retail banking. He's also worked as a consultant for a number of organisations, including Big Synergy, on various initiatives.

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.. Advances in Consumer Research, 45, 465-468 Association for Consumer Research.
  • 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., 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.

Internet Publications


  • Reghunathan, A. and Joseph, J., 2016. Why Men Cannot Accept Feminine Brands, But Women Do not Mind Masculine Ones! In: Society for Judgement and Decision Making (SJDM) Conference, Boston, USA.

Profile of Teaching PG

  • Brand Management
  • Consumer Behaviour

Profile of Teaching UG

  • Sport Marketing
  • Brand & Event Engagement

Journal Reviewing/Refereeing

  • Sport Management Review, 01 Jan 2021

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)


  • Fellow (Advance HE, UK Higher Education Academy, 2022)
  • 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,