Andrew Farrell

Marketing and Strategy Department

Role: Senior Lecturer in Marketing
Phone: 01212043055
Room: ABS 411

An academic for over 15 years, Andrew gained his undergraduate and Master’s degrees from Victoria University of Wellington, New Zealand. He followed this with doctoral study at Loughborough University, UK, receiving his PhD in 2008. After a lectureship at Aston Business School, where he served as Research Convenor and Doctoral Degrees Director for the Marketing and Strategy Group, he joined Southampton in April 2016 as an Associate Professor. He returned to Aston in June 2019. His substantive research areas include services marketing and service encounters. His theoretical research is in the area of research methodology, especially discriminant validity. He uses a range of methodological approaches to underpin his work, believing that a strong foundation is critical to ensure robust, trustable, and actionable results. He is a Certified Member of the Market Research Society (CMRS) and a Fellow of the Higher Education Academy (FHEA). He is a member of the editorial review board of the European Journal of Marketing, and the Journal of Marketing Theory & Practice. He also reviews, on an ad-hoc basis, for the Journal of Business Research, Leadership Quarterly, Human Relations and the British Journal of Management. In addition, he has presented his work at a variety of national and international conferences. Andrew was a finalist for the Best Paper Award at the 2001 Academy of Marketing Annual Conference and the 2007 Postgraduate Research Prize at Loughborough University. In 2011, Andrew was awarded the Outstanding Reviewer Award from the European Journal of Marketing, and in 2014 he received the Dean's Award for Innovation in Teaching from Aston Business School. In 2016, he was given an Aston Astonishing Academics Award for Most Effective Use of Feedback in Aston Business School. This was followed by a Dean's Teaching Award from Southampton Business School, also in 2016. In 2018, he received a Staff Achievement Award for Outstanding Contribution to the Faculty of Business and Law at the University of Southampton. 


  • PhD - Loughborough University, UK
  • BCA(Hons) - Victoria University of Wellington, NZ
  • BCA - Victoria University of Wellington, NZ
  • FHEA - Fellow of the Higher Education Academy (Ref: PR057581)
  • CMRS - Certified Member, Market Research Society (Ref: 2192375)
  • Senior Lecturer in Marketing, Aston Business School (June 2019 - date)
  • Associate Professor of Marketing, University of Southampton (April 2016 - January 2019)
  • Lecturer in Marketing, Aston Business School (June 2009 - March 2016)
  • Research Associate in Marketing, Loughborough University (October 2004 - May 2009)
  • Research Assistant / Fellow in Marketing, Aston Business School (October 2001 - September 2004)
Andrew's teaching is focused in the area of Market Research, with the overall aim of dissuading people of the view that statistics are difficult to understand and implement. He is also a strong supporter of enhancing business's ability to use market research to support their operations. In particular, he seeks to enable SMEs to cost-effectively make better use of their data. Previously, Andrew has been involved in teaching Marketing Management, International Marketing, Services Marketing, Consumer Behaviour and Advertising, and Research Methods at the undergraduate and postgraduate levels, as well as supervising numerous dissertation projects.
Andrew’s research interests lie in the areas of services marketing (in both online and offline environments) and research methodology. In particular, he is an expert in the measurement and implementation of service-profit-chain activities, such as service quality, customer satisfaction, service encounter quality, and employee behaviours. Academically, Andrew focuses on issues to do with survey methodology and discriminant validity of latent variables
  • Chair: Farah Naz (completed 2019) Joanna Pokorska (completed 2016) Olivier Sibai (completed 2015)
  • Panel Member: David Carrington (completed 2018) Iftakar Haji (completed 2014)
  • Market Research Society - Certified Member and Co-Joint Chief Examiner for the Advanced Certificate in Market and Social Research Practice.
  • Higher Education Academy - Fellow 
  • Souchon, AL, P Hughes, AM Farrell, E Nemkova and JS Oliveira (2016) “Spontaneity and International Marketing Performance”, International Marketing Review, 33(5), pp. 671-690.
  • Farrell, AM, JF Hair and MJ Polonsky (2016) “Top-Cited Articles Reflect High Impact of JMTP Across Many Disciplines, Not Just Marketing”, Journal of Marketing Theory and Practice, Online Special Issue, Published: 13 April 2016.
  • Greenland, S, I Combe and AM Farrell (2016) “Stakeholder Preference and Stated vs Derived Importance Satisfaction Research”, International Journal of Market Research, 58(1), pp. 35-55.
  • Sibai, ORB, K De Valck, AM Farrell and JM Rudd (2015) “Social Control in Online Communities of Consumption: A Framework for Community Management”, Psychology & Marketing, 32(3), pp. 250-264.
  • Sibai, ORB, K De Valck, AM Farrell and JM Rudd (2014) “Keyboard Warriors in Cyberfights: Conflict in Online Communities of Consumption and its Effects on Community Resources”, Advances in Consumer Research, 42, pp. 697-698.
  • Haji, I, H Evanschitzky, I Combe, and AM Farrell (2012) “The Forgotten Brand Personality Dimension”, Advances in Consumer Research, 40, pp. 442-453.
  • Jayawardhena, C and AM Farrell (2011) “Effects of Retail Employees’ Behaviours on Customers’ Service Evaluation”, International Journal of Retail & Distribution Management, 39(3), pp. 203-217.
  • Farrell, AM (2010) “Insufficient Discriminant Validity: A Comment on Bove, Pervan, Beatty and Shiu (2009)” Journal of Business Research, 63(3), pp. 324-327.

Editorial Review Board:
European Journal of Marketing (2019-date)
Journal of Marketing Theory and Practice (2015-date)

Ad Hoc Peer Reviewer:
British Journal of Management Human Relations International Marketing Review Journal of Business Research Leadership Quarterly External Examiner:
Loughborough University School of Business and Economics (UG and PG) (since November 2016)
Bradford University School of Management (UG and PG) (2010-2014)

Awards and Recognition:
University of Southampton - Faculty Staff Achievement Award for Outstanding Contribution, 2018 Southampton Business School - Dean’s Award for Excellence in Teaching (top 10% feedback), 2016 Aston Business School - Aston Astonishing Academic Award (Most Effective Use of Feedback in ABS), 2016 Aston University - Finalist for Excellence Award for Outstanding Citizenship, 2015 Aston Business School - Dean’s Award for Innovation (for Business Engagement), 2014 Outstanding Reviewer Award, European Journal of Marketing, 2011 Loughborough University - Finalist for the Graduate School Research Prize, 2007 Academy of Marketing Annual Conference - Finalist, Best Paper Award, 2001

Administrative Roles and Responsibilities:
Head of Group, Digital and Data-Driven Marketing, Southampton Business School (2017-2019) Chair, Business and Law Ethics Committee, University of Southampton (2016-2019) EQUIS and AACSB Application Panels, Southampton Business School (2016-2019) Research Convenor, Marketing Group, Aston Business School (2014-2016) Course Director / Deputy Course Director, various MSc Programmes, Aston Business School (2010-2016)