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Dr Dongmei Zha
Lecturer (Education)

Eastern Gateway 103a


I am a lecturer in Marketing at Brunel Business School. Prior to joining Brunel, I had about 8 years of working experience in marketing positions in different industries in China. My research focuses on experiential marketing, brand management and consumer psychology, and has been published in leading journals such as the International Journal of Management Reviews, and Qualitative Market Research: An International Journal.


PhD Marketing (Middlesex University); MBA International Marketing (Coventry University)


Teaching activities:

  • MG2048 Marketing Communications (Level 5)
  • MG3123 Issues and Controversies in Marketing Project (Final Year Project, Level 6)
  • MG2096 Consumer Behaviour (Level 5)
  • MG5561 International Marketing (Level 7)
  • MG3038 International Marketing (Level 6)

Office hours

  • General office hours (open to all) - Monday's 1:00 - 2:00; Friday's 11:00 - 12:00
  • FYP supervisees only:
    • Monday's 2:00 - 3:00
    • Friday's 12:00 - 2:00

Office hours can be held either on MS Teams or on campus, depending on your preference, please email me at least 24 hours in advance and I will confirm your meeting slot

Newest selected publications

Zha, D., Melewar, TC., Foroudi, P. and Jin, Z. (2022) 'Assessing the psychological impact of the pandemic narrative on hospitality consumption mood', in Foroudi, P., Nguyen, B. and Melewar, TC. (eds.) The Emerald Handbook of Multi-Stakeholder Communication Emerging Issues for Corporate Identity, Branding and Reputation. Bingley : Emerald Publishing Limited. ISBN 10: 1800718985. ISBN 13: 9781800718982.

Book chapter

Zha, D., Foroudi, P., Melewar, TC. and Jin, Z. (2022) 'Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences'. Qualitative Market Research, 25 (2). pp. 1 - 28. ISSN: 1352-2752 Open Access Link

Journal article

Zha, D. (2021) 'Gustative Signatures as Corporate Brand Identifiers: Exploring the sensuality of taste as a marketing strategy', in Foroudi, MM. and Pantea, F. (eds.) Corporate Brand Design. London : Routledge. pp. 251 - 263. ISBN 10: 0-367-51502-4. ISBN 13: 978-0-367-51502-7.

Book chapter

Zha, D., Foroudi, P., Jin, Z. and Melewar, TC. (2021) 'Conceptualising sensory brand experience: Using review of knowledge fields to identify potential future research direction', in Melewar, TC., Charles, D. and Foroudi, P. (eds.) Building Corporate Identity, Image and Reputation in the Digital Era. London : Routledge. pp. 140 - 168. ISBN 10: 1000382214. ISBN 13: 978-1-000-38221-1.

Book chapter

Zha, D., Marvi, R., Foroudi, P., Dennis, C., Ueno, A., Jin, Z. and et al. (2021) 'An assessment of customer experience concept: Looking back to move forward', in Melewar, TC., Dennis, C. and Foroudi, P. (eds.) Building Corporate Identity, Image and Reputation in the Digital Era. London : Routledge. pp. 260 - 288. ISBN 10: 1-000-38221-4. ISBN 13: 978-1-000-38221-1.

Book chapter
More publications(7)