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Dr Ezgi Merdin Uygur
Lecturer in Digital Marketing


Ezgi (PhD, CMBE, MBA, BA (Honours)) is a member of the Marketing Division within Brunel Business School. Prior to joining Brunel, she served as an Assistant Professor of Marketing at Kadir Has University. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) experimental research of consumer behaviour and (ii) how consumers and technological services interact. Specifically, she is interested in the contexts of robotic services, virtual experiences, and the social influence effects in those settings. Ezgi has been published widely in international academic journals, such as the Journal of Consumer Behaviour, Self and Identity, Annals of Tourism Research, and the Journal of Retailing and Consumer Services.


Chartered Management & Business Educator (CMBE)

Ph.D. in Marketing


BA in Political Science and International Relations


Ezgi is the module leader of MG3605 (Database and Customer Relationship Marketing) and MG2604 (Digital Marketing) at undergraduate level.

Newest selected publications

Merdin-Uygur, E. and Ozturkcan, S. (2022) 'Consumers and service robots: Power relationships amid COVID-19 pandemic'. Journal of Retailing and Consumer Services, 70. pp. 1 - 12. ISSN: 0969-6989 Open Access Link

Journal article

Ozturkcan, S. and Merdin-Uygur, E. (2021) 'Humanoid service robots: The future of healthcare?'. Journal of Information Technology Teaching Cases, 12 (2). pp. 163 - 169. ISSN: 2043-8869 Open Access Link

Journal article

Sarial-Abi, G., Merdin-Uygur, E. and G├╝rhan-Canli, Z. (2020) 'Responses to replica (vs. genuine) touristic experiences'. Annals of Tourism Research, 83. pp. 102927 - 102927. ISSN: 0160-7383

Journal article

Merdin-Uygur, E., Sarial-Abi, G., Gurhan-Canli, Z. and Hesapci, O. (2019) 'How does self-concept clarity influence happiness in social settings? The role of strangers versus friends'. Self and Identity, 18 (4). pp. 443 - 467. ISSN: 1529-8868

Journal article

Merdin-Uygur, E. (2019) 'Sustainable consumption: An attempt to develop a multidimensional voluntary simplicity lifestyle scale for generation z', inAccounting, Finance, Sustainability, Governance and Fraud. Springer Singapore. pp. 173 - 191. ISBN 13: 9789811379239.

Book chapter
More publications(7)