Dr Anders Wappling

Assistant Professor

School: Newcastle Business School

Anders is a Senior Lecturer in Marketing and the Faculty Lead Study Abroad for the Faculty of Business and Law. Prior to joining Newcastle Business School, he worked as teaching fellow in Marketing at Newcastle University Business School, Newcastle University. Anders completed his PhD, titled “Consumer Evaluations of Selected Multi-Product Food Bundles” at Ulster University in 2012. He also holds a Ph.Lic. in Marketing from Umeå University and he is a Fellow of the Higher Education Academy.

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Research Themes and Scholarly Interests

Anders' primary research interests are consumer decision making, food choice, intercultural studies and technology adoption. Anders' methodological preferences include both qualitative and quantitative research methods, with a focus on the latter.

Key Publications

Please visit the Pure Research Information Portal for further information
An Investigation of Culture’s Influence on New Technology Adoption: The Case of Mobile Payment, Schoefer, K., Wappling, A., Heirati, N., Blut, M. 18 Aug 2025, In: International Marketing Review
Questionnaire design: A weak link in corporate identity?, Brown, J., Wappling, A., Woodruffe-Burton, H. 30 Jan 2020, In: Qualitative Market Research
Internal Demarketing in the U.K. Civil Service since the 2007-2009 Financial Crisis, Brown, D., Lal Dey, B., Wappling, A., Woodruffe-Burton, H. Sep 2019, In: Strategic Change
The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences, Schoefer, K., Wäppling, A., Heirati, N., Blut, M. 1 May 2019, In: Journal of Retailing and Consumer Services
Bringing it all back home: transferring dyadic perspectives from classic marketing channel theory into an internal marketing context, Brown, D., Wappling, A., Woodruffe-Burton, H. 23 May 2017, European Marketing Academy 46th Annual Conference
The orbit of consumer credit choices, Brown, J., Wappling, A., Woodruffe-Burton, H., Black, K. 1 Jun 2017, In: Journal of Financial Services Marketing
Affording Christmas: The Festive Season as Identity Work, Brown, J., Black, K., Woodruffe-Burton, H., Wappling, A. 7 Sep 2016, The 30th British Academy of Management Conference : Thriving in turbulent times
Evaluating Private and State-owned Companies Differently? The Role of Corporate Reputation in Employer Brand Building, Ren, C., Wappling, A., Woodruffe-Burton, H. 6 Jul 2016, The 49th Academy of Marketing Conference
Pressures and Jolts: Consumer Credit Choices, Brown, J., Wappling, A., Woodruffe-Burton, H. 6 Jul 2016, The 49th Academy of Marketing Conference
Radical Marketing Case Study: An Emerging Taxonomy of Internal Demarketing in a UK Public Sector Organisation, Brown, D., Wappling, A., Woodruffe-Burton, H. 5 Jul 2016, The 49th Academy of Marketing Conference

PGR Supervision

Samuel Ikpan The Triple Nexus: How Marketing, Retailing, and Consumer Behavior Shape Sustainable Societies. Start Date: 01/10/2025 End Date: 17/10/2025
Samuel Ikpan The Triple Nexus: How Marketing, Retailing, and Consumer Behavior Shape Sustainable Societies. Start Date: 01/10/2025