Dr Leah Gillooly (nee Donlan) gained a BSc(hons) International Business (French) from Loughborough University and a PhD from Sheffield Hallam University, for her thesis entitled “The Contribution of Sports Sponsorship to Consumer-Based Brand Equity.” Prior to taking up her role at Alliance Manchester Business School, Leah held the roles of Lecturer and Senior Lecturer in Sports Marketing at the University of Central Lancashire. Leah’s current research focuses on the areas of experiential and digital sponsorship activation and she has had her work published in peer-reviewed journals including the Journal of Marketing Management, the Journal of Marketing Communications and the Journal of Promotion Management.
Leah's paper "An empirical assessment of factors affecting the brand-building effectiveness of sponsorship" was the winner of the Sport, Business & Management: An International Journal's Outstanding Paper 2015 in the Emerald Literati Network Awards for excellence. Full access to the paper is available: http://www.emeraldinsight.com/doi/full/10.1108/SBM-09-2011-0075
In 2008, Leah won 2nd prize in the European Association of Sport Management New Researcher award for her PhD research.
Dr Leah Gillooly’s current research interests lie in the use of experiential, digital and social media sponsorship activation strategies by sports sponsors. Within these areas, Leah is particularly interested in how sponsors can maximise the effectiveness of their sponsorship activations and the impact of these activations on target audiences. Leah is also involved in research on football stadium renaming in the context of sponsorship. Following on from her PhD research on the contribution of sports sponsorship to consumer-based brand equity, Leah is also interested in the notion of brand image transfer in sponsorship, notably the nature and extent of image transfer from the sponsor to the sponsored property.
I welcome PhD applications falling into the following broad categories:
- Sports sponsorship: in particular, aspects of brand image transfer and sponsorship activation, including the use of experiential and social media marketing within sponsorship activation.
- Experiential marketing
Leah teaches courses at undergraduate and postgraduate levels, specialising in marketing communications:
- Marketing Foundations - Year 1 undergraduate
- Marketing Applications & Communications - Year 2 undergraduate
- Integrated Marketing Communications - Postgraduate
- Marketing and Communications Professional Analytics - Postgraduate
Leah also supervises undergraduate and MSc dissertations and Global MBA projects in the areas of sponsorship, experiential marketing and social media.