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Professor Wendy Lomax

BSc DipM PhD
Professor
Strategy, Marketing and Innovation

KHBS406 Kingston Business School
Kingston University
Kingston Hill
Kingston Upon Thames
Surrey
KT2 7LB

Phone:
020 8417 9000 Ext: 65464/65165
W.Lomax@kingston.ac.uk

Biography

Wendy's background is in brand management and she has completed a PhD at London Business School on the measurement of cannibalisation.

She is working on a research project funded by the ESRC on the sources of volume of new products, based on consumer panel data. Her consultancy interests are wide ranging, covering basic market research to evaluation of strategic alternatives.

Expertise

  • 2002, Four TCS schemes contributing £540 000 to RAE rateable funding
  • 2001, Understanding Online Wine Purchasing, funded by Virgin: £15,000
  • 1999, Understanding Consumer Attitudes Towards Savings, funded by Johnson Fry (10,000) matched by Faculty funds
  • 1999, Consumer Dissatisfaction with Professional Services: an exploratory study examining complaining behaviour in legal services, funded by HEFCE, £10,000

Research Interest(s)

Client list includes: Alitex, Bentalls, Dalgety Spillers, FT Financial Management, Gatehouse International, Johnson Fry, Liverpool Victoria, ICI, Railtrack, Raytheon Engineers, SmithKline Beecham.

Research (Funded Research)

  • 2006 Two KTP schemes contributing £220 000 to RAE funding
  • 2005 Two KTP schemes contributing £220 000 to RAE funding
  • 2003 One TCS scheme contributing £110,000 to RAE rateable funding and £15,000 of funding for research for the Chinese Channel
  • 2002 Four TCS schemes contributing £440,000 to RAE rateable funding
  • 2001 Understanding Online Wine Purchasing. Funded by Virgin £15,000 1999 Understanding Consumer Attitudes towards Savings. Funded by Johnson Fry (£10,000) matched by Faculty funds.
  • 1999 Consumer Dissatisfaction with Professional Services: An Exploratory Study Examining Complaining Behaviour in Legal Services. Funded by HEFCE, £10,000.
  • 1996 The Motivation to Purchase Financial Services Products (with R. East.) Funded by Henderson Touche Remnant (£10,000) matched by Faculty funds.
  • 1995 New Brands and Line Extensions: Factors Affecting Purchase. Funded by the ESRC, £72,000 (with R. East).
  • 1995 Loyalty Over Time. Faculty funded, £3,300 (with R. East, G. Willson and P. Harris).
  • 1994 Financial Services Branding, with L. Firth-McGuckin. Faculty funded (£3,000).
  • 1993 Loyalty and Brand Extension Research Using Panel Data. Funded by PCFC. £52,000 (with R. East).
  • 1993 Habits in Supermarket Shopping, PCFC funded, £6,700 (with R. East, G. Willson and P.Harris).
  • 1992 Patterns of Supermarket Use, internally funded by sale of reports, approximately £4000 (with R. East, G. Willson and P. Harris).
  • 1990 Temporal Variation in Service Demand, NAB funded, £6000 (with R.East and G.Willson)

Teaching

  • 2007 to date Head, Department of Strategy, Marketing and Entrepreneurship
  • 2003 to date Professor of Brand Marketing, Kingston University
  • 1999 to date Head, School of Marketing, Kingston University
  • 1997 - 1999 Reader in Marketing, School of Marketing, Kingston University
  • 1997 - 1999 Course Director, MA in Marketing
  • 1991 - 1992 Course Director, MBA Programmes
  • 1989 - 1997 Senior Lecturer, School of Marketing, Kingston University

Experience

  • 1987 - 1989 SmithKline Beecham, Marketing Manager
  • 1986 - 1987 KP Foods Limited, Senior Product Manager
  • 1984 - 1986 Fisons Horticulture plc, Product Manager
  • 1982 - 1984 Ford Motor Company Limited, Sales & Marketing Graduate

Consultancy

Client list includes: Alitex Bentalls Dalgety Spillers FT Financial Management Gatehouse International Johnson Fry LeggMason investors LiverpoolVictoria ICI Railtrack Raytheon Engineers Glaxo SmithKline

Memberships

  • 1995 Member, Market Research Society
  • 1994 Member, Marketing Society
  • 1992 Member, Chartered Institute of Marketing

Recent Publications

Number of items: 57.

Article

East, Robert, Uncles, Mark D, Romaniuk, Jenni and Lomax, Wendy (2016) Improving agent-based models of diffusion. European Journal of Marketing, 50(3/4), ISSN (print) 0309-0566 (In Press)

East, Robert, Uncles, Mark D., Romaniuk, Jenni and Lomax, Wendy (2016) Social amplification : a mechanism in the spread of brand usage. Australasian Marketing Journal, ISSN (print) 1441-3582 (Epub Ahead of Print)

East, Robert, Uncles, Mark D., Romaniuk, Jenni and Lomax, Wendy (2016) Validation and sufficiency. European Journal of Marketing, 50(3/4), ISSN (print) 0309-0566 (Epub Ahead of Print)

East, Robert, Uncles, Mark D. and Lomax, Wendy (2014) Hear nothing, do nothing: the role of word of mouth in the decision-making of older consumers. Journal of Marketing Management, 30(7-8), ISSN (print) 0267-257X

Pina, Jose M., Dall'Olmo Riley, Francesca and Lomax, Wendy (2013) Generalizing spillover effects of goods and service brand extensions: a meta-analysis approach. Journal of Business Research, 66(9), pp. 1411-1419. ISSN (print) 0148-2963

Uncles, Mark D., East, Robert and Lomax, Wendy (2013) Good customers: the value of customers by mode of acquisition. Australasian Marketing Journal, 21(2), pp. 119-125. ISSN (print) 1441-3582

Singh, Jaywant, Scriven, John, Clemente, Maria, Lomax, Wendy and Wright, Malcolm (2012) New brand extensions: patterns of success and failure. Journal of Advertising Research, 52(2), pp. 234-242. ISSN (print) 0021-8499

East, Robert, Grandcolas, Ursula, Dall'Olmo Riley, Francesca and Lomax, Wendy (2012) Reasons for switching service providers. Australasian Marketing Journal, 20(2), pp. 164-170. ISSN (print) 1441-3582

East, Robert, Romaniuk, Jenni and Lomax, Wendy (2011) The NPS and the ACSI: a critique and an alternative metric. International Journal of Market Research, 53(3), pp. 327-346. ISSN (print) 1470-7853

Uncles, Mark D., East, Robert and Lomax, Wendy (2010) Market share is correlated with word-of-mouth volume. Australasian Marketing Journal (AMJ), 18(3), pp. 145-150. ISSN (print) 1441-3582

East, Robert, Hammond, Kathy and Lomax, Wendy (2008) Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), pp. 215-224. ISSN (print) 0167-8116

Dall'Olmo Riley, Francesca, Lomax, Wendy and Robinson, Helen (2007) Editorial: Academy of Marketing Conference 2007 "Marketing theory into Practice" Hosted by Kingston Business School. Journal of Marketing Management, 23(5-6), pp. 387-393. ISSN (print) 0267-257X

Hankinson, Philippa, Lomax, Wendy and Hand, Chris (2007) The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities. Journal of Product and Brand Management, 16(4), pp. 236-246. ISSN (print) 1061-0421

Lomax, Wendy and Mador, Martha (2006) Corporate re-branding: from normative models to knowledge management. Journal of Brand Management, 14(1/2), pp. 82-95. ISSN (print) 1350-231X

Hankinson, Philippa and Lomax, Wendy (2006) The effects of re-branding large UK charities on staff knowledge, attitudes and behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 11(3), pp. 193-207. ISSN (print) 1465-4520

East, Robert, Hammond, Kathy, Lomax, Wendy and Robinson, Helen (2005) What is the effect of a recommendation? The Marketing Review, 5(2), pp. 145-157. ISSN (print) 1469-347x

Dall'Olmo Riley, Francesca, Lomax, Wendy and Blunden, Angela (2004) Dove vs. Dior: extending brand extension decision-making process from mass to luxury. Australasian Marketing Journal, 12(3), pp. 40-55. ISSN (print) 1441-3582

Stokes, David, Ali Syed, Sameera and Lomax, Wendy (2002) Shaping up word of mouth marketing strategy: the case of an independent health club. Journal of Research in Marketing & Entrepreneurship, 4(2), pp. 119-133. ISSN (online) 1471-521X

Stokes, David and Lomax, Wendy (2002) Taking control of word of mouth marketing: the case of an entrepreneurial hotelier. Journal of Small Business and Enterprise Development, 9(4), pp. 349-357. ISSN (online) 1462-6004

Lomax, Wendy and McWilliam, Gil (2001) Consumer response to line extensions: trial and cannibalisation effects. Journal of Marketing Management, 17(3-4), pp. 391-406. ISSN (print) 0267-257x

East, Robert, Lomax, Wendy and Narain, Radhika (2001) Customer tenure, recommendation and switching. Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 14, pp. 46-54. ISSN (print) 0899-8620

East, Robert, Hammond, Kathy, Harris, Patricia and Lomax, Wendy (2000) First-store loyalty and retention. Journal of Marketing Management, 16(4), pp. 307-325. ISSN (print) 0267-257X

White, A., Lomax, W. and Todd, S. (2000) The boundaries of the Diana brand: consumers' evaluations of potential extensions. Journal of Brand Management, 7(3), pp. 185-196. ISSN (print) 1350-231X

Lomax, Wendy, Sherski, Emma and Todd, Sarah (1999) Assessing the risk of consumer confusion: some practical test results. Journal of Brand Management, 7(2), pp. 119-132. ISSN (print) 1350-231X

East, R, Hogg, A and Lomax, W (1998) The future of retail loyalty schemes. Journal of Targeting, Measurement and Analysis for Marketing, 7(1), pp. 11-21. ISSN (print) 0967-3237

Lomax, Wendy, Hammond, Kathy, East, Robert and Clemente, Maria (1997) The measurement of cannibalization. Journal of Product & Brand Management, 6(1), pp. 27-39. ISSN (print) 1061-0421

Lomax, Wendy, Hammond, Kathy, Clemente, Maria and East, Robert (1996) New entrants in a mature market: an empirical study of the detergent market. Journal of Marketing Management, 12(4), pp. 281-295. ISSN (print) 0267-257X

Lomax, Wendy, Hammond, Kathy, East, Robert and Clemente, Maria (1996) The measurement of cannibalization. Market Intelligence & Planning, 14(7), pp. 20-28. ISSN (print) 0263-4503

East, Robert, Harris, Patricia, Willson, Gill and Lomax, Wendy (1995) Loyalty to supermarkets. The International Review of Retail, Distribution and Consumer Research, 5(1), pp. 99-109. ISSN (print) 0959-3969

East, Robert, Lomax, Wendy, Willson, Gill and Harris, Patricia (1994) Decision making and habit in shopping times. European Journal of Marketing, 28(4), pp. 56-71. ISSN (online) 0309-0566

East, Robert, Lomax, Wendy, Willson, Gill and Harris, Patricia (1994) Do shoppers avoid service delay? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 7, pp. 15-22. ISSN (print) 0899-8620

East, Robert, Lomax, Wendy and Willson, Gill (1991) Factors associated with service delay in supermarkets and post offices. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 4, pp. 123-128. ISSN (print) 0899-8620

Book

Stokes, David and Lomax, Wendy (2008) Marketing: a brief introduction. London : Thomson Learning. 448p. ISBN 9781844805525

Lomax, Wendy and Raman, Adam (2007) Analysis and evaluation. Oxford, UK : Butterworth-Heinemann. 288p. (CIM Coursebook) ISBN 9780750685016

Lomax, Wendy and Raman, Adam (2007) The official CIM coursebook: analysis and evaluation. 2007-2008 syllabus. Oxford, U.K. : Butterworth-Heinemann. 268p. (CIM Coursebook) ISBN 9780750685016

Lomax, Wendy (2006) Professional post-graduate diploma: analysis and evaluation. London, U.K. : BPP Professional Education. 164p. (CIM Practice & Revision Kit) ISBN 0751727407

Lomax, Wendy and Raman, Adam (2005) Analysis and evaluation. Oxford, UK : Elsevier Butterworth-Heinemann. 220p. (CIM Coursebook) ISBN 9780750666510

Lomax, Wendy (2004) Analysis and evaluation. UK : Butterworth-Heinemann Ltd. 304p. (Chartered Institute of Marketing Coursebooks) ISBN 9780750661867

Conference or Workshop Item

Chawdhary, Rahul, Dall'Olmo Riley, Francesca and Lomax, Wendy (2016) Return to sender: exploring the consequences of WOM on the person who articulated it. In: 45th European Marketing Academy (EMAC) Annual Conference: Marketing in the Age of Data; 24-27 May 2016, Oslo, Norway.

East, Robert and Lomax, Wendy (2015) Different strokes for different products: comparison of triggers of word-of-mouth between consumer durables and services. In: Academy of Marketing (AM) Conference 2015: The Magic in Marketing; 7-9 Jul 2015, Limerick, Ireland. ISBN 9781905952649

Inglis, Debbie and Lomax, Wendy (2014) Knowing me, knowing you. Aha. (Or not): the impact of personality type on response to advertising. In: Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces; 7-10 Jul 2014, Bournemouth, U.K..

East, Robert, Uncles, Mark and Lomax, Wendy (2012) Distortions in retrospective word-of-mouth measurement. In: Academy of Marketing (AM) Conference 2012: Marketing: catching the technology wave; 2-5 Jul 2012, Southampton, U.K.. ISBN 9780854329472

East, Robert, Uncles, Mark, Romaniuk, Jenni and Lomax, Wendy (2012) Error in retrospective word-of-mouth measurement. In: 41st European Marketing Academy (EMAC) Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers; 22-25 May 2012, Lisbon, Portugal. ISBN 9789897320040

East, Robert, Uncles, Mark, Romaniuk, Jenni and Lomax, Wendy (2012) The mechanics of innovation diffusion. In: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2012; 03-05 Dec 2012, Adelaide, Australia. (Unpublished)

East, Robert, Lomax, Alice and Romaniuk, Jenni (2011) Do brand users give more word of mouth when they hear their brand recommended? In: Academy of Marketing Conference 2011: Marketing fields forever; 05-07 Jul 2011, Liverpool, U.K.. ISBN 9780956112234 (Unpublished)

East, Robert, Uncles, Mark, Lomax, Wendy and Robinson, Helen (2011) Explaining the behavior of the older consumer. In: European Academy of Marketing (EMAC) 40th Conference 2011; 24-27 May, Ljubljana, Slovenia. (Unpublished)

Lomax, Wendy, East, Robert and Harris, Patricia (2010) Conversation after consumption. In: The six senses: the essentials of marketing : 39th European Marketing Academy (EMAC) Annual Conference; 01 - 04 Jun, 2010, Copenhagen, Denmark.

East, Robert and Lomax, W. (2010) Customer metrics for shares performance prediction: a review. In: Emerging Issues in Business and Law; 22 Jun 2010, Kingston upon Thames, U.K.. (Unpublished)

East, Robert, Kalafatis, Stavros, Lomax, Wendy and Robinson, Helen (2010) Gender and word of mouth. In: Academy of Marketing (AM) Annual Conference 2010: Transformational Marketing; 6-8 Jul 2010, Coventry, U.K..

East, Robert, Lomax, Wendy and Uncles, Mark (2009) Does mode of customer acquisition relate to reported recommendation, retention and spending? In: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009: Sustainable Management and Marketing; 30 Nov - 02 Dec 2009, Melbourne, Australia. ISBN 1863081585

Pina, Jose Miguel, Dall'Olmo Riley, Francesca and Lomax, Wendy (2009) Feedback effects of good and service brand extensions: a meta-analysis approach. In: 38th European Marketing Academy (EMAC) Annual Conference 2009: Marketing and the Core Disciplines: Rediscovering References?; 26-29 May 2009, Nantes, France.

Uncles, Mark, East, Robert and Lomax, Wendy (2009) Market share and the volume of word of mouth. In: Academy of Marketing (AM) Annual Conference 2009: Putting Marketing in its Place; 7-9 Jul 2009, Leeds, U.K..

Lomax, Wendy, Rettie, Ruth, Murtagh, John and Mador, Martha (2002) Personality and internet usage: too shy to surf? In: 31st European Marketing Academy (EMAC) Annual Conference 2002: Marketing in a Changing World: Scope, Opportunities and Challenges; 28 - 31 May 2002, Braga, Portugal.

Monograph

Lomax, Wendy, Mador, Martha and Fitzhenry, Angelo (2002) Corporate rebranding: learning from experience. (Other) Kingston upon Thames, U.K. : Kingston Business School, Kingston University. 14 p. ISBN 1872058280

Pridmore, Jill and Lomax, Wendy (2001) Charity begins at home: internal marketing in UK registered charities. (Other) Kingston upon Thames, U.K. : Kingston Business School, Kingston University. 21 p. ISBN 1872058183

Stokes, David and Lomax, Wendy (2001) Taking control of word-of-mouth marketing: the case of an entrepreneurial hotelier. (Other) Kingston upon Thames, U.K. : Kingston Business School, Kingston University. 18 p. ISBN 1872058086

Martin, Dan and Lomax, Wendy (2001) Word-of-mouse vs word-of-mouth: the effects of the internet on consumer's pre-purchase information-search activities. (Other) Kingston upon Thames, U.K. : Kingston Business School, Kingston University. 19 p. ISBN 1872058132

This list was generated on Tue Feb 14 23:03:32 2017 GMT.

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