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Dr N. Cunningham

Deputy HoD: Undergraduate Studies and Teaching & Learning
Name: Nicole Cunningham
Location: K-Red 8 Bunting Road Campus
Marketing and Retail Experts  Staff Members

Contact Details:
Tel: 011 559 1421


About Dr N. Cunningham

​Dr Cunningham is a lecturer and the BCom (Hons) Programme Coordinator at the Department of Marketing Management. She is currently based on the Bunting campus and she lectures in Marketing Research and Contemporary Marketing. She specialises in market research and consumer behaviour with a focus on online and offline shopping. She currently holds a MCom (Marketing Management) from the University of Johannesburg and a PhD from the Gordon Institute of Business Science (UP) Dr Nicole Cunningham’s research focuses on how contemporary issues (i.e. mobile apps; online shopping) impact consumer behaviour. Her latest journal article publications include: 2021: Cunningham, N. & Petzer, D. (2021). Examining the luxury apparel behavioural intentions of middle-class consumers: The case of the South African market. Journal of Consumer Behaviour, 1-18. 2021: Cunningham, N. & De Meyer-Heydenych, C. (2021). Premium versus affordable clothing retailers: what are expectations for satisfaction and repurchase intentions? International Journal of Retail and Distribution Management, 49(6), 752-771. 2019: Verster, A., Petzer, D. & Cunningham, N. (2019). Using brand identity to build brand equity: A comparison between the South African and Dutch business-to-business architectural industry. South African Journal of Business Management, 50(1), 1-12. 2018: Cunningham, N. & De Meyer-Heydenrych, C. (2018). Consumer perceptions of shopping channel attributes and risk factors of apparel purchases. The Retail & Marketing Review, 14(2), 28-42.