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Kaouther Kooli Bournemouth University

Dr Kaouther Kooli (Unit Leader) is a Principal Lecturer in Marketing in the Department of Marketing, Strategy and Innovation at the Faculty of Management, Bournemouth University. In addition, she is a Programme Leader for the MSc Marketing Management course. She holds a PhD in Marketing. She has over 18 years of higher education teaching experience acquired in the UK, France and Tunisia. Her research interests are in B2B marketing, consumer behaviour and digital marketing. She is the Associate Editor of the Journal of Customer Behaviour and the Chair of the Academy of Marketing B2B Special Interest Group. She has established an annual conference on B2B marketing where academics, students and practitioners get together to debate current issues and challenges facing B2B marketing. She has published in top journals. A list of her recent publications is provided below. Kaouther has been invited to give talks at a number of Universities both national and international.

List of publications:

Tzempelikos N., Kooli K. and Lichtenthal J.D., 2019. Innovation in Business to Business Marketing. Journal of Business-to-Business Marketing,

Rasheed H., Wright L. T and Kooli K., 2019. Consumer Attitudes towards Advertising on Instagram: The Role of the Perceived Advertising Value and Personalization. Cogent Business & Management, 6 (1),

Kooli, K., Tzempelikos, N., Foroudi, P. and Mazahreh, S., 2019. What Drives B-To-B Marketers in Emerging Countries to Use Social Media Sites? Journal of Business-to-Business Marketing, pp.1-20.

Tzempelikos, N. and Kooli, K., 2018. Moderating effects of environmental uncertainty on behavioural intentions in business markets–a study across theoretical perspectives. Journal of Business & Industrial Marketing, 33(7), pp.1037-1051.

Wright L.W., Wright R. and Kooli K. 2018. Business Marketing Concepts and Cases. Journal of Business & Industrial Marketing. 31(8), pp. 1017-1018, DOI:

Kooli K., Wright L. T., 2016. Changing dynamic in business marketing. Journal of Business & Industrial Marketing, 31(8), pp.941-942.

Kooli K., 2016. Current issues and challenges in B2B marketing”, Journal of Customer Behaviour, 13 (1), pp. 25-42.

Kooli K., Ben Mansour K., Cornwell V., 2016. Exploring CRM and SRM User’ Satisfaction in B2B Relationships Management. Journal of Customer Behaviour, 15 (1), pp. 81-95.

Bolat E., Kooli K. and Wright L. T., 2016. ""Businesses and mobile social media capability. Journal of Business & Industrial Marketing, 31 (8), pp.971 – 981.

Kooli K., Cai H., Tang X., Beer C., Wright L. T., 2016. Better together? A hospitality case for umbrella branding. Journal of Business & Industrial Marketing, 31, (8), pp.1004.

Ben Mansour K., Kooli K. and Utama R., 2014. Online trust antecedents and their consequences on purchase intention: an integrative approach. Journal of Customer Behaviour, 13 (1), pp. 25-42.

Kooli K., Ben Mansour K. and Utama R., 2015. Determinants of online trust and their impact on online purchase intention. International Journal of Technology Marketing, 9 (3), pp. 305-319.

Kooli K., Wright L. T. and Wright A., 2010. Subcontracting and Business Implications in the Alliance Life Cycle: Case examples from the Tunisian Clothing and Textile Industry”, Journal of Business and Industrial Marketing, 25, (5), pp.372 - 382.