Dr Keith Dinnie (MA, MSc, PhD) is Senior Lecturer in Branding in the Department of Marketing, Branding and Tourism, Middlesex University Business School, London, UK. Prior to joining Middlesex in February 2015, he was Associate Professor of International Business at Windesheim University of Applied Sciences in the Netherlands and Associate Professor of Business at Temple University Japan Campus in Tokyo. He started his academic career at Strathclyde University, Glasgow.
PhD in Nation Branding – Glasgow Caledonian University, UK
MSc Marketing – Strathclyde University, UK
MA Hons French with German – University of Edinburgh, UK
Learning & Teaching Interests
Dr Dinnie has taught on MBA programmes in Japan, China, the United Kingdom and Greece. At Middlesex he teaches MKT4117 Brand Management and MKT3130/32 International Marketing.
Research Outputs & Interests
Dr Dinnie's research interests are primarily in the field of city, region and nation branding. He has published in journals such as International Marketing Review, Journal of Brand Management, Corporate Reputation Review, Asia Pacific Journal of Marketing & Logistics, Place Branding and Public Diplomacy, Journal of Consumer Marketing, Journal of Services Marketing, and Journal of General Management, amongst others.
He is the author of Nation Branding – Concepts, Issues, Practice (Routledge, 2007), the world's first academic textbook on the topic of nation branding. The second edition of this groundbreaking book has just been published by Routledge. He is also the editor of City Branding – Theory and Cases (Palgrave Macmillan, 2011).
"Citizen brand ambassadors: motivations and perceived effects". Jonas Rehmet and Keith Dinnie (2013). Journal of Destination Marketing and Management, Vol 1, No 2, pp. 31-38.
"The five phases of SME brand-building". Edgar Centeno, Susan Hart and Keith Dinnie (2013). Journal of Brand Management, Vol 20, No 6, pp. 445-457.
"Regional and Country Ethnocentrism: Broadening Origin Perspectives". Kai-Uwe Seidenfuss, Yunus Kathawala and Keith Dinnie (2013). Asia Pacific Journal of Marketing and Logistics, Vol 25, No 2, pp. 298-320.
"The Dimensions of Nation Brand Personality: A Study of Nine Countries". You Kyung Kim, Sung Wook Shim and Keith Dinnie (2013). Corporate Reputation Review, Vol 16, No 1, pp. 34-47.
"Transnational health care: From a global terminology towards transnational health region development". Tomas Mainil, Francis van Loon, Keith Dinnie, David Botterill, Vincent Platenkamp, and Herman Meulemans (2012). Health Policy, Vol 108, pp 37-44.
"The competitive identity of Brazil as a Dutch holiday destination". Julio Benedetti, Erdinç Çakmak and Keith Dinnie (2011). Place Branding and Public Diplomacy, Vol 7, No 2, pp 107-115.
"Nation branding and integrated marketing communications – An ASEAN perspective". Keith Dinnie, T.C. Melewar, Kai-Uwe Seidenfuss, and Ghazali Musa (2010). International Marketing Review, Vol 27, No 4, pp 388-403.
"Assembly and Component Origin Effects: An ASEAN Consumer Perspective". Kai-Uwe Seidenfuss, Yunus Kathawala, and Keith Dinnie (2010). Journal of Consumer Marketing, Vol 27, No 6, pp 488-498.
"Enhancing China's image in Japan: Developing the nation brand through public diplomacy". Keith Dinnie and Ada Lio (2010). Place Branding and Public Diplomacy, Vol 6, No 3, pp 198-206.
"Branding the city of Sapporo – An innovation and network approach". Keith Dinnie, Hideyuki Tanaka, and Edgar Centeno (2010). Journal of Town and City Management, Vol 1, No 3, pp. 254-264.
"Cyprus: An Island with Untapped Potential". Keith Dinnie and Maria Fola. International and European Politics, Vol 16, October-December 2009, pp 84-91 (in Greek).
"Japan's Nation Branding: Recent Evolution and Potential Future Paths". Keith Dinnie (2008). Journal of Current Japanese Affairs, Vol 16, No 3, pp 52-65.
"Nation Branding and Russia: Prospects and Pitfalls". Keith Dinnie (2008). Forum Comment, Russian Journal of Communication, Vol 1, No 2, 2008, pp 199-201.
"How do Corporate Reputation and Customer Satisfaction Impact Customer Defection? A Study of Private Energy Customers in Germany". Gianfranco Walsh, Keith Dinnie, Klaus-Peter Wiedmann (2006). Journal of Services Marketing, Vol 20, Nos 6-7, pp 412-420.
"The Effects of Country of Origin on UK Consumers' Perceptions of Imported Wines". Christian Felzensztein and Keith Dinnie (2005). Journal of Food Products Marketing, Vol 11, No 4, pp 109-117.
"E-branding strategies of internet companies: some preliminary insights from the UK". Kevin Ibeh, Y. Luo, M. Han and Keith Dinnie (2005). Journal of Brand Management, Vol 12, No 5, pp 205-228.
"Country-of-Origin 1965-2004: A Literature Review". Keith Dinnie (2004). Journal of Customer Behaviour, Vol 3, No 2, pp 165-213.
"Place branding: Overview of an emerging literature". Keith Dinnie (2004). Place Branding, Vol 1, No 1, pp 106-110.
"Implications of National Identity for Marketing Strategy". Keith Dinnie (2002). The Marketing Review, Vol 2, No 3, pp 285-300.
"Merger Madness: The Final Coup de Grace". John MT Balmer and Keith Dinnie (1999). Journal of General Management, Vol 24, No 4, pp 53-70.
"Corporate Identity and Corporate Communications: The Antidote to Merger Madness". John MT Balmer and Keith Dinnie (1999). Corporate Communications: An International Journal, Vol 4, No 4, pp 182-192.
Funded Research & Knowledge Exchange Projects
Oldebroek Municipality, Netherlands: place brand development sessions 13 and 30 October 2014
Province of North Brabant, Netherlands seminar on internationalization of the North Brant region brand
Network of European Regions for a Sustainable and Competitive Tourism conference on sustainable region branding
Social Science Korea Network seminar on nation branding
Korean Presidential Council on Nation Branding seminar on nation branding and diaspora activation
Glasgow Caledonian University PhD Studentship Award (3 year Funding Grant)
William Grant & Sons Ltd. funding award for MSc dissertation
Engagement & Impact
As one of the world's leading experts in the field of city, region and nation branding, Dr Dinnie has been invited to give keynote speeches at international conferences in Italy, Russia, the Netherlands, Portugal, Greece, the United States, South Korea, and South Africa. He was previously Academic Editor of the journal Place Branding and Public Diplomacy, and has been an External Assessor for Faculty Recruitment and Promotion at the University of Malaya, Malaysia and College of Staten Island, City University of New York, United States.