I began as a journalist, and over time found myself linking my love of writing to my interest in marketing. I dabbled with a bit of copywriting working with a mixture of both big and small brands. Along the way I found out I'm fascinated by seeing marketing campaigns work, and more importantly trying to figure out why they do. I especially love seeing this happen for small businesses. This eventually led me to becoming a researcher and joining the teaching team at Middlesex.
I publish research in academic journals, and am also an ad-hoc reviewer for numerous academic journals.
I'm fascinated by all things marketing, particularly with a focus on digital marketing and corporate identity. I'm the module leader for the second year module Digital Marketing (MKT2002) and Social and Viral Marketing (MKT3012).
If ever you want to chat about anything feel free to pop by my office or drop me an email.
My research interests include corporate identity, dynamic capabilities and social enterprise. I'm also interested in the role of digital technology in marketing, and have published in International Studies of Management and Organisation, and Journal of Business Research. Before joining academia, I worked as a journalist, editor and market researcher.
Vecchi, Michela and Elf, Patrick and Ueno, Akiko and Dilmperi, Athina and Dennis, Charles and Devereux, Luke (2022) Shall we dance? Recreational dance, well-being and productivity performance during COVID-19: a three-country study. Journal of International Marketing , 30 (2). pp. 56-72. ISSN 1069-031X
Pantano, Eleonora and Priporas, Constantinos-Vasilios and Devereux, Luke and Pizzi, Gabriele (2021) Tweets to escape: intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries. Journal of Business Research , 130 . pp. 59-69. ISSN 0148-2963
Devereux, Luke (2020) Exploring the relationship between corporate identity disorientation and dynamic capabilities. PhD thesis, Middlesex University.
Devereux, Luke and Melewar, T. C. and Dinnie, Keith and Lange, Thomas (2020) Corporate identity orientation and disorientation: a complexity theory perspective. Journal of Business Research , 109 . pp. 413-424. ISSN 0148-2963
Devereux, Luke and Melewar, T. C. and Foroudi, Pantea (2017) Corporate identity and social media: existence and extension of the organization. International Studies of Management and Organization , 47 (2). pp. 110-134. ISSN 0020-8825