T C Melewar is Professor of Marketing and Strategy and the Head of Department (Marketing, Branding and Tourism) at the Business School, Middlesex University London, UK.
TC’s research and publications are in the areas of branding, corporate identity and international marketing. Prior to joining Middlesex University, TC was a Professor at Brunel University and Zurich University of Applied Sciences (ZHAW) in Switzerland. He also has held academic positions at the University of Warwick (Warwick Business School) and De Montfort University in the UK and MARA Institute of Technology, Malaysia.
Professor TC co-authored eleven books on consumer behaviour, corporate branding, strategic marketing, place branding, strategic brand management and international marketing. His research has been published in top-tier international journals including Business Ethics Quarterly; Journal of World Business, Journal of International Business Studies, International Marketing Review, Journal of Business Research, European Journal of Marketing, International Journal of Management Reviews, Industrial Marketing Management, Technological Forecasting and Social Change among others. He has contributed chapters in edited books, published case studies and teaching notes. His research outputs have appeared in the media and press. He has also conducted executive courses for international companies including Sony, British Steel, Nestle, Safeway.
Professor TC has been involved as guest editors for journals including Business Ethics Quarterly, Journal of World Business, Journal of Business Research, International Marketing Review, European Journal of Marketing, Journal of Brand Management, Management Decision, Qualitative Market Research: An International Journal among others.
TC is the Founder and Chair of the following colloquia; Corporate Branding, Identity, Image and Reputation (COBIIR); Place Branding; Design, Branding and Marketing (ICDBM). TC was the former Editor-in-Chief of the Journal of Brand Management and is now the Editor Emeritus. He is currently on the Senior Advisory Board of the Journal of Product and Brand Management.
TC has also been invited to deliver keynote speeches at various international conferences in the UK, Italy, Malaysia, Denmark, Germany, Switzerland, Romania, Turkey.
TC was awarded the Honorary Fellow and Life Member of the Academy of Marketing (HFAM) in 2016 and the Honorary Fellowship from the Faculty of Marketing, Bucharest University of Economic Studies, Romania in 2017.
Professor TC supervises doctoral candidates whose interests are closely aligned with his research. He has supervised 26 PhD students through to completion.
TC teaches corporate branding, strategic marketing management and international marketing on a range of undergraduate, MBA, and executive courses.
He was a Visiting Professor at Groupe ESC Grenoble, France and Humboldt University, Berlin, Germany, University of Lincoln, UK and University of Malaya, Malaysia. He has taught MBA and MIB programmes in countries such as Germany, Sweden, France, Russia, Georgia, Moldova, Indonesia.
Hussain, Shahzeb and Pascaru, Olga and Priporas, Constantinos-Vasilios and Foroudi, Pantea and Melewar, T. C. and Dennis, Charles (2023) Examining the effects of celebrity negative publicity on attitude to, and reputation of brand and corporation, directly and based on moderating factors. European Business Review . ISSN 0955-534X (Accepted/In press)
Jerez-Jerez, M. J. and Foroudi, Pantea and Melewar, T. C. (2022) A mixed-methods investigation of work identity in waiting staff, and its impact on turnover intention. Journal of Quality Assurance in Hospitality & Tourism . pp. 1-26. ISSN 1528-008X (Published online first)
Zha, Dongmei and Foroudi, Pantea and Melewar, T. C. and Jin, Zhongqi (2022) Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences. Qualitative Market Research: An International Journal , 25 (2). pp. 205-232. ISSN 1352-2752
Zha, Dongmei and Foroudi, Pantea and Jin, Zhongqi and Melewar, T. C. (2022) Making sense of sensory brand experience: constructing an integrative framework for future research. International Journal of Management Reviews , 24 (1). pp. 130-167. ISSN 1460-8545
Hussain, Shahzeb and Melewar, T. C. and Priporas, Constantinos-Vasilios and Foroudi, Pantea and Yousef, Waleed (2021) Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review , 24 (4). pp. 247-262. ISSN 1363-3589