Dr Alexandra Kenyon, Course Director

Dr Alexandra Kenyon

Course Director

Dr Alexandra J Kenyon: Alexandra is a Researcher leading on projects for the University's enterprise strategy focussing on Corporate Social Responsibility for events and hospitality, together with development projects in marketing emotions and interactive packaging.

Through Alexandra’s research and enterprise activities she has national and international reputation in the field of corporate social responsibilities by working in collaboration with renowned organisations such as Meeting Professionals International (Dallas, US), Welcome to Yorkshire, Leeds City Council and National Pubwatch (UK). These organisations funded research projects which enabled the generation of new, cross-cultural and commercially appropriate methodologies with key stakeholders; in addition to providing strategy driven outputs.  Findings have been dissemination through White Papers, Business Strategy Reports, Key Note Speaker Presentations at Conferences and Educational Work Packages.  Recently Alexandra completed a research project funded by GGV Casino for Leeds City Council investigating the Prevalence of Gambling in Leeds.  The research findings have been pivotal is policy change of Leeds support workers and policy.

Further, Alexandra has engaged in an ERASMUS funded project, COBERN (Consumer Behaviour Erasmus Network) with 30 European Universities to investigate ‘Alcoholic and Non-Alcoholic Consumption Patterns across Europe’ using new methodologies such as picture-based questioning.

Closer to home, Alexandra was the Keynote Speaker at National Pubwatch’s 10th Conference (2013) where her research findings of Social Responsible Night-time Economies reassured police, licencing authorities and licenced retail outlets; amongst others that the Scheme is beneficial economically and socially in addition to moving forward the scheme strategically. In addition Alexandra is exploring a Q Sensor which measures heart rate, adrenalin and temperature which has been tested with young people at music festivals extending methodological knowledge regarding emotions and memory recall. Alexandra's academic text book Doole, I. Lowe, R. And Kenyon A. J. (2019) International Marketing Strategy 8th ed. London, Cengage will be released in January 2019

Alexandra is on the Editorial Board for the Journal of Advertising Research, a Certified Member of the Market Research Society and Member of the Institute of Hospitality.

Research Interests

Through Alexandra’s research and enterprise activities she has national and international reputation in the field of corporate social responsibilities by working in collaboration with renowned organisations such as Meeting Professionals International (Dallas, US), Welcome to Yorkshire, Leeds City Council and National Pubwatch (UK). These organisations funded research projects which enabled the generation of new, cross-cultural and commercially appropriate methodologies with key stakeholders; in addition to providing strategy driven outputs.  Findings have been dissemination through White Papers, Business Strategy Reports, Key Note Speaker Presentations at Conferences and Educational Work Packages. Recently Alexandra completed a research project funded by GGV Casino for Leeds City Council investigating the Prevalence of Gambling in Leeds. The research findings have been pivotal is policy change of Leeds support workers.

Further, Alexandra has engaged in an ERASMUS funded project, COBERN (Consumer Behaviour Erasmus Network) with 30 European Universities to investigate ‘Alcoholic and Non-Alcoholic Consumption Patterns across Europe’ using new methodologies such as picture-based questioning.  Further collaborative projects; with the COBEREN team, through the European Commission Horizan 2020 are being sought.

Closer to home, Alexandra was the Keynote Speaker at National Pubwatch’s 10th Conference (2013) where her research findings of Social Responsible Night-time Economies reassured police, licencing authorities and licenced retail outlets; amongst others that the Scheme is beneficial economically and socially in addition to moving forward the scheme strategically.  In addition Alexandra is exploring a Q Sensor which measures heart rate, adrenalin and temperature which has been tested with young people at music festivals extending methodological knowledge regarding emotions and memory recall.

Alexandra is on the Editorial Board for the Journal of Advertising Research.

Dr Alexandra Kenyon, Course Director

Ask Me About

  1. Corporate Social Responsibility
  2. Alcohol

Selected Outputs

  • Kenyon AJ; Doole I (2016) International Marketing Strategy. 7th

  • Hoffman KD; Bateson JEG; Wood EH; Kenyon A (2010) Services Marketing: Concepts, Strategies & Cases. London: Cengage Learning.

  • Robinson S; Kenyon A (2009) Ethics in the Alcohol Industry. Basingstoke: Palgrave Macmillan.

  • Robinson SJ; Kenyon AJ (2009) Ethics in the Alcohol Industry. Palgrave Macmillan UK.

  • Halliday S; Kenyon A (2014) Case Study: Best Bar None. In: Moss S; Walmsley B ed. Entertainment Management: Towards Best Practice.

  • Wiedmann K; Hennigs N; Behrens S; Behrens S; Santos C; Pertejo A; Kuster A; Ganassali S; Moscarola J; Dalli D (2013) Chapter 2 Consumer Culture: Literature Review. In: Santos CR; Ganassali S; Casarin F; Laaksonen P; Kaufmann H ed. Consumption Culture in Europe: Insight into the Beverage Industry. Business Science Reference, pp. 72-99.

  • Pertejo AR; Abad-Gonzaléz J; Laaksonen P; Halkoaho J; Kenyon AJ; Kopičárová L; van Berkel J (2013) Drinking Motives. In: Santos CR; Ganassali S; Casarin F; Laaksonen P; Kaufmann H ed. In Consumption Culture in Europe: Insight into the Beverage Industry. Business Science Reference, pp. 306-332.

  • Ganassali S; Moscarola J; Mestrallet A; Buber R; Laaksonen P; Hellén K; Grunert K; Rosendahl J; Zucchella A; Cerchiello P (2013) Verbal and Pictorial Representations of Beverage Consumption Patterns: The Wall of Pictures Protocol. In: Santos CR; Ganassali S; Casarin F; Laaksonen P; Kaufmann H ed. Consumption Culture in Europe: Insight into the Beverage Industry. Business Science Reference, pp. 116-165.

  • Kenyon AJ; Parsons A (2011) How consumers decode advertisements. In: Kauffman R ed. International Consumer Behaviour: A Mosaic of Eclectic Perspective Hand Book on International Consumer Behaviour. Zagreb: Accent Press,

  • Kenyon AJ (2011) Case Study: Enterprising and Employability Skills through Innovative Curricula. In: Kill R; O'Rourke K ed. Inspiring Enterprise: Transforming Enterprise Education at Leeds Metropolitan University. Leeds: Leeds Met Press,

  • Kenyon AJ (2009) Printed Media. In: Moss S ed. The Entertainment Industry: An Introduction. London: CABI,

  • Kenyon AJ; Wymer P; Clark J (2013) National Pubwatch (NPW) Partnerships Establishing Safer Drinking Environments Top-line Findings 2012/13.

  • Kenyon AJ; wymer; Clark J (2013) Evaluation Of Local Pubwatch Schemes and National Pubwatch 2013.

  • Musgrave J; Mulligan JA; Woodward SC; Kenyon A; Jones S (2012) The value of CSR to the Meetings Industry – Research report.

  • Kenyon AJ; Singh B; Wheldon L; Lavelle S (2010) Burglary project.

    View Repository Record

  • Kenyon AJ (2010) Best Bar None (Interim Report).

  • Kenyon AJ (2010) Best Bar None Research Findings.

  • Szymanska-Waczynska B; Kenyon AJ; Judge E (2013) Changing the Image of Former Communist Firms: The Role of Humour in Advertising. In: 'Communism and Post-Communism: Transition, Transformation, Stagnation, Regression', 37th Annual Conference of The Irish Association for Russian, Central and East European Studies (IARCEES), 15 March 2013 - 16 March 2013, Dublin.

  • Kenyon AJ; Wood EH (2011) Exploring Government-Led Social Marketing Campaigns: Alcohol, Think Before You Drink....Too Much. In: CIRCLE 8th International Conference on Consumer Behaviour.

  • Kenyon AJ (2011) Exploring Pre-loading at Home: Who does it and why?. In: Council for Hospitality Management Education (CHME) Annual Research Conference: 20-20 Back to the Future.

  • Kenyon AJ (2011) Best Bar None Stakeholder Findings. In: Is Big Society a Partnership? Alcohol, Partnerships and Evidence Conference.

  • Kenyon AJ (2010) Best Bar None Stakeholder Findings. In: 3rd Best Bar None Conference.

  • Kenyon AJ (2010) Exploring Fear Appeals in the “Alcohol: Know your Limits” Campaign:. In: CIRCLE The 7th International Conference on Consumer Behaviour.

  • Kenyon AJ; Wood E (2009) Exploring Ethics Sample Consent Form.

    View Repository Record

  • Kenyon AJ; Wood E (2009) Resource Guide in Exploring Ethics: A Practical Resource Guide for Tutors and Students.

    View Repository Record