Dr Hanne Kroger-Knight
Profiles

Dr Hanne Kroger-Knight

Lecturer in Marketing

Plymouth Graduate School of Management & Plymouth Business School (Faculty of Business)

Role

Currenty, I am lecturing a number of undergraduate and postgraduate marketing related subjects inlcuding 'International Marketing', 'Digital Marketing' and 'Innovation and New Product Development'. Addtionally, I am supervising students at under- and postgraduate level as well as guiding our students through their placement year. 

Teaching interests

I highly enjoy teaching a variety of marketing related topics. Digital marketing is one of my core areas of teaching. In addtion, I tremendously enjoy teaching international marketing with a focus on county-of-origin effect and place branding. Sustainability and innovation are two areas that I like to add to my teaching whenever I can. 

Research interests

I thoroughly enjoy research around sustainability in the marketing environment. In particular how places are branded as sustainable and in how far the sustainability angle influences performance. Also, brand identification is an area that I am very passionate about. 

Journal Articles

Kroger, H., Megicks, P., Agarwal, S.,Leenders, M.A.A.M. ‘The role of regional identity in creating visitor loyalty thoughsustainability’ Journal of TravelResearch (ABS4*) (Close to submission)

Kroger, H., Megicks, P., Agarwal, S., Leenders, M.A.A.M. ‘ The moderating role of place identity inplace branding strategies – a structural equation modelling approach’ Journalof Tourism Management (ABS4*) (Close to submission)

Kroger, H., Megicks, P., Agarwal, S.,Leenders, M.A.A.M. ‘The influence of channel strategy in implementing sustainabilitypractises – a cross cultural comparison’ Journal of World Business (ABS4*)(In Progress)

  Kroger, H., Megicks, P., Agarwal, S.,Leenders, M. ‘The relationship between business performance and theimplementation of sustainability practices – does success matter?’ Journalof Business Ethics (ABS3*) (In Progress)  

Kroger, H., Megicks, P., Agarwal, S.,Leenders, M. ‘Brand identification as a moderator in the relationship ofeco-branding and performance’ European Journal of Marketing (ABS3*) (InProgress)  

Conference papers  

Kroger, H., Megicks, P.,Agarwal, S., Leenders, M. (2015). The impact of sustainability in collectiveplace branding strategies and individual place identities on place performance,Institute of Place Management, Poznan, May 2015.

Kroger, H., Megicks, P.,Agarwal, S., Leenders, M. (2015). The role of place identity and sustainabilityin place branding, Doctoral Colloquium, Plymouth, June 2015. (Won best oral presentation 2015)

Kroger, H., Megicks, P., Agarwal, S., Leenders, M.(Forthcoming). Antecedents of place identity – the role of place attachment andstakeholder involvement, 3rd World Summit of Tourism and Hospitality,Orlando, USA, December 2015.