Ruby Appiah-Campbell

Ruby is an academic with a strong background in the marketing sector. With a decade of experience at Standard Chartered Bank and Stanbic Bank, she brings valuable insights to her role.

Ruby has completed a PhD in Marketing from Loughborough University, an MRES from Sheffield Hallam University, an Executive MBA, and a BA from the University of Ghana. Her diverse academic and practical expertise enables her to provide a unique perspective to teaching and research.

Her research interests span consumer behaviour, consumer psychology, and international marketing. Ruby has published actively contributes to conferences and collaborations.

Passionate about education, Ruby is dedicated to mentoring the next generation of marketing professionals and researchers. Through engaging teaching methods and practical applications, she equips students with the skills needed to thrive in the business world.

Ruby is engaged in research areas that encompass consumer behaviour, consumer psychology, and international marketing. At present, her primary research interest revolves around investigating the impact of ethnocentrism on prosocial consumer behaviour and sustainable practices.

Her work aims to shed light on the intricate relationship between consumer attitudes and behaviours, contributing valuable insights to the field of marketing and sustainability.

Conferences Attended

• American Marketing Association Conference – Chicago, USA
• Global Marketing Conference – Seoul, Korea (attended online due to the Covid-19 Pandemic).
• Academy of Marketing Conference – Regents University, London.

Other Impact External Activities

Ruby is the visionary behind Life Beacon International, a registered charity based in the UK. The organisation's mission is to empower and educate young individuals and volunteers, while actively working towards a sustainable future for all. Ruby's research outputs inform their focus on the United Nations' Sustainable Development Goals.

• Reisch, L.A., Joppa, L., Howson, P., Gil, A., Alevizou, P., Michaelidou, N., Appiah-Campbell, R., Santarius, T., Köhler, S., Pizzol, M. and Schweizer, P.J., (2021). Digitising a sustainable future. One Earth, 4(6), pp.768-771.
• Appiah-Campbell, R., Ifie, K., Cadogan, J., and Michaelidou, N. (2020). In-group citizens of the world? Ethnocentrism and prosocial foreign activities. In 2020 Global Marketing Conference at Seoul (pp. 83-84).
• Appiah-Campbell, R. (2020). Researching customer relationships & quality service in the Ghanaian banking sector using mixed methods [Streaming video]. Retrieved from SAGE Research Methods.
• Appiah-Campbell, R., Ifie, K., Cadogan, J., and Michaelidou, N (2019). Ethnocentric Exploitative Perceptions of Firms Activities and their Consumer Outcomes, Academy of Marketing Conference Proceedings