Dennis Esch

Dennis is Lecturer (Assistant Professor) in Marketing and Behavioural Science and acts as the Strategic Marketing and Sales Group's liaison for research matters. Previously, Dennis was Client Relationship Director of the Cranfield Customer Management Forum, one of the School of Management's best practice research clubs.

Prior to joining Cranfield, Dennis worked in business development, marketing, consulting and applied research roles in Germany and Switzerland. Among the companies he worked for and with are premium car manufacturer Audi, chemical and consumer goods company Henkel, heating and cooling solutions provider Vaillant Group and national postal service Swiss Post.

Dennis has taught brand management, marketing strategy, consumer behaviour and research methods to postgraduate students and executives in the UK, Germany and Switzerland.

He holds award-winning degrees in marketing, psychology and behavioural science from Lancaster University Management School and Cranfield School of Management.

Current activities

Dennis’s research interests fall into three broad areas:

• The role of brands in consumer choice and decision-making

• The impact of new technologies on consumer perceptions, attitudes and preferences

• The interplay of social/consumption experiences and happiness

To tackle interesting research questions and managerial issues, Dennis uses a variety of quantitative methods, combining experiments, field studies and large-scale archival and consumer data (big data).

Publications

Conference Papers

• Esch DT & Wilson HN (2019) We Won, Therefore I Won: How the Performance of Social Groups Affects Individuals’ Subjective Well-Being. In: Happiness and Well-Being Preconference at the 20th Society for Personality and Social Psychology (SPSP) Annual Convention, Portland (OR), 7 February 2019.
• Esch DT (2019) When Denial Makes Defeats Worse: Task Performance and Perceived Success Following Identity Threats. In: 20th Society for Personality and Social Psychology (SPSP) Annual Convention, Portland (OR), 7-9 February 2019.
• Esch DT & Wilson HN (2018) The Power of Social Victories: Resilience and Group Performance as Predictors of Individuals’ Task Performance. In: 19th Society for Personality and Social Psychology (SPSP) Annual Convention, Atlanta (GA), 1-3 March 2018.
• Esch DT & Wilson HN (2018) The Power of Social Victories: Resilience and Group Performance as Predictors of Individuals’ Task Performance. In: Self and Identity Preconference at the 19th Society for Personality and Social Psychology (SPSP) Annual Convention, Atlanta (GA), 1 March 2018.
• Esch DT, Wilson HN & Macdonald EK (2017) An Integrated Model of the Antecedents and Consequences of Touchpoints. In: 19th Academy of Marketing Science (AMS) World Marketing Congress, Paris, 20-22 July 2016.
• Esch DT, Hildebrand C & Herrmann A (2016) Who Is David and Who Goliath? Consumers’ Variety and Complexity Perceptions as Opposing Drivers of Assortment Attractiveness and Choice Satisfaction. In: 45th European Marketing Academy (EMAC) Annual Conference, Oslo, 24-27 May 2016.
• Esch DT, Hildebrand C & Herrmann A (2016) The Double-Edged Sword of Assortment Size: More Options, More Consumer Benefits?. In: Society for Consumer Psychology (SCP) Summer Conference at the 124th American Psychological Association (APA) Annual Convention, Denver (CO), 4-7 August 2016.
• Esch DT & Häubl G (2016) Can Sports Be Bad for You? Outcomes of Pro-Sporting Events, Team Attachment and Consumer Happiness. In: Society for Consumer Psychology (SCP) Summer Conference at the 124th American Psychological Association (APA) Annual Convention, Denver (CO), 4-7 August 2016.
• Esch DT, Hildebrand C & Herrmann A (2016) Who Is David and Who Goliath? Consumers’ Variety and Complexity Perceptions as Opposing Drivers of Assortment Attractiveness and Choice Satisfaction. In: 29th European Marketing Academy (EMAC) Doctoral Colloquium, Oslo, 22-24 May 2016.