Dr Onder Kethuda
Lecturer in Digital Marketing Management
Cardiff School of Management
Overview
Dr. Önder Kethüda has received his master's and Ph.D. degrees in marketing. He has been a key figure, contributing as both a diligent researcher and an inspiring lecturer.
Throughout his journey, Dr. Kethüda has lent his expertise to SMEs and startups, serving as a marketing and branding consultant while also providing invaluable training to SMEs in Turkey. In addition to his sectoral experience, his research papers have been published in internationally acclaimed journals. His scholarly pursuits predominantly revolve around digital marketing, brand positioning, and service marketing, earning him recognition in the field.
Dr. Kethüda's passion for marketing and entrepreneurship comes to life in his captivating lectures. Covering a wide spectrum of topics, his courses encompass marketing strategies, digital marketing, multichannel marketing, and global marketing. His teaching style empowers students to embrace the dynamic world of marketing, equipping them with the knowledge and skills to thrive in the ever-evolving business landscape.
Research Publications
Perceived Market Leadership and Customer Engagement for IT Companies in the Enterprise Software Market: Evaluating the Role of Social Media Marketing
Kethuda, O. & Ayoubi, R., 7 Jan 2025, In: Journal of Business-to-Business Marketing. p. 1-20 20 p.Research output: Contribution to journal › Article › peer-review
The role of social media marketing activities in converting existing students into university advocates
Kethüda, Ö. & Bilgin, Y., 24 Jul 2023, In: Journal of Marketing for Higher Education.Research output: Contribution to journal › Article › peer-review
The role of environmental literacy, psychological distance of climate change, and collectivism on generation Z's collaborative consumption tendency
Aktan, M. & Kethüda, Ö., 26 Mar 2023, In: Journal of Consumer Behaviour. 23, 1, p. 126-140 15 p.Research output: Contribution to journal › Article › peer-review
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands
Kethüda, Ö., 12 Apr 2022, In: Journal of Marketing for Higher Education.Research output: Contribution to journal › Article › peer-review
Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention
Bilgin, Y. & Kethüda, Ö., 20 Jan 2022, In: Voluntas. 33, 5, p. 1091-1102 12 p.Research output: Contribution to journal › Article › peer-review
Positioning strategies and rankings in the HE: congruence and contradictions
Kethüda, Ö., 25 Feb 2021, In: Journal of Marketing for Higher Education. 33, 1, p. 97-123 27 p.Research output: Contribution to journal › Article › peer-review
Evaluating the success of the economic and premium private labels in retailers positioned at the opposite ends of the price-quality axis
Kethüda, Ö., 20 Sept 2019, Improving Marketing Strategies for Private Label Products. IGI Global, p. 83-109 27 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Positioning strategies of universities: An investigation on universities in Istanbul
Çati, K., Kethüda, Ö. & Bilgin, Y., 2016, In: Egitim ve Bilim. 41, 185, p. 219-234 16 p.Research output: Contribution to journal › Article › peer-review