Biography
Deirdre O'Loughlin is Assistant Dean, Research and Senior Lecturer in Marketing at the Kemmy Business School in the University of Limerick. She held a number of positions in industry before she joined academic where she lectured at Dublin City University and University College Cork before joining UL. Her research interests lie in a broad range of areas including branding, services and relationship marketing and her PhD research focused on the sector of retail financial services. Her research focus has also expanded to include e-service quality, interactivity and e-relationship issues in addition to consumer behaviour and consumption issues including the effects of austerity, credit and debt consumption, marketing and consumer responsibility, social and public policy and ethics, and pedagogical issues. She has published in a broad range of international peer reviewed journals including Journal of Service Research, Sociology, Social Policy and Administration, The Services Industries Journal, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Consumer Marketing, Irish Marketing Review, the Australasia Journal of Marketing, Studies in Higher Education, and Innovations in Education and Training International. She has presented at many Irish, UK, European and International conferences including the Academy of Marketing, Macromarketing, European Marketing Association Conference (EMAC), Australasia New Zealand Marketing Association Conference (ANZMAC), American Marketing Association Winter Educators conference and the Advances in Consumer Research (ACR) conference, USA.
Deirdre has successfully secured a number of research grants through the UL Faculty Seed-funding initiative and Combat Poverty Agency Ireland to explore credit and debt consumption among consumers including low income groups. She also secured HEA/ UL funding to conduct collaborative research on peer observation of teaching processes and best practice. She is fully committed to teaching and learning and completed the HDip in International Teaching Programme (ITP) at the Swedish School of Economics in 2005. She has twice been nominated for the UL Centre for Teaching and Learning excellence award (2004 and 2005) and won the award for Excellence in Teaching (large groups) in 2005. She was also shortlisted for the Shannon Region Teaching Excellence Award in 2011 and 2012. In 2020, she was the KBS recipient of the CTL Individual Teaching Excellence Award. She is a Senior Honorary Research Fellow at the University of Birmingham, UK where she is involved in several research and teaching activities. She has participated in the Erasmus Teaching Mobility Programme and completed teaching exchanges with the Athens University of Economics and Business, Greece in 2013 and 2015. She acts as reviewer for a wide range of marketing journals and conferences and is on the editorial board for the International Journal of Bank Marketing.
She has held a number of administrative roles at UL including Programme Director, BBS and BBS & Languages and has served on several university and school level committees including UL Marketing Committee, UL Academic Council, BBS Course Board (Chair) and Student Status Committee. She successfully chaired the Department of Management and Marketing Quality Review Committee in 2012 and led the Review of the BBS in 2014-2015. She was member and subsequently Chair of the KBS Research Ethics Committee from 2017-2019. She is currently Assistant Dean, Research and Chair of the KBS Research Committee. She also acts as Academic Mentor for the Department of Management and Marketing. She is a graduate member of the Marketing Institute of Ireland and actively involved with marketing practitioners and industry networks.
Research Interests
Consumer Behaviour, Social Marketing and Policy/ Ethics, Branding, Services Marketing, Relationship Marketing, Emarketing
Deirdre's research interests lie in a broad range of areas including branding, services and relationship marketing and her PhD research focused on the sector of retail financial services. Her research focus has also expanded to include e-service quality, e WOM, interactivity and e-relationship issues in addition to a range of contemporary consumer behaviour and consumption issues including the impact of austerity, credit and debt consumption, as well as marketing and consumer responsibility and social and public policy and ethics. She is also actively involved in pedagogical research.
She has published in a broad range of international peer reviewed journals including Journal of Service Research, Sociology, Social Policy and Administration, The Services Industries Journal, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Consumer Marketing, Irish Marketing Review, the Australasia Journal of Marketing, Studies in Higher Education, and Innovations in Education and Training International. She has presented at many Irish, UK, European and International conferences including the Academy of Marketing, Macromarketing, European Marketing Association Conference (EMAC), Australasia New Zealand Marketing Association Conference (ANZMAC), American Marketing Association Winter Educators conference and the Advances in Consumer Research (ACR) conference, USA. She acts as reviewer for a wide range of marketing journals and conferences and is on the editorial board for the International Journal of Bank Marketing.
Deirdre has successfully secured a number of research grants through the UL Faculty Seed-funding initiative and Combat Poverty Agency Ireland to explore credit and debt consumption among consumers including low income groups. She also secured HEA/ UL funding to conduct collaborative research on peer observation of teaching processes and best practice.
Teaching Interests
Deirdre is fully committed to teaching and learning and completed the HDip in International Teaching Programme (ITP) at the Swedish School of Economics in 2005. She was nominated for the UL Centre for Teaching and Learning excellence award (2004 and 2005) and won the award for Excellence in Teaching (large groups) in 2005. She was also shortlisted for the Shannon Region Teaching Excellence Award in 2011 and 2012. In 2020, she was awarded CTL Individual Teaching Excellence Award Award at faculty level (KBS). She has held the position of Senior Honorary Research Fellow at the University of Birmingham, UK and has been involved in several research and teaching activities. She has participated in the Erasmus Teaching Mobility Programme and completed teaching exchanges with the Athens University of Economics and Business, Greece in 2013 and 2015.
Modules:
Marketing and Society and Ethics(MSc in Marketing Consumption and Society)
Tourism Services Marketing (MA in International Tourism)
International Marketing (MSc in International Management and Global Business)
Strategic Brand Management(Bachelor of Business Studies, BA in International Business, BA in Applied Languages)
Professional Activities
Award
- 2020 - KBS Individual Teaching Excellence Award
- 2012 - Shortlisted for Shannon Consortium Regional Teaching Award
- 2011 - Shortlisted for Shannon Consortium Regional Teaching Award
- 2005 - UL Teaching Excellence Award
- 2004 - Shortlised for Teaching Excellence Award
Committee
- 2011 Department of Management and Marketing Quality Review Committee,
- 2008 EPAS Committee,
- 2008 UL Academic Council ,
- 2007 UL Marketing Committee,
- 2005 EQUIS Committee,
- 2004 Research Committee,
- 2004 BBS Course Board,
Education
- 2003 University of Birmingham - Ph.D.
- 1995 University College Dublin - MBS
- 1994 Dublin City University - BA
Association
- MII Graduate Member, Marketing Institute of Ireland
- Member, EIASM - EMAC
- Member, Association for Consumer Research (ACR)
Language
- French
- German
Publications
Book Chapter
The Case for Altruism in eWOM Motivations
Killian, M., Fahy, J. and O'Loughlin, D.
Making a Difference Through Marketing: A Quest for Diiverse Perspectives
Live Projects: Bringing Learning to Life for Contemporary Marketing Students
O'Loughiln, D.
Innovative Business School Teaching: Engaging the Millenium Generation
Managing Customer Relationships in Irish Retail Banking
O'Loughlin, D.
Marketing Financial Services
Conference Contribution
Academy of Marketing Conference 2015
O'Malley L., Patterson, M., Lynch, L., Carroll, C., Lichrou, M., Ryan, A., Fahy, J. O'Loughlin, D., O'Connell, B.
Conference Publication
Irish Academy of Management
Killian, M., Fahy, J. and O'Loughlin, D.
16th International Research in Services Management Conference, QUIS
Kelleher, C. and O'Loughlin, D.
Frontiers in Service Conference
Kelleher, C. and O'Loughlin, D
15th International Research in Services Management Conference
Kelleher, C. and O'Loughlin, D.
Recent Advances in Retailing and Consumer Science Conference
Killian, Michelle, Fahy, J. and O'Loughlin, D., Kunz, W.
13th European Sociological Association Conference
Kelleher, C., O' Loughlin, D. and Bantry White, E
Frontiers in Service
Killian, Michelle, John Fahy, Deirdre O'Loughlin and Werner Kunz
Academy of Marketing
Hogan, G., Lichrou, M. and O'Loughlin, D
Academy of Marketing
O'Loughlin, D., McEachern, M., Szmigin, I., Karantinuou K., Barbosa, B., Fernandez, E.,
Academy of Marketing
Loonam, M., Szmigin, I and O'Loughlin, D.
Advances in Consumer Research
O'Loughlin, D., McEachern, M., Szmigin, I., Karantinuou K., Barbosa, B., Fernandez, E.
International Co-Operative Alliance Research Conference
Byrne, N., McCarthy, O., O'Loughlin, D. and Ward, M.
Macromarketing
O'Loughlin, D., Barbosa, B., Fernandez, E., Karantinuou K., McEachern, M., Szmigin, I.
European Marketing Academy Conference
Hogan, G., Lichrou, M. and O'Loughlin, D.
Academy of Marketing Science World Marketing Congress
Hogan, G., Lichrou, M. and O'Loughlin, D.
Academy of Marketing Science World Marketing Congress
O'Loughlin, D and Hogan, G.
Academy of Marketing conference
Loonam, M., O'Loughlin, D. and Szmigin, I.T.
World Social Marketing conference
O'Loughiln, D., Szmigin, I.T. and Frawley, T. (2011)
Society for Marketing Advances
O'Loughlin, D. and Szmigin, I.T.
2nd Social Marketing Conference NUIG
O'Loughlin, D. and Szmigin, I.T.
West Midlands Doctoral Colloquium, UK
Loonan, M., Szmigin, I.T. and O'Loughlin, D.
European Marketing Academy Conference
Loonam, M and O'Loughiln, D.
Irish Academy of Management
Carroll, C. and O'Loughlin, D.
Advances in Consumer Research (ACR)
Szmigin, I.T. and O'Loughlin, D.
European Marketing Association Conference
O'Loughlin, D. and Szmigin, I.T.
Irish Academy of Management
O'Leary, E. and O'Loughlin, D.
Kemmy Business School Research Conference
O'Loughlin, D. and O'Brien, R.
European Marketing Association Conference
Szmigin, I.T. and O'Loughlin, D.
Academy of Marketing
O'Loughlin, D. and O'Brien, R.
EFER/G Forum Annual Conference
Carroll, C. and O'Loughlin, D.
2nd Annual Limerick Institute of Technology Research Seminar
O'Brien, R. and O'Loughiln, D.
Consumer Research Academy Workshop Series (CRAWS)
O'Loughlin, D. and Szmigin, I.T.
European Marketing Academy Conference
Loonam, M. and O'Loughlin, D.
Irish Academy of Management
O'Loughlin, D. and O'Brien, R.
American Marketing Winter Educators' Conference
O'Loughiln, D. and Szmigin, I.T.
1st International Brand Colloquium
Szmigin, I.T., Carrigan, M. and O'Loughlin, D.
Irish Academy of Management
Loonan, M. and O'Loughiln, D.
International Colloquium in Relationship Marketing, Hamillton, NZ
O'Loughlin, D and Szmigin, I.T.
ANZMAC, Wellington, NZ
O'Loughlin, D. and Szmigin, I.T.
Customer Research Academy Workshop (CRAWS)
O'Loughlin, D. and Szmigin, I.T.
European Marketing Association Conference
O'Loughlin, D. and Szmigin, I.T.
Academy of Marketing conference
O'Loughlin, D. , Szmigin, I.T. and Turnbull, P.W.
Irish Academy of Management
Quain, G. and O'Loughlin, D.
International Colloquium in Relationship Marketing
O'Loughlin, D. and Szmigin, I.T.
Academy of Marketing Services Worksho[
O'Loughlin, D., Szmigin, I.T. and Turnbull, P.W.
Academy of Marketing
O'Loughiln, D
European Marketing Association Academy
O'Loughlin. D.
European Marketing Academy Conference
Clancy, D. and O'Loughlin, D.
Academy of Marketing
O'Loughiln, D.
Academy of Marketing Doctoral Colloquium
O'Loughlin, D.
Other Journal
Banking on Better Relationships
O'Loughlin, D
Marketing Institute of Ireland Quarterly
Other Publication
Review of the Masterbrand Mandate, The Marketing Review, Vol. 1, pp. 401-403
O'Loughlin, D.
The Marketing Review
Peer Reviewed Journal
Keep Calm and Carry On: European Consumers and the Development of Persistent Resilience in the Face of Austerity
Szmigin, I.T., O'Loughlin, D. M., McEachern, M., Karantinou, K., Barbosa, B., Lamprinakos, G. and Fernández-Moya, E.M.
European Journal Of Marketing
DOI: https://doi.org/10.1108/EJM-04-2018-0253
Shifting Arrays of a Kaleidoscope: The Orchestration of Relational Value Cocreation in Service Systems
Kelleher C.;O'Loughlin D.;Gummerus J.;Peñaloza L.
Journal of Service Research
DOI: 10.1177/1094670519882495
Man Thou Art Dust: Rites of Passage in Austere Times
O'Loughlin, D, Szmigin, I., McEachern, M., Barbosa, B., Karantinou, K., Fernadez-Moya, M.E.
Sociology
DOI: 10.1177/0038038516633037
Navigating Symbolic Pollution through Symbolic Boundary Work Shaping A Sense of Home and Family in Family Assemblages
Kelleher, C. and O'Loughlin, D
Advances In Consumer Research
European Consumers and their Persistent Resilience in the Face of Austerity
O'Loughlin, D, Szmigin, I., McEachern, M., Karantinou, K., Barbosa, B. and Fernandez-Moya. M. E, Lamprinakos, G
Advances In Consumer Research
The rhetoric and reality of research reputation: "fur coat and no knickers"
O'Loughlin, D., MacPhail, A. & Msetfi, R.
Studies In Higher Education
DOI: 10.1080/03075079.2013.842224
Austere Times: Male Experiences of Liminal Vulnerability
O'Loughlin, D.M., Szmigin, I.T., McEachern, M.G., Karantinou, K. Barbosa, B. and Fernández-Moya, M
Advances In Consumer Research
Peer Observation of Teaching: Enhancing Academic Engagement for New Participants
Carroll., C. and O'Loughlin D.
Innovations In Education And Teaching International
DOI: 10.1080/14703297.2013.778067
A qualitative study of Irish postgraduate students' alcohol consumption
Hogan, G, and O'Loughlin, D
Journal of Substance Use
DOI: 10.3109/14659891.2013.827246
Capability and Responsibility in Consumer Credit Markets: Towards a Social Policy Agenda for Students and Beyond
Szmigin, I.T. and O'Loughlin, D.
Social Policy & Administration
Exposing the Credogenic Environment: Where does Responsibility Lie?
Szmigin, I.T. and O'Loughlin, D.
Advances In Consumer Research
Exploring e-service quality: A study of Irish online banking
Loonam M., O'Loughlin D.
Marketing Intelligence And Planning
DOI: 10.1108/02634500810916708
The Challenge of Sustaining the Relationship Approach - Financial Supplier Perspectives
O'Loughlin, D. and Szmigin, I.T.
Australasian Marketing Journal
An Observation Analysis of E-Services Quality in Online Banking
Loonam, M. and O'Loughlin, D.
Journal Of Financial Services Marketing
Emerging Perspectives On Credit And Debt Among Low Income Consumers
O'Loughlin, D; O'Brien, R
Irish Business Journal
Services Branding, Revealing the Rhetoric in Financial Services
O'Loughlin, D; Szmigin, I
Service Industries Journal
Exploring the Use of Dichotomy in Marketing: Celt versus Saxon Revisited
O'Loughlin, D; Szmigin, I
Irish Marketing Review
Emerging Perpsectives on Customer Relationships and Loyalty in Irish Retail Financial Services, Journal of Marketing Management
O'Loughlin, D; Szmigin, I
Journal Of Consumer Behaviour
"i'll always be in debt": Irish and UK student behaviour in a credit led environment
O'Loughlin D., Szmigin I.
Journal Of Consumer Marketing
DOI: 10.1108/07363760610701878
Customer Relationship Typologies and the Nature of Loyalty in Retail Financial Services
O'Loughlin, D; Szmigin, I
Journal Of Marketing Management
Integrating Ethical Brands into our Consumption Lives
Szmigin, I.T., Carrigan, M. and O'Loughlin, D.
Journal of Brand Management
External and internal accountability of financial services suppliers: Current paradoxes in managing expectations and experience
O'loughlin D.;Szmigin I.
Journal Of Strategic Marketing
DOI: 10.1080/09652540500083008
Customer perspectives on the role and importance of branding in Irish retail financial services
O'Loughlin D., Szmigin I.
International Journal Of Bank Marketing
DOI: 10.1108/02652320510577348
External and Internal Accountability of Financial Services Providers: Current Perspectives on Managing Expectations and Experience
O'Loughlin, D; Szmigin, I
Journal Of Strategic Marketing
Branding and Relationships: Customer and Supplier Perspectives
O'Loughlin, D; Szmigin, I; Turnbull, PW
Journal Of Financial Services Marketing
From relationships to experiences in retail financial services
O'Loughlin D.;Szmigin I.;Turnbull P.
International Journal Of Bank Marketing
DOI: 10.1108/02652320410567935
Identifying the Energy Champion: A Consumer Behaviour Approach to Understanding the Home Energy Marketing in Ireland
Clancy, D; O'Loughlin, D
Journal Of Non-Profit And Voluntary Sector Marketing
A Study of the Degree of Branding Standardisation practised by Irish Food and Drink Companies
O'Loughlin, D
Irish Marketing Review
