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Deirdre O'Loughlin

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

2016

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

2013

Live Projects: Bringing Learning to Life for Contemporary Marketing Students
O'Loughiln, D.
Innovative Business School Teaching: Engaging the Millenium Generation

2010

Managing Customer Relationships in Irish Retail Banking
O'Loughlin, D.
Marketing Financial Services

Conference Publication

2018

Frontiers in Service Conference
Kelleher, C. and O’Loughlin, D

2017

13th European Sociological Association Conference
Kelleher, C., O' Loughlin, D. and Bantry White, E

2016

Frontiers in Service
Killian, Michelle, John Fahy, Deirdre O’Loughlin and Werner Kunz

2015

Academy of Marketing
Loonam, M., Szmigin, I and O'Loughlin, D.

2015

Academy of Marketing
O'Loughlin, D., McEachern, M., Szmigin, I., Karantinuou K., Barbosa, B., Fernandez, E.,

2015

Advances in Consumer Research
O'Loughlin, D., McEachern, M., Szmigin, I., Karantinuou K., Barbosa, B., Fernandez, E.

2014

Macromarketing
O'Loughlin, D., Barbosa, B., Fernandez, E., Karantinuou K., McEachern, M., Szmigin, I.

2014

International Co-Operative Alliance Research Conference
Byrne, N., McCarthy, O., O'Loughlin, D. and Ward, M.

2012

Academy of Marketing conference
Loonam, M., O'Loughlin, D. and Szmigin, I.T.

2011

World Social Marketing conference
O'Loughiln, D., Szmigin, I.T. and Frawley, T. (2011)

2011

Society for Marketing Advances
O'Loughlin, D. and Szmigin, I.T.

2010

West Midlands Doctoral Colloquium, UK
Loonan, M., Szmigin, I.T. and O'Loughlin, D.

2010

2nd Social Marketing Conference NUIG
O'Loughlin, D. and Szmigin, I.T.

2009

European Marketing Academy Conference
Loonam, M and O'Loughiln, D.

2008

Irish Academy of Management
Carroll, C. and O'Loughlin, D.

2008

Advances in Consumer Research (ACR)
Szmigin, I.T. and O'Loughlin, D.

2008

European Marketing Association Conference
O'Loughlin, D. and Szmigin, I.T.

2008

Irish Academy of Management
O'Leary, E. and O'Loughlin, D.

2007

Kemmy Business School Research Conference
O'Loughlin, D. and O'Brien, R.

2007

European Marketing Association Conference
Szmigin, I.T. and O'Loughlin, D.

2007

Academy of Marketing
O'Loughlin, D. and O'Brien, R.

2007

EFER/G Forum Annual Conference
Carroll, C. and O'Loughlin, D.

2006

American Marketing Winter Educators' Conference
O'Loughiln, D. and Szmigin, I.T.

2006

Consumer Research Academy Workshop Series (CRAWS)
O'Loughlin, D. and Szmigin, I.T.

2006

European Marketing Academy Conference
Loonam, M. and O'Loughlin, D.

2006

Irish Academy of Management
O'Loughlin, D. and O'Brien, R.

2005

1st International Brand Colloquium
Szmigin, I.T., Carrigan, M. and O'Loughlin, D.

2004

European Marketing Association Conference
O'Loughlin, D. and Szmigin, I.T.

2004

Irish Academy of Management
Loonan, M. and O'Loughiln, D.

2004

ANZMAC, Wellington, NZ
O'Loughlin, D. and Szmigin, I.T.

2004

Customer Research Academy Workshop (CRAWS)
O'Loughlin, D. and Szmigin, I.T.

2003

Academy of Marketing conference
O'Loughlin, D. , Szmigin, I.T. and Turnbull, P.W.

2003

Irish Academy of Management
Quain, G. and O'Loughlin, D.

2003

International Colloquium in Relationship Marketing
O'Loughlin, D. and Szmigin, I.T.

2002

Academy of Marketing
O'Loughiln, D

2002

Academy of Marketing Services Worksho[
O'Loughlin, D., Szmigin, I.T. and Turnbull, P.W.

2001

European Marketing Academy Conference
Clancy, D. and O'Loughlin, D.

2001

Academy of Marketing
O'Loughiln, D.

Other Journal

2004

Banking on Better Relationships
O'Loughlin, D
Marketing Institute of Ireland Quarterly

Other Publication

Peer Reviewed Journal

2020

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

2020

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: DOI 10.1108/EJM-04-2018-0253

2017

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

2017

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

2015

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

2015

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

2014

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

2014
2009

Exposing the Credogenic Environment: Where does Responsibility Lie?
Szmigin, I.T. and O'Loughlin, D.
Advances In Consumer Research

2008

The Challenge of Sustaining the Relationship Approach - Financial Supplier Perspectives
O'Loughlin, D. and Szmigin, I.T.
Australasian Marketing Journal

2008

An Observation Analysis of E-Services Quality in Online Banking
Loonam, M. and O'Loughlin, D.
Journal Of Financial Services Marketing

2008

Exploring e-service quality: A study of Irish online banking
Loonam M., O'Loughlin D.
Marketing Intelligence And Planning DOI: 10.1108/02634500810916708

2007

Exploring the Use of Dichotomy in Marketing: Celt versus Saxon Revisited
O'Loughlin, D; Szmigin, I
Irish Marketing Review

2007

Emerging Perspectives On Credit And Debt Among Low Income Consumers
O'Loughlin, D; O'Brien, R
Irish Business Journal

2007

Services Branding, Revealing the Rhetoric in Financial Services
O'Loughlin, D; Szmigin, I
Service Industries Journal

2006

Integrating Ethical Brands into our Consumption Lives
Szmigin, I.T., Carrigan, M. and O'Loughlin, D.
Journal of Brand Management

2006

Customer Relationship Typologies and the Nature of Loyalty in Retail Financial Services
O'Loughlin, D; Szmigin, I
Journal Of Marketing Management

2004

From relationships to experiences in retail financial services
O'Loughlin D.;Szmigin I.;Turnbull P.
International Journal Of Bank Marketing DOI: 10.1108/02652320410567935

2004

Branding and Relationships: Customer and Supplier Perspectives
O'Loughlin, D; Szmigin, I; Turnbull, PW
Journal Of Financial Services Marketing

2002

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

Published Report