Biography

Deirdre O'Loughlin, BA, MBS, PhD, MII Grad is Associate Professor of Marketing and Assistant Dean, Research 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. She has over 25 years experience in academia as a researcher and educator.

As Assistant Dean Research in the KBS she is responsible for leading the research strategy of the school. She is also Chair of the KBS Research Committee and sits on several university committees including Academic Council and Graduate Research Working Group. She was strategic lead for Research on the recent EQUIS accreditation application by the KBS, securing 3 years accreditation in December 2021.

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 was also Academic Mentor for the Department of Management and Marketing 2018-2020.

She is a graduate member of the Marketing Institute of Ireland (MII Grad.) and actively involved with marketing practitioners and industry networks. She is a member of the Board of Directors of the Cliffs of Moher Visitor Experience.




Research Interests

  • Credit and Debt Consumption.
  • Financial Insecurity and Consumer Responses to Austerity and other Crises.
  • Service Research and Financial Services. Value co creation in Health Services including Family Caring.
  • Sustainability, Social Marketing and Policy, CSR and Ethics.
  • Branding and Digital Marketing.
  • Relationship Marketing.

Her research critically explores the intersection between marketing, consumption, vulnerability and social/public policy within a number of key contexts including debt and austerity research, family caring, and co-creation in health and financial services. Her research has high impact in a number of key domains specifically in exposing the effects of austerity, credit and debt consumption, highlighting marketing and consumer responsibility, and identifying the social and public policy implications.

She has published in a broad range of highly ranked international peer reviewed journals including Journal of Service Research, Journal of Business Research, European Journal of Marketing, 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 several research grants through the UL/University of Massachusetts funding programme, Combat Poverty Agency Ireland and university seed-funding initiatives. She also secured HEA/ UL funding to conduct collaborative research on peer observation of teaching processes and best practice.
She acts as reviewer for a wide range of marketing journals and conferences and is the Associate Editor of the International Journal of Bank Marketing.


Professional Activities

Committee

  • 2021 UL Sustainable Working Group,
  • 2021 Academic Council ,
  • 2020 UL Talent & Career Development Committee,
  • 2019 KBS Research Committee,
  • 2019 UL Postgraduate Research Committee,
  • 2019 UL Graduate Research Working Group,
  • 2017 KBS Research Ethics Committee,
  • 2014 BBS Review Committee,
  • 2011 Department of Management and Marketing Quality Review Committee,
  • 2008 UL Academic Council ,
  • 2008 EPAS Committee,
  • 2007 UL Marketing Committee,
  • 2005 EQUIS Committee,
  • 2004 Research Committee,
  • 2004 BBS Course Board,

Award

  • 2020 - KBS Individual Teaching Excellence Award
  • 2012 - Shortlisted for Shannon Consortium Regional Teaching Award
  • 2011 - Shortlisted for Shannon Consortium Regional Teaching Award
  • 2008 - Honorary Senior Research Felllow
  • 2005 - UL Teaching Excellence Award
  • 2004 - Shortlised for Teaching Excellence Award

Education

  • 2005 Swedish School of Economics - H.Dip in International Teaching Practicce
  • 2003 University of Birmingham - Ph.D.
  • 1995 UCD Michael Smurfit Graduate Business School - MBS
  • 1994 Dublin City University - BA

Association

  • Member, Association for Consumer Research (ACR)
  • MII Graduate Member, Marketing Institute of Ireland
  • Member of Board of Directors, Cliffs of Moher Visitor Experience
  • Member, EIASM - EMAC

Language

  • German
  • French

Research Collaborators

  • Belem Barbosa - International Collaboration Type - Universidade de Aveiro -Portugal
  • Isabelle Szmigin - International Collaboration Type - University of Birmingham -England
  • Kalipso Karantinou - International Collaboration Type - Athens University of Economics & Business -Greece
  • Kalipso Karantinou - Visiting Professor/Lecturer - Athens University of Economics & Business -Greece
  • Maria Eugenia Fernandez- Moya - International Collaboration Type - CESUGA -Spain
  • Morven Mc Eachern - International Collaboration Type - University of Huddersfield -England
  • Werner Kunz - Joint Publication - University of Massachusetts Boston -USA
  • Carol Kelleher - Joint Publication - University College Cork
  • Johanna Gummerus - International Collaboration Type - Hanken School of Economics -Finland

Books

This author has not written any publications of this type yet.

Book Chapters

Theorising Resilience in Times of Austerity

Dr. Deirdre O'Loughlin
2022
London
Routledge
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Normalising Sustainable Consumption in an Age of Austerity

Dr. Deirdre O'Loughlin
2022
London
Edward Elgar Publishing
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The Case for Altruism in eWOM Motivations

Dr. Deirdre O'Loughlin
2016
Adelaide
Springer
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Live Projects: Bringing Learning to Life for Contemporary Marketing Students

Dr. Deirdre O'Loughlin
2013
London
Routledge
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Managing Customer Relationships in Irish Retail Banking

Dr. Deirdre O'Loughlin
2010
London
Palgrave MacMillan
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Edited Books

Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications

Dr. Deirdre O'Loughlin
2022
London
Routledge
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Peer Reviewed Journals

A Study of the Degree of Branding Standardisation practised by Irish Food and Drink Companies

Dr. Deirdre O'Loughlin
1999
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Emerging Perpsectives on Customer Relationships and Loyalty in Irish Retail Financial Services, Journal of Marketing Management

Dr. Deirdre O'Loughlin
2006
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European Consumers and their Persistent Resilience in the Face of Austerity

Dr. Deirdre O'Loughlin
2017
Eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN
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The Challenge of Sustaining the Relationship Approach - Financial Supplier Perspectives

Dr. Deirdre O'Loughlin
2008
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Shifting Sands: Actor Role and Identity Reconfigurations in Service Systems

Dr. Deirdre O'Loughlin
2021
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Customer Relationship Typologies and the Nature of Loyalty in Retail Financial Services

Dr. Deirdre O'Loughlin
2006
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Austere Times: Male Experiences of Liminal Vulnerability

Dr. Deirdre O'Loughlin
2015
Editors. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research
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Integrating Ethical Brands into our Consumption Lives

Dr. Deirdre O'Loughlin
2006
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Exploring e-service quality: A study of Irish online banking

Dr. Deirdre O'Loughlin
2008
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From relationships to experiences in retail financial services

Dr. Deirdre O'Loughlin
2004
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Exposing the Credogenic Environment: Where does Responsibility Lie?

Dr. Deirdre O'Loughlin
2009
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Peer observation of teaching: enhancing academic engagement for new participants

Dr. Deirdre O'Loughlin
2014
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Emerging Perspectives On Credit And Debt Among Low Income Consumers

Dr. Deirdre O'Loughlin
2007
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Customer perspectives on the role and importance of branding in Irish retail financial services

Dr. Deirdre O'Loughlin
2005
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The rhetoric and reality of research reputation: "fur coat and no knickers"

Dr. Deirdre O'Loughlin
Prof. Ann MacPhail
2015
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Peer Observation of Teaching: Enhancing Academic Engagement for New Participants

Dr. Deirdre O'Loughlin
2014
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Man Thou Art Dust: Rites of Passage in Austere Times

Dr. Deirdre O'Loughlin
2017
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An Observation Analysis of E-Services Quality in Online Banking

Dr. Deirdre O'Loughlin
2008
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Services Branding, Revealing the Rhetoric in Financial Services

Dr. Deirdre O'Loughlin
2007
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A qualitative study of Irish postgraduate students' alcohol consumption

Dr. Deirdre O'Loughlin
2014
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External and internal accountability of financial services suppliers: Current paradoxes in managing expectations and experience

Dr. Deirdre O'Loughlin
2005
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Branding and Relationships: Customer and Supplier Perspectives

Dr. Deirdre O'Loughlin
2004
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Keep Calm and Carry On: European Consumers and the Development of Persistent Resilience in the Face of Austerity

Dr. Deirdre O'Loughlin
2020
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Capability and Responsibility in Consumer Credit Markets: Towards a Social Policy Agenda for Students and Beyond

Dr. Deirdre O'Loughlin
2010
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External and Internal Accountability of Financial Services Providers: Current Perspectives on Managing Expectations and Experience

Dr. Deirdre O'Loughlin
2005
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"i'll always be in debt": Irish and UK student behaviour in a credit led environment

Dr. Deirdre O'Loughlin
2006
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Shifting Arrays of a Kaleidoscope: The Orchestration of Relational Value Cocreation in Service Systems

Dr. Deirdre O'Loughlin
2020
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Exploring the Use of Dichotomy in Marketing: Celt versus Saxon Revisited

Dr. Deirdre O'Loughlin
2007
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Identifying the Energy Champion: A Consumer Behaviour Approach to Understanding the Home Energy Marketing in Ireland

Dr. Deirdre O'Loughlin
2002
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Navigating Symbolic Pollution through Symbolic Boundary Work – Shaping A Sense of Home and Family in Family Assemblages

Dr. Deirdre O'Loughlin
2017
eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN
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Other Journals

Banking on Better Relationships

Dr. Deirdre O'Loughlin
2004
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Conference Publications

Recent Advances in Retailing and Consumer Science Conference

Dr. Deirdre O'Loughlin
Professor. John Fahy
2017
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International Co-Operative Alliance Research Conference

Dr. Deirdre O'Loughlin
2014
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Academy of Marketing

Dr. Deirdre O'Loughlin
2001
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Irish Academy of Management

Dr. Deirdre O'Loughlin
2004
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EFER/G Forum Annual Conference

Dr. Deirdre O'Loughlin
2007
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Advances in Consumer Research (ACR)

Dr. Deirdre O'Loughlin
2008
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Academy of Marketing Science World Marketing Congress

Dr. Deirdre O'Loughlin
Dr. Maria Lichrou
2012
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AMA Services Special Interest Group

Dr. Deirdre O'Loughlin
2020
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13th European Sociological Association Conference

Dr. Deirdre O'Loughlin
2017
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Macromarketing

Dr. Deirdre O'Loughlin
2014
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Academy of Marketing

Dr. Deirdre O'Loughlin
2002
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International Colloquium in Relationship Marketing, Hamillton, NZ

Dr. Deirdre O'Loughlin
2004
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2nd Annual Limerick Institute of Technology Research Seminar

Dr. Deirdre O'Loughlin
2007
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European Marketing Academy Conference

Dr. Deirdre O'Loughlin
2009
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Academy of Marketing Science World Marketing Congress

Dr. Deirdre O'Loughlin
2012
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7th Forum in Services

Dr. Deirdre O'Loughlin
2021
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Frontiers in Service

Dr. Deirdre O'Loughlin
2016
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European Marketing Academy Conference

Dr. Deirdre O'Loughlin
Dr. Maria Lichrou
2013
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Academy of Marketing Services Worksho[

Dr. Deirdre O'Loughlin
2002
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ANZMAC, Wellington, NZ

Dr. Deirdre O'Loughlin
2004
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Kemmy Business School Research Conference

Dr. Deirdre O'Loughlin
2007
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West Midlands Doctoral Colloquium, UK

Dr. Deirdre O'Loughlin
2010
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Frontiers in Service Conference

Dr. Deirdre O'Loughlin
2018
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Advances in Consumer Research

Dr. Deirdre O'Loughlin
2015
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Academy of Marketing Doctoral Colloquium

Dr. Deirdre O'Loughlin
2000
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Academy of Marketing conference

Dr. Deirdre O'Loughlin
2003
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1st International Brand Colloquium

Dr. Deirdre O'Loughlin
2005
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European Marketing Association Conference

Dr. Deirdre O'Loughlin
2007
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2nd Social Marketing Conference NUIG

Dr. Deirdre O'Loughlin
2010
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Irish Academy of Management

Dr. Deirdre O'Loughlin
Professor. John Fahy
2019
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Academy of Marketing

Dr. Deirdre O'Loughlin
2015
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European Marketing Association Conference Doctoral Colloquium

Dr. Deirdre O'Loughlin
2000
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Irish Academy of Management

Dr. Deirdre O'Loughlin
2003
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American Marketing Winter Educators' Conference

Dr. Deirdre O'Loughlin
2006
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Academy of Marketing

Dr. Deirdre O'Loughlin
2007
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World Social Marketing conference

Dr. Deirdre O'Loughlin
2011
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16th International Research in Services Management Conference, QUIS

Dr. Deirdre O'Loughlin
2019
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Academy of Marketing

Dr. Deirdre O'Loughlin
Dr. Maria Lichrou
2015
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EIASM 1st International Workshop on Management and Innovation of Services

Dr. Deirdre O'Loughlin
2001
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International Colloquium in Relationship Marketing

Dr. Deirdre O'Loughlin
2003
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Consumer Research Academy Workshop Series (CRAWS)

Dr. Deirdre O'Loughlin
2006
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European Marketing Association Conference

Dr. Deirdre O'Loughlin
2008
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NAIRTL National Academy Annual Conference on Higher Education

Dr. Deirdre O'Loughlin
2011
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15th International Research in Services Management Conference

Dr. Deirdre O'Loughlin
2018
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Academy of Marketing

Dr. Deirdre O'Loughlin
2015
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European Marketing Association Academy

Dr. Deirdre O'Loughlin
2001
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Customer Research Academy Workshop (CRAWS)

Dr. Deirdre O'Loughlin
2004
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European Marketing Academy Conference

Dr. Deirdre O'Loughlin
2006
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Irish Academy of Management

Dr. Deirdre O'Loughlin
2008
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Society for Marketing Advances

Dr. Deirdre O'Loughlin
2011
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Shannon Consortium Centre for Teaching and Learning Symposium

Dr. Deirdre O'Loughlin
2017
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Educational Innovation in Business and Economics Conference (EDiNEB)

Dr. Deirdre O'Loughlin
2014
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European Marketing Academy Conference

Dr. Deirdre O'Loughlin
2001
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European Marketing Association Conference

Dr. Deirdre O'Loughlin
2004
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Irish Academy of Management

Dr. Deirdre O'Loughlin
2006
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Irish Academy of Management

Dr. Deirdre O'Loughlin
2008
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Academy of Marketing conference

Dr. Deirdre O'Loughlin
2012
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Conference Contributions

Academy of Marketing Conference 2015

Dr. Deirdre O'Loughlin
Prof. Lisa O'Malley
Professor. John Fahy
2015
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Published Reports

An Exploratory Study Into Credit Consumption and Debt Accumulation Among Low Income Consumers

Dr. Deirdre O'Loughlin
2006
Dublin
Combat Poverty
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Editorials

This author has not written any publications of this type yet.

Book Reviews

Review of the Masterbrand Mandate, The Marketing Review, Vol. 1, pp. 401-403

Dr. Deirdre O'Loughlin
2001
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A Review of International Marketing: An Asian Pacific Perspective - Unpublished academic book review for Prentice Hall

Dr. Deirdre O'Loughlin
2001
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A Review of Managing Marketing in the 21st Century - Unpublished book review for John Wiley Publishers

Dr. Deirdre O'Loughlin
2005
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Other Publications

Publishing from your PhD -Seminar to Kemmy Business School PhD Research Seminar Series

Dr. Deirdre O'Loughlin
2012
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Publishing from your PhD - Invited to seminar to Kemmy Business School PhD Research Seminar Series

Dr. Deirdre O'Loughlin
2008
Read more

Exploring Credit Consumption and Debt Accumulation Among Low Income Consumers, Key Consequences and Intervention Strategies -Keynote presentation and discussant at Combat Poverty Research Seminar Seri....

Dr. Deirdre O'Loughlin
2006
Read more

Preparing a Teaching Portfolio - Invited to present to the University of Limerick Centre for Teaching and Learning Induction of New Faculty Workshop

Dr. Deirdre O'Loughlin
2005
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Fostering a Culture of Critical Reflection in Small Group Teaching - Conversations in the Consortium 5 Minute Teaching Tips Series 2017-2018

Dr. Deirdre O'Loughlin
2017
Limerick Institute of Technology
Conversations in the Consortium 5 Minute Teaching Tips Series 2017-2018
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Evolving Customer Relationships in Banking - Invited Lecture to Limerick Insitute of Technology MSc in Marketing students

Dr. Deirdre O'Loughlin
2011
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PhD and Publishing: A Successful Research Strategy - Seminar to PhD students at Birmingham Business School, University of Birmingham

Dr. Deirdre O'Loughlin
2008
Read more

A Review of International Marketing: An Asian Pacific Perspective - Unpublished academic book review for Prentice Hall

Dr. Deirdre O'Loughlin
2001
Read more

The Role of Consumer Brand Relationships in the Creation of Brand Equity in Financial Services -Invited to present at Department of Management and Marketing Research Seminar Series

Dr. Deirdre O'Loughlin
2000
Read more

Live Projects as an Experiential Learning and Assessment Tool - Conversations in the Consortium Series 2014-2015

Dr. Deirdre O'Loughlin
2015
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Bringing Learning to Life: Live Projects as a Pedagogical Tool - Seminar to UL Centre for Teaching and Learning Conversations in the Consortium Series

Dr. Deirdre O'Loughlin
2011
Read more

Review of the Masterbrand Mandate, The Marketing Review, Vol. 1, pp. 401-403

Dr. Deirdre O'Loughlin
2001
Read more

A Review of Managing Marketing in the 21st Century - Unpublished book review for John Wiley Publishers

Dr. Deirdre O'Loughlin
2005
Read more

An Introduction on the use NVivo as a Qualitative Research Analysis Tool - Invited to present on University of Limerick Centre for Teaching and Learning Induction of New Faculty Workshop

Dr. Deirdre O'Loughlin
2004
Read more

An Exploration of the Nature of Ireland as Tourism Brand Destination - Athens University of Economics and Business

Dr. Deirdre O'Loughlin
2015
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Live Projects as Assessment Tools - Seminar to Department of Management and Marketing Teaching and Learning Forum

Dr. Deirdre O'Loughlin
2010
Read more

An Exploratory Study of Credit Consumption and Debt Among Low Income Groups: Emerging Consumer Perspectives - Presentation at Issues in Financial Exclusion and Over-Indebtedness in Ireland, Current and Recent Research, UCC

Dr. Deirdre O'Loughlin
2007
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Customer Relationships and Applicability of Relationship Marketing in Retail Financial Services - Invited to present on Manchester School of Management, UMIST, CRA Research Seminar Series

Dr. Deirdre O'Loughlin
2004
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An Introduction on the use NVivo as a Qualitative Research Analysis Tool - Invited to give a presentation as part of the UL Spring Lecture Series to research MBS and PhD students

Dr. Deirdre O'Loughlin
2005
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Contemporary Relationship and Loyalty Issues in Services - Athens University of Economics and Business

Dr. Deirdre O'Loughlin
2015
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Maximising the Publication Output from your PhD - Seminar to Kemmy Business School PhD Research Seminar Series

Dr. Deirdre O'Loughlin
2010
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Credit Consumption and Debt Accumulation among Low-Income Consumers - Keynote Speaker at University of College Cork Summer School

Dr. Deirdre O'Loughlin
2007
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From Riches to Debt, My Research Journey - Keynote presentation and discussant to faculty and PhD students,Hanken, Swedish School of Economics, Research Seminar Series

Dr. Deirdre O'Loughlin
2006
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Internal and External Accountability of Irish Financial Services Suppliers -Invited to give a research presentation at Michael Smurfit Graduate School of Business, UCD

Dr. Deirdre O'Loughlin
2004
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The Importance of Relationships in Services: An Irish Retail Banking Perspective - Athens University of Economics and Business, Greece

Dr. Deirdre O'Loughlin
2013
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PhD and Publishing - A Successful Research Strategy - Inivited seminar to Birmingham Business School, PhD Research Seminar Series

Dr. Deirdre O'Loughlin
2009
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Investigating the Credit Consumption Environment, Views from the UK and Ireland - Birmingham Business School Research Seminar Series, University of Birmingham

Dr. Deirdre O'Loughlin
2007
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Economic and Socio-Cultural Perspectives- The EU and Beyond - Invitied to present at Marketing Institute of Ireland Seminar

Dr. Deirdre O'Loughlin
2002
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Tourism Brand Destination Images: Ireland as a Case Study - Athens University of Economics and Business, Greece

Dr. Deirdre O'Loughlin
2013
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Maximising your ROI: Publishing from your Thesis- Seminar to Kemmy Business School Postgraduate Lecture Series in Research Methods

Dr. Deirdre O'Loughlin
2009
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Collaborative Peer Observation in Irish Academia - Seminar to Limerick Institute of Technology, 2007 Staff Apprenticeship Workshop, 20th September, 2007

Dr. Deirdre O'Loughlin
2007
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An Analysis of Customer Relationship Typologies and the Nature of Loyalty in Irish Retail Financial Services - Invited to present on DCU Business School Research Seminar Series -

Dr. Deirdre O'Loughlin
2004
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Maximising Return on Investment from your PhD -Invited seminar to Birminghan Business School PhD Research Seminar Series

Dr. Deirdre O'Loughlin
2012
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"Active Learning in the Classroom, Use of Integrative Techniques for Medium Sized Classes" - Seminar as part of UL Centre for Teaching and Learning Teaching on the Go series

Dr. Deirdre O'Loughlin
2009
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Branding-based Challenges: A Financial Services Perspective - Keynote presentation to Marketing students, Hanken, Swedish School of Economics, Research Seminar Series

Dr. Deirdre O'Loughlin
2006
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Active Learning - An Interactive Approach to Student Learning - Invited to present on Department of Management and Marketing Quality Review Off-Campus Seminar

Dr. Deirdre O'Loughlin
2005
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