Dr Donna Mai

Principal Lecturer

+44 20 7911 5000 ext 66660
35 Marylebone Road London NW1 5LS
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Dr Donna Mai is a Principal Lecturer in Marketing. She joined Westminster Business School in September 1998 from the University of Newcastle-upon-Tyne, where she was Research Officer. She received the Research Initiative Award in 2009 and Best Paper Prize in 1997 from the Academy of Marketing. Her paper was awarded the Highest Quality Rating by ANBAR Electronic Intelligence in 1998. Before starting her career in academia, she worked for Avon Cosmetics (Taiwan) Ltd as Sales Estimator, Product Line Control Planner and Brand Planner.

Education

PhD in Marketing, University of Newcastle upon Tyne 

PG Certificate in Teaching and Learning in Higher Education, University of Newcastle upon Tyne 

MA in International Marketing, University of Sunderland

Professional memberships

Member of the Association for Consumer Research 

Member of the Higher Education Academy 

Member of the Academy of Marketing 

Member of the Internet Society Member of the Academy of Marketing Science 

Member of the Institute of Learning and Teaching 

Member of the European Association of Agricultural Economists

Consultancy and professional practice

2010 - Present Best Paper Prize Judge for Marketing Education Review 

2009 Research Initiative Award, Academy of Marketing 

2009-2010 Research Leader in Marketing, Westminster Business School 

2008 - 2009: Acting Director for Centre for Research in Marketing, Westminster Business School 

2003 - Present: Member of Editorial Review Board, Marketing Education Review 

2009 - Present: Member of Editorial Review Board, Asian Journal of Business Research 

2002 - Present: Member of Editorial Board, Journal of Doing Business Across Borders 

2009: Research Grant Assessor for Social Sciences and Humanities Research Council of Canada 

2005 - 2009: External Examiner for Leeds University Business School for Marketing subjects and dissertations 

2009 - 2012: External Examiner for Liverpool Hope University, Marketing pathway 

2012: PhD External Examiner for Newcastle University Business School

Donna is Course Leader for the MA/MSc Marketing Management. She is responsible for the academic and professional development and delivery of the course. At present, she teaches Marketing Research at both undergraduate and postgraduate levels. She also coordinates MA Marketing Management dissertations, and runs Research Methodology workshops for the students. She supervises PhD students and Masters dissertations.

Donna has been an external examiner for the marketing pathway for Liverpool Hope University since 2009, and was an external examiner for marketing subjects and dissertations for Masters degrees at the University of Leeds Business School from 2005 to 2009.

Donna's research interests are in the area of personality and psychological influences on consumers' choices and consumptions and the effect of marketing communications on consumers and societies.

2018

Where Old Meets the New at beyond the Glass: An analysis of the effect of internet and social media on consumers’ purchase intentions for luxury wine brands (2018)
Mai, L.W., Efe, Alp and Morah, E.M.I. 2018. Where Old Meets the New at beyond the Glass: An analysis of the effect of internet and social media on consumers’ purchase intentions for luxury wine brands. ICCMI 2018. Athens, Greece 27 - 29 Jun 2018

2017

Incorporating Vanity into a Luxury Value-Attitude-Behavior Model- Evidence from Luxury Restaurant Consumers (2017)
Peng, N., Chen, A.H., Mai, L.W. and Kladou, S. 2017. Incorporating Vanity into a Luxury Value-Attitude-Behavior Model- Evidence from Luxury Restaurant Consumers. Advances in Consumer Research. San Diego 26 - 29 Oct 2017 Association for Consumer Research.

2016

Adoption or Rejection of Digital Wearable Devices (2016)
Mai, L.W. and Buzescu, A.A. 2016. Adoption or Rejection of Digital Wearable Devices. ICCMI 2016. Heraklion, Greece 22 - 24 Jun 2016

2015

Female Self-gifts Buying Behavior: Impulse Purchase and Product Involvement (2015)
Konstantoulaki, K., Kemp, L. and Mai, L.W. 2015. Female Self-gifts Buying Behavior: Impulse Purchase and Product Involvement. Academy of Marketing Science World Marketing Congress. Bari, Italy 14 - 18 Jul 2015

2013

Consumers’ perceptions of pseudo-science in anti-aging advertising (2013)
Mai, L.W., Cline, A. and El-Murad, J. 2013. Consumers’ perceptions of pseudo-science in anti-aging advertising. European Marketing Academy 42nd Annual Conference. Istanbul June 2013
The effects of media exposure on the levels of body dissatisfaction and muscle dysmorphia in men (2013)
Mai, L.W., Bajelan, A. and El-Murad, J. 2013. The effects of media exposure on the levels of body dissatisfaction and muscle dysmorphia in men. European Marketing Academy 42nd Annual Conference. Istanbul June 2013

2010

The impact of Italianate on consumers’ brand perceptions of luxury brands (2010)
Paciolla, R. and Mai, L.W. 2010. The impact of Italianate on consumers’ brand perceptions of luxury brands. 2010 European Association for Consumer Research Conference. Royal Holloway, University of London 30 June - 3 July 2010
Corporate hospitality: benefit, challenges and approach in financial services (2010)
Saluja, M. and Mai, L.W. 2010. Corporate hospitality: benefit, challenges and approach in financial services. The 2010 AMS Annual Conference. Portland, USA 26-29 May 2010
Gay targeted advertising in mass media: an examination of the interpretations and attitudes of target and non-target consumers (2010)
Mai, L.W. and Liplica, W. 2010. Gay targeted advertising in mass media: an examination of the interpretations and attitudes of target and non-target consumers. Academy of Marketing 2010 Annual Conference. Coventry University Business School 6 - 8 July 2010

2006

Sports celebrity endorsement in fashion marketing (2006)
Schroder, S. and Mai, L.W. 2006. Sports celebrity endorsement in fashion marketing. AMS/KAMS Cultural Perspectives in Marketing Conference. Seoul, South Korea 12-15 Jul 2006

2005

E-Commerce as an alternative distribution technology: the readiness of Chinese consumers (2005)
Kwok, W.M., Mai, L.W. and El-Murad, J. 2005. E-Commerce as an alternative distribution technology: the readiness of Chinese consumers. 12th Biennial International Marketing Congress: Marketing in an Inter-connected World: Opportunities and Challenges. Muenster, Germany 06-09 Jul 2005

2004

The colour shines: the factors influencing the purchase of cosmetics by young women in the UK (2004)
Mai, L.W. and Yap, S. 2004. The colour shines: the factors influencing the purchase of cosmetics by young women in the UK. Academy of Marketing Science Cultural Perspectives on Marketing Conference. Puebla, Mexico 22-24 Sep 2004

1999

The personality attributes and leisure activities of the internet users: a Taiwanese case study (1999)
Mai, L.C., Mai, L.W. and Chen, M. 1999. The personality attributes and leisure activities of the internet users: a Taiwanese case study. 1999 Academy of Business & Administrative Science (ABAS) International Conference. Barcelona 12-14 July 1999

1998

An independent view: the food standards agency and the national interest (1998)
Ritson, C. and Mai, L.W. 1998. An independent view: the food standards agency and the national interest. IIR Conference on The Food Standards Agency. London 9 & 10 June

1997

Consumers' perceptions of speciality foods and therural mail-order business (1997)
Mai, L.W. and Ness, M.R. 1997. Consumers' perceptions of speciality foods and therural mail-order business. Typical and traditional productions: rural effect and agro-industrial problems. 52nd Seminar of the European Association of Agricultural Economists (EAAE). Parma, Italy June 19-21 1997 pp. 331-348

2016

Female self-gifts buying behaviour: impulse purchase and product involvement (2016)
Kemp, L., Mai, L.W. and Konstantoulaki, K. 2016. Female self-gifts buying behaviour: impulse purchase and product involvement. in: Petruzzellis, L. and Winer, R.S. (ed.) Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress Springer. pp. 129-137

2011

The impact of Italianate on consumers’ brand perceptions of luxury brands (2011)
Paciolla, R. and Mai, L.W. 2011. The impact of Italianate on consumers’ brand perceptions of luxury brands. in: Bradshaw, A., Hackley, C. and Maclaran, P. (ed.) European Advances in Consumer Research Association for Consumer Research.

2008

Dissolution of a person-brand relationship: an understanding of brand-detachment (2008)
Mai, L.W. and Canti, P.G. 2008. Dissolution of a person-brand relationship: an understanding of brand-detachment. in: Borghini, S., McGrath, M.A. and Otnes, C. (ed.) European Advances in Consumer Research Milan, Italy Association for Consumer Research.
The impact of the changing ethnocentrism and global consumerism on the attitudes towards western brands in the Czech food market (2008)
Mai, L.W. 2008. The impact of the changing ethnocentrism and global consumerism on the attitudes towards western brands in the Czech food market. in: Proceedings of the Academy of Marketing Annual Conference 2008. Aberdeen Business School, the Robert Gordon University, Aberdeen. 7 - 10 July 2008 Academy of Marketing.

2003

Cross-cultural marketing research (2003)
Mai, L.W. 2003. Cross-cultural marketing research. in: Nwankwo, S. and Rugimbana, R.O. (ed.) Cross-cultural marketing Thomson Publishing. pp. 61-76

2002

Globalisation in higher education: how students perceive the education they receive? (2002)
Mai, L.W. 2002. Globalisation in higher education: how students perceive the education they receive? in: Proceedings of Multicultural Marketing Conference, June 26-29, 2002, Valencia, Spain Spain Dehon graphs.

1997

Consumers' perceptions of mail-order speciality foods (1997)
Mai, L.W. and Ness, M.R. 1997. Consumers' perceptions of mail-order speciality foods. in: Proceedings of the Academy of Marketing 31st Annual Conference MMU.

2014

Consumers' willingness to pay for ethical attributes (2014)
Mai, L.W. 2014. Consumers' willingness to pay for ethical attributes. Marketing Intelligence & Planning. 32 (6), pp. 706-721.

2012

Impact of cultural exposure on young Chinese students’ adaptation in a UK business school (2012)
Wang, Y., Harding, R. and Mai, L.W. 2012. Impact of cultural exposure on young Chinese students’ adaptation in a UK business school. Studies in Higher Education. 37 (5), pp. 621-639.

2009

Emotions, attitudes and memorability associated with TV commercials (2009)
Mai, L.W. and Schoeller, G. 2009. Emotions, attitudes and memorability associated with TV commercials. Journal of Targeting, Measurement and Analysis for Marketing. 17 (1), pp. 55-63.

2007

Consumer adoption of online music services: the influence of perceived risks and risk relief strategies (2007)
Kunze, O. and Mai, L.W. 2007. Consumer adoption of online music services: the influence of perceived risks and risk relief strategies. International Journal of Retail and Distribution Management. 35 (11), pp. 862-877.

2006

A structural equation model of customer satisfaction and future purchase of mail-order speciality food (2006)
Mai, L.W. and Ness, M.R. 2006. A structural equation model of customer satisfaction and future purchase of mail-order speciality food. International Journal of Business Science and Applied Management. 1 (1), pp. 1-13.

2005

A comparative study between UK and US: the student satisfaction in higher education and its influential factors (2005)
Mai, L.W. 2005. A comparative study between UK and US: the student satisfaction in higher education and its influential factors. Journal of Marketing Management. 21 (7-8), pp. 859-878.

2004

The characteristics of supermarket shoppers in Beijing (2004)
Mai, L.W. and Zhao, H. 2004. The characteristics of supermarket shoppers in Beijing. International Journal of Retail & Distribution Management. 32 (1), pp. 56-62.

2003

The perceptions of pan-European advertising communication: a cross-cultural study between UK and Spain (2003)
Mashood, R. and Mai, L.W. 2003. The perceptions of pan-European advertising communication: a cross-cultural study between UK and Spain. International Journal of Applied Marketing. 2 (2), pp. 98-117.

2002

Is the internet the right medium for a 'don't quit campaign'? (2002)
Wynne, L.G. and Mai, L.W. 2002. Is the internet the right medium for a 'don't quit campaign'? Research in Post-Compulsory Education. 7 (3), pp. 353-359.
The personality attributes and leisure activities of Taiwanese internet users (2002)
Mai, L.C. and Mai, L.W. 2002. The personality attributes and leisure activities of Taiwanese internet users. International Journal of Applied Marketing. 1 (1), pp. 69-82.

2001

Effective risk relievers for dimensional perceived risks on mail-order purchase: a case study on speciality foods in the UK (2001)
Mai, L.W. 2001. Effective risk relievers for dimensional perceived risks on mail-order purchase: a case study on speciality foods in the UK. Journal of Food Products Marketing. 7 (1/2), pp. 35-51.

2000

Customers' satisfaction and future purchase of mail-order specialty food in the UK (2000)
Mai, L.W. and Ness, M.R. 2000. Customers' satisfaction and future purchase of mail-order specialty food in the UK. Journal of Food Products Marketing. 6 (1), pp. 1-10.

1999

Canonical correlation analysis of customer satisfaction and future purchase of mail-order speciality food (1999)
Mai, L.W. and Ness, M.R. 1999. Canonical correlation analysis of customer satisfaction and future purchase of mail-order speciality food. British Food Journal. 101 (11), pp. 857-570.

1998

The economics of food safety (1998)
Ritson, C. and Mai, L.W. 1998. The economics of food safety. Nutrition & Food Science. 98 (5), pp. 253-259.
Perceived benefits of mail-order speciality foods (1998)
Mai, L.W. and Ness, M.R. 1998. Perceived benefits of mail-order speciality foods. British Food Journal. 100 (1), pp. 10-17.

1997

Consumers' perceptions of mail‐order speciality foods (1997)
Mai, L.W. and Ness, M.R. 1997. Consumers' perceptions of mail‐order speciality foods. Journal of Marketing Management. 13 (7), pp. 705-724.

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