2025 · Journal article
Parasocial trust in luxury brand ambassadors: an experimental study
All supervisors
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Research Fellow — Marketing
Dr. Helena Roth
Helena studies how consumer identity forms and fractures online. Her current projects examine luxury brand parasocial attachments and the behavioural consequences of algorithmic curation.
- Methodology
- mixed
- Current researchers
- 4
- Supervises
- PhD · DBA
- Availability
- Accepting
Supervision style
How I supervise
"Collaborative. I'll bring strong opinions about your positioning and design; you'll bring the deep sector knowledge. We meet in the middle."
Expertise
What I work on
- Brand strategy
- Digital marketing
- Consumer psychology
- Experimental design
Currently on my desk
Reading list
Updated quarterly
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01
Thinking, Fast and Slow
Daniel Kahneman
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02
The Psychology of Judgment and Decision Making
Scott Plous
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03
Designing and Conducting Mixed Methods Research
Creswell & Plano Clark
Recent work
Selected publications
Ready to work with Helena?
Submit a brief research proposal and your application comes to Helena's desk directly. You'll hear back within five working days.