Key details
Dannielle K Wright
PhD Researcher in Digital Consumer Behaviour
My area of study explores consumer-perceived value and decision-making within immersive virtual consumer environments. Drawing on insights from marketing practitioners and consumers, I investigate how virtual sensory experiences impact value and pre-purchase evaluations.
My research focus is informed by an international marketing career in digital marketing, brand development, and strategic operations across luxury, entertainment, finance, and travel. Having led international digital growth and customer experience strategies, my work addresses a critical industry challenge of translating brand experiences and value propositions into meaningful consumer value in emerging virtual environments.
My academic background includes a BA in Advertising and Marketing, Master’s degrees in International Business and Strategic Marketing Communications, with academic experience across the UK, France, Spain, and India. My research on luxury consumer behaviour is published in the British Food Journal.
Supervisory Team: Dr Sven Kuenzel, Dr Ryan Yung, Dr Hyunsun Yoon, and Dr Tina Šegota.
Research / Scholarly interests
- Digital Consumer Behaviour
- Consumer Perceived Value
- Immersive Technologies
- Sensory Marketing
- Digital Customer Experience
Recent publications
Wright, D.K., Yoon, H., Morrison, A.M. and Šegota, T. (2023), "Drinking in style? Literature review of luxury wine consumption", British Food Journal, Vol. 125 No. 2, pp.679-695, DOI: 10.1108/bfj-06-2021-0661.
Presentations
- Wright, D.K. (2026) From insights to impact: managing and communicating marketing research. [Guest lecture and workshop]. University of Greenwich, London, 16 March.
- Wright, D.K. (2026) Customer relationship management. [Guest lecture and workshop]. University of Greenwich, London, 16 March.