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Home > Staff Profiles > Dr Laura Salciuviene

Dr Laura Salciuviene

Lecturer

Profile

I joined the Department of Marketing at Lancaster University in September 2008, from the Manchester Business School, University of Manchester. I hold my Ph.D. in Management and Administration at Kaunas University of Technology (Lithuania). During my PhD studies I spent one academic year at SPIRIT (Aalborg University), an interdisciplinary doctoral school, where I was a Marie Currie fellow and a visiting PhD scholar. I received my bachelor and master degrees in Management and Marketing from Kaunas University of Technology. I have worked at the Lithuanian State Department of Statistics and consulting enterprises. My experience there has ranged from both organizing and teaching of training courses for managers to conducting various empirical studies. I am also one of the coordinators of a national Ph.D. student network, aiming to facilitate more open exchange of scientific knowledge among academic youth and to improve the quality of academic research in Lithuania.

Research Grants

I have secured a few funded projects (from the EU and Ministry of Science and Education, Lithuania) and two fellowships (Scientific Marie Curie Fellowship and Visiting Doctoral Fellowship, Denmark). Also, I was involved in external research and consultancy with two industrial companies (Consultancy Firm "Raffel GmbH Corporate Development", Germany and Consultancy Firm "Independent Business Consultants", Lithuania) and I have participated in three projects (mainly funded by the EU).

My contribution to the “Entrepreneurship Environment Development in Lithuania” project (organised by the public company Sunrise Valley, funded by the Ministry of Education and Science of Lithuania and the EU project of Improvement of Human Resources Quality in Scientific Research and Innovations) was to prepare teaching material and to disseminate knowledge to potential entrepreneurs and small business owners in Lithuania who had basic business ideas but who lacked the necessary skills to launch and operate a company. I also took part in the “Sustainable Development in the Creation of Ecological Products: European Experience” project (under the Leonardo Da Vinci Program initiated by the European Union, project No. LT/02/EX/1/0327) as well as in the “Non Profit Marketing Specialists’ Competence Increase in Lithuania” project (under the Leonardo Da Vinci Program initiated by the European Union, project No. LT/05/EX/1/0880).

Research Interests

My research interests represent an evolution of my PhD studies into the research stream focusing on the influence of culture on contemporary consumer behaviour, and identifying marketing opportunities that an understanding of cross-cultural differences offers. Within this research area, my current interests lie in consumer preferences for brands and marketing in virtual environments.

My PhD dissertation investigated brand image perceptions from both a company’s and consumers’ perspective. Despite the increase in research on brand image formation and its positioning, little emphasis has been placed on assessing the power of cultural factors in consumer brand image perceptions in different cultural contexts. My study addressed this research gap by furthering our understanding about how brand image dimensions in different cultural contexts are perceived and highlighting the differences and similarities in consumer perceptions that are a function of consumer personal values.

Over the years, I have been involved in co-ordinating research and liaising with other researchers. I have participated as one of the Lithuanian collaborators in various international research networks (e.g., “Language and Culture”, Coordinator: Prof. Anne-Will Harzing, University of Melbourne, Australia), and as one of the UK collaborators in a cross-cultural research project (Coordinator: Prof. James Reardon, University of Northern Colorado, USA).

Current Teaching

Undergraduate: 

MKTG 101 Introduction to Marketing

MKTG 233 Digital Marketing

MKTG 227 Marketing Management Essentials

MKTG 316 Advanced Topics in Consumer Behaviour

Postgraduate: 

MKTG 409 MSc dissertation supervision

Qualifications

BSc Business Management (Kaunas University of Technology); MSc (Distinction) Business Management/Marketing (Kaunas University of Technology); PhD Management and Administration (Kaunas University of Technology)

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