Dr Alvina Gillani

Dr Alvina Gillani


Senior Teaching Fellow in Marketing and Strategy, Programme Director MSc International Marketing
PhD in Marketing, Fellow of Higher Education Academy
+44 (0)1483 683017
63 MS 03

Biography

Biography

Dr. Gillani joined Surrey Business School in January 2014 following completion of a Diploma in Social Science research methods and a PhD, both from Cardiff Business School, Cardiff University. She has previously worked as a tutor and mentor in Cardiff Business School.

Her research is concerned with understanding why consumers purchase in the way they do within the context of ethical consumption, and covers three substantive areas: the attitude-behaviour gap, ethical purchase decision making and coping mechanisms.

This involves understanding consumers' attitudes, intentions and purchase behaviour specifically regarding fair trade consumption. Hence the research focuses on explicating the complexities surrounding the attitude-behaviour gap. In her Doctoral research Dr. Gillani developed a model of “reconciling demands of conscience”, which explicates consumers' ethical purchase decision-making processes. In comparison with neutralization theory, which is predicated on delinquent behaviour, her research delves into social conscience issues such as cognitive dissonance and guilt coping mechanisms within the context of ethical consumption behaviour.

She is currently researching pedagogical issues pertaining to teaching and learning and is developing a framework for module and teaching evaluation. For her research she received the Best Developmental Paper award in BAM 2014.

She is a Member of the British Academy of Management and is a committee member at the BAM Marketing and Retail SIG. Additionally, Alvina is a member of the Grounded Theory Institute, and reviews articles for the International Journal for Consumer Studies.

My publications

Publications

Kutaula Smirti, Gillani Alvina, Budhwar Pawan S (2019) An analysis of employment relationships in Asia using psychological contract theory: A review and research agenda, Human Resource Management Review 100707 Elsevier Ltd
Psychological contract theory is increasingly gaining traction as a means of examining the linkages (black box) between Human Resource Management (HRM) and performance. This paper systematically reviews the existing psychological contract research conducted in Asia over the period from 1998-2019. It takes an important step towards building an understanding of psychological contract theory in Asia while also making a critical contribution to the broad domains of HRM and employment relationship. In our review of 96 articles, we consider the two dominant themes that capture the psychological contract evaluation and content in Asia and highlight the theoretical, methodological and contextual gaps in the literature. We also offer specific guidance in the form of potential future research directions and conclude by discussing theoretical and practical implications of the analysis.
Gillani Alvina, Kutaula Smirti, Leonidou Leonidas C., Christodoulides Paul (2019) The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy, Journal of Business Ethics Springer
The article reports the fndings of an empirical study among consumers, regarding the impact of physical, social, and psychological proximity on their engagement to the fair trade idea and purchasing behavior. Based on a random sample of 211
British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social,
and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was
confrmed to have a positive impact on fair trade purchasing behavior. Furthermore, consumer empathic concern was found
to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true
with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control efect on physical, social, and
psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers.