Dr Kate Armstrong
Assistant Dean (Undergraduate)

Email: ArmstroKa@regents.ac.uk
Subject(s): Business & Management

Professional Biography

Dr Kate Armstrong joined the academic community following a successful career in market research and brand consultancy.  She has over two decades of experience as an academic, branding consultant and researcher.  She holds a PhD in consumer psychology, which explored the commodification of holistic consumption and the authenticity of feminine value systems in this process, using an interpretive, qualitative, phenomenological framework. She is the Chair and Founder of the Fashion Marketing and Consumption SIG for the Academy of Marketing (circa. 2015) and a fellow of the Higher Education Academy.  

Her research discipline is multi-disciplinary but is centred on four focused domains and the intersections between them: 1) consumer psychology; 2) fashion; 3) creative and cultural industries; and 4) education + pedagogy.  She has taught and researched in these areas at a number of  Universities during her career at Undergraduate, Postgraduate and Executive Education levels. Dr Armstrong’s work is published in the Journal of Marketing Management, The Journal of Customer Behaviour and the International Journal of Nonprofit and Voluntary Sector Marketing.  She has published chapters that explore sustainability in fashion consumption, digital fashion engagement and happiness in the fashion retail sector and is regularly invited to review papers in subject related journals.  Her current projects include research that interrogates the nexus of fashion consumer psychology, consumption and engagement and more recently, as a reconnoiter for the happiness construct in the context of fashion consumption experiences.   Dr Armstrong is co-authoring a book for SAGE LTD, which investigates Fashion Consumption, Co-Creation, Channels and Communication.


  • 2006: PhD, Gloucestershire University
  • 2009: PgDIP Education, University of Greenwich
  • 2010: Certificate Direct and Digital Marketing – IDM
  • 1998: BA (Hons) Communication, Bournemouth University

Relevant Past Employment

  • 2010 – 2016: Principal Lecturer: the University of Greenwich, London.
  • 2014 - 2016: Visiting Lecturer: London College of Fashion, University of the Arts London.
  • 2009 – 2013: Chief of Examiners + Quality for the London Centre of Marketing
  • 2007 – 2010: Senior Lecturer in Marketing Communications and Programme Director of the MA Marketing Communications at the University of the Arts London, London College of Communication
  • 2005 - 2015: Research Insight + Brand Consultant
  • 2004 – 2007: Senior Lecturer in Marketing Communications, University of Greenwich, London. Programme Director on BA (Hons) Marketing Communication.
  • 2000 – 2003: Senior Lecturer in Consumer Behaviour Psychology, Marketing Communications and research methods at Bournemouth University, Dorset.
  • 1998 – 2004: Senior Market Researcher for KJK Market Research Consultancy.

Professional Affiliation(s)/Accreditation

  • Founder and Chair of Fashion Marketing & Consumption SIG for the Academy of Marketing
  • Member of Academy of Marketing
  • Fellow of Higher Education Academy
  • Member of Chartered Institute of Marketing [CIM]
  • Member of Institute of Direct Marketing [IDM]
  • Member of University Vocational Awards Council
  • Member of The Council for Higher Education in Art & Design (CHEAD)

Teaching & Course Development

  • Fashion consumption + enterprise
  • Education, pedagogy
  • Innovation in Curriculum design, teaching and learning
  • Creativity + Enterprise + Management
  • Arts marketing
  • Enterprise + business planning
  • Sustainability in Fashion, Enterprise and the Creative Industries
  • Consumer Psychology
  • Strategic Brand Management
  • Social media in creative enterprise
  • Luxury Branding
  • Research Methods

Research Supervision

Completed PhD supervision/examination below [MA dissertation supervision over 150 supervised during my career]

  • PhD supervisor in the Faculty of Education: 2016
    • Title: Exploring the impact of involvement in holistic research, the University of Greenwich.
  • PhD Supervisor in the Faculty of Business: 2016.
    • Title: A critical examination of pedagogy and curriculum development within marketing using the engagement construct
  • PhD Examiner, University of Gloucestershire – 2013
    • Title: Exploring the propensity of individuals to volunteer using the consumer value construct to examine altruism in the animal welfare charity sector


  • PhD Examiner, University of Gloucestershire – 2013
    • Title: Exploring the propensity of individuals to volunteer using the consumer value construct to examine altruism in the animal welfare charity
  • External Examiner Bournemouth University for MA Marketing Communications 2008 – 2011
  • External Examiner, Regent’s University MA Luxury Brand Management 2013-16
  • Chief Examiner for London Centre of Marketing 2009-2013

Research Interests

  1. Consumer Psychology
  2. Fashion
  3. Creative + Cultural Industries
  4. Education + Pedagogy


  • Solomon, M. and Armstrong, K. (2018, forthcoming), Fashion: Consumers, Communications, Co-Creation, Channels (working title).  London, SAGE LTD.
  • Armstrong, K. (2017).  Consumer Vulnerability: In the Pursuit of Health using Complementary Alternative Medicine (CAM). Journal of Customer Behaviour, in press.
  • Armstrong, K. and Battershill, A. (2017). I heart music: musical brand love.  Emotional Branding (in publication). Kataria, A.  (ed). Driving Customer Appeal through the Use of Emotional Branding.  USA, IGI Global Publishing.
  • Armstrong, K., Rutter, C., Helberger, E and Tombrey, A. (2016). Drivers, Constraints & Consequences of Consumer Brand Engagement in the Luxury Fashion Sector. In: Ozuem, W (eds).  Digital Marketing Strategies for Fashion Luxury Brands.  Hershey, Pennsylvania (USA): IGI Publishing.
  • Armstrong, K., Rutter, C., and Blasquez, M. (2016) “The Epiphanic Sustainable Fast Fashion Epoch”. In:  Henninger, C., Alevizou, P., Goworek, H., and Ryding, D.  (eds). Sustainability in Fashion A Cradle to Up cycle Approach.  Palgrave Macmillan, UK.
  • Armstrong, K., and Rutter, C. (2016). Exploring the Enigma of Happy Phygital Fashion Experiences.  In: Vecchi, A.  (ed) The Book of Advanced Fashion Technology and Operations Management Pennsylvania (USA): IGI Publishing.
  • Slater, A. and Armstrong, K. (2014). Drivers and motives for membership at the Southbank Centre, a mixed arts venue in London, UK. International Journal of Nonprofit and Voluntary Sector Marketing. Volume 19, Issue 1, 1–13.
  • Armstrong, K. (2014). “Instructors Manual for Marketing Communications”.  In: Egan, J. (ed).  Marketing Communications (2nd ed), London, Sage Publications.  https://study.sagepub.com/egan Armstrong, K. (2013).  “Pester Power”.  In: Cooper, C.  (ed): The Blackwell Encyclopaedia of Management, 3rd edition, Vol. 9, Marketing (2nd ed).   Oxford, Wiley-Blackwell. 
  • Armstrong, K. and Slater, A. (2011). Understanding Motivational Constraints to Membership at the SouthBank Centre.  Journal of Customer Behaviour.  10, pp.353-374.
  • Slater, A. and Armstrong, K. (2012). “Involvement, Tate and Me”.   In:  Bennett, R., Kerrigan, F. & O’Reilly, D. (eds). New Horizons in Arts, Heritage, Nonprofit and Social Marketing (Key Issues in Marketing Management). London: Routledge. ISBN: 041562889X
  • Slater, A. and Armstrong, K. (2010) ‘Involvement, Tate and me’, Journal of Marketing Management, Vol. 26, Issue 7-8, July, pp.727-748.

Conference Papers Given

  • Armstrong, K. (2017).  Authenticity + Co-Creation: The Praxis and Paradox of Innovation in Arts + Humanities Education”.  Synopsis of full paper to present at April 2017 GLAD conference: Exploring Territories: The Changing Landscape of Art & Design Higher Education, Manchester School of Art, Manchester Metropolitan University.
  • Armstrong, K. (2017).  Fashion, Graffiti and Urban Place Management.  Working paper to present at the Academy of Marketing, City of Culture in Hull, July 2017. 
  • Armstrong, K. (2016). The Research Chronicles: Exploring the Epistemological Research Process.   Paper presented at the Getting Published: Fashion Marketing and Consumption SIG symposium for the Academy of Marketing.   Manchester, October 2016.
  • Armstrong, K and Montecchi, M. (2015).  Luxury Brands, E-Luxury and Consumer Engagement.   Paper presented to 2015 Global Fashion Management Conference (GAMMA), Florence, June 2015.
  • Armstrong, K., and Montecchi, M. (2015).  Beyond the Metrics: Exploring the impact of engagement on Social Media Influencers in the Fashion Sector.   Paper presented to 2015 Global Fashion Management Conference (GAMMA), Florence, June 2015.
  • Armstrong, K. and Crutter, C. (2015). “Greenwashing Fashion: Engaging Consumers towards Ethical and Sustainable Fashion”.  Paper presented to the Fashion Tales 2015: Feeding the Imaginary Modacult Conference, June 2015.
  • Armstrong, K and Schwarz, E. (2015).  Branding Online Fashion Communities using Netnography & Phenomenology.  Paper presented to the 2015 International Journal of Fashion Studies, Brighton. 
  • Armstrong, K. (2015). “What’s in a name? Branding an Icon: Tate” Paper for the 2015 10th Global Brand Conference, Finland.
  • Armstrong, K. (2015). “Greenwashing Fashion: Motivation to Consume Ethical and Sustainable Fashion”.  Paper presented to the Fashion Tales 2015: Feeding the Imaginary Modacult Conference, June 2015.
  • Armstrong, K., and Vos, L. (2015). “Managing, Supervising and Assessing PG Marketing Dissertations: The Search for Utopia”.  Paper presented at the 2015 8th University of Greenwich Teaching and Assessment Conference: Sparking Ideas: Sharing Educational Innovation, January 2015.
  • Armstrong, K., and Simpson, P. (2014). Curriculum Design + Innovation – Paradox or Harmonious Relationship?”.  Paper presented to the International Studies of Management and Organisations Conference (ISMO), December 2014.
  • Armstrong, K., and Vos, L. (2013). “The challenges of supervising postgraduate marketing dissertations in the UK: A view from the trenches” Paper presented at the Academy of Marketing Conference 2013, Marketing Education Track. 

More available upon request dating back to 1998.