Dr Sara Parry

Darlithydd

s.parry@bangor.ac.uk

Dr Sara Parry

Sara Parry is a Senior Lecturer in Marketing at The Albert Gubay Business School (August 2016-Present), previously Lecturer in Marketing (February 2010-July 2016) and Welsh Teaching Fellow (September 2008-February 2010). She obtained her PhD in Marketing at 58Թ in 2008. Her research has appeared in many internationally recognised journals such as Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and British Journal of Management.

Sara is currently Associate Editor of Marketing Intelligence & Planning.

Roles within The Albert Gubay Business School:

  • Subject Lead for Business, Management, Marketing and Tourism Programmes (overseeing seven undergraduate programmes and five postgraduate programmes).
  • Programme Leader for BSc Marketing.
  • Chartered Institute of Marketing (CIM) Academic Lead.
  • Management Board member for Rhanbarth Research Centre.
  • 'Understanding Consumers' Research Planning Group Lead.
  • Personal tutor.
  • Convener of Access Scholarships for Local Schools (Business Studies).

Previously held roles:

  • Director of Postgraduate Taught Marketing Programmes overseesing three programmes: MA Business and Marketing, MBA International Marketing and MSc Consumer and Digital Marketing Analytics.
  • Chair of Athena SWAN Self Assessment Team (SAT).
  • Equality, Diversity and Sustainability Lead.
  • Year 2 Lead and Exam Board Chair.

Location: Room 0.03 Hen Goleg

E-mail: s.parry@bangor.ac.uk

  • PhD: Marketing of innovation: The case of a Welsh SME in the ICT sector
    2008
  • Profesiynol: Postgraduate Certificate in Higher Education (PGCertHE)

Undergraduate Teaching

ASB-1601/ADB-1661 Professional Skills in Marketing / Sgiliau Proffesiynol mewn Marchnata.

ASB/ADB-2520 Marketing and Social Media Communications / Marchnata a Chyfathrebu’n defnyddio’r Cyfryngau Cymdeithasol.

Postgraduate Teaching

ASB/ABJ-4440 Consumer Behaviour in a Global & Digital World.

Supervisor for undergraduate and postgraduate dissertations.

ASB-4032 Professional Competence for Marketing Education and Employment.

PhD Supervisor

One current student, three completed.

My research expertise lies in marketing and consumer behaviour, with a particular emphasis on generating societal impact. My research has evolved from examining risky consumer behaviours, including smoking and binge drinking, to broader place-based challenges encompassing place attachment, regional economic development and sustainable tourism in Northwest Wales.

I am Associate Editor for Marketing Intelligence & Planning and co-editor of an upcoming special issue: "Place-Based Approaches for Sustainable Consumer Behaviour" in Behavioural Sciences.

I have been awarded several grants from funders including the Welsh Government, British Academy/Leverhulme and Innovate UK in either the capacity of Principal Investigator or Co-Investigator. 

I am willing to supervise exceptional PhD students in the following research areas: Risky consumer behaviours such as alcohol consumption, vaping and smoking; Social media marketing; sustainability and place-related research.

2026

  • Cyhoeddwyd
    Hanna, S. & Parry, S., 27 Maw 2026, The Conversation.
    Allbwn ymchwil: Cyfraniad at gyhoeddiad arbenigol › Erthygl
  • E-gyhoeddi cyn argraffu
    Noveiri Delshad, N., Ap Gwilym, O., Parry, S. & Rimmer, C., 5 Meh 2026, (E-gyhoeddi cyn argraffu) Yn: Journal of Financial Reporting and Accounting. 18 t.
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Parry, S., 8 Ebr 2026, Perspectives on Drinking, Manufacture and Drinking Spaces and Places. Victoria, W., Waehning, N. & Bowen, R. (gol.). Routledge Taylor & Francis Group, t. 31 52 t.
    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion Cynhadledd › Pennod › adolygiad gan gymheiriaid

2025

  • Cyhoeddwyd
    Parry, S. & Hanna, S., 2025, Prifysgol 58Թ. 2 t.
    Allbwn ymchwil: Llyfr/Adroddiad › Adroddiad Comisiwn
  • Cyhoeddwyd
    Parry, S. & Hanna, S., 2025, 58Թ. 2 t.
    Allbwn ymchwil: Llyfr/Adroddiad › Adroddiad Comisiwn
  • E-gyhoeddi cyn argraffu
    Yorke, L., Dimitriou, A., Hanna, S., Parry, S., Patterson, C. & Smith, G., 8 Meh 2025, (E-gyhoeddi cyn argraffu) Yn: Geographical Journal. e70025.
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Butler, M., Liddle, J., Mitchelmore, S., Parry, S. & Skinner, C., Ion 2025, 32 t.
    Allbwn ymchwil: Llyfr/Adroddiad › Adroddiad Comisiwn › adolygiad gan gymheiriaid
  • E-gyhoeddi cyn argraffu
    Parry, S., 14 Mai 2025, (E-gyhoeddi cyn argraffu) Yn: Journal of Marketing Management.
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Yorke, L., Dimitriou, A., Hanna, S., Parry, S., Patterson, C. & Smith, G., 30 Meh 2025, Geography Directions : Royal Geographical Society with the Institute of British Geographers .
    Allbwn ymchwil: Cyfraniad arall › Cyfraniad Arall › adolygiad gan gymheiriaid

2024

  • Cyhoeddwyd
    Parry, S., Hanna, S., Tenbrink, T., Roberts, H. & Young, E., 1 Meh 2024
    Allbwn ymchwil: Llyfr/Adroddiad › Adroddiad Comisiwn

2023

  • Cyhoeddwyd
    Banister, E., Hamilton, K., Piacentini, M., Abboud, L., Allison, S., Bruce, H., Hein, W., Higgins, L., Hoyland, C., Nairn, A., Parry, S. & Andrea, T., 27 Tach 2023, Yn: European Journal of Marketing. 57, 10, t. 2838-2859
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2022

  • Cyhoeddwyd
    Hassan, L., Parry, S. & Shiu, E., Tach 2022, Yn: International Journal of Consumer Studies. 46, 6, t. 2200-2219
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Parry, S., Shiu, E. & Doyle, C., 24 Mai 2022, Welsh Government. 58 t.
    Allbwn ymchwil: Llyfr/Adroddiad › Adroddiad Comisiwn

2020

  • Cyhoeddwyd
    Parry, S., Roberts, L. & Wyn, E., 2020, Cyflwyniad i Farchnata. Roberts, L. (gol.). Pontypridd: Prifysgol De Cymru, t. 274-296
    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion Cynhadledd › Pennod

2019

  • Cyhoeddwyd
    Parry, S. & Hassan, L., Ebr 2019, Yn: Journal of Environmental Psychology. 62, April, t. 115-123
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2017

  • Cyhoeddwyd
    Parry, S. & Westhead, P., 30 Meh 2017, Yn: Journal of Small Business and Enterprise Development. 24, 2, t. 261-277
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2016

  • Cyhoeddwyd
    Hassan, L. M., Shiu, E. M. & Parry, S., Ion 2016, Yn: Journal of Consumer Behaviour. 15, 1, t. 72-86
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Hassan, L. M., Shiu, E. M. & Parry, S., Ion 2016, Yn: British Journal of Management. 26, 2, t. 255-272
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2015

  • Cyhoeddwyd
    Shiu, E. M., Walsh, G., Hassan, L. M. & Parry, S., Maw 2015, Yn: Journal of Business Research. 68, 3, t. 534-541
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2013

  • Cyhoeddwyd
    Parry, S., Jones, R., Stern, P. & Robinson, M., 21 Maw 2013, Yn: Journal of Consumer Behaviour. 12, 2, t. 112-121
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Hassan, L., Shaw, D., Shiu, E., Walsh, G. & Parry, S., 2013, Yn: Journal of Consumer Behaviour. 12, 3
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2012

  • Cyhoeddwyd
    Parry, S., Rowley, J., Jones, R. & Kupiec-Teahan, B., 1 Gorff 2012, Yn: Journal of Marketing Management. 28, 7-8, t. 887-911 25 t.
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Parry, S., Kupiec‐Teahan, B. & Rowley, J., 1 Ion 2012, Yn: Management Research Review. 35, 1, t. 52-68 17 t.
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Parry, S., Jones, R., Rowley, J. & Kupiec‐Teahan, B., 26 Hyd 2012, Yn: Journal of Small Business and Enterprise Development. 19, 4, t. 712-728 17 t.
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

2011

  • Cyhoeddwyd
    Jones, R. & Parry, S., 1 Tach 2011, Yn: International Journal of Entrepreneurial Behavior and Research. 17, 6, t. 645 - 662
    Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
  • Cyhoeddwyd
    Griffiths, G., Westmoreland, P., Khammash, M. & Parry, S., 1 Ion 2011.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur

2010

  • Cyhoeddwyd
    Parry, S. & Kupiec-Teahan, B., 1 Ion 2010.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur
  • Cyhoeddwyd
    Edwards, R., Jones, R. & Parry, S., 1 Ion 2010.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur
  • Cyhoeddwyd
    Parry, S., Jones, R. & Kupiec-Teahan, B., 1 Ion 2010.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur
  • Cyhoeddwyd
    Robinson, M., Stern, P., Jones, R. & Parry, S., 1 Ion 2010.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur

2009

  • Cyhoeddwyd
    Parry, S., Jones, R., Rowley, J. & Kupiec-Teahan, B., 1 Ion 2009.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur
  • Cyhoeddwyd
    Parry, S. & Kupiec-Teahan, B., 1 Ion 2009.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur
  • Cyhoeddwyd
    Parry, S., Kupiec-Teahan, B., Jones, R. & Khammash, M., 1 Ion 2009.
    Allbwn ymchwil: Cyfraniad at gynhadledd › Papur

2026

  • Participatory research event with community actors.

    21 Gorff 2026

    Gweithgaredd: Mathau o waith ymgysylltu â'r cyhoedd a gwaith maes - Gŵyl/Arddangosfa (Trefnydd)

2024

  • WIN Network: Sustainable Food Cymru Workshop at UWTSD

    10 Medi 2024 – 11 Medi 2024

    Cysylltau:

    Gweithgaredd: Cymryd rhan mewn gweithdy, seminar, cwrs Academaidd (Siaradwr)

  • 2 Gorff 2024

    Gweithgaredd: Cyflwyniad llafar (Siaradwr)

2023

  • Trafodaeth Panel yn yr Eisteddfod Genedlaethol

    7 Awst 2023

    Gweithgaredd: Mathau o waith ymgysylltu â'r cyhoedd a gwaith maes - Gŵyl/Arddangosfa (Cadeirydd)

  • Meh 2023

    Gweithgaredd: Cyflwyniad llafar (Siaradwr)

  • 21 Ebr 2023

    Gweithgaredd: Sgwrs wadd (Siaradwr)

2022

  • Presentation to the Gwynedd & Eryri Visitor Economy Task and Finish Group.

    Tach 2022

    Gweithgaredd: Sgwrs wadd (Siaradwr)

  • This project will combine expertise in place research, heritage, marketing and sustainability to examine how local organisations, communities and the younger generation can benefit from the Slate Landscape of North West Wales’s status as a UNESCO World Heritage Site (WHS) whilst developing sustainable and regenerative tourism practices. Working with key individuals from Cyngor Gwynedd Council and the Partnerships Manager of Snowdonia National Park Authority to create impactful research that benefits the local economy and feeds into the Gwynedd and Eryri Sustainable Visitor Economy Plan.

    Funding awarded through the 58Թ Innovation and Impact Award (Research Wales Innovation Funding). Value = £19,446

    1 Mai 2022 – 30 Ebr 2023

    Gweithgaredd: Arall (Cyfrannwr)

  • 01/05/2026 – 15/11/2026 (Wrthi'n gweithredu)

  • 01/10/2021 – 01/08/2022 (Wedi gorffen)

Funding Awarded:

BA Leverhulme Small Grants (£10k), "Nudging for nature: reducing single-use litter through smart behavioural design" (with Dr Sonya Hanna, Dr Greame Pearce). Co Investigator.

Innovate UK (£109K) "North East Wales Industrial Decarbonisation" (with Professor Michael Butler and Dr Siwan Mitchelmore). Co Investigator.

LPIP Rural Wales (£30k) "Promoting Cultural Resilience and Wellbeing in Eryri National Park". (with Dr Lynda Yorke and Dr Sonya Hanna). Co Investigator.

Skills and Innovation Voucher (£5k) "Review of a local SMEs's current digital and social media marketing approach" Principal Investigator.

Skills and Innovation Voucher (£5k) with Dr Siwan Mitchelmore "Growth opportunities at Nant Gwrtheyrn". Co Investigator.

Welsh Government (£20k) "A review of the Welsh Government’s Tobacco Control Delivery Plan and the effectiveness of its activities". with Dr Edward Shiu and Dr Charlotte Rimmer. Principal Investigator.

Capitalising on the Slate Landscape UNESCO World Heritage Site and the Development of Sustainable and Regenerative Tourism in Northwest Wales, awarded £20,000 by Bangor Impact and Innovation Award (August 2022 -July 2023). Principal Investigator. See /slate-landscape for further information.

Anglesey residents’ views on ‘Energy Island’: An exploratory study, awarded £1500 by College Seed Fund (March 2022-September 2022). Co-Investigator.

Lucozade and Litter: how can we prevent single-use plastic pollution, awarded £10,000 by NERC discipline-hopping scheme (January 2022 - May 2022). Co-Investigator.

58Թ Teaching Fellowship, July 2023

Fellow of the Higher Education Academy

Member of Chartered Institute of Marketing (CIM)

Member of Chartered Management Institute (CMI)

Non Executive Director for MPW Making Places Work: https://mpwmakingplaceswork.co.uk/

Member of Academy of Marketing (AoM)

External Examiner for a Welsh medium module on the BSc Business Management at Cardiff University: ‘Rheoli Busnes Bach’

External Examiner for Cardiff Business School: MSc Strategic Marketing (2022-2026).

External Adviser for Queen Mary University of London: Two-Year MSc Marketing with Integrated Graduate Diploma (2024)

Member of Management Board for Places of Climate Change (PloCC) Research Centre, 58Թ.

Member of the Business and Management Panel, Coleg Cymraeg Cenedlaethol