Dr Sara Parry

Senior Lecturer in Marketing

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 58勛圖 in 2008. Her research has appeared in many internationally recognised journals such asJournal 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
  • Professional: 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 Chyfathrebun defnyddior 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

  • Published
    Hanna, S. & Parry, S., 27 Mar 2026, The Conversation.
    Research output: Contribution to specialist publication Article
  • E-pub ahead of print
    Noveiri Delshad, N., Ap Gwilym, O., Parry, S. & Rimmer, C., 5 Jun 2026, (E-pub ahead of print) In: Journal of Financial Reporting and Accounting. 18 p.
    Research output: Contribution to journal Article peer-review
  • Published
    Parry, S., 8 Apr 2026, Perspectives on Drinking, Manufacture and Drinking Spaces and Places. Victoria, W., Waehning, N. & Bowen, R. (eds.). Routledge Taylor & Francis Group, p. 31 52 p.
    Research output: Chapter in Book/Report/Conference proceeding Chapter peer-review

2025

  • Published
    Parry, S. & Hanna, S., 2025, Prifysgol 58勛圖. 2 p.
    Research output: Book/Report Commissioned report
  • Published
    Parry, S. & Hanna, S., 2025, 58勛圖. 2 p.
    Research output: Book/Report Commissioned report
  • E-pub ahead of print
    Yorke, L., Dimitriou, A., Hanna, S., Parry, S., Patterson, C. & Smith, G., 8 Jun 2025, (E-pub ahead of print) In: Geographical Journal. e70025.
    Research output: Contribution to journal Article peer-review
  • Published
    Butler, M., Liddle, J., Mitchelmore, S., Parry, S. & Skinner, C., Jan 2025, 32 p.
    Research output: Book/Report Commissioned report peer-review
  • E-pub ahead of print
    Parry, S., 14 May 2025, (E-pub ahead of print) In: Journal of Marketing Management.
    Research output: Contribution to journal Article peer-review
  • Published
    Yorke, L., Dimitriou, A., Hanna, S., Parry, S., Patterson, C. & Smith, G., 30 Jun 2025, Geography Directions : Royal Geographical Society with the Institute of British Geographers .
    Research output: Other contribution peer-review

2024

  • Published
    Parry, S., Hanna, S., Tenbrink, T., Roberts, H. & Young, E., 1 Jun 2024
    Research output: Book/Report Commissioned report

2023

  • Published
    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 Nov 2023, In: European Journal of Marketing. 57, 10, p. 2838-2859
    Research output: Contribution to journal Article peer-review

2022

  • Published
    Hassan, L., Parry, S. & Shiu, E., Nov 2022, In: International Journal of Consumer Studies. 46, 6, p. 2200-2219
    Research output: Contribution to journal Article peer-review
  • Published
    Parry, S., Shiu, E. & Doyle, C., 24 May 2022, Welsh Government. 58 p.
    Research output: Book/Report Commissioned report

2020

  • Published
    Parry, S., Roberts, L. & Wyn, E., 2020, Cyflwyniad i Farchnata. Roberts, L. (ed.). Pontypridd: Prifysgol De Cymru, p. 274-296
    Research output: Chapter in Book/Report/Conference proceeding Chapter

2019

  • Published
    Parry, S. & Hassan, L., Apr 2019, In: Journal of Environmental Psychology. 62, April, p. 115-123
    Research output: Contribution to journal Article peer-review

2017

  • Published
    Parry, S. & Westhead, P., 30 Jun 2017, In: Journal of Small Business and Enterprise Development. 24, 2, p. 261-277
    Research output: Contribution to journal Article peer-review

2016

  • Published
    Hassan, L. M., Shiu, E. M. & Parry, S., Jan 2016, In: Journal of Consumer Behaviour. 15, 1, p. 72-86
    Research output: Contribution to journal Article peer-review
  • Published
    Hassan, L. M., Shiu, E. M. & Parry, S., Jan 2016, In: British Journal of Management. 26, 2, p. 255-272
    Research output: Contribution to journal Article peer-review

2015

  • Published
    Shiu, E. M., Walsh, G., Hassan, L. M. & Parry, S., Mar 2015, In: Journal of Business Research. 68, 3, p. 534-541
    Research output: Contribution to journal Article peer-review

2013

  • Published
    Parry, S., Jones, R., Stern, P. & Robinson, M., 21 Mar 2013, In: Journal of Consumer Behaviour. 12, 2, p. 112-121
    Research output: Contribution to journal Article peer-review
  • Published
    Hassan, L., Shaw, D., Shiu, E., Walsh, G. & Parry, S., 2013, In: Journal of Consumer Behaviour. 12, 3
    Research output: Contribution to journal Article peer-review

2012

  • Published
    Parry, S., Rowley, J., Jones, R. & Kupiec-Teahan, B., 1 Jul 2012, In: Journal of Marketing Management. 28, 7-8, p. 887-911 25 p.
    Research output: Contribution to journal Article peer-review
  • Published
    Parry, S., KupiecTeahan, B. & Rowley, J., 1 Jan 2012, In: Management Research Review. 35, 1, p. 52-68 17 p.
    Research output: Contribution to journal Article peer-review
  • Published
    Parry, S., Jones, R., Rowley, J. & KupiecTeahan, B., 26 Oct 2012, In: Journal of Small Business and Enterprise Development. 19, 4, p. 712-728 17 p.
    Research output: Contribution to journal Article peer-review

2011

  • Published
    Jones, R. & Parry, S., 1 Nov 2011, In: International Journal of Entrepreneurial Behavior and Research. 17, 6, p. 645 - 662
    Research output: Contribution to journal Article peer-review
  • Published
    Griffiths, G., Westmoreland, P., Khammash, M. & Parry, S., 1 Jan 2011.
    Research output: Contribution to conference Paper

2010

  • Published
    Parry, S. & Kupiec-Teahan, B., 1 Jan 2010.
    Research output: Contribution to conference Paper
  • Published
    Edwards, R., Jones, R. & Parry, S., 1 Jan 2010.
    Research output: Contribution to conference Paper
  • Published
    Parry, S., Jones, R. & Kupiec-Teahan, B., 1 Jan 2010.
    Research output: Contribution to conference Paper
  • Published
    Robinson, M., Stern, P., Jones, R. & Parry, S., 1 Jan 2010.
    Research output: Contribution to conference Paper

2009

  • Published
    Parry, S., Jones, R., Rowley, J. & Kupiec-Teahan, B., 1 Jan 2009.
    Research output: Contribution to conference Paper
  • Published
    Parry, S. & Kupiec-Teahan, B., 1 Jan 2009.
    Research output: Contribution to conference Paper
  • Published
    Parry, S., Kupiec-Teahan, B., Jones, R. & Khammash, M., 1 Jan 2009.
    Research output: Contribution to conference Paper

2026

  • Participatory research event with community actors.

    21 Jul 2026

    Activity: Types of Public engagement and outreach - Festival/Exhibition (Organiser)

2024

  • WIN Network: Sustainable Food Cymru Workshop at UWTSD

    10 Sep 2024 11 Sep 2024

    Links:

    Activity: Participation in Academic workshop, seminar, course (Speaker)

  • 2 Jul 2024

    Activity: Oral presentation (Speaker)

2023

  • Trafodaeth Panel yn yr Eisteddfod Genedlaethol

    7 Aug 2023

    Activity: Types of Public engagement and outreach - Festival/Exhibition (Chair)

  • Jun 2023

    Activity: Oral presentation (Speaker)

  • 21 Apr 2023

    Activity: Invited talk (Speaker)

2022

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

    Nov 2022

    Activity: Invited talk (Speaker)

  • 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 Waless 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 58勛圖 Innovation and Impact Award (Research Wales Innovation Funding). Value = 瞿19,446

    1 May 2022 30 Apr 2023

    Activity: Other (Contributor)

  • 01/05/2026 15/11/2026 (Active)

  • 01/10/2021 01/08/2022 (Finished)

Funding Awarded:

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

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

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

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

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

Welsh Government (瞿20k) "A review of the Welsh Governments 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 瞿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 瞿1500 by College Seed Fund (March 2022-September 2022). Co-Investigator.

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

58勛圖 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, 58勛圖.

Member of the Business and Management Panel, Coleg Cymraeg Cenedlaethol