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Dr Ruffin Relja

Senior Lecturer in Marketing

I am passionate about teaching and researching, particularly in the disciplines of consumer behaviour, brand management and marketing communications.


My professional and academic career spans over 20 years predominantly in the global luxury industry. In my roles as brand and business development lead, I gained a profound understanding of the stretching and retrenching of brands, including the management of brand/product portfolios across lifecycles – applying the full marketing mix. This provides a valuable backdrop for my academic practice and research activities.


  • PhD in Marketing
  • MSc in Business Psychology
  • PGCert in Academic Practice
  • BA (Hons) in Business Administration

My PhD study sought to understand more fully individuals’ conscious and unconscious lived experiences with font consumption. More specifically, my research asked how relationships with everyday products like typefaces can be described analytically and how individuals consume fonts to construct their identities. The study employed an inductive, multimethod qualitative research design, using an interpretative phenomenological approach (IPA) to analyse verbal, written and visual data.

Membership of professional bodies

  • The Chartered Institute of Marketing
  • Advance HE
  • The British Psychological Society
  • Society of Consumer Psychology
  • Association of Consumer Research

Teaching & Research


I am teaching various marketing modules at undergraduate and postgraduate levels, including degree apprenticeships. I am passionate about sharing my experience with students and also to learn from them. Empowering learners to achieve their full potential is a central concern of my academic practice.


My research explores the relationships between consumers and brands/objects using multimodal research methods. This interest in consumer behaviour was generated through my management roles within Hugo Boss and Kenzo.


More publications from Dr Ruffin Relja can be found in the Research Repository.