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Dr Rachael Maxwell

PositionLecturer in Marketing
LocationCartwright Building 0.27
DepartmentSchool of Management
Telephone+44 (0)1274 235695

Research Interests (key words only)

corporate identity, corporate marketing, employer branding, consumer behaviour

PhD Supervision

Rachael currently supervises both PhD and Master's students.

Teaching and Supervisory Responsibilities

Rachael is currently the module leader for the School's undergraduate and Master's level modules in Corporate Marketing and Consumer Behaviour.


  • Corporate Marketing
  • Consumer Behaviour


  • Consumer Behaviour


  • Corporate Marketing


Before joining the School of Management in 2011, Rachael earned her PhD from Cranfield University School of Management. Her doctoral dissertation explored the question of what makes an organisation’s Corporate Identity attractive to its employees, through the lens of Social Identity Theory. Before this she earned her MBA from the Stern School of Business in New York, where she also worked as a Teaching Fellow.

Study History

  • BFA (Tisch, New York)
  • MBA (Stern, New York)
  • MRes (Cranfield)
  • PhD (Cranfield)
  • PGCHEP (Bradford)

Research Areas

Rachael’s main research interests are in the areas of corporate identity and corporate branding, employer branding, and Social Identity Theory. She also supervises Masters dissertations and PhD theses in a number of other areas of Marketing, including integrated marketing communications, place branding and consumer behaviour.


Yuksel, R., Trueman, M. and Maxwell, R. (2016) 'Alternative perspectives on city branding: People as a representative element, co-creation and brand ownership' 11th Global Brand Conference, University of Bradford, 27-29 April

Maxwell, R., Knox, S. and Stretch, M. (2015) 'Beyond the Uniqueness Paradox in Corporate Identity Research: A Social Identity Perspective' Academy of Marketing Conference, University of Limerick, Ireland, 7-9 July

Srisaracam, N., Fukukawa, K. and Maxwell, R. (2015) 'The role of religiosity in self-concept and ethical consumption' Academy of Marketing Conference, University of Limerick, Ireland 7-9 July

Yuksel, R., Trueman, M. and Maxwell, R. (2015) 'Toward an understanding of an inside out perspective to city branding – a study of Leeds and Istanbul' 10th Global Brand Conference, Turku School of Economics, Finland, 27-29 April

Yuksel, R., Trueman, M. and Maxwell, R. (2013) 'Under the influence of residents and spatial identity: an inside out perspective on city branding' 3rd International Place Branding and 2nd Institute of Place Management Conference, Manchester Metropolitan University, 13-15 February

Maxwell, R. and Knox, S. (2010) ‘An “inside-out” approach to employer branding: A comparative case study of the attractiveness of the firm’ Thought Leaders International Conference in Brand Management

Maxwell, R. and Knox, S. (2009) ‘Motivating employees to “Live the Brand”: A comparative case study of employer brand attractiveness within the firm’ Journal of Marketing Management 25 (9/10): 893-907

Maxwell, R (2008) ‘Developing a Social Identity Based Model of Employer Brand Image within the Firm’ European Doctoral Conference Proceedings

Maxwell, R. (2007) ‘Exploring the Symbolic Benefits of Employer Branding: An organisational Identification Perspective’ Academy of Marketing Doctoral Colloquium

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