Samreen Ashraf is a Senior Lecturer in Marketing at Bournemouth University. She is an MBA with a specialisation in marketing and financial services and a PhD candidate focusing on ‘consumer multiple identities and their bank choice’. Samreen has supervised several research projects at masters and undergraduate levels.
David Ashton is an Emeritus Professor in Management at Leicester University and Honorary Professor at Cardiff University. He has also taught at the University of Reading in the UK, the University of Alberta (Canada) and the State University of New York at Buffalo (USA).