Two PhD Positions Focused on Marketing with Purpose

Are you a highly motivated student interested in doing research in the field of Marketing? Please apply at Vrije Universiteit Amsterdam.

Location: AMSTERDAM
FTE: 1 

We are looking for two PhD students who will be part of our department’s research theme focused on “marketing with purpose”, in which we study the role of marketing in social issues, sustainability and wellbeing.  The two positions will focus on different projects, that are each run by their own team. The descriptions of the projects, and the profiles of our ideal candidates are described below. In your motivation letter (which we will read closely), please specify for which project you are applying, and why.

Project 1

Brand Activism: A Multi-Faceted, Multi-Method Approach  

Brands are increasingly taking a stance on societal issues, picking sides in social and political debates and promoting societal change through their marketing communication and practices. Indeed, the 2020 CMO survey showed that 47% of marketing leaders reported that it is appropriate to “make changes to products and services in response to political issues” (https://cmosurvey.org/ ). Yet, the empirical findings on the effects of brand activism contradict each other as taking a stance on various issues can have both positive and negative effects on important outcomes for brands (e.g., brand attitudes, brand trust).
In light of the conflicting findings, we are looking for a PhD student who will be excited to work with us to further understand how brand activism influences consumers, their attitudes and behaviors as well as examine whether and when brand activism may be beneficial (or harmful) to brands and to the causes they engage with. We aim to contribute to the nascent field of research on brand activism, deepening the insights into consumer responses, but also cover new territory in studying brand activism through the lens of topic selection and the societal impact of brands. We plan to examine the drivers and consequences of brand activism on brand and consumer outcomes using a multi-faceted, multi-method approach.
Empirically, these projects will leverage surveys and big data to link multi-dimensional consumer evaluations of brand activism to consumers’ attitudes, decisions and behaviors. We will use lab and field experiments to manipulate these constructs to establish causal relationships. Therefore, we are looking for a doctoral student who is comfortable working with larger datasets and who is also closely familiar with psychological theories, frameworks and concepts. 

Project 2

When Inclusion Signals Exclusion: Discrimination in the Marketplace

Modern society has never been more diverse. Responding to this ongoing societal change, brands and organizations strive to be inclusive, innovative and grow while contributing to a more just society. For example, recent years have witnessed companies adopting various strategies to appeal to a diversified audience, such as creating products that appeal to a diverse group of consumers (e.g., hijab-wearing Black Muslim Barbie, Fenty Beauty’s 40 different foundation shades for all skin tones), embracing diversity in advertising campaigns (e.g., Coca-Cola’s America is Beautiful campaign), and engaging in CSR efforts related to racism and social injustice (e.g., Black Lives Matter movement).

This project aims to inform the public debate about the role of marketing in creating diverse marketplaces throughout the globe. Specifically, we aim to put to test the effectiveness of marketing efforts that are designed to appeal to marginalized groups and reveal potential challenges that have not been thus far acknowledged in the marketing literature and practice. In this project, we will examine novel consequences of marketing activities targeting marginalized groups, not only among consumers that are part of the minority group, but also among members of majority groups (who are not the target of such activities). The output of this research will help improve marketing efforts that promote diversity and inclusion while at the same time avoiding any unintended negative consequences among various consumer segments.

We will draw on theories and concepts from social psychology, consumer psychology, and judgment and decision making among others. Empirically, the core methodology in this project will be experimental research.

You will conduct independent, high-quality business research, supervised by a team of professors, and incorporate the research findings in a doctoral dissertation. Also, you will be involved in teaching activities (20%) in the department.

We seek applications from candidates who fulfil the following requirements:

• Masters’ degree (preferably research master) in marketing, psychology, business, econometrics, or related disciplines
• Statistical skills and experience with statistical software packages (e.g., SPSS, R)
• Excellent speaking and writing skills in English language
• A proactive research orientation

A challenging position in a socially involved organization. The salary will be in accordance with university regulations for academic personnel and amounts €2,541 (PhD) per month during the first year and increases to €3,247 (PhD) per month during the fourth year, based on a full-time employment. The job profile: is based on the university job ranking system and is vacant for at least 1 FTE.

The appointment will initially be for 1 year. After a satisfactory evaluation of the initial appointment, the contract will be extended for a duration of 4 years.
Additionally, Vrije Universiteit Amsterdam offers excellent fringe benefits and various schemes and regulations to promote a good work/life balance, such as:

• a maximum of 41 days of annual leave based on full-time employment,
• 8% holiday allowance and 8.3% end-of-year bonus,
• discount on (and occasionally exclusive access to) theater performances and courses at the Griffioen Cultural Center,
• a wide range of sports facilities which staff may use at a modest charge
• contribution to commuting expenses

The ambition of Vrije Universiteit Amsterdam is clear: to contribute to a better world through outstanding education and ground-breaking research. We strive to be a university where personal development and commitment to society play a leading role. A university where people from different disciplines and backgrounds collaborate to achieve innovations and to generate new knowledge. Our teaching and research encompass the entire spectrum of academic endeavor – from the humanities, the social sciences and the natural sciences through to the life sciences and the medical sciences.

Vrije Universiteit Amsterdam is home to more than 30,000 students. We employ over 5,500 individuals. The VU campus is easily accessible and located in the heart of Amsterdam’s Zuidas district, a truly inspiring environment for teaching and research.

Diversity
We are an inclusive university community. Diversity is one of our most important values. We believe that engaging in international activities and welcoming students and staff from a wide variety of backgrounds enhances the quality of our education and research. We are always looking for people who can enrich our world with their own unique perspectives and experiences.

School of Business and Economics
The School of Business and Economics (SBE) provides high-quality education and excellent research in business administration and economics with a focus on contributing to the social, economic and ecological challenges of our time. Whether it is the use of robots in society or big data, labour market participation or flexibility in the labour market, traffic jams or the housing market, flash crashes in the stock market or choice behaviour in gambling, leadership or change management: we believe in goal-oriented scientific research and understand that progress in academics, the business community and society is achieved through cooperation, openness and social responsibility.

At SBE, all of our highly-motivated colleagues work together closely in a stimulating, dynamic and international environment to achieve our collective goal of encouraging society to make informed choices. Approximately 7,000 Bachelor’s and Master’s students and 1,700 executive students are enrolled at the School, and employs roughly 600 people.

Marketing Department

We are a research oriented group that offers a stimulating environment and a dynamic international culture. Our faculty publishes in the major marketing journals, as well as several other (top level) outlets in economics, psychology, decision making, and interdisciplinary journals. We have a strong international network with many collaborations and visits across Europe and the US, and are home to the European Association of Consumer Research conference in 2023. The department offers courses at all levels from Bachelor to MSc and MBA, and participates in the school’s PhD program. Our MSc in Marketing (in English, 150-200 students) has been rated best in The Netherlands. The department’s language of communication is English, teaching is either in English or in Dutch.

Are you interested in this position? Please apply via the application button and upload your curriculum vitae and cover letter, as well as letters of recommendation until

. Recommendation letters could also be mailed separately to Prof. Verlegh, if this is preferred by the writer.

Applications received by e-mail will not be processed.

Vacancy questions
If you have any questions regarding this vacancy, you may contact:

Name: Prof. dr. Peeter Verlegh
Position: Head of the department Marketing
E-mail: [email protected]

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