Dr Anthony Samuel

Articles

• Samuel, A., White, G. R. T., Thomas, R., McGouran, C. and Bull, M. 2025. Boundary objects at play in the world's greenest football club. Strategic Change 34(1), pp. 9-21. (10.1002/jsc.2618)
• Pickernell, D. et al. 2024. Phoenix from the flames? Promoting entrepreneurship to support the economic development of Neath Port Talbot. Entrepreneurship Policy and Practice Insights 2(2), pp. 1-5.
• White, G. R., Samuel, A., Jones, P., Madhavan, N., Afolayan, A., Abdullah, A. and Kaushik, T. 2024. Mapping the ethic-theoretical foundations of artificial intelligence research. Thunderbird International Business Review 66(2), pp. 171-183. (10.1002/tie.22368)
• Salah, A., Peattie, K. and Samuel, A. 2024. Perceptions and practices of corporate social responsibility in Saudi Arabian Small to Medium Size Enterprise.. International Journal of Business Governance and Ethics
• James, S., Liu, Z., White, G. R. T. and Samuel, A. 2023. Introducing ethical theory to the triple helix model: supererogatory acts in crisis innovation. Technovation 126, article number: 102832. (10.1016/j.technovation.2023.102832)
• White, G. R., Samuel, A. and Thomas, R. 2023. Exploring and expanding supererogatory acts: beyond duty for a sustainable future. Journal of Business Ethics 185, pp. 665-688. (10.1007/s10551-022-05144-8)
• White, G., Allen, R., Samuel, A., Abdullah, A. and Thomas, R. J. 2022. Antecedents of cybersecurity implementation: a study of the cyber-preparedness of U.K. social enterprises. IEEE Transactions on Engineering Management 69(6), pp. 3826-3837. (10.1109/TEM.2020.2994981)
• Samuel, A., Thomas, R. J., McGouran, C. and White, G. R. T. 2022. Experiencing the macromarketing dimensions of sustainability: Lessons learned from field trips to the ultra novel. Journal of Marketing Education 44(3), pp. 322-336. (10.1177/02734753211049825)
• Allen, R. A., White, G. R., Clement, C. E., Alexander, P. and Samuel, A. 2022. Servants and masters: an activity theory investigation of human-AI roles in the performance of work. Strategic Change 31(6), pp. 581-590. (10.1002/jsc.2530)
• Samuel, A., McGouran, C., Thomas, R. J., Reginald, G. and White, T. 2022. "The club on the hill": Footballing place as an arena for sustainable and ethical action. Qualitative Market Research: An International Journal 25(5), pp. 570-584. (10.1108/QMR-01-2022-0015)
• White, G., Samuel, A., Peattie, K. and Doherty, B. 2022. Reconciling social enterprise: beyond the paradox perspective. International Journal of Entrepreneurial Behavior and Research 28(2), pp. 500-526. (10.1108/IJEBR-02-2021-0135)
• Samuel, A., White, G. R., Peattie, K. and Thomas, R. 2022. Social enterprise places: a place-based initiative facilitating syntactic, semantic and pragmatic constructions of legitimacy. Journal of Macromarketing 42(1), pp. 51-70. (10.1177/02761467211040765)
• Davies, S., White, G., Samuel, A. and Martin, H. 2021. Dialectics and dilemmas arising from COVID 19 immunity testing: presenting a workforce management paradox. Journal of Work Applied Management 13(2), pp. 227-240. (10.1108/JWAM-11-2020-0052)
• Thomas, R. J., White, G. R. T. and Samuel, A. 2021. Exploring the motivations to participate in an online brand community: a study of 7-11-year-old children. European Journal of Marketing 55(8), pp. 2308-2343. (10.1108/EJM-09-2019-0730)
• Thomas, R. J., White, G. R. T. and Samuel, A. 2021. What are the social and personal drivers to engage in co-creation? A study of UK 7-13-year-olds. Young Consumers: Insight and Ideas for Responsible Marketers 22(2), pp. 202-218. (10.1108/YC-09-2020-1215)
• Samuel, A., White, G., Thomas, R. and Jones, P. 2021. Programmatic advertising: an exegesis of consumer concerns. Computers in Human Behavior 116, article number: 106657. (10.1016/j.chb.2020.106657)
• Peattie, K. and Samuel, A. 2021. Placing an ethical brand: the fairtrade towns movement. Journal of Marketing Management 37(15-16), pp. 1490-1513. (10.1080/0267257X.2021.1913215)
• Samuel, A., Peattie, K. and Herman, A. 2020. Fairtrade towns: unpacking the dynamics of locally developed ethical retail geographies. Geoforum 117, pp. 114-123. (10.1016/j.geoforum.2020.09.012)
• Samuel, A., White, G. R. T. and Mason-Jones, R. 2020. The evolution of the social enterprise. Strategic Change 29(4), pp. 415-416. (10.1002/jsc.2352)
• Thomas, R. J., White, G. and Samuel, A. 2020. Exploring children's reactions to sponsorship transition: a study of interpersonal and pro-social demands. Young Consumers: Insight and Ideas for Responsible Marketers 21(4), pp. 419-433. (10.1108/YC-06-2020-1174)
• White, G. R. T. and Samuel, A. 2019. Programmatic advertising: forewarning and avoiding hype-cycle failure. Technological Forecasting and Social Change 144, pp. 157-168. (10.1016/j.techfore.2019.03.020)
• White, G. R., Samuel, A., Pickernell, D., Taylor, D. and Mason-Jones, R. 2018. Social entrepreneurs in challenging places: a Delphi study of experiences and perspectives.. Local Economy 33(8), pp. 800-821. (10.1177/0269094218803313)
• Peattie, K. and Samuel, A. 2018. Fairtrade towns as unconventional networks of ethical activism. Journal of Business Ethics 153, pp. 265-282. (10.1007/s10551-016-3392-3)
• Thomas, S., White, G. R. T. and Samuel, A. 2018. To pray and play: post-postmodern pilgrimage at Lourdes. Tourism Management 68, pp. 412-422. (10.1016/j.tourman.2018.03.021)
• Samuel, A., White, G., Martin, H. and Rowling, M. 2018. Influencing fairtrade consumption through servant leadership: Bruce Crowther's story. Society and Business Review 13(2), pp. 170-183. (10.1108/SBR-10-2017-0081)
• Samuel, A., Peattie, K. and Doherty, B. 2018. Expanding the boundaries of brand communities: the case of Fairtrade Towns. European Journal of Marketing 52(3/4), pp. 758-782. (10.1108/EJM-03-2016-0124)
• White, G. R. T., Samuel, A., Zhou, P., Razak, A. A. and Thomas, S. 2018. Religious heterogeneity of food consumers: the impact of global markets upon methods of production. Journal of Consumer Behaviour 17(1), pp. 3-12. (10.1002/cb.1658)
• Samuel, A., Taylor, D., White, G. R. T. and Morris, M. 2018. Unpacking the authenticity gap in corporate social responsibility: lessons learned from Levi's 'Go Forth Braddock' campaign. Journal of Brand Management 25(1), pp. 53-67. (10.1057/s41262-017-0067-z)
• Samuel, A., White, G. R. T., Jones, P. and Fisher, R. 2018. Social enterprises operating in the South Wales Valleys: A Delphi Study of persistent tensions. Social Enterprise Journal 14(1), pp. 22-38. (10.1108/SEJ-10-2017-0052)
• Martin, H., Rogers, C., Samuel, A. and Rowling, M. 2017. Serving from the top: police leadership for the 21st century. International Journal of Emergency Services 6(3), pp. 209-219. (10.1108/IJES-04-2017-0023)
• White, G. and Samuel, A. 2016. Fairtrade and Halal food certification and labeling: commercial lessons and religious limitations. Journal of Macromarketing 36(4), pp. 388-399. (10.1177/0276146715620236)
• Samuel, A. and Peattie, K. 2016. Grounded theory as a macromarketing methodology: critical insights from researching the marketing dynamics of Fairtrade Towns. Journal of Macromarketing 36(1), pp. 11-26. (10.1177/0276146715608920)
• Peattie, K. J. and Samuel, A. 2015. Places where people matter: the marketing dynamics of Fairtrade Towns. Social Business 5(3), pp. 237-254. (10.1362/204440815X14441363902438)
• Samuel, A. and Emanuel, L. 2012. Fairtrade towns: place(ing) responsibility. Space and Flows: an International Journal of Urban & ExtraUrban Studies 2(2), pp. 191-202.

Book sections

• Samuel, A. and Strong, C. 2024. Forest Green Rovers. In: Strong, C. ed. Small Enterprise Marketing: Eighteen Case Studies. De Gruyter, pp. 89-94., (10.1515/9783110756142-015)
• Samuel, A., McGouran, C., Thomas, R. J. and White, G. R. 2023. Chapter 9: Directing ethical consumption through the development of ethical foodscapes. In: Carrigan, M., Wells, V. and Papadas, K. eds. Research Handbook on Ethical Consumption. Elgar Online, pp. 136-157., (10.4337/9781802202021)
• Samuel, A. 2022. Detalie de caso: Como un club incorpora lo Social y ambiental a sue nucleo de negocio. In: Domínguez Gómez, J. A. ed. Manuel del Metodo Fair Play Social. Fundacion LaiLiga Enero, pp. 76-81.
• White, G. R. T., Allen, R., Samuel, A., Taylor, D., Thomas, R. and Jones, P. 2022. The ecosystem of UK social entrepreneurship: a meta-analysis of contemporary studies. In: Grant Pickernell, D. et al. eds. Disadvantaged Entrepreneurship and the Entrepreneurial Ecosystem., Vol. 14. Contemporary Issues in Entrepreneurship Research Emerald, pp. 193-218., (10.1108/S2040-724620220000014009)
• Samuel, A. and Peattie, K. 2021. Fairtrade towns: a community based social marketing perspective in promoting ethical consumption. In: Strong, C. ed. Ethical Approaches to Marketing. De Gruyter, pp. 117-136., (10.1515/9783110659566)
• Samuel, A. 2011. Grounding rapidly emerging disciplines: the Fairtrade Towns movement. In: Franklin, A. and Blyton, P. R. eds. Researching Sustainability: A Guide to Social Science Methods, Practice and Engagement. Earthscan, pp. 120-136.

Conferences

• Thomas, R. and Samuel, A. 2024. Collective absolution, practised dubiety, ersatz ethics and permanent positions: An exploration of moral blindness in contemporary collecting. Presented at: 2024 Academy of Marketing Conference, Cardiff, UK, 1-4 July 2024.
• Samuel, A. and McGouran, C. 2024. Unveiling ecofeminist paradigms in macromarketing - An analysis of Forest Green Rovers. Presented at: 49th Macromarketing Conference, Helsinki, Finland, 17 - 20 June 2024.
• Thomas, R. and Samuel, A. 2024. Contested commemoration and new meanings: A study of soviet-era war memorials in Berlin. Presented at: 49th Macromarketing Conference, Helsinki, Finland, 17 - 20 June 2024.
• Bull, M. and Samuel, A. 2023. Ecopreneurship, reimagination and the conceptualisation of 'ecological value'. A case study of Forest Green Rovers Football Club. Presented at: Institute for Small Business and Entrepreneurship, Aston University (Birmingham), 8-10 November 2023.
• Samuel, A., McGouran, C., Thomas, R. and Gareth, W. 2023. FIFA's Greenest Football Club: delivering and Disseminating Social Innovation at Forest Green Rovers. Presented at: 48th Macromarketing Conference, Seattle, 19-22nd June 2023.
• Samuel, A. and White, G. 2023. Supererogation Theory: Towards a Macromarketing Understanding. Presented at: 48th Annual Macromarketing Conference, Seattle, 19-22nd June 2023.
• Samuel, A. and McGouran, C. 2022. Changing football ideology through place. Presented at: Macromarketing Global Conference, Online, 20-24 June 2022.
• Downes, M., Evans, S. and Samuel, A. 2021. Reimagining hackathon as a macromarketing methodology for community-based co-operative social entrepreneurship. Presented at: 1st Global Conference of the Macromarketing Society, Virtual, 12-15 July 2021.
• Samuel, A. 2020. Caravaggio: painting a macromarketing framework in early 1600 Naples.. Presented at: 45th Annual Conference of the Macromarketing Society 2020, Bogotá, Colombia, 7-10 July 2020.
• Samuel, A. and Peattie, K. 2019. Fairtrade towns: A community based social marketing perspective in promoting ethical consumption. Presented at: Macromarketing Conference 2019, Cleveland, Ohio, USA, 26-29 June 2019Proceedings of the Micromarketing Conference.
• Samuel, A. 2019. KEYNOTE: Dual meso level marketing dynamics: Merging football with sustainability. Presented at: 8th International Conference on Social Responsibility, Ethics and Sustainable Business Practice, University of Minho, Portugal, 24-25 October 2019.
• Samuel, A. 2018. Macromarketing insights ninety minutes at a time: A season with Forest Green Rovers, the world's greenest football club. Presented at: Macromarketing Conference, Leipzig, 9-12 July 2018Proceedings Macromarketing Conference 2018. Macromarketing Society Inc
• Samuel, A. 2018. Towards a grounded theory of social enterprise places: Building legitimacy and markets for social enterprise. Presented at: Macromarketing Conference, Leipzig, 09-12 July 2018Macromarketing Conference 2018: Change between complexity and simplicity. Leipzig: University of Leipzig pp. 1030-1035.
• Samuel, A., Brown, K. and White, G. 2018. A season with the vegans of Forest Green Rovers Football Club: A visual typology of visitor reactions. Presented at: 7th International Conference on Social Responsibility, Ethics and Sustainable Business Practice, Oslo, Norway, 12-13 October.
• Samuel, A., White, G. and Taylor, D. 2017. The potential of place to authenticate corporate social responsibility?. Presented at: 6th International Conference on Social Responsibility, Ethics, and Sustainable Business, Berlin, Germany, 28-29 September 2017 Presented at Grigore, G. and Stancu, A. eds.The 6th International Conference on Social Responsibility, Ethics, and Sustainable Business. Working Paper Series on Social Responsibility, Ethics and Sustainable Business Vol. 6. pp. 13.
• Samuel, A. and Raghunathrao, S. 2016. Managing and developing the literature review in grounded theory: methodological implications for macromarketing research. Presented at: 41st Annual Macromarketing Conference, Dublin, 13-16 July 2016.
• Samuel, A., Taylor, D. and White, G. 2016. Unpacking the authenticity gap in corporate social responsibility: lessons learned from Levis’s ‘Go Forth Braddock’ Campaign.’ Brands that do good. Presented at: Brands That Do Good' Academy of Marketing and The Journal of Brand Management, Bradford, UK, 27-30 April 2016.
• Samuel, A. and Peattie, K. J. 2015. Fairtrade towns: place(ing) activism and sustainability marketing. Presented at: 40th International Macromarketing Conference, Loyola University, Chicago, IL, USA, 25-28 June 2015.

Thesis

• Samuel, A. 2012. An empirical study of the marketing dynamics of the Fairtrade Towns movement. PhD Thesis, Cardiff University.

• White, G. R., Samuel, A., Pickernell, D., Taylor, D. and Mason-Jones, R. 2018. Social entrepreneurs in challenging places: a Delphi study of experiences and perspectives.. Local Economy 33(8), pp. 800-821. (10.1177/0269094218803313)
• Peattie, K. and Samuel, A. 2018. Fairtrade towns as unconventional networks of ethical activism. Journal of Business Ethics 153, pp. 265-282. (10.1007/s10551-016-3392-3)
• Thomas, S., White, G. R. T. and Samuel, A. 2018. To pray and play: post-postmodern pilgrimage at Lourdes. Tourism Management 68, pp. 412-422. (10.1016/j.tourman.2018.03.021)
• Samuel, A., Peattie, K. and Doherty, B. 2018. Expanding the boundaries of brand communities: the case of Fairtrade Towns. European Journal of Marketing 52(3/4), pp. 758-782. (10.1108/EJM-03-2016-0124)
• White, G. R. T., Samuel, A., Zhou, P., Razak, A. A. and Thomas, S. 2018. Religious heterogeneity of food consumers: the impact of global markets upon methods of production. Journal of Consumer Behaviour 17(1), pp. 3-12. (10.1002/cb.1658)