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Savira Ansory   PhD (Cardiff)

Mrs Savira Ansory


PhD (Cardiff)

Post-Doctoral Research Associate

Cardiff Business School

Aberconway Building, Room C52, Colum Road, Cathays, Cardiff, CF10 3EU


Savira is a Post-Doctoral Research Associate in Marketing and Strategy at Cardiff Business School. Before joining the business school in 2022, Savira obtained her PhD in Business Studies (2022) and MSc in Social Science Research Methods (2017) from Cardiff Business School, also MBA (2012) from the University of Indonesia. Savira delivered tutorials in various Marketing and Strategy modules to undergraduate and postgraduate students while undertaking her doctoral studies.

Before her studies in Cardiff, Savira worked as a Teaching and Research Assistant at the University of Indonesia. Savira also has work experience in consulting and consumer goods industries, including Edelman and Unilever.

Savira's research focuses on the areas of consumer behaviour, relationship marketing, self-brand connections, self-concept/identity, consumer values (i.e., spirituality, religiosity, mindfulness), as well as sustainability and consumers (i.e., mindful consumption, frugal purchasing behaviour). Methodologically, Savira has experience in conducting mixed-methods research and structural equation modelling.

Within her current role, Savira supports teaching activities (i.e., delivering guest lectures, tutorials, marking and supervising projects) in addition to her research activities. 



  • Consumer behaviour.
  • Islamic banking consumers.
  • Relationship marketing.
  • Self-brand connections.
  • Self-concept and self-identity.
  • Consumer values (i.e., spirituality, religiosity, mindfulness).
  • Sustainability and consumers.
  • Frugal purchasing behaviour.
  • Mindful consumption.
  • Mixed-methods research.

Current research project - 2023: Impact of self-related determinants on mindful consumption and frugal purchasing behaviour (with Dr Sharad Gupta and Professor Ken Peattie).

PhD research - 2022: Antecedents of customer loyalty: An empirical investigation in the Indonesian Islamic banking industry (supervised by Professor Ahmad Jamal and Dr Asma Mobarek).

Published research - 2018: Ansory, S., & Safira, A. 2018. Age segmentation for predicting behavioural intention of using railway services in Indonesia. Asian of Journal Business and Accounting, 11(1), pp. 229-264.






  • Buyer Behaviour
  • Marketing Project
  • Strategic Management
  • Advertising and Marketing
  • Marketing
  • Marketing Management
  • Global Marketing

External profiles