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Dr Anthony Samuel
Teams and roles for Anthony Samuel
Reader in Marketing and Strategy
Overview
Dr Anthony Samuel has a PhD from Cardiff University Business School and his multidisciplinary research navigates the complex interfaces between marketing, social enterprises and responsible business practices. Anthony sits on the Editorial Board of The Journal of Macromarketing, and his work has been published in a number of leading journals including; The Journal of Business Ethics, The European Journal of Marketing, Tourism Management, The International Journal of Entrepreneurial Behavior & Research, The Journal of Consumer Behaviour, Local Economy, Computers and Human Behaviour, Technological Forecasting and Social Change, Technovation and the Journal of Macromarketing. In 2022 Anthony became an Associate Editor for the Journal of Macromarketing .
Recently Anthony’s research has concentrated heavily on responsible, ethical and sustainable business practices leading to the advancement of ethical theory and the development of empirical insights taken directly from ethical, sustainable and purpose driven organisations.
Working closely with ASPECT, The Hodge Foundation and Cwmpas Anthony has been awarded funding that has helped develop student support initiatives and policy advise for Social Enterprises development across the Globe.
Publication
2025
- Samuel, A. , Bull, M. and White, G. 2025. An appreciation of ecopreneurship and value creation: A case study of Forest Green Rovers Football Club.. International Journal of Entrepreneurial Behavior & Research
- Samuel, A. et al. 2025. Boundary objects at play in the world's greenest football club. Strategic Change 34 (1), pp.9-21. (10.1002/jsc.2618)
2024
- 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.
- 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
- 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.
- 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)
- 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.
- 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.
- White, G. R. et al., 2024. Mapping the ethic-theoretical foundations of artificial intelligence research. Thunderbird International Business Review 66 (2), pp.171-183. (10.1002/tie.22368)
2023
- 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.
- James, S. et al. 2023. Introducing ethical theory to the triple helix model: supererogatory acts in crisis innovation. Technovation 126 102832. (10.1016/j.technovation.2023.102832)
- Samuel, A. et al. 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. et al. 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. and White, G. 2023. Supererogation Theory: Towards a Macromarketing Understanding. Presented at: 48th Annual Macromarketing Conference Seattle 19-22nd June 2023.
- 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)
2022
- Allen, R. A. et al., 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. 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.
- Samuel, A. and McGouran, C. 2022. Changing football ideology through place. Presented at: Macromarketing Global Conference Online 20-24 June 2022.
- Samuel, A. et al. 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)
- Samuel, A. et al. 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)
- Samuel, A. et al. 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)
- White, G. et al., 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)
- White, G. et al., 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)
- White, G. R. T. et al., 2022. The ecosystem of UK social entrepreneurship: a meta-analysis of contemporary studies. In: Grant Pickernell, D. et al., Disadvantaged Entrepreneurship and the Entrepreneurial Ecosystem. Vol. 14, Contemporary Issues in Entrepreneurship Research Emerald. , pp.193-218. (10.1108/S2040-724620220000014009)
2021
- Davies, S. et al., 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)
- 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.
- 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. et al. 2021. Programmatic advertising: an exegesis of consumer concerns. Computers in Human Behavior 116 106657. (10.1016/j.chb.2020.106657)
- 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)
- 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)
- 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)
2020
- 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. , 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)
2019
- 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. 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 2019. Proceedings of the Micromarketing Conference.
- 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)
2018
- 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)
- 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 2018. Proceedings 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 2018. Macromarketing 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. , 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)
- Samuel, A. et al. 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. et al. 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. et al. 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)
- 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)
- White, G. R. T. et al., 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)
- White, G. R. et al., 2018. Social entrepreneurs in challenging places: a Delphi study of experiences and perspectives.. Local Economy 33 (8), pp.800-821. (10.1177/0269094218803313)
2017
- Martin, H. et al., 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)
- 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. Published in: 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.
2016
- 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)
- 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.
- 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)
2015
- 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 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.
2012
- Samuel, A. 2012. An empirical study of the marketing dynamics of the Fairtrade Towns movement. PhD Thesis , Cardiff University.
- 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.
2011
- 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.
Articles
- Allen, R. A. et al., 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)
- Davies, S. et al., 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)
- James, S. et al. 2023. Introducing ethical theory to the triple helix model: supererogatory acts in crisis innovation. Technovation 126 102832. (10.1016/j.technovation.2023.102832)
- Martin, H. et al., 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)
- 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)
- 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)
- 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)
- 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.
- 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
- Samuel, A. et al. 2021. Programmatic advertising: an exegesis of consumer concerns. Computers in Human Behavior 116 106657. (10.1016/j.chb.2020.106657)
- Samuel, A. , Bull, M. and White, G. 2025. An appreciation of ecopreneurship and value creation: A case study of Forest Green Rovers Football Club.. International Journal of Entrepreneurial Behavior & Research
- 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.
- Samuel, A. et al. 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)
- 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)
- 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)
- 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. et al. 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. et al. 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)
- Samuel, A. et al. 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. et al. 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)
- 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)
- Samuel, A. et al. 2025. Boundary objects at play in the world's greenest football club. Strategic Change 34 (1), pp.9-21. (10.1002/jsc.2618)
- Samuel, A. et al. 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)
- 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)
- 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)
- 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, 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)
- White, G. et al., 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)
- White, G. et al., 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)
- 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)
- 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. T. et al., 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)
- White, G. R. et al., 2024. Mapping the ethic-theoretical foundations of artificial intelligence research. Thunderbird International Business Review 66 (2), pp.171-183. (10.1002/tie.22368)
- White, G. R. et al., 2018. Social entrepreneurs in challenging places: a Delphi study of experiences and perspectives.. Local Economy 33 (8), pp.800-821. (10.1177/0269094218803313)
- 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)
Book sections
- 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.
- 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.
- Samuel, A. et al. 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. 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. 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)
- White, G. R. T. et al., 2022. The ecosystem of UK social entrepreneurship: a meta-analysis of contemporary studies. In: Grant Pickernell, D. et al., Disadvantaged Entrepreneurship and the Entrepreneurial Ecosystem. Vol. 14, Contemporary Issues in Entrepreneurship Research Emerald. , pp.193-218. (10.1108/S2040-724620220000014009)
Conferences
- 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.
- 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. 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 2018. Proceedings 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 2018. Macromarketing 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. and McGouran, C. 2022. Changing football ideology through place. Presented at: Macromarketing Global Conference Online 20-24 June 2022.
- 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.
- Samuel, A. et al. 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 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 2019. Proceedings of the Micromarketing Conference.
- 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.
- 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 White, G. 2023. Supererogation Theory: Towards a Macromarketing Understanding. Presented at: 48th Annual Macromarketing Conference Seattle 19-22nd June 2023.
- 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. Published in: 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.
- 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.
- 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.
Thesis
- Samuel, A. 2012. An empirical study of the marketing dynamics of the Fairtrade Towns movement. PhD Thesis , Cardiff University.
Research
Research interests
Anthony's multidisciplinary research navigates the complex interfaces between place management/ marketing, social enterprises and responsible business practices .
Recently Anthony’s research has concentrated heavily on responsible, ethical and sustainable business practices. Published work has sort to develop ethical theory, deliver ethical insights into programmatic technologies and its impact upon consumers, marketers and society.
In 2018 Anthony became a member of the Editorial Board for the Journal of Macromarketing and in 2022 became Associate Editor of the journal.
Teaching
Anthony was Course Director for the MSc Business Strategy and Entrepreneurship programme from 2018-2022 and now teaches:
Marketing on the Business School’s Executive MBA course
Innovation Management on the MSc programme
Strategic Management on the Business Schools Undergraduate programme.
Anthony is also the academic lead on a number of different Social Enterprise development and education programmes funded by ASPECT and The Hodge Foundation.
Biography
Qualifications
- PhD (Cardiff University)
- MBA (Lincoln University)
- BA (Hons) Business Enterprise (Wolverhampton University)
- Certificate of Higher and Further Education (Cardiff University)
Honours and awards
- Wales Innovation Network Small Grant Fund: Re-imagining Entreprenurial Skills: Co-creating Innovation Resilience (Tata Steel & Port Talbot): £6,500
- Hodge Foundation: Social Enterprise Development for Cardiff Business School Undergraduates: £20,000
- ASPECT: Social Enterprise Development for Social Science Students, £20,000
- WISERD: ESRC Event fund, (2016) ‘Understanding Social Enterprise scale up’, £3,000.
- Early Stage Development Fund (2013) Welsh Government Centre of Excellence in Ceramics feasibility study, £6,000
- European (INTERREG) (2011/ 2013) ‘RE:ACT project: Empowering communities sense of place’, £424,664
- European (Leonardo) (2010 / 2012) ‘Hercules project: social media marketing for tourism’, £242,821
- Welsh Assembly Government (2008/2010) ‘Greening Business’, £37,484
Professional memberships
- Associate Editor Journal of Macromarketing
- Fellow and Chartered Marketer (Chartered Institute of Marketing)
- Macromarketing Society
- Fellow of the Higher Education Academy
Contact Details
[email protected]
+44 29208 74410
Aberconway Building, Room B16, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29208 74410
Aberconway Building, Room B16, Colum Road, Cathays, Cardiff, CF10 3EU
