Gary Joined the BRI from Manchester Business School in 2017. His links with Chester date from 2015 when he was appointed as a visiting professor. His academic career has involved sponsorships from Tesco, Asda and the Post Office. Before his academic career he worked with the Mars Group and British Aluminium. He also acts as a consultant in business strategy and reputation management.

Professor Gary Davies

Professor of Business Strategy


BSc, PhD (London), PhD (Manchester), DIC, ARSM.

Gary’s current research interests include: the image benefits of being a family business; personal branding; how consumer trust and distrust of brands develops; how brand image should be measured; investor decision-making; the globalisation of retailing and; the role of public relations in the marketing of luxury brands.



G Davies with R Chun, R da Silva and S Roper (2002) Corporate Reputation and Competitiveness, London Routledge.

L Miles and G Davies (1997) What Price Reputation? London Haymarket Business Publications.

G Davies (1996) Trade Marketing Strategy with contributions from H Sumiya, H Itoh and T Sato, Dobunkan Press, Japan.

G Davies (1993) Trade Marketing Strategy. London Paul Chapman,

G Davies and K Harris (1990) The Independent Retailer, London Macmillan. 0-333-48836-9

G Davies and J Brooks. (1989) Positioning Strategy in Retailing. London. Paul Chapman

G Davies and R Gray. (1985) Purchasing International Freight Services. London. Gower Press

G Davies (1984) Managing Export Distribution. London. Heinemann,

Edited Books

International Retailing, Trends and Strategies. P J McGoldrick and G Davies (Editors and contributors). Pitman, London. 1995

International Logistics, European Studies in Advanced Management. Editor and contributor. MCB, Bradford. 1982


G Davies (1990) Advertising in Retailing, Harlow Longman.

G Davies R Chun, RV da Silva, S Roper (2003) Itibar Paradigmasi, Ankarar Itibar Yonetimi.

G Davies (1985) The Future for International Distribution, London, Maclean Hunter.

G Davies and R Gray (1979) Who Buys International Freight Services – A Profile of the UK Shipping Manager” London.. Maclean Hunter.

G Davies (1978) Freighting into the Eighties, London Maclean Hunter.

Journal Articles

Mal, C. I., Davies, G., and Diers-Lawson, A. (2018) Through the looking glass: the factors that influence consumer trust and distrust in brands, Psychology & Marketing, 35(12), 936-947 DOI: 10.1002/mar.21146

Davies, G., Rojas-Mendez, J., Whelan, S. Mete, M and Loo, T. (2018) Brand Personality: Theory and Dimensionality, Journal of Product and Brand Management 27(2) 115-127, DOI 10.1002/pa.1703

Davies G., Mete, M and Whelan S (2018) When Employer Brand Image Aids Employee Satisfaction and Engagement  Journal of Organizational Effectiveness: People and Performance, 5 (1) 64-80, DOI (10.1108/JOEPP-03-2017-0028)

Rojas-Mendez, J, and Davies, G (2017) Time Pressure and Time Planning in Explaining Advertising Avoidance Behaviour., Journal of Promotion Management, 23(4), 481-503, DOI (10.1080/10496491.2017.1297972)

Davies G and Cifuentes, I O (2016) Corporate Misconduct and the Loss of Trust, European Journal of Marketing, DOI (10.1108/EJM-11-2014-0729)

Suh, Y-G., Hur, Y and Davies G (2015) “Cultural Appropriation and the Country of Origin Effect”, Journal of Business Research, 69(8) 2721-2730 available on line at http://

Cifuentes, I O, Martinez, I and Davies G (2014) “Managing Internal Stakeholders views of Corporate Reputation”, Service Business. 8(1) pp. 83-111 DOI 10.1007/s11628-013-0188-8

Davies G (2013) “In Support of Personality as a Measure of Reputation: A Rejoinder to Clardy (2012)”, Corporate Reputation Review, 16, 168 – 173
Davies, G and Chun R (2012) “Employee as Symbol: Stereotypical Age Effects on Corporate Brand Associations”, European Journal of Marketing, 46(5) 663-683

Chun, R and Davies G (2010) “The Effect of Merger on Employee views of Corporate Reputation: Time and Space Dependent Theory”, Industrial Marketing Management, 39(5), 721-727

Whelan, S, Davies G, Walsh M and Bourke R (2010) “Public sector corporate branding and customer orientation”, Journal of Business Research, 63(11) 1164-1171

Davies, G and Mian T (2010) “The Reputation of the Party Leader and of the Party being Led” European Journal of Marketing, 44(3/4) 331-350.

Davies G, Whelan, S., Foley, A., and Walsh M (2010) “Gifts and Gifting” International Journal of Management Reviews, 12(4) 413-434

Davies G, Chun R and Kamins M (2010) “Reputation gaps and the performance of service organizations” Strategic Management Journal , 31(5) 530-546

Roper, S and Davies G (2010) “Business-to-business Branding: External and Internal Satisfiers and the role of Training Quality” European Journal of Marketing, 45(5) 567 – 590

Chun, R and Davies G (2009) “Employee Happiness isn’t enough to Satisfy Customers”, Harvard Business Review, April, p19

Rojas-Mendez, J, Davies, G and Madran C (2009) “Explaining Universal Differences in Advertising Avoidance Behavior: A cross-cultural study”, Journal of Business Research, 62(10) pp. 947-54

Davies G (2008) “Employer branding and its influence on managers” European Journal of Marketing 42(5/6) pp.667-681

Power, J, Whelan, S & Davies G (2008), “The Attractiveness and Connectedness of Ruthless Brands: The Role of Trust”, European Journal of Marketing, 42(5/6) pp586-602.

Davies, G & Chun R (2007) “To thine own staff be Agreeable” Harvard Business Review, June pp30-32

Roper, S. & Davies, G. (2007), “The Corporate Brand: Dealing with Multiple Stakeholders.” Journal of Marketing Management 1(2) pp75-90

Davies G & Whelan S (2006) ‘A comparative study of the corporate reputation of Irish versus British retailers: lessons for retail brand practice’, Irish Marketing Review, 19(1/2) pp 37-45

Whelan S & Davies G (2006), “Profiling Consumers Of Own Brands And National Brands Using Human Personality”, Journal of Retailing and Consumer Services Special Issue: Retail Consumer Behaviour”, 13(6) pp 393-402

Loo T and Davies G (2006) “Branding China: the Ultimate Challenge in Reputation Management?” Corporate Reputation Review, 9(3) pp 198-209

Chun R and Davies G (2006) “The Influence of Corporate Character on Customers and Employees: exploring similarities and differences”, Journal of the Academy of Marketing Science 34(2) pp138-146

Rojas-Méndez J & G. Davies (2005) “Avoiding Television Advertising: Some Explanations from Time Allocation Theory”, Journal of Advertising Research, 45(3) pp 34-48

Davies, G. and Duarte M (2004)”Trust as a Mediator of Channel Power”, Journal of Marketing Channels, 11,2/3, 77-102

Davies G & E Brito (2004) “Price and quality competition between brands and own-brands: a value systems perspective”, European Journal of Marketing, 38 (1/2) pp30-55.

Davies, G, R Chun, R da Silva & S Roper (2004) “A Corporate Character Scale to Assess Employee and Customer Views of Organisation Reputation” Corporate Reputation Review, 7(2) pp 125-46

Davies G & R Chun (2002)“Gaps between the internal and external perceptions of the corporate brand”, Corporate Reputation Review, 5(2-3) pp. 144-58.

Roper, S,. G Davies & J Murphy (2002) “Linking atmosphere and reputation in order to measure business to business relationships”, Journal of Customer Behaviour, 1(2) pp. 215-40.

da Silva, RV, G Davies & P Naudé (2003) Country of origin and destination effects in buyer decision making: a relationship perspective”, Journal of Business to Business Marketing. 8(3) pp 37-62

Davies G & M Duarte (2003) “Testing the conflict-performance assumption in business to business relationships”, Industrial Marketing Management, 32(2) pp. 91-99.

Davies G & R Chun (2003) “The use of metaphor in the exploration of the brand concept”, Journal of Marketing Management, 19 (1-2) pp. 45-72.

da Silva RV & G Davies (2001) Marketing to UK Retailers, Revista de Comunicacao, December, pp 93-110
da Silva,RV, G. Davies and N. Teixeira (2001) As Marcas e o Varejo Numa Perspectiva de Corporate Reputation: O Caso Portugues no Reino Unido”, Revista Administracao Universidade de Sao Paulo pp298-331
da Silva RV, G Davies & P Naudé, (2002) “Assessing the influence of retail buyer variables on the buying decision making process”, European Journal of Marketing, 36(11-12) pp. 1327-1343.
Rojas-Mendez, J G Davies, P Chettamrongchai, O Omer and C Madran (2002) “A time attitude scale for cross cultural research”, Journal of Global Marketing, 15(3-4) pp. 117-48.
da Silva RV, G Davies & P Naudé, (2002) “Assessing customer orientation in the context of buyer/supplier relationships using judgmental modelling”, Industrial Marketing Management, 31(3,)pp. 241-52.

Chun R & G Davies (2001) “E-reputation: The role of mission and vision statements in positioning strategy”, Journal of Brand Management, 8( 4-5) pp. 315-33

Davies G, R Chun, R da Silva and S Roper, (2001) “The personification metaphor as a measurement approach for corporate reputation”, Corporate Reputation Review, 4(2) pp. 113-27.
Davies G & P Chettamrongchai (2000) “Segmenting the market for food shoppers using attitudes to shopping and to time”, British Food Journal, 102(2) pp. 81-101.
Davies G & H Itoh (2000) “Legislation and retail structure – The Japanese example”, International Review of Retail Distribution and Consumer Research, 11(1) pp. 83-95.
da Silva, RV, G Davies & P Naudé (2000) “Marketing to UK retailers, understanding the nature of UK retail buying of textiles and clothing”, Journal of Fashion Marketing and Management, 4(2) pp. 162-72.

Davies G (1999) “The evolution of Marks and Spencer”, The Service Industries Journal, 19(3) pp. 60-73.

Davies G & A Treadgold (1999) “Buyer attitudes and the continuity of manufacturer/retailer relationships, Journal of Marketing Channels, 7(1-2) pp. 79-94.
Davies G (1998) “Retail brands and the theft of identity”, International Journal of Retail and Distribution Management, 26(4- 5) pp. 140-46.
Davies G & L Miles (1998) “Reputation management: theory vs. practice”, Corporate Reputation Review, 2(1) pp. 16-27.
Davies G & H Liu (1997) “Market orientation in UK multiple retail companies; nature and pattern”, International Journal of Service Industry Management, 8(2) pp. 170-87
Davies G & C Madran (1997) “Time, food shopping and food preparation – some attitudinal linkages”, British Food Journal, 99(3-4) pp. 80-88.
Davies G & E Brito (1996) “The relative cost structures of competing grocery supply chains”, The International Journal of Logistics Management, 7(1) pp. 49-60.
Davies G & O Omer (1996) “Time allocation and marketing”, Time and Society, 5, June, pp. 253-68
Davies G (1995) “Bringing stores to shoppers, not shoppers to stores”, International Journal of Retail and Distribution Management, 23(1) pp. 18-23.
Liu H & G Davies (1995) “The retailer’s marketing mix and commercial performance”, International Review of Retail Distribution and Consumer Research, 7(2) pp. 147-65.
Davies G (1994) “The delisting of products by retail buyers”, Journal of Marketing Management, 10, pp. 473-93.
Davies G (1994) “What should time be?” European Journal of Marketing, 28(8-9) pp. 100-13.
Davies G (1993) “Patterns in cross shopping for groceries and their implications for co-operation in retail location”, British Journal of Management, 4(2) pp. 9-20.
Davies G (1993) “Is retailing what the dictionaries say it is?”, International Journal of Retail and Distribution Management, 21(2) pp. 3-9.
Davies G & P Hillier (1993) “Effectiveness and efficiency in privatisation advertising”, International Journal of Advertising, 12(3) pp 18-26
Davies G & A Rands (1992) “The strategic use of space by retailers: a perspective from operations management”, The International Journal of Logistics Management, 3(2) pp. 63-76
Davies G (1992) “Innovation in retailing”, Creativity and Innovation Management, (1)4, pp. 230-239.
Davies G (1992) “The two ways in which retailers can be brands”, International Journal of Retail and Distribution Management, 20(2) pp24-34

Davies G (1992) “Positioning, image and the marketing of multiple retailers”, The International Review of Retail, Distribution and Consumer Research, 2(1) pp. 13-35
Davies G (1992) “Healthier eating, and the effects on health food retailing” British Food Journal, 94(4) pp. 30-40.
Davies G (1992) “It’s about time”, Gestion 2000, 8(3) pp. 69-75.
Davies G & J Bell (1991) “The grocery shopper – is he different?, International Journal of Retail and Distribution Management, Jan-Feb, p. 25-28.
Davies G (1991) “Retailer advertising strategies”, International Journal of Advertising, 10, pp. 189-94
Davies G (1990) “Marketing to retailers: a battle for distribution”, Long Range Planning, 23(6) 101-108.
Davies G & A O’Connor (1989) “Interpersonal skills in retailing”International Journal of Retailing, 4(3) pp. 17-30.
Davies, G, J Fitchett & K Gumbrell (1988) “The benefits of delivered pricing”, European Journal of Marketing, 22(1) pp. 47-55.

Davies G and C Freebury (1987) The Management of Documentation by British Exporters International Journal of Physical Distribution and Materials Management 17(6) pp 15-31
Davies G & J Brooks (1986) “Does Being Different Pay?”, Hollings Apparel Industry Review, 3(2) pp. 89-.

Barrar PRN and Davies G (1985) “Forwarders and computers: more evidence for regulation?”, International Journal of Physical Distribution and Materials Management, 15(3) pp 26-37

Davies G (1983)“The International logistics concept”, International Journal of Physical Distribution and Materials Management, 13(1) pp. 20-27.
Davies G & C Gunton (1983)“Marketing International freight services”, Quarterly Review of Marketing, 8 pp1-10

Davies G (1981) “The role of exporter and freight forwarder in the United Kingdom”, Journal of International Business Studies, 12(3), pp. 99-108.
Davies G & R Gray (1979) “The Export Shipping Manager in the United Kingdom”, International Journal of Physical Distribution and Materials Management, 10(1) pp. 51-67.
Davies G (1980) “Computer based export systems”, International Journal of Physical Distribution and Materials Management, Vol. II, No. 5-6.
Gray R and G Davies (1980) “Decision making in international physical distribution”, International Journal of Physical Distribution and Materials Management 2(5-6) pp. 21-30.