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Dr Gaye Bebek

Job: Lecturer in Marketing (VC2020)

Faculty: Business and Law

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: 0116 257 7218




Personal profile

Gaye has an MSc in Marketing and a PhD in Management from University of Kent, Canterbury. She has joined to DMU in 2018 from Coventry University.

Gaye has experience in teaching Consumer Behaviour, Marketing in an International Perspective, Global Marketing, and Marketing Management.

Gaye’s research is aimed at understanding the role of marketing activities in targeting, building, enabling and changing consumer behaviour and contribute to building overall consumer culture and well-being.

This pertains to the domains of: branding activities in illicit markets, ethical and lack of ethical consumerism, consumer health and wellbeing and signalling legitimacy in different within and across cultures.

Publications and outputs 

Bebek, G. (2017) Turkish Consumers' Response to Westernised Ethical Consumption Culture: an Acculturation Theory Approach, in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 387-393.

Bebek, G., Castle, S., and Kipnis, E. (2017) ‘If the quenelle is racist, then all priests are paedophiles? and pineapples will be BANNED’. In International Cases in the Business of Sport. Ed. by Chadwick, S. Taylor and Francis.

Kipnis, E., Pullig, C., and Bebek G. (2016) ‘Towards a counter-branding framework: understandingbranding in wholesale illicit drug supply chains to dismantle value of illicit brands’. Academy of Marketing Science World Marketing Conference. Held 19-22 July 2016 in Paris, France.

Carrigan, M., Bosangit, C., Kumar, A., and Bebek, G. (2015) ‘Social labelling: a study of consumerconfusion in the UK market’. Global Cleaner Production and Sustainable Consumption Conference. Held 1-4 November 2015 in Barcelona, Spain.

Bebek, G. (2015) ‘I hear you but I don't believe you: The impact of national culture and market maturity on information asymmetry cognitions on products' ethical credentials’. Corporate Responsibility Research Conference. Held 16-18 September 2015 in Marseille, France.

Carrigan, M., Bosangit, C., Kumar, A., and Bebek, G. (2015) ‘Examining social labels as signals ofcorporate responsibility’. British Academy of Management Conference. Held 8-10 September 2015 in Portsmouth, UK.

Research interests/expertise

Consumer behaviour, Consumer Culture, Ethical consumerism, Dark side of Branding, Signalling Theory, Institutional Theory

Areas of teaching

Global Marketing, International Marketing, Consumer Behaviour


PhD in Management (Marketing) University of Kent

MsC in Marketing Management University of Kent

BA in Economics, Yildiz Technical University, Istanbul

PgCert in Academic Practice in Higher Education, Coventry University

Membership of professional associations and societies

Association for Consumer Research, Academy of Marketing Science, Higher Education Academy, British Academy of Management, BAM Special Interest Group: Sustainable and Responsible Business

Externally funded research grants information

2016/2017 - Early Career Researcher Development Programme (Pump-prime Funding)- Coventry University- Project: Struggle to fit: Differences in building cross-cultural cognitive legitimacy in ethical markets in Turkey and UK- Principal Investigator This project aims to look at the market dynamics and how agents in the market contribute to building legitimacy perceptions in consumers.

2015 - Pump-prime funding scheme (£10000) - Coventry University Applying marketing theory to aid the war on drugs: Devaluing heroin brands in wholesale supply chains" with Dr. Eva Kipnis, and Prof. Chris Pullig (Baylor University, USA) This project aims to theorise the disruption of marketing of heroin in b2b channels. After establishing and analysing the branding of heroin by applying a critical visual content analysis of the packaging of heroin products, the study aims to outline the suggestions to counteract.

ORCID number


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