Dr Aravind Reghunathan

Aravind is an assistant professor of sport business, with research interests at the intersection of consumer behaviour and brand management, particularly in digital platforms. He leads the units on sport marketing, marketing analytics and collaborative projects at the ISB.

Academic background

Aravind completed a Ph.D. in Marketing from the Indian Institute of Management Kozhikode. He also holds a Master’s degree in Business Administration and a Bachelor’s degree in Commerce. He is a Fellow of the UK Higher Education Academy and a Paul Lawrence fellow of the North American Case Research Association.   

Professional Experience

Before joining Loughborough University, Aravind served as a Senior Lecturer in the Department of Sport and Event Management at Bournemouth University. His professional journey also includes holding managerial roles in retail banking and launching an infotainment firm in India, enriching his academic lectureship with industry experience.

Aravind’s current research primarily focuses on three key areas:

1. Technology consumption and participation, including online retail, sports forums, and social media.
2. Social perceptions and identity dynamics within consumer-brand relationships.
3. Introductions and adaptations of sports for new markets.

His research has been published in journals such as Advances in Consumer Research and the International Journal of Sports Management and Marketing. He has also presented his work at premier conferences, including those hosted by the American Marketing Association, Association for Consumer Research and the European Association for Sport Management.

Through research and teaching, he has collaborated with various organizations, including the England & Wales Cricket Board and AFC Bournemouth.

Aravind has a deep passion for sports, which has been an integral part of his life since childhood. He continues to play football and basketball regularly, and he was an avid cricketer in the past. Beyond sports, he enjoys reading and writing. He contributes to newspapers and magazines, particularly in his mother tongue Malayalam, covering topics ranging from sports and marketing to travel and social issues.