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Dr. Radu Dimitriu

Associate Professor in Marketing (Trinity Business School)

 RADU.DIMITRIU@tcd.ie

 


Biography

Dr Radu Dimitriu is Associate Professor in Marketing. He acted as Director of Trinity's Full Time MBA between 2020-2023. He continues to be involved with the Trinity MBA, as Academic Coordinator of MBA Company Projects. Radu has a PhD from BI Norwegian Business School in Oslo, and prior to joining TCD worked with Cranfield University in the UK (2010-2018). His research is focused on branding, consumer behaviour and psychology, social media marketing, CSR and prosocial behaviour, consumer responses to sensory-enabling technologies, and consumers' adoption of AI-enabled technologies such as autonomous products and chatbots. On the Trinity MBA, Radu is also coordinating the programme's capstone Strategic Company Projects, as well as lecturing on Marketing Strategy. Radu has been consulting for blue chip companies and regularly engages with the industry; recent engagements include that of Judge at the Ireland User Experience Awards and of Speaker at the Customer Experience Professional Association Day. A citizen of the world, he speaks several languages including English, Spanish, French, Norwegian, Portuguese and his mother tongue, Romanian.
Benedetta Crisafulli, Rodrigo Guesalaga and Radu Dimitriu, Consumers" Adoption of Autonomous Cars as a Human Personal Values-directed Behavior, AMA (American Marketing Association) Winter Conference, St. Pete Beach, FL, 23-25 Feb 2024, 2024, Conference Paper, PUBLISHED
Radu Dimitriu, Fred Selnes, Adeel Tariq, Tobias Heußler, Christof Backhaus, David Dose, The impact of consumers" task expertise on the intention to adopt autonomous products, The European Marketing Academy - EMAC, Budapest, 24-27 May 2022, 2022, Conference Paper, PUBLISHED
Radu Dimitriu, Luk Warlop, Is similarity a constraint for service-to-service brand extensions?, International Journal of Research in Marketing, 39, (4), 2022, p1019 - 1041, Journal Article, PUBLISHED  TARA - Full Text  DOI  URL
Radu Dimitriu, Benedetta Crisafulli, Rodrigo Guesalaga, An application of means-end and extended self theories to explore enablers and inhibitors of autonomous car adoption , European Marketing Academy Conference (EMAC), Budapest, Hungary, 2020, Conference Paper, PUBLISHED
Leslie Pidcock, Radu Dimitriu, Emma Parry, Simon Knox, Exploring Effects of Corporate Heritage Characteristics on Employee Outcomes, European Academy of Management (EURAM), 2020, Conference Paper, PRESENTED
Crisafulli, Benedetta; Dimitriu, Radu and Singh, Jaywant, Joining hands for the greater good: examining social innovation launch strategies in B2B settings, Industrial Marketing Management, 2020, Journal Article, PUBLISHED
Dmytro Moisieiev, Radu Dimitriu and Shailendra P. Jain, So happy for your loss: Consumer schadenfreude increases choice satisfaction, Psychology & Marketing, 37, 2020, p1525 - 1538, Journal Article, PUBLISHED  DOI  URL
Adeel Tariq, Fred Selnes, Radu Dimitriu, Very useful, no risk involved? The impact of consumers' task expertise on the intention to adopt autonomous products, American Marketing Association (AMA) Winter Academic Conference, Austin, US, 22-24 February, 2019, Conference Paper, PUBLISHED
Zoe O. Rowe, Hugh N. Wilson, Radu Dimitriu, Fiona J. Charnley, Giovanna Lastrucci, Pride in my past: Influencing sustainable choices through behavioral recall, Psychology and Marketing, 2019, Journal Article, PUBLISHED
Radu Dimitriu, Consumer Evaluations of Brand Extensions Sold through Specialized vs. Diversified Assortment Retailers, European Marketing Academy Conference (EMAC), Glasgow, 29 May - 1 June, 2018, Conference Paper, PUBLISHED
  

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Research Interests

Description Of Research Interests

Radu's research is focused on branding, consumer behaviour and psychology, social media marketing, CSR and prosocial behaviour, consumer responses to sensory-enabling technologies, and consumers' adoption of AI-enabled technologies such as autonomous products and chatbots.