Dr Aravind Reghunathan

He specializes in fan/consumer behavior and brand management within the sports industry.

Aravind earned his 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.

Before joining Loughborough University, Aravind served as a Senior Lecturer in the Department of Sport and Event Management at Bournemouth University. To his lectureship, he brings a wealth of industry experience which includes the launch of an infotainment firm and managerial roles in retail banking.

Aravind's current research focuses on three key areas:

• Technology consumption and participation, including that in online retail, sports forums, and social media.
• Social perceptions and identity dynamics within fan/consumer-brand relationships.
• Interactions between sports fans and governing bodies.

His contributions have been featured in journals such as Advances in Consumer Research and the International Journal of Sports Management and Marketing. Aravind has presented his research at conferences like the American Marketing Association and the European Association for Sport Management.

Through his research and teaching, he has also engaged with several 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.

He has a penchant for reading and writing. He writes for newspapers and magazines, particularly in his mother tongue Malayalam, covering a wide range of topics from sports and marketing to travel and social issues.