Mrs Cagla Dayangan

Mrs Cagla Dayangan

Research interests

  • Conspicuous consumption and self-identity
  •  Identity-related dilemmas and coping mechanisms
  • Consumer-brand attachment

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About

Cagla Dayangan is a Postgraduate Researcher at Southampton Business School, University of Southampton. Her research, based in the Department of Digital and Data-driven Marketing, focuses on the psychological and cognitive drivers behind consumer behavior, particularly within luxury retail settings. She examines how contextual factors shape consumers’ cognitive processing and the complex interactions between consumers and luxury brands, offering fresh insights into the evolving nature of these relationships in today’s luxury markets. Cagla's academic pursuits also extend to international marketing and supply chain management, with a focus on demand-side perspectives and the role of dynamic capabilities in strategic market interactions. Her commitment to advancing knowledge is enriched by practical experience, bridging academic rigor with real-world insights.