Research interests

• Conspicuous consumption and self-identity
•  Identity-related dilemmas and coping mechanisms
• Consumer-brand attachment
• International marketing strategy and dynamic capabilities
• Relocation strategies

Current research

Cagla Dayangan is currently engaged in research examining agentic consumption behavior within the context of conspicuous consumption. Her work investigates the underlying psychological drivers behind consumers' self-motivated actions, focusing on how individuals manage the cognitive tensions and contradictions inherent in their consumption choices. Going beyond transactional behaviors, Cagla explores the deeper implications of these dynamics on the evolving relationships between consumers and brands. Grounded in consumer psychology theories, her research aims to unravel the complex interplay shaping consumer decisions in today’s digital and data-driven marketing landscape. In addition to contributing to academic knowledge on conspicuous consumption, her PhD research also offers practical insights for businesses seeking to build meaningful connections with their audiences. Cagla’s work is conducted under the supervision of Professors Paurav Shukla, Jaywant Singh, and Dr. Steve Chen.

Before joining Southampton Business School, Cagla Dayangan gained significant teaching experience at both undergraduate and graduate levels at Dokuz Eylül University’s Faculty of Business. She conducted seminars on Export and Import Operations Management, focusing on the challenges and complexities of global trade during the academic years 2021-2022 and 2022-2023. In addition, Cagla taught courses on Business-to-Business Markets, helping students grasp the dynamics of B2B relationships.

Cagla has also contributed to international teaching programs, delivering seminars on Social Entrepreneurship at the graduate level at IAE Lyon School of Management in France (January 2024). She is currently teaching Marketing in the Digital Age (MANG 3054) at Southampton Business School for the Fall 2024-2025 term. In addition, she taught Predictive Analytics I: Regression and Combinatorial Techniques (MANG 1043) during Spring 2023-2024, both at the undergraduate level. Cagla’s teaching approach emphasizes practical understanding and aims to foster a positive learning environment for her students.

Cagla Dayangan holds a Master’s degree in Foreign Trade from the Department of International Trade and Business at Dokuz Eylül University. She spent two productive years as a PhD student at the School of Business, Dokuz Eylül University, before transitioning to Southampton Business School, where she is now a postgraduate researcher in the Department of Digital and Data-driven Marketing.

Her research centers on consumer psychology, conspicuous consumption, and branding, with a focus on how contextual factors influence consumer decisions in luxury retail settings. By exploring the psychological and cognitive drivers behind consumer behavior, Cagla examines how consumers navigate pressures and form relationships with luxury brands. Additionally, she explores international marketing and supply chain management from a demand-side perspective, using the dynamic capabilities view to examine strategic interactions in global markets. Notably, Cagla brings practical insights from her experience leading international trade and e-commerce operations in her family's footwear business in Izmir, Turkey.

Cagla is an active participant in the international academic community, having presented her research at prestigious conferences such as the European Marketing Academy Conference (EMAC), the Academy of International Business Annual Conference (AIB), the American Marketing Association Global Marketing Special Interest Group Conference (AMA Global Marketing SIG), the European International Business Academy (EIBA) Conference, and the Academy of Marketing Science World Marketing Conference (AMSWMC).

Cagla holds several Ad-Hoc reviewer roles for the International Business Review and international conferences such as AIB, AMA Global Marketing SIG, AMSWMC, and EURAM. Remarkably, she was recognized for her excellence as a best reviewer at the AIB Annual Conferences in both 2023 and 2024, underscoring her dedication to advancing academic knowledge.

Prizes