I consider myself to be an expert in the field of Consumer Behaviour. I have obtained my B.Com Degree in Chartered Marketing; B.Com (Hons) in Marketing Management and Entrepreneurship; M.Com in Marketing Management (Focussed on Consumer Behaviour); and my Ph.D in Marketing Management. In addition to my academic qualifications, I have extensive experience in the corporate sector at the management level. I was the National Marketing and Sales Manager for a prestigious fashion house in South Africa prior to commencing my Doctoral studies.
I have lectured students at both second-year and third-year levels in Consumer Behaviour for approximately seven years. I supervised four Master’s studies; co-supervised one Master’s study; I am the co-promotor of a Ph.D study in marketing. I am in the process of supervising another three Master’s studies.
I have numerous publications in national and international journals focussed on Consumer Behaviour and have presented several conference papers at the national and international levels concerning new trends in the field of Consumer Behaviour. I have authored a chapter on Consumer Misbehaviour as well as Green Consumer Behaviour.
I have made several media appearances where I was interviewed on topics concerning consumer behaviour, for example, how consumer behaviour has changed due to the COVID-19 pandemic, scent marketing, as well as how changes in consumer behaviour has led to the demise of physical retail spaces and shopping centres around the world.
Building E3 – Room 254
11 Hoffman Street
Relationships between ethnocentrism and lifestyle dimensions among a targeted consumer segment in Sandton https://journals.co.za/doi/abs/10.10520/EJC145812
Determining consumer ethnocentrism and lifestyle among Black Diamonds in Sandton http://repository.nwu.ac.za/handle/10394/7003
A lifestyle analysis of the Singletons consumer segment in South Africa https://journals.co.za/doi/abs/10.35683/jcm20094.106
The influence of scent marketing on consumers’ approach and avoidance behaviour in the high-end fashion industry https://www.richtmann.org/journal/index.php/mjss/article/view/12527
Investigating the place marketing levels of Business Improvement Districts in South Africa https://journals.co.za/doi/abs/10.35683/jcm19106.75
The influence of lifestyle dimensions on the perceived value and purchase intention of cellular devices in South Africa https://journals.co.za/doi/full/10.10520/ejc-irmr1_v18_n1_a8
Investigating the place marketing objectives and activities of Business Improvement Districts in South Africa https://journals.co.za/doi/abs/10.35683/jcm19018.40
A strategy for measuring place marketing performance of Business Improvement Districts in South Africa http://repository.nwu.ac.za/handle/10394/31451
To play or not to play: the use of gamification in the fashion retail industry https://www.researchgate.net/profile/Roland-Goldberg/publication/362155…
The influence of reference groups on the buying behaviour of Singletons https://www.researchgate.net/profile/Roland-Goldberg/publication/362155…
Investigating the role of scent marketing on consumer emotions in the high-end fashion industry https://scholar.google.com/citations?view_op=view_citation&hl=en&user=1…
The influence of reference groups on Millennials’ social commerce buying behaviour https://scholar.google.com/citations?view_op=view_citation&hl=en&user=1…