Cagla Dayangan is a Postgraduate Researcher at Southampton Business School, specializing in marketing with a focus on managing uncertainty in unpredictable and volatile environments. Her research explores uncertainty management in decision-making processes, encompassing both consumer-centric perspectives and firm-level strategic adaptation.
On the consumer side, Cagla examines how contextual factors that give rise to uncertainty influence consumer coping and decision-making. Her work investigates diverse identity motives, cognitive appraisals, and compensatory consumption, addressing broader themes such as identity-related dilemmas, distinct motives, and uncertainty management in consumer decisions. While her current PhD research focuses on self-uncertainty in luxury retail settings, her interests extend to understanding how uncertainty and coping strategies shape consumer preferences and judgments across various contexts. By examining the dynamic interplay between context and individual responses, her research provides valuable insights into the psychological drivers behind consumer decision-making.
On the firm side, Cagla investigates how businesses and brands manage uncertainty, focusing on dynamic capabilities, relocation strategies, and resilience-building in global markets. Her research spans both business-to-business (B2B) and business-to-consumer (B2C) contexts, exploring strategic ambidexterity, entrepreneurial orientation, and performance relationships in international marketing, as well as consumer trust and reactions to firm decisions such as reshoring and nearshoring. By examining sustainability motives, relational investments, and strategic adaptation, her work bridges organizational and consumer perspectives in uncertain market environments.
Cagla has presented her work at leading conferences, including EMAC, AIB, AMA Global Marketing SIG, EIBA, and AMSWMC. She actively contributes to the academic community as an ad hoc reviewer for journals such as International Marketing Review and International Business Review, and for conferences including AIB, AMSWMC, and AMA Global Marketing SIG. Recognized as a best reviewer at the AIB Annual Conferences in 2023 and 2024, she demonstrates a strong commitment to advancing academic knowledge.
Her academic pursuits are enriched by her professional background in international trade and e-commerce, where she led operations for her family’s business in Turkey. This practical experience informs her research, providing a unique perspective on the interplay between theory and real-world applications.
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