Jaywant SinghJaywant Singh is Professor of Marketing and Head of the Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour and focusses onexamining how people react to brands espousing social causes, corporate brand crisis communication and the impact of social media and services. His work has been published in leading academic journals and he also regularly provides consultancy to organizations on branding and consumer behaviour-related issues. Read More Read Less