Dr Sara Parry

Division: Business Studies

Location: Room 2.09, Hen Goleg

Telephone: 01248 38 8457

Email: s.parry@bangor.ac.uk


Senior Lecturer in Marketing

Dr Sara Parry is a graduate of the University of Salford, where she obtained a BSc (Honours) degree in Business Studies and Marketing. Following her degree she worked in Sales and Marketing for Rocco Forte Hotels and Marks & Spencer. Sara gained her PhD at Bangor University entitled 'Marketing of Innovation: The case of a Welsh SME in the ICT sector' in 2009.

Her current research interests include cross-cultural consumer behaviour, place attachment related to smoking and places and marketing in small-to-medium sized enterprises (SMEs) and small social enterprises.

Sara’s roles within Bangor Business School include Deputy Director of Student Experience and Library Officer.


Sara is currently teaching the following undergraduate modules: Marketing Communication (ASB/ACB2113) and Advertising Strategy (ASB3112/ADB3112). Both modules are delivered bilingually. She also teaches the following postgraduate module: Consumer Behaviour in a Global & Digital World (ASB4440). Other responsibilities include supervising undergraduate and postgraduate research, PhD supervision and pastoral care of students.

Journal Publications

  • Parry, S. and Westhead, P. (2017), 'Linking relationship marketing to social embeddedness in a rural bilingual context', Journal of Small Business and Enterprise Development, Vol 24(2), pp.261-277.
  • Hassan, L.M., Shiu, E. and Parry, S. (2016), ‘Addressing the cross-country applicability of the theory of planned behaviour (TPB): A structured review of multi-country TPB studies’, Journal of Consumer Behaviour, Vol 15(1), pp.72-86.
  • Shiu, E., Hassan, L.M. and Parry, S. (2015), ‘The moderating effects of national age stereotyping on the relationships between job satisfaction and its determinants: A study of older workers across 26 countries’, British Journal of Management, Vol 26(2) pp. 255-272.
  • Shiu, E., Walsh, G., Hassan, L.M. and Parry, S. (2015), 'The direct and moderating influences of individual-level cultural values within web engagement: A multi-country analysis of a public information website', Journal of Business Research, Vol 68(3) pp. 534-531.
  • Parry, S., Jones, R., Stern, P. and Robinson, M. (2013), 'Shockvertising': An exploratory investigation into attitudinal variations and emotional reactions to shock advertising', Journal of Consumer Behaviour, Vol 12(2) pp. 112-121.
  • Hassan, L.M., Shiu, E., Shaw, D., Walsh, G. and Parry, S. (2013), 'Uncertainty in ethical consumer choice: a conceptual model', Journal of Consumer Behaviour, Vol 12(3), pp. 182-193.
  • Parry, S., Rowley, J., Jones, R. and Kupiec-Teahan, B. (2012), 'Customer-perceived value in B2B relationships: A study of software customers', Journal of Marketing Management, Vol 28 (7-8) pp. 887-911.
  • Parry, S., Jones, R., Rowley, J. and Kupiec-Teahan, B. (2011), 'Marketing for survival: A comparative case study of SME software firms', Journal of Small Business and Enterprise Development, Vol 19 (4) pp.712-728.
  • Jones, R. and Parry, S. (2011), 'Business support for new technology-based firms: a study of entrepreneurs in North Wales', International Journal of Entrepreneurial Behaviour & Research, Vol 17 (6) pp. 645-662.
  • Parry, S. Kupiec-Teahan, B. and Rowley, J. (2011), 'Exploring marketing and relationships in software SMEs: A mixed methods approach', Management Research Review, Vol 35 (1) pp.52-68.

Conference Papers

  • Taj, M., Karami, A. and Parry, S. (2015), ‘Does E-networking affect firm growth in UK High-Tech SMEs?’ HTSF Conference on Technology Based Entrepreneurship, University of Groningen, 3-6th June
  • Parry, S. and Mitchelmore, S. (2013), 'Sialensau Marchnata mewn Menter Gymdeithasol: Astudiaeth Achos', Cynhadledd Entrepreneuriaeth a Busnes, Prifysgol Aberystwyth. 31 Hydref-1 Tachwedd
  • Parry, S., Hassan, L., Shiu. and Hamilton, K. (2013), 'Towards an Understanding of the Role of Place Attachment in Developing Regulations on Curbing Smoking in Private Shared Places', 42nd EMAC conference, Istanbul, Turkey, 4th-7th June
  • Shiu, E., Walsh, G., Hassan, L. and Parry, S. (2013), 'The Influence of Individual-level Cultural Values on Antecedents of Perceived Value of a Social Marketing Website: A Multi-country Analysis', 42nd EMAC conference, Istanbul, Turkey, 4th-7th June
  • Griffiths, G., Westmoreland, P., Khammash, M. and Parry, S. (2011), 'Marketing the 'Silver Bullet'; the online perceptions of mature consumers in the UK', 40th EMAC conference, Ljubliana, Slovenia, 24th-27th May
  • Parry, S. and Jones, R. (2010), 'Customer Expectations in B2B Relationships: A study in the software industry', 10th EBRF Conference, Nokia, Finland, September 15th-17th
  • Parry, S., Jones. R. and Kupiec-Teahan, B. (2010), 'Marketing in software SMEs: A comparative case study', Global Marketing Conference, Tokyo, Japan, 9th-12th September
  • Robinson, M., Stern, P., Jones, R. and Parry, S. (2010), ' "Shockvertising": An exploratory investigation into attitudinal variations and perceptions of shock advertising', Global Marketing Conference, Tokyo, Japan, 9th-12th September
  • Edwards, R., Jones, R., and Parry, S. (2010), 'Indigenous and Non-indigenous Entrepreneurs: A Study of the Effect of Rurality', 2010 Research Symposium of Marketing and Entrepreneurship, Boston, US, 11th-13th August
  • Parry, S. and Kupiec-Teahan, B. (2010), 'Exploring Customer Relationships in Technology Firms: A mixed methods approach', 9th European Conference on Research Methodology for Business and Management Studies, Madrid, Spain, June 24th-25th
  • Parry, S., Jones, R., Rowley, J. and Kupiec-Teahan, B. (2009), 'Critical Success Factors of SMEs in the Software Sector', 32nd Institute for Small Business & Entrepreneurship Conference, Liverpool 3-6 November
  • Parry, S., Kupiec-Teahan, B., Jones, R. and Khammash, M. (2009), 'Relationship Marketing in SME Technology Firms: A Conjoint Analysis Approach', 38th EMAC conference, Nantes, France, 26th-29th May
  • Parry, S., and Kupiec-Teahan, B. (2009), 'Relationship Marketing in SME technology firms: a case study approach', conference paper, International Conference on Market, Marketing & Entrepreneurship: Creating & Capturing Value in the 21st Century, Antalya, Turkey, 6th-9th April


  • Member of the European Marketing Academy (EMAC)
  • Member of the Academy of Marketing
  • Member of the Institute for Small Business and Entrepreneurship (ISBE)
  • Member of the Coleg Cymraeg Cenedlaethol Panel for Business, Management and Tourism

Grant Capture

2013 Coleg Cymraeg Cenedlaethol Strategic Fund to develop digital clips promoting the study of business through the medium of Welsh. £17500.

2012 Coleg Cymraeg Cenedlaethol Small Grant to produce a collaborative 'Introduction to Business' on-line module. £4100.