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Personal profile

PhD Project

Rebecca studied her doctoral study within the discipline of Marketing between January 2016-January 2020. Rebecca was awarded a full PhD studentship by the Centre for Business in Society, Coventry University.

PhD Title – Understanding Knowledge Sharing in an Online Community: Within the Context of Green Clothing’.

Rebecca's PhD supervisors were: Dr Anvita Kumar (DoS), Dr Carlos Ferreira and Professor Lyndon Simkin.

Submitted on the 31st of January 2012. Rebecca successfully defended her PhD Viva Voce on the 24th of April 2020 and was awarded a PhD with minor corrections. Her corrections were accepted in May 2020, and she awaits an award ceremony to be held in July 2020. 


Rebecca’s PhD corrections were accepted in May 2020 and she has now been awarded a PhD, the ceremony will be held in July 2020, following a successful Viva defence in April 2020 with the outcome of very minor corrections. 

Rebecca previously studied her Masters MSc Strategic Marketing (2014-2015) and Undergraduate BA (Hons) Business and Marketing (2011-2014) at Coventry University.

Awarded an Associate Fellow in Higher Education Academy (HEA) in May 2018. Rebecca has had active teaching roles, her most current role was as Module Tutor for the Internet Mediated Research Methods module for PhD students. During this role she taught PhD students from all academic disciplines about the quantitative and qualitative research methods to use to collect online data. Alongside analysis tools to use to analyse online data. The ethical considerations of collecting data online were further discussed within the module. Rebecca received 100% satisfaction from her students in the Module Evaluation Form and complimentary feedback from the Module Leader, Dr Phil Dunham.

Rebecca has been an active member of the Centre for Business in Society, she has contributed as a Research Assistant to three research projects, delivered guest talks about her PhD experience at two PGR research events and was part of the organising committee for two research clusters’ conferences between 2016-2019. She also had a role as a Research Assistant on a project within the Faculty of Business and Society in 2015. Rebecca has a current role as a Research Assistant on the research project led by Dr Jill Timms and Dr David Bek, The Sustainable Cut-flowers Project. She has further gained industry experience as a research consultant for The Brand Conspiracy based in London.

Master's Project

Rebecca Studied MSc Strategic Marketing between September 2014-August 2015. She was awarded a 1st in November 2015.

Master's thesis title - Identifying Green Brand Consumption Behaviour in Emerging Countries: Focusing on New Media Technologies. The dissertation grade was awarded 84%.

Rebecca was supervised by Dr Sophie Yang for her master's dissertation, within the Faculty of Business and Law, Coventry University.

Research Interests

Research Interests – Knowledge Sharing, Online Communities, Digital Research Methods, Sustainable Consumption, Pro-Environmental behaviour, Sustainable Fashion.

Education/Academic qualification

Marketing, Doctorate, Coventry University

18 Jan 201631 Jan 2020

Marketing, MSc, Coventry University

20 Sep 201411 Nov 2015

Marketing, Degree, Coventry University

22 Sep 201111 Nov 2014

External positions

Research Consultant , The Brand Conspiracy and Associates Ltd

1 Mar 20181 Apr 2018

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Research Output

Open Access
  • 4 Downloads (Pure)

    Undertaking Viva Preparation During Unprecedented Times

    Beech, R., 7 May 2020, 1 p. RECAP, Coventry University .

    Research output: Other contribution

    Attention All You Shopaholics Out There! You’re not Just Damaging Your Bank Balance but the Environment too

    Beech, R. & Roby, H., 10 Jul 2018, 1 p. CURB; Coventry University.

    Research output: Other contribution

  • Impact of new media technologies on green brand consumption

    Beech, R., 20 Apr 2016, (Unpublished).

    Research output: Contribution to conferencePoster

  • Activities

    British Academy of Management Conference in the Cloud 2020 (Event)

    Rebecca Beech (Associate Editor)
    Apr 2020

    Activity: Publication peer-review and editorial workEditorial activity

    BAM Managing teams through COVID-19 crisis: Future of work, mental health and wellbeing’

    Rebecca Beech (Speaker)
    2 Apr 2020

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

    Fashion Research Open Talks

    Rebecca Beech (Speaker)
    9 May 2020

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

    Sustainable & Responsible Fashion: Creativity, Design and implications for innovation in production, consumption and supply systems

    Rebecca Beech (Speaker)
    1 May 2019

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

    Member of a Funding Assessment Panel

    Rebecca Beech (Speaker)
    Apr 2018

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course


    2nd Prize poster competition - Circular Economy Conference

    Rebecca Beech (Recipient), 11 Jul 2017

    Prize: Prize (including medals and awards)

  • Nominated for Research Team Prize Award

    Rebecca Beech (Recipient), Jordon Lazell (Recipient), Solon Magrizos (Recipient), Natalie Dukes (Recipient), Carmela Bosangit (Recipient) & Marylyn Carrigan (Recipient), Apr 2017

    Prize: Prize (including medals and awards)

  • PhD Centre of Business in Society 2016-2020 Studentship full scholarship

    Rebecca Beech (Recipient), 18 Jan 2016

    Prize: Prize (including medals and awards)

    Postgraduate Course Tutors Award

    Rebecca Beech (Recipient), 1 Jun 2015

    Prize: Prize (including medals and awards)

  • Thesis

    Understanding knowledge sharing in an online community: within the context of green clothing

    Author: Beech, R., Jan 2020

    Supervisor: Kumar, A. (Supervisor), Ferreira, C. (Supervisor) & Simkin, L. (Supervisor)

    Student thesis: Doctoral ThesisDoctor of Philosophy