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Mr Chinedu (James) Obiegbu, Bsc

PhD Student in the Business School

Contact Mr Chinedu (James) Obiegbu


James Obiegbu is a PhD candidate in Marketing. His primary interest lies in the field of Consumer Culture, particularly as it concerns popular music, brands and social media. His research is designed to examine the notion of loyalty as it relates to communities on online platforms, with popular music as its context. The aim is to assess how participation in these communities affects the way loyalty is perceived, practiced and constructed.


James Obiegbu is a Phd research student in Marketing. He is also currently the 1st year student representative. Prior to joining the business school he worked in a range of roles in the Nigerian banking sector and Civil Service. He has a degree in Public Administration from the University of Abuja, and an Msc in Management from the University of Leicester.

Research Interests

  • Critical Marketing
  • Social Media
  • Consumer Research
  • Branding
  • Popular Music and Cultural Branding