Skip to content

Toggle service links

You are here

  1. Home
  2. Dr Carmen Mal

Dr Carmen Mal

Profile summary

Professional biography

Carmen joined the Open University Business School in November 2017 as a Lecturer in Marketing. She holds a PhD in Business Management from Alliance Manchester Business School, the University of Manchester, UK. Her main research interests are in the areas of branding, consumer behaviour and trust. She previously worked for 11 years in the private sector, mainly in the retail sector. Within the Open University Business School, she is part of the module teams for B206 ‘Understanding customers’ and BXM191 'Business and finance fundamentals in practice'. Carmen is Associate Fellow HEA.

Research interests


Consumer behaviour



The Primacy of Corporate Brand Trust for New Market Entrants (2022)
Mal, Carmen and Davies, Gary
Journal of Product and Brand Management ((Early Access))

Through the looking glass: the factors that influence consumer trust and distrust in brands (2018-11-06)
Mal, Carmen Iuliana; Davies, Gary and Diers-Lawson, Audra
Psychology & Marketing, 35(12) (pp. 936-947)

Taking a cultural perspective on teaching and learning about customer behaviour (2022)
O'Sullivan, Terry and Mal, Carmen
In : Equality Diversity and Inclusion Conference 2022: Inclusive Institutions in Action (Higher Education Academy) (16-17 Mar 2022, Manchester)

Blogging as assessment: some insights from an online course in consumer behaviour (2021)
Mal, Carmen and O'Sullivan, Terry
In : Academy of Marketing Conference (2021) Reframing Marketing Priorities (5-7 Jul 2021, Online)

Corporate misconducts and their effects on consumer distrust (2018-05-02)
Mal, Carmen; Davies, Gary and Diers-Lawson, Audra
In : 13th Global Brand Conference (02-04 May 2018, Northumbria University Newcastle, UK)

Order effects in brand trust formation and development (2017-07)
Mal, Carmen; Davies, Gary and Diers-Lawson, Audra
In : Academy of Marketing Conference (03-06 Jul 2017, Hull University Business School, UK)

Employer brand trust: a grounded theory approach to conceptualization (2016-09)
Mal, Carmen and Davies, Gary
In : British Academy of Management Conference (6-8 Sep 2016, Newcastle University, UK)

Consumer trust and distrust in brands: an exploratory study (2016-04)
Mal, Carmen; Davies, Gary and Diers-Lawson, Audra
In : 'Brands that do good': Academy of Marketing's 11th Global Brand Conference (27-29 Apr 2016, Bradford University School of Management)