Dr Vish Maheshwari

Director of Postgraduate Programmes


  • PhD (Marketing) – University of Liverpool
  • MA Business Management (Marketing speclaism) – University of Liverpool
  • B.E. (Civil Engineering) – Gujarat University, India
  • Senior Fellow – Higher Education Academy


Dr Vish Maheshwari

Dr. Vish Maheshwari leads and manages a portfolio of Postgraduate programmes at the Warrington School of Management which includes the MSc in Digital Marketing, the MSc in Creative Industries Management and the MSc in Management with various specialist routes such as Sports Management and Health Services Management.

He is a Senior Fellow of the Higher Education Academy (HEA), A Chartered Marketer (Chartered Institute of Marketing (2012-2014) and a Member of the Academy of Marketing, the Academy of Marketing Science and the British Academy of Management.

He has been a Track Chair – Place Marketing and Branding track at the Annual Academy of Marketing Conference since 2014 and SIG Co-Chair – Place Marketing and Branding Special interest research group at the Academy of Marketing, UK since May 2016.  He has been a Visiting Professor of the Faculty of Economics, Business Administration and Accounting at the University of Sao Paulo, Brazil since 2015.  He is also the Principal Examiner for the MBA programme at Northampton University, and has held external examiner/advisor roles at a variety of Universities.

He has taught, led and managed a range of courses within Marketing and Management subject areas at undergraduate, postgraduate and doctoral level involving UK, EU and International students.

His research interests are in branding, country brand management and destination and place marketing and he has many publications in these areas.


Dr. Maheshwari has taught, led and managed a range of courses within Marketing and Management subject areas at undergraduate, postgraduate and doctoral level involving UK, EU and International students. Some of the key titles are listed below:

  • Digital Marketing Strategy, Planning & Implementation
  • International Marketing Management
  • Marketing Strategy & Planning
  • Research Methods
  • Management Consultancy Project/ Dissertation
  • Strategic Brand Management
  • Marketing Communications
  • Marketing Research
  • Strategic Management


I actively contribute to the development of research in the field of marketing generally with particular interests in the area of branding, brand development and management.

Current research projects:

  • Exploring country based brand image dimensions
  • Place Brand Management - place choice dilemma

Published work

List of Publications

Giraldi, J, Maheshwari, V. and Mariutti, F. (2016) Investigating the role of attitudes on Brazil's country brand image (under review – Journal of Place Branding and Public Diplomacy)

Maheshwari, V., Gunesh, P., Lodorfos, G. and Konstantopoulou, A. (2016) Employer Branding for Talent Management (under preparation)

Maheshwari, V. Lodorfos, G. and Jacobsen, S. (2014) Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs, International Journal of Business Administration, Vol. 5, No. 6, pp. 13-24

Maheshwari, V. Lodorfos, G. and Vandewalle, I. (2014), Exploring the role of stakeholders in place branding, International Journal of Business and Globalisation, Vol. 13, No. 1, pp. 104-121.

Maheshwari, V. Vandewalle, I. and Bamber, D. (2012) Place branding's role in Sustainable Development, Journal of Place Management and Development, Vol. 4, No. 2, pp.198-213. (Emerald Literati Award, Outstanding Paper award category)

Maheshwari, V. and Vandewalle, I. (2010) Place Branding and the European Capital of Culture Branding Campaign, Union of European Capital of Cultures (UNeECC,Vol. 1) - ISSN 2068-2123, University of Sibiu Publishing Press, Romania.

Brown, J., Phillips, J.M., and Maheshwari, V. (2009) Consumption and Sacred Places and Spaces in Profane Contexts: a comparison between the UK and India, in Brie, S., Daggers, J. and Torevell, D. (eds) (2009) Sacred Space: interdisciplinary perspectives within contemporary contexts. Cambridge Scholars Publishing, Newcastle upon Tyne.

Bamber, D., Maheshwari, V., Vandewalle, I. (2009) Place Pulling Power: a case of Liverpool’08, Institute for Tourism Studies, pp.51-61. ISBN 978-99937-51-32-8


Peer-reviewed conference contributions & presentations:

Maheshwari, V. Lodorfos, G. and Jacobsen, S. (2014), investigating key determinants of brand loyalty: examination of brand commitment-experience-loyalty construct, presented at Academy of Marketing Science Annual Conference 21-24 May 2014, Indianapolis, USA.

Maheshwari, V. Lodorfos, G. and Gunesh, P. (2013), Marketing an organisation: the emergence of employer branding phenomenon. British Academy of Management Annual Conference, Liverpool, 10-12 September 2013.

Maheshwari, V. and Williams, G. (2011) 'Why bother branding, is it really innovative?’. British Academy of Management Conference, Aston University Business School, Birmingham, 13-15 September 2011.

Maheshwari, V. (2009) Place brand management. Academy of Marketing Science's 'World Marketing Congress' conference, Oslo School of Management – Campus Kristiania, Oslo, Norway, 21-25 July 2009.

Maheshwari, V. and Vandewalle, I. (2009) Place branding - a different dimension to regeneration in the City of Liverpool. Academy of Marketing Annual Conference, Leeds Metropolitan University, Leeds, UK 7-9 July 2009.

Maheshwari, V, Vandewalle, I. and Bamber, D. (2008) Place branding from a business perspective. 1st International Place Branding Conference, Berlin City Hall, Berlin, Germany, 4-6 December 2008.

Maheshwari, V. (2008) Sustaining Place Branding Identity: key construct for continual development of the region. In: Doctoral Colloquium of International Conference of Cultural Perspectives in Marketing, January 16-19, 2008, Royal Sonesta Hotel, New Orleans, USA.

Ad hoc Journal Reviewer role:

  • International Journal of Business Administration;
  • Journal of Product & Brand Management;
  • Journal of Place Management & Development;
  • Journal of Place Branding & Public Diplomacy &
  • European Journal of Marketing;

International Conference peer-reviewer role:

  • Academy of Marketing Science Annual conference
  • Academy of Marketing Annual Conference
  • European Marketing Academy Conference
  • British Academy of Management Conference (including Doctorial Colloquium)
  • Destination Marketing and Branding Conference