Dr Caldwell’s main interests are in the area of branding of celebrities and cultural institutions (museums, universities, cities and countries). He also has interests in marketing epistemologies and the philosophy of marketing.
Niall worked for a Saatchi & Saatchi owned advertising agency in Chicago as an account executive responsible for handling the Point-of-Sale needs of S.C.Johnson & Son, M&M Mars Inc., and Quaker Oats. The MBA from the Business School at the University of Chicago gave him the business tools to leave Saatchi and set up his own company. Niall began his career of research and teaching in the university sector when he returned to England in 1996. He joined Anglia Ruskin University in 2012.
Niall's research interests are centred on the power of brands in contemporary markets. Branding stabilizes the competitive economic environment by consolidating demand for specific products. Previously he has examined the branding strategies of cultural institutions, but currently he's interested in how celebrities function in the symbolic order as a kind of fetish, and in the economic order as a type of brand. The stars themselves come and go, but the system of celebrity is maintained by the media through “technologies of intimacy” (Thrift 2008). Empirical data about theatre audience perceptions of celebrity forms the basis of this current research.
Marketing Communications and International Marketing at the Undergraduate level and Marketing Strategy and Brand Management at the Postgraduate level.
In his teaching Niall has used interactive technologies (lecture capture and simulation games) to further student engagement. Niall was promoted to Senior Fellow of the Higher Education Academy in 2014 in recognition of the development of teaching technologies.
Caldwell, N., and Nicholson, K., (2014). Star Quality: Celebrity Casting in London West End Theatres. Arts Marketing, an International Journal, 4, Issue1/2, 136-155. Special double issue on “Branding in the Arts.” http://dx.doi.org/10.1108/AM-10-2013-0022
Caldwell, N. (2006). The Whipple ‘Clocking-in’ experiment: measuring visitor’s time and increasing comments. Museum Practice, 33: 42-44
Caldwell, N., and Freire, J., (2004). The differences between branding a country, a region and a city: Applying the Brand Box Model. Journal of Brand Management, 12, 1: 50-61.
Caldwell, N., and Coshall, J., (2003). Tourists preference structures for London’s Tate Modern Gallery: the implications for strategic marketing. Journal of Travel and Tourism Marketing, 14, 2: 23-45.
Caldwell, N., (2002) (Rethinking) the measurement of service quality in museums and galleries. International Journal of Nonprofit and Voluntary Sector Marketing, 7, 2, 161-171.
Caldwell, N., and Coshall, J., (2002). Measuring brand associations for museums and galleries using repertory grid analysis. Management Decisions, 40, 4 (2002): 383-392.
Caldwell, N., (2000). The emergence of museums as brands. The International Journal of Arts Management, 2, 3, 28-34.
Caldwell, N., (1997). Museum franchising and brand equity. Museums Journal, October, 33-4.
‘Star Quality: the Effect of Celebrity Casting on the Brand Equity of Theatre’, International Arts Management Conference (AIMAC) University of the Andes, Bogota, Columbia, July 2013
‘Celebrity Brand Management’ Faculty research seminar LAIBS, Cambridge, Feb 2014
‘Emotional vs. rational theories of branding’, Stenden University, Netherlands, Oct 2010
‘Cultural Communication: the hidden rules of English behaviour’, Technische Hochschule, Munich Oct 2009
Niall's work on celebrity power has been featured in National and local media outlets. See the following articles and press releases: