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Dr. Radu Dimitriu

Associate Professor in Marketing (Trinity Business School)
      
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Dr. Radu Dimitriu

Associate Professor in Marketing (Trinity Business School)

 RADU.DIMITRIU@tcd.ie

 


Dr Radu Dimitriu is Associate Professor in Marketing. He acted as Director of Trinity's Full Time MBA between 2020-2023. Currently, he acts as Director for the undergraduate programme Business Studies & Languages. Radu has a PhD from BI Norwegian Business School in Oslo, and prior to joining TCD worked with Cranfield University in the UK (2010-2018). His research is focused on branding, consumer behaviour and psychology, social media marketing, CSR and prosocial behaviour, consumer responses to sensory-enabling technologies, and consumers' adoption of AI-enabled technologies such as autonomous products and chatbots. On the Trinity MBA, Radu is also coordinating the programme's capstone Strategic Company Projects, as well as lecturing on Marketing Strategy. Radu has been consulting for blue chip companies and regularly engages with the industry; recent engagements include that of Judge at the Ireland User Experience Awards and of Speaker at the Customer Experience Professional Association Day. A citizen of the world, he speaks several languages including English, Spanish, French, Norwegian, Portuguese and his mother tongue, Romanian.
Benedetta Crisafulli, Rodrigo Guesalaga, Radu Dimitriu, Consumers" adoption of autonomous cars as a personal values-directed behavior, Journal of Business Research, 189, 2025, p1 - 17, Journal Article, PUBLISHED  DOI  URL
Benedetta Crisafulli, Rodrigo Guesalaga and Radu Dimitriu, Consumers" Adoption of Autonomous Cars as a Human Personal Values-directed Behavior, AMA (American Marketing Association) Winter Conference, St. Pete Beach, FL, 23-25 Feb 2024, 2024, Conference Paper, PUBLISHED
Laura Berry, Radu Dimitriu, Olivia Petit, Gareth Young, Smell the Difference: How Olfactory-Enabled Product Presentations in VR Enhance Consumer Evaluation, Intention, and Behavior, Association of Consumer Research (ACR) Annual Conference, Paris, France, 26-29 Sep 2024, 2024, Conference Paper, PUBLISHED
Yuxin Fu, David B. Dose, Radu Dimitriu, Gift giving in the age of AI: The role of social closeness in using AI gift recommendation tools, Psychology & Marketing, 41, (10), 2024, p2214-2238 , Journal Article, PUBLISHED
Radu Dimitriu, Fred Selnes, Adeel Tariq, Tobias Heußler, Christof Backhaus, David Dose, The impact of consumers" task expertise on the intention to adopt autonomous products, The European Marketing Academy - EMAC, Budapest, 24-27 May 2022, 2022, Conference Paper, PUBLISHED
Radu Dimitriu, Luk Warlop, Is similarity a constraint for service-to-service brand extensions?, International Journal of Research in Marketing, 39, (4), 2022, p1019 - 1041, Journal Article, PUBLISHED  TARA - Full Text  DOI  URL
Radu Dimitriu, Benedetta Crisafulli, Rodrigo Guesalaga, An application of means-end and extended self theories to explore enablers and inhibitors of autonomous car adoption , European Marketing Academy Conference (EMAC), Budapest, Hungary, 2020, Conference Paper, PUBLISHED
Leslie Pidcock, Radu Dimitriu, Emma Parry, Simon Knox, Exploring Effects of Corporate Heritage Characteristics on Employee Outcomes, European Academy of Management (EURAM), 2020, Conference Paper, PRESENTED
Crisafulli, Benedetta; Dimitriu, Radu and Singh, Jaywant, Joining hands for the greater good: examining social innovation launch strategies in B2B settings, Industrial Marketing Management, 2020, Journal Article, PUBLISHED
Dmytro Moisieiev, Radu Dimitriu and Shailendra P. Jain, So happy for your loss: Consumer schadenfreude increases choice satisfaction, Psychology & Marketing, 37, 2020, p1525 - 1538, Journal Article, PUBLISHED  DOI  URL
  

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Radu's research is focused on branding, consumer behaviour and psychology, social media marketing, CSR and prosocial behaviour, consumer responses to sensory-enabling technologies, and consumers' adoption of AI-enabled technologies such as autonomous products and chatbots.