Edward Boon

Edward Boon, Ph.D.


PhD (KTH Royal Institute of Technology, Stockholm)

Faculty, Marketing




Edward Boon is a researcher and lecturer in marketing and entrepreneurship. His research interest covers the intersection between consumer behavior, social media and technology, and he has published papers in various peer-reviewed journals, including Psychology & Marketing, Business Horizons, and the Journal of Financial Services Marketing. His professional experience includes marketing positions at Procter & Gamble and online insurance broker First Europa. In 2017 he developed the educational marketing simulation game ‘Battle of the Brewers.’ Boon has a PhD in Industrial Marketing from the Royal Institute of Technology in Stockholm, and an MBA from Erasmus Rotterdam School of Management.


Lee, L. W., Boon, E., and McCarthy, I. P. (2021). "Does getting along matter? Tourist-tourist rapport in guided group activities." Tourism Management, 87, 104381.

Boon, E. and Foppiani, O. (2019). "An exploratory analysis of cross-country biases in expert wine reviews." Journal of Wine Research, DOI: 10.1080/09571264.2019.1614549

Morkunas, V.J., Paschen, J., and Boon, E. (2019). "How blockchain technologies impact your business model." Business Horizons. In press.

Brown, T.E., Boon, E., and Pitt, L.F. (2017). "Seeking funding in order to sell: Crowdfunding as a marketing tool." Business Horizons, Volume 60, Issue 2, March–April 2017, pp. 189–195

Boon, E. , Grant, P., and Kietzmann, J. (2016). "Consumer generated brand extensions: definition and response strategies." Journal of Product & Brand Management, Vol. 25 Iss: 4, pp.337-344