• 21 Citations
  • 2 h-Index

Research output per year

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Personal profile


Tribikram Budhathoki joined the Huddersfield Business School in 2018. Prior to this, he worked as a post-doctoral researcher at Oxford Brookes University. He obtained his MSc Marketing (with distinction) from the University of Hull and received his PhD from Loughborough University, where he was awarded full-scholarships to undertake his doctoral studies. Tribikram’s PhD thesis examined the impact of culture on own-label brands performance using quantitative methods.

Tribikram has previously taught undergraduate and postgraduate marketing courses at Oxford Brookes University and Loughborough University. Before embarking on his academic career, he worked several years in the British retail industry.


Google Scholar h-Index

3 Last checked 15 September 2020.

Research Expertise and Interests

  • Cross-Culture Studies
  • Brand Management
  • Retail Marketing
  • Digital Orientation and SMEs

Research Degree Supervision

Tribikram welcomes PhD applications from highly motivated students who would like to conduct research related to his areas of expertise.

External positions

External Examiner, Staffordshire University

8 Jan 20198 Jan 2022

Research Expertise and Interests

  • Private Label Brands
  • Brand Management
  • International Marketing
  • Digital Marketing
  • Culture
  • Retailing
  • SMEs Management

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Research Output

  • 21 Citations
  • 2 h-Index
  • 3 Article
  • 1 Chapter

Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries

Michaelidou, N., Micevski, Milena, M., Kadic-Maglajlic, S., Budhathoki, T. & Sarkar, S., 11 Nov 2019, In : International Marketing Review. 36, 6, p. 979-995 17 p.

Research output: Contribution to journalArticle

Open Access
  • 2 Citations (Scopus)

    Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy

    Quinton, S., Canhoto, A., Molinillo, S., Pera, R. & Budhathoki, T., 4 Jul 2018, In : Journal of Strategic Marketing. 26, 5, p. 427-439 13 p.

    Research output: Contribution to journalArticle

  • 18 Citations (Scopus)

    Does culture impact private label performance?

    Budhathoki, T., Schmitt, J. & Michaelidou, N., 12 Feb 2018, In : International Marketing Review. 35, 1, p. 93-112 20 p.

    Research output: Contribution to journalArticle

  • 1 Citation (Scopus)

    What makes a digital innovator?

    Quinton, S., Canhoto, A. & Budhathoki, T., 2016, The Growing Business Handbook: Inspiration and advise from successful entrepreneurs and fast growing UK companies. Jolly, A. (ed.). 17 ed. Kogan Page Ltd, p. 27-32 6 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter


    • 5 Oral presentation

    Does Cultural Differences in Uncertainty Avoidance Impact Private Label Brands Choice

    Tribikram Budhathoki (Speaker)

    5 Sep 2019

    Activity: Talk or presentation typesOral presentation

    Roles of capabilities and leader characteristics in SME digital innovation

    Tribikram Budhathoki (Speaker), Rebecca Pera (Speaker), Sarah Quinton (Speaker) & Sebastian Molinillo (Speaker)

    Mar 2016

    Activity: Talk or presentation typesOral presentation

    The Digital Orientation of European SMEs: Initial Findings from an International Study

    Tribikram Budhathoki (Speaker), Sarah Quinton (Speaker), Ana Canhoto (Speaker), Sebastian Molinillo (Speaker) & Rebecca Pera (Speaker)

    7 Jul 2015

    Activity: Talk or presentation typesOral presentation

    The Impact of Culture on Own-Label Brands Performance

    Tribikram Budhathoki (Speaker), Julien Schmitt (Speaker) & Nina Michaelidou (Speaker)

    5 Jun 2014

    Activity: Talk or presentation typesOral presentation

    The Impact of Culture on Own-Label Brands Choice

    Tribikram Budhathoki (Speaker)

    2 Jul 2012

    Activity: Talk or presentation typesOral presentation