assoc. prof. Tomas Kincl, PhD

Tomáš Kincl has been with the Faculty of Management at the Prague University of Economics and Business since 2004. He qualified as an associate professor (habilitation) in Management in 2014 and successfully completed the appointment process for full professor in the same field in 2026. Since 2016, he has served as Vice-Dean for Science, Research, and Doctoral Studies.

In his managerial and academic roles, he focuses primarily on fostering the faculty’s creative activities, supporting doctoral studies, mentoring doctoral candidates, and creating an environment conducive to high-quality research, international collaboration, and partnerships with the business sector.

He also serves as the guarantor for the Management study programs at both the bachelor’s and master’s levels, as well as for the Marketing Management specialization. He plays a key role in the conceptual development of study programs, ensuring educational quality, and integrating current research findings and practical insights into the curriculum.

His teaching focuses primarily on strategic marketing, online marketing, research methodology, and doctoral education. Beyond his academic work, he actively promotes the practical application of the faculty’s expertise – particularly through projects and initiatives targeting small and medium-sized enterprises (SMEs), family businesses, digital transformation, the use of artificial intelligence, and the transfer of research findings into managerial practice.

About me

About me

assoc. prof. Tomas Kincl, PhD
Department of Management
Vice-dean for Science, Research and Doctoral studies

Contact Information

Scientific and professional profiles

Main areas of interest

  • Management
  • Strategic Marketing
  • Digital Marketing
  • Consumer Behavior
  • Customer Experience
  • Marketing Research
  • Artificial Intelligence
  • Digital Transformation
  • Sustainable Marketing
  • CSR
  • Small and Medium-sized Enterprises
  • Family Businesses
  • Research Methodology
Skills

Skills

  • Team leadership and coordination
  • Research design and data handling
  • Project management and study program development
  • Bridging research and practice, and partner communication
  • AI skills and critical evaluation of digital technologies

Scientific publications

Scientific publications

GHAFFAR, Abdul, ISLAM, Tahir, KHAN, Huda, KINCL, Tomáš, SHARMA, Anshuman. A Sustainable Retailer’s Journey to Sustainable Practices: Prioritizing the Customer and the Planet. Journal of Retailing and Costumer Services [online]. 2023, roč. 74, č. čl. 103388. 11 s. ISSN 0969-6989. DOI: 10.1016/j.retconser.2023.103388.
[IF a AIS 2023: 11.000 | 1.669] [SJR 2023: 2.990] [FORD-AIS-Q 2023: Q1 D2 (50200)]

GHAFFAR, Abdul, ISLAM, Tahir, KINCL, Tomáš, HAKEEM, Abdul, SHARMA, Anshuman. The Role of Service Quality in Enhancing Brand Authenticity Through the Moderation Effect of Corporate Social Responsibility (CSR). Journal of Global Scholars of Marketing Science [online]. 2023, roč. 33, č. 3, s. 475–494. ISSN 2163-9159. DOI: 10.1080/21639159.2023.2199306.
[IF a AIS 2023: 1.900 | 0.297] [SJR 2023: 0.538] [FORD-AIS-Q 2023: Q3 (50200)]

AHMED, Suhaib, GHAFFAR, Abdul, ZAHEER ZAIDI, Syed Shahid, ISLAM, Tahir, KHAN, Muhammad Mumtaz, ISLAM, Fazila, KINCL, Tomáš, SHEIKH, Ahmed Altaf. Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty. Journal of Global Scholars of Marketing Science [online]. 2024, roč. 34, č. 2, s. 207–230. ISSN 2163-9159. DOI: 10.1080/21639159.2024.2308285.
[IF a AIS 2024: 2.700 | 0.358] [SJR 2024: 0.540] [FORD-AIS-Q 2024: Q3 (50200)]

GHAFFAR, Abdul, CZICHOń, Dariusz, ISLAM, Fazila, KINCL, Tomáš, SALA, Dariusz, ISLAM, Tahir. Why Businesses Must Drive Sustainable Consumption Behavior: An Empirical Study Among the Young Adults. Journal of Global Marketing [online]. 2025. 21 s. eISSN 1528-6975. ISSN 0891-1762. DOI: 10.1080/08911762.2025.2540279.
[IF a AIS 2025: 4.600 | 0.704] [SJR 2025: 0.981] [FORD-AIS-Q 2025: Q2 (50200)]

ISLAM, Fazila, GHAFFAR, Abdul, ISLAM, Tahir, SHARMA, Satish, KINCL, Tomáš, HAMEED, Zahid. Consequences of TV Morning Show Consumption Among Female Muslim Millennials in Pakistan during COVID-19: Based on the Stress-strain Model. Contemporary Islam [online]. 2025, roč. 19, č. 1, s. 219–244. eISSN 1872-0226. ISSN 1872-0218. DOI: 10.1007/s11562-024-00569-6.
[IF a AIS 2025: 0.800 | 0.347] [SJR 2025: 0.352] [FORD-AIS-Q 2025: Q2 (60300)]

NAEEM, Akhtar, ISLAM, Tahir, HEMEED, Zahid, GHAFFAR, Abdul, SHARMA, Anshuman, KINCL, Tomáš, ISLAM, Fazila. Unveiling Mechanism of SNSs Addiction on Wellbeing: the Moderating Role of Loneliness and Social Anxiety. Behaviour & Information Technology [online]. 2025, roč. 44, č. 12, s. 2876–2895. eISSN 1362-3001. ISSN 0144-929X. DOI: 10.1080/0144929X.2024.2417390.
[IF a AIS 2025: 4.200 | 0.960] [SJR 2025: 1.137] [FORD-AIS-Q 2025: Q2 (10200, 50100)]

BAHRAMI, Assal, KINCL, Tomáš. Trust and Expertise: How Digital Immigrants Influence Sustainable Consumer Behavior in Emerging Markets. Journal of Global Scholars of Marketing Science [online]. 2026, roč. 36, č. 2, s. 177–207. eISSN 2163-9167. ISSN 2163-9159. DOI: 10.1080/21639159.2026.2622305.
[IF a AIS 2025: 2.800 | 0.348] [SJR 2025: 0.580] [FORD-AIS-Q 2025: Q3 (50200)]

DAI, Shuanping, LI, Qinqian, JIA, Shizhen Jasper, LIU, Gang, KINCL, Tomáš, HAJLI, Nick. Responsible AI in Knowledge Creation: An Exploration of Generative AI’s Opportunities and Risks. Technological Forecasting and Social Change [online]. 2026, č. 226, č. čl. 124570. 20 s. eISSN 0040-1625. DOI: 10.1016/j.techfore.2026.124570. Dostupné také z: https://www.sciencedirect.com/science/article/abs/pii/S0040162526000478?via%3Dihub.
[IF a AIS 2025: 13.500 | 2.415] [SJR 2025: 3.479] [FORD-AIS-Q 2025: Q1 D1 (50200, 50700)]

HORVATH, Laszlo, EGER, Ludvík, TOMCZYK, Łukasz, SZWEJKA, Łukasz, EGEROVÁ, Dana, ROHLÍKOVÁ, Lucie, KINCL, Tomáš, POSPÍŠIL, Jan, MEDEKOVÁ, Kristína, MIKULCOVÁ, Petra, GASIMOVA, Jeyran. Higher Education Students’ Perspectives on GenAI in Learning and Career Futures in the Visegrad Countries. Computers and Education Open [online]. 2026, roč. 10, č. čl. 100357. 14 s. ISSN 2666-5573. DOI: 10.1016/j.caeo.2026.100357. Dostupné také z: https://www.sciencedirect.com/science/

Projects, Contract Research, and Collaborations

Projects, Contract Research, and Collaborations

AI Catalyst for SMEs

  • Provider: Interreg ATCZ
  • Project partners: Prague University of Economics and Business, VŠPJ, South Bohemian Science and Technology Park, FH OÖ, Institut für Höhere Studien
  • Role: project team member
  • Duration: february 2024 – january 2027

AI Social Design Thinking Lab / AI SDT-LAB

  • Provider: Interreg V-A Austria-Czech Republic
  • Project partners: VŠE, South Bohemian Science and Technology Park, FH OÖ, Institut für Höhere Studien
  • Role: project team member
  • Duration: september 2021 – december 2022

Innovation of the education process towards implementing AI tools

  • Provider: Visegrad Fund
  • Project partners: University of West Bohemia in Pilsen, Eötvös Loránd University, Jagiellonian University in Kraków, Prague University of Economics and Business, Slovak University of Agriculture in Nitra
  • Role: project team member
  • Duration: 2024 – 2025

Teaching Generation Snowflakes: New Challenges and Opportunities

  • Provider: Educational programs Fund from Iceland, Liechtenstein and Norway;
  • Project members: NTNU Trondheim
  • Role: project team member
  • Duration: 2021 – 2022

Services for the expansion of Czech e-shops into foreign markets

  • Provider: OP TAK
  • Project members: Mironet/DataPlex
  • Role: project team member
  • Duration: 2025 – 2027
Courses, lectures, and workshops

Courses, lectures, and workshops

  • Strategic Marketing
  • Strategic Marketing (taught in English)
  • Online Marketing
  • Marketing simulation, including the use of the StratSim simulation
  • Study Skills
  • Research Methods in Management
  • Research Design and Methodology in Doctoral Studies
  • Designing a PhD Research Project (doctoral course at Kaunas University of Technology)
  • Strategic Marketing (ISM University of Management and Economics, Vilnius)
  • Strategic Marketing (MBA program at Škoda Auto University)
  • Workshops and roundtables for family business representatives (ENTER-transfer project)
  • Workshops, AI labs, and activities focused on SME readiness for AI adoption
  • Training and mentoring of doctoral students, including international PhD candidates and visiting researchers

Other Activities and Achievements

Other Activities and Achievements

Tomas has long been actively involved in professional service to the academic community and in enhancing the quality of higher education. He serves as an evaluator for the National Accreditation Bureau in the fields of economics and as an external evaluator for SKVC (Lithuania) in the areas of marketing and business. He is a member of scientific and disciplinary boards as well as committees overseeing dissertation defenses, habilitation procedures, professorial appointment proceedings, and doctoral study progress reviews, both in the Czech Republic and abroad.

He is a member of international professional associations such as AMA, AIB, EURAM, and EMAC. He serves on the review board of the International Journal of Advertising and regularly acts as a reviewer for international scholarly journals, including Marketing Intelligence & Planning, The Service Industries Journal, International Journal of Human-Computer Studies, Journal of Hospitality and Tourism Research, Journal of Information Science, and Journal of Global Marketing.

For his teaching activities, he has twice been named “Teacher of the Year” at the Faculty of Management (VŠE) and has repeatedly received the “Best X-Culture Educator” award. He has also supervised numerous student theses that received the Rector’s Award (in the ESOP competition) or the Faculty Dean’s Award.