Professor Kent's research is centred on interdisciplinary approaches to marketing and design, focusing on brand image and identity in retail stores, and more recently the convergence of physical and virtual environments. Professor Kent has a further interest in research methodologies and their application across disciplines. Professor Kent was Principal Investigator on an AHRC-funded research project, 'Metamorphosis of Design Management' examining the relationship between education, research and industry in this field. Professor Kent has initiated a number of academic conferences and symposia including the first Design and Marketing symposium in 2011. Previous projects have included EU funded programmes on business mentoring, skills training and development.

Fellow of the Royal Society for Arts Design and Commerce,, Fellow of the Higher Education Institute and Member of Chartered Institute of Marketing