Marketing and Consumption PhD and MPhil Supervisors

Professor Paul Baines

  • Political marketing
  • Strategic Communications
  • Market segmentation and positioning
  • Emotional appeals in marketing communications


Dr Wei-Fen Chen

  • Social inequality
  • Emerging markets
  • Anti-consumerism
  • Advertising
  • Shopping tourism
  • Identity and taste change
  • Qualitative methodologies


Dr Amanda Earley

  • Critical marketing and critical theory
  • Consumer culture theory
  • Cultural, media, sociological, area and gender studies
  • Qualitative methods (ethnography, interview, content analysis, visual analysis, rhetorical analysis, critical discourse analysis, political analysis, film and television studies)
  • Quantitative methods (scale development, survey, economic)
  • Activism, art, sustainability, social media and food studies

Dr James Fitchett

  • Consumer Culture
  • Post Industrial Society
  • Marketing Theory
  • Qualitative Methodologies


Dr Cristina Galalae

  • Multicultural marketplaces
  • Acculturation studies
  • Experiential consumption
  • Ephemeral retail spaces (e.g. festivals, markets, pop-up stores)
  • Consumer Culture Theory
  • Transformative Consumer Research
  • Qualitative methodologies

Dr Matthew Higgins

  • Pedagogy and marketing education.
  • Waste and rubbish
  • Social enterprises and their role in welfare provision.
  • Consumer apathy
  • Consumer fraud
  • Ethics and social responsibility for SMEs
  • SMEs, marketing and brand development.
  • Sensitive topics on consumer research.
  • Distance learning and student experience.
  • Management of distance learning.

Dr Mihalis Kavaratzis

  • Place/City Marketing
  • Place/City Branding
  • Tourism Destination Marketing
  • Hospitality Marketing
  • Tourism Management and Planning
  • Corporate Marketing
  • Non-Profit Marketing

Dr Ai-Ling Lai

  • The Body in Consumer Culture
  • Identity and Subjectivity
  • Consumption and Culture
  • Advertising and Marketing Communications

Dr Winfred Onyas

  • Market Studies - making and shaping markets and global value chains to address poverty in developing and emerging economies.
  • Frugal and Inclusive Innovation.
  • Mobile money as a market shaping device.
  • Social enterprise at the base of the pyramid.
  • Qualitative research methodologies.

Dr Georgios Patsiaouras

  • Empirical and cross-cultural research on conspicuous consumption practices
  • Contemporary and historical aspects of marketing and advertising theory
  • Sustainability and marketing practices
  • The marketing and consumption of natural resources (with emphasis on water)
  • Interdisciplinary approaches to consumer behaviour

Professor Mike Saren

  • Consuming the Body
  • Computer-Mediated Marketing
  • Material Culture and Market Relations
  • Service Logic and Consumer Empowerment

Dr Christiana Tsaousi

  • Consumption and discursive constructions of femininity
  • Sexuality and the body
  • Consumer culture and mundane forms of consumption (e.g. underwear)
  • Construction of identity and body through media
  • Managing identity in social networking sites

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