The SAGE Handbook of Consumer Culture


Edited by: Olga Kravets, Pauline Maclaran, Steven Miles & Alladi Venkatesh

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    Notes on the Editors and Contributors

    The Editors

    Olga Kravets is a Senior Lecturer at Royal Holloway of London. She holds a PhD in Economics from the University of Sydney, Australia. Her research interests lie with the historical, socio-cultural, and political aspects of consumer culture and markets in transitional societies. Her previous research examined classed consumption, materialities of marketing, and the intersection thereof with politics and state ideologies, and it has been published in the Journal of Marketing, Journal of Macromarketing, Journal of Marketing Management, Ephemera, Journal of Material Culture, Business History Review as well as edited books.

    Pauline Maclaran is Professor of Marketing & Consumer Research at Royal Holloway University. Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyse the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments. She is a Co-editor in Chief of Marketing Theory, a journal welcoming alternative and critical perspectives in marketing and consumer research. Her most recent book, co-written with Professor Cele Otnes, is entitled, Royal Fever: The British Monarchy in Consumer Culture (California University Press).

    Steven Miles is Professor in Sociology at Manchester Metropolitan University, UK, Head of the Research Centre for Applied Social Sciences and author of Retail and the Artifice of Social Change (Routledge, 2016). His particular interest is in the role of consumption in impacting on questions of identity, both at the individual level and that of the city. His key publications include Consumerism as a Way of Life (Sage, 1998), Youth Lifestyles in a Changing World (OUP, 2000) and Spaces for Consumption: Pleasure and Placelessness in the Post-Industrial City (Sage, 2010). Steven is currently Editor-in-Chief of the Journal of Consumer Culture.

    Alladi Venkatesh is Professor of Management and Informatics, and Associate Director, Center for Digital Transformation, University of California, Irvine, USA. He is also Honorary Professor at the Stockholm School of Economics. Professor Venkatesh's publications have appeared in major journals, Management Science, Journal of Marketing, Journal of Consumer Research, Communications of the ACM, Marketing Theory, International Journal of Research in Marketing, Journal of Marketing Management and others. In 1998, he received the best paper award from the Journal of Consumer Research. He was the founding co-editor of Consumption Markets & Culture, which was founded in 1996.

    The Contributors

    Kate Bayliss is a Research Associate at the School of Oriental and African Studies at the University of London. She has worked for many years on privatisation and public sector reform with particular reference to water and energy in developed and developing countries. Her research interests in this area include the impact of globalisation and financialisation on the provision of basic services.

    Shona Bettany is a Professor of Marketing and Consumer Research at Liverpool John Moores University. Her research focuses on Consumer Culture, bringing a predominantly critical feminist material-semiotic lens to child, animal and sexuality studies. Her work is published in the Journal of Business Research, European Journal of Marketing, Journal of Marketing Management, Advances in Consumer Research and Consumption Markets & Culture. She has completed funded research for the Academy of Marketing, the ESRC and the Leverhulme Trust. When not writing she is a keen socialite in and around the bars in the Leeds LGBT zone of Lower Briggate, and often found walking her whippet in the local parks.

    Alan Bradshaw teaches and learns at Royal Holloway, University of London and also at Stockholm University.

    Benedetta Cappellini is a Senior Lecturer in Marketing at Royal Holloway, University of London. Her research interests are in food consumption, material culture and family consumption. She has published her research in several academic journals including Sociology, The Sociological Review, Consumption Markets & Culture, Journal of Business Research and Journal of Marketing Management. She has recently co-edited the text The Practice of the Meal: Food, Families and the Marketplace (Routledge).

    Indranil Chakraborty is a doctoral candidate at the Faculty of Information and Media Studies, Western University, Canada. His thesis titled ‘Laborers of a Flat World', examines the impact of globalisation on the work and life experiences of service workers in India's Information sector. His research interests are in the areas of technology, work, labour, neoliberalism, political theory and global studies. Previously, he worked as a journalist in India for ten years.

    Andreas Chatzidakis is a Senior Lecturer in Marketing at Royal Holloway University of London. His research focuses on the intersection of consumption with ethics and politics, including projects such as consumer-oriented activism in post-2008 Athens and the role of care and relationality in everyday consumption. His work also explores identity-based and spatial politics in contemporary consumer culture, drawing on disciplines such as human geography and psychoanalysis.

    Marie-Emmanuelle Chessel is Historian and Research Professor at Sciences Po and CNRS (Centre for the Sociology of Organisations, Paris, France). Her work focuses in particular on Christian actors in the consumer world and in employer milieus, especially on the role of religion in women and men's organisations. Marie-Emmanuelle Chessel has published Consommateurs engagés à la Belle Epoque. La Ligue sociale d'acheteurs (Presses de Sciences Po, 2012) and Histoire de la consommation (La Découverte, 2012). In 2016 she also edited, with Denis Pelletier, Entreprises et religion, a special issue of the journal Entreprises et Histoire.

    Franck Cochoy is Professor of Sociology at the University of Toulouse Jean Jaurès and a member of LISST-CNRS, France. He works in the field of economic sociology, with a focus on the human and technical mediations that frame the relationship between supply and demand. He has conducted several projects and case studies in such areas as the role of marketing, packaging, self-service, trade press and so on. His most recent articles in English have appeared in Consumption Markets & Culture, the Journal of Marketing Management and Marketing Theory.

    Bernard Cova is Professor of Marketing at Kedge Business School. He acts as Visiting Professor at Bocconi University, Milan. A pioneer in the Consumer Tribes field since the early nineties, his work on this topic has been published in – among other places – the Journal of Consumer Research, European Journal of Marketing, Journal of Business Ethics, Marketing Theory and Organization. He has collaborated through action research programmes with companies such as Alfa Romeo, Citroën, Ducati and Macif.

    Daniele Dalli is Professor of Marketing at the University of Pisa. His field is consumer research and he has published in – among other journals – the International Journal of Research in Marketing, Marketing Theory, Journal of Business Ethics, Managing Service Quality and Management Decision.

    Anisha Datta is an Associate Professor of Sociology at King's University College at Western University, Canada. Her research interests include consumer culture, neoliberalism, social theory, political economy, social inequality, comparative sociology, South Asia – India, and Global Studies. Some of her published essays are – The ‘Other’ in Sociological Canons: Reading the Trinity through Critical Post-Colonial Lens (2012), Fair's Unfair: Simulations of Consumption and Career in Indian Advertising (2008) and Modernity, Gender and Political Allegory in ‘Third World’ Literature: The Case of Streer Patra (2007).

    Janice Denegri-Knott is Associate Editor of Marketing Theory and Director of the Centre of Promotional Cultures and Communication at the Faculty of Media and Communication at Bournemouth University, England. Her research interests span from conceptualising and documenting digital virtual consumption and its practices, the emergence of media technology, the socio-historic patterning of consumption and more generally the subject of power in consumer and marketing research. She has published extensively on what stimulates consumers’ desire to acquire digital virtual goods and how consumers’ come to assign value to their digital virtual possessions. She has done consultancy work for a range of media companies, such as The Daily Telegraph, ITV and Channel 4.

    Sophie Dubuisson-Quellier is Research Professor at Sciences Po and CNRS, and deputy director of the Center for the Sociology of Organizations in Paris, France. Her research is situated in the field of economic sociology, and her focus is on the social construction of consumers and markets. Her aim is to understand how consumers’ economic behaviour is progressively shaped by the relationship between corporations’ practice, government, and social movements. She recently published Ethical Consumption (Fernwood Publishing, 2013) and Gouverner les Conduites (Presses de Sciences Po, 2016). Her work has appeared in several academic journals, such as Organization Studies, Journal of Consumer Culture, Sociologia Ruralis and International Journal of Consumer Studies.

    Ben Fine is Professor of Economics at the School of Oriental and African Studies, University of London, holding honorary positions at the University of Johannesburg and the Institute for Social and Economic Research, Rhodes University. Recent books include From Political Economy to Economics: Method, the Social and the Historical in the Evolution of Economic Theory (awarded the 2009 Gunnar Myrdal Prize) and From Economics Imperialism to Freakonomics: The Shifting Boundaries Between Economics and Other Social Sciences (awarded the 2009 Deutscher Prize), both with Dimitris Milonakis, 2009; Marx's Capital, with Alfredo Saad-Filho (6th edition, 2016), and Theories of Social Capital: Researchers Behaving Badly (2010). He is Chair of the International Initiative for Promoting Political Economy, IIPPE, and is a member of the Social Science Research Committee of the UK's Food Standards Agency.

    Eileen Fischer is a Professor of Marketing and the Max and Anne Tanenbaum Chair of Entrepreneurship and Family Enterprise at the Schulich School of Business at York University. She studies how consumers and entrepreneurs navigate markets as they strive to achieve their goals, and how their actions affect both firm- and market-level dynamics. Her work has been published in Journal of Consumer Research, Journal of Retailing, Journal of Business Venturing, Journal of International Business, Entrepreneurship: Theory and Practice, Consumption Markets & Culture, Research Policy and a range of other outlets.

    Güliz Ger is Professor of Marketing and Director of the Center for Research in Transitional Societies at Bilkent University. She has also taught as a visiting professor in numerous universities around the world. She serves as an Associate Editor for the Journal of Consumer Research and is on the editorial boards of various journals. Her publications have appeared in journals such as the Journal of Consumer Research, Consumption Markets & Culture, Journal of Material Culture and in edited books. Her research interests involve the sociocultural and global dimensions of consumption and markets, particularly in transitional societies/groups, such as the historicity of specific consumer cultures in different geographies.

    Rossella Ghigi is Associate Professor of Sociology at the University of Bologna (Italy). She holds a PhD in sociology and a DEA in history of the body (EHESS, Paris). Her research interests include the sociology of beauty, gender socialisation and education, and body modification in the consumer culture. She is currently working on the social invention of cellulite, cosmetic surgery, children's fashion and gendered representations in the mass media. She is the author of a number of essays in Italian, French and English on cosmetic surgery, gendered social dynamics during adolescence, the demographic consequences of economic crisis in Italy, as well as articles on the medicalisation of ugliness, the social construction of femininity and masculinity and feminist theory.

    Olga Gurova (PhD, Cultural Studies) holds the position of Assistant Professor at the Department of Culture and Global Studies, Aalborg University, Denmark. She previously served as the Academy of Finland Research Fellow at the Department of Social Research, University of Helsinki (Finland) and as a researcher at Helsinki Collegium for Advanced Studies (Finland), National Research University – Higher School of Economics (Russia), University of Michigan at Ann Arbor (USA), University of Illinois at Urbana-Champaign (USA) and Central European University (Hungary). Her research interests include cultural studies, sociology of consumption and everyday life, fashion studies, socialist and postsocialist cultures, social-network analysis, qualitative methods of social research and innovative methods of teaching. She is the author of Fashion and the Consumer Revolution in Contemporary Russia (Routledge, 2015) and Soviet Underwear: Between Ideology and Everyday Life (New Literary Observer, 2008).

    Jay Handelman is Associate Professor and the Commerce ‘77 Fellow in Marketing at Smith School of Business at Queen's University in Canada. His research focuses on the market-level dynamic that emerges through the interaction of a variety of social actors, including consumers, marketers, and activists. Examining these interactions contributes to an understanding of how markets form and change. His work has been published in the Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Research and other outlets.

    Vicki Harman is a Senior Lecturer in Sociology at the University of Surrey. Her research interests include family life, gender, social class and ethnicity. She has published her research in academic journals including: Sociology, Ethnic and Racial Studies, Identities: Global Studies in Culture and Power, Young Consumers and Families, Relationships and Societies.

    Benoît Heilbrunn is Professor of Marketing at ESCP Europe and IFM (French Institute of Fashion). He has a background in philosophy and semiotics. His research interests includes branding, design, consumption, and material culture. He has written many books including Market Mediations: Semiotic Investigations on Consumers, Objects and Brands (Palgrave Macmillan, 2015).

    Vera Hoelscher is currently a PhD Researcher in Marketing and Human Geography at Royal Holloway University of London and holds an MA Marketing from the same university. Her work explores the shared offline and online spaces of ethical consumption communities. She is particularly interested in the qualitative differences between these spaces and how these underpin narratives of resistance in urban settings and beyond.

    Mehita Iqani is Associate Professor in Media Studies at the University of the Witwatersrand in Johannesburg, South Africa. She is the author of Consumer Culture and the Media: Magazines in the Public Eye (2012) and Consumption, Media and the Global South: Aspiration Contested (2016), as well as several journal articles on topics linked to race, class, gender, sexuality and their discursive construction in consumer media.

    Eminegül Karababa is an Associate Professor of Marketing at the Middle East Technical University, Turkey. Her research interests include the historical development of markets and consumer cultures and value creation processes in contexts of consumption and markets. She is currently researching sustainable consumption of Nature Based Solutions as part of a European Commission grant. Her research is published in journals such as Economic History Review, Journal of Consumer Research, Marketing Theory, Consumption Markets & Culture and Journal of Historical Research in Marketing. She is as an Associate Editor for Consumption Markets & Culture and serves on the editorial board of METU Studies in Development.

    William Kilbourne, PhD, received his degree from the University of Houston in 1973. He is a Professor Emeritus of Marketing at Clemson University, and his research interests are in materialism, globalisation, inequality and environmental issues in marketing. Most recently, his attention has been directed to developing, both theoretically and empirically, the role of a society's Dominant Social Paradigm in environmentally relevant consumption behaviour and in materialistic values. The research agenda entails the cross-cultural comparison of both environmental and materialistic values. He has published 60 articles in refereed journals and more than 100 papers in national and international conferences.

    Erika Kuever is Assistant Professor of Marketing at the University of Southern Denmark. She holds a PhD in Anthropology from Indiana University and an MSc in Anthropology and Development from the London School of Economics. She has done research in Beijing, China; Siem Reap, Cambodia; and Bloomington, Indiana. Her primary research focuses on consumption and consumers in China, with a specialisation in citizenship and consumer rights, but she has also written on Chinese nationalism, LEGO Friends, and the cultural marketing strategies of the Church of Scientology. Her current research project is about Chinese tourism in Denmark.

    Alev Kuruo ˘ glu is a Postdoctoral Researcher at the University of Southern Denmark, Department of Marketing and Management. Her research interests include the entwinement of markets and material culture in generating affect and in shaping social imaginaries. Her dissertation research investigates the multi-actored and politically contentious processes of circulation and market formation, in the context of the market for Kurdish music in Turkey. Her other research includes the tactility and affectivity of analogue media, gender performance and normativity in online communities, and the role of religion in shaping leisure practices. Her publications have appeared in Consumption Markets & Culture and edited books.

    Gretchen Larsen is a Senior Lecturer in Marketing at Durham University. Gretchen's research is located within interpretive and critical consumer research, at the intersection of consumption, markets and the arts. In particular, she seeks to understand how the position of the consumer in a socio-cultural world is constructed, performed, interpreted and questioned through the arts. This research examines the importance of arts and music consumption in helping consumers make sense of their world, and how those involved in producing and distributing arts (marketers, artists, policy makers) can ensure that these benefits are delivered.

    Eleftheria J. Lekakis is a Senior Lecturer in Media and Communications at the University of Sussex. She has a PhD from Goldsmiths College and an MSc from LSE, both in media and communications, as well as a BSc in Political Science from the University of Crete. Eleftheria's research interest concern the relationship between communication, culture and consumption with an emphasis on alternative forms of consumption (previously) and resistance to consumer society (recently). Her monograph Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North takes on the question of ethical consumption as a form of political participation in times of globalisation. Following that, she has worked on the relationship between consumption and nationalism, while she is currently researching anti-advertising and subvertising activism and forms of creative resistance.

    Alexandre Mallard is Director of the Centre de Sociologie de l'Innovation at the École des Mines ParisTech, PSL Research University. Originally trained as a sociologist of science and technology, he now works in the field of economic sociology. He has conducted research on sales activity, on very small businesses and on the rise of network interactions in the corporate environment. His current research projects investigate the social inscription of innovation, at the crossroads between economic sociology and political science.

    Linda L. Price is the Philip H. Knight Chair and Professor of Marketing at the University of Oregon. Linda combines qualitative and quantitative methodologies to examine consumer and collective identity, adaptation, social influence and network interactions. She has published books, chapters and over 70 articles in leading consumer, marketing and social science journals that have garnered over 15,000 citations. Linda has taken a leadership role in marketing and consumer theory and research, serving on numerous editorial boards, policy boards, foundations, conference programme committees and co-chairing several conferences and doctoral symposiums. She served as President of ACR, helped launch JACR, now serves as President of the AMA Academic Council and has been selected as incoming co-editor of Journal of Consumer Research. Linda has also received many honours and awards for a lifetime of mentoring and scholarship.

    Pierre McDonagh (PhD, Cardiff) is Professor of Marketing at University of Bath, England. He has worked in Universities in Ireland, Scotland, Wales, England and the US. Pierre's research primarily focuses on the (im)possibility of sustainability within the prevailing order and oppositional counter culture. He has published widely on the interactions among markets, marketing and society; dark marketing; critical marketing; and transformative consumer research. Pierre serves as Associate Editor for the Journal of Macromarketing (US), and on the editorial boards of the Journal of Marketing Management (UK), Consumption Markets & Culture (US), Recherche et Applications en Marketing (FRA).

    Paul R. Mullins is Professor in the Department of Anthropology at Indiana University-Purdue University, Indianapolis (IUPUI); Docent in Historical Archaeology at the University of Oulu (Finland); and Past-President of the Society for Historical Archaeology (2012–2013). He is the author of Race and Affluence: An Archaeology of African America and Consumer Culture and The Archaeology of Consumer Culture.

    Cele C. Otnes is the Anthony J. Petullo Chair of Business Administration at the University of Illinois at Urbana-Champaign. She holds courtesy appointments in the department of Advertising and the department of Recreation, Sport & Tourism, and is an Adjunct Professor at the Norwegian School of Business and Economics. Her research focuses on how micro, macro, and marketplace factors shape consumption rituals such as gift-giving, holidays and culturally-embedded occasions. She is the co-author with Pauline Maclaran of Royal Fever: The British Monarchy in Consumer Culture and with Elizabeth H. Pleck of Cinderella Dreams: The Allure of the Lavish Wedding (both by the University of California Press). Her research appears in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Retailing and other journals and edited volumes. Her current research explores consumers’ quests for tranquility-inducing products, services, and experiences, with funding from the Marketing Science Institute and the Transformative Consumer Research initiative. She served as treasurer, executive board member and conference co-chair for ACR's North American and European conferences. She serves on the editorial review boards of the Journal of Consumer Research, Journal of Service Research and Journal of Current Issues and Research in Advertising. She regularly appears on the Illinois ‘List of Teachers Ranked as Excellent by Their Students.’ She twice received the Outstanding Teaching Award in the College of Media.

    Jessica Paddock is a Lecturer in Sociology at the University of Bristol. Her research is informed by sociological approaches, which are employed to understand the interaction of everyday life practices, natural resource use, food consumption and social differentiation in the context of environmental change. Her work also includes interdisciplinary collaborations across the social and natural sciences, particularly while working as a Research Associate at the Sustainable Consumption Institute, University of Manchester, UK, and with the Sustainable Places Research Institute at Cardiff University, UK, where she was awarded her doctorate in 2012.

    Maurice Patterson is a Lecturer in Marketing at the University of Limerick. Maurice's key research interest centres on the relationship between consumption, embodiment and identity, and his work uncovers the role of body-related consumption in the pursuit of individual identity projects and its connection to marketplace cultures. The work acknowledges how cultural capital endowments systematically structure consumer preferences and thwart explicit social mobility goals. It also addresses the representation of gendered bodies in advertising, and subsequent interpretation by consumers.

    Daniela Pirani is a PhD candidate in Marketing at Royal Holloway, University of London. Her research interests are in food culture and consumption, queer studies and advertising. She has a paper on post-feminism veganism forthcoming in Feminist Media Studies.

    Andrea Prothero (PhD Cardiff) is Professor of Business and Society at University College Dublin, Ireland. Prior to UCD Andy lectured at universities in Wales and Scotland. Andy's research explores the area of marketing in society and sustainability marketing has been a key focus since the early 1990s. Andrea was Guest Editor of a special issue on Green Marketing in the Journal of Marketing Management in 1998, and of two issues of the Journal of Macromarketing in 2014 and 2015. She currently serves as Associate Editor for both the Journal of Macromarketing and the Journal of Marketing Management.

    Mary Robertson is Economic Advisor to the Leader of the Labour Party. She previously worked as a lecturer in international business at the University of Greenwich and a postdoctoral research fellow at the University of Leeds. She has a PhD in economics from SOAS, University of London, and has studied at the Erasmus Institute of Philosophy and Economics, and Balliol College, Oxford. Mary's research interests include housing, privatisation, neoliberalism and financialisation.

    Roberta Sassatelli is Professor of Sociology at the University of Milan (Italy) where she teaches consumer culture, sociological theory and visual methods. She has previously taught at the University of East Anglia (Norwich, UK) and the University of Bologna (Italy). Her research focuses on the theory of consumer action, the sociology of consumer practices and the politics of contemporary consumer culture as well as the sociology of leisure and sport, body and emotions, sexuality and gender. She is also working on visual studies and ethnography. She has done empirical research on ethical consumption, consumer movements, health and active leisure, consumption and class boundaries, lifestyles and the economic crisis, fashion and gender, local food and quality food circuits, the sharing economy and collaborative consumption. Among her recent books in English you may find Consumer Culture: History, Theory and Politics (Sage, 2007); Fitness Culture: Gyms and the Commercialisation of Discipline and Fun (Palgrave, 2010 [2014 paperback]). Her last book on the crisis, middle-classes and consumption in Italy has just appeared in Italian. Her works are translated into Spanish, Portuguese, German, Greek, Czech, Finnish, Polish, Korean and Chinese. She has been visiting fellow at Caltech (US), Birkbeck College (UK), UNE (Australia) and the University of Gastronomic Sciences (Bra, Italy).

    Brett Scott is a journalist, campaigner and the author of The Heretic's Guide to Global Finance: Hacking the Future of Money (2013). He works on financial reform, alternative finance and economic activism with a wide variety of NGOs, artists, students and start-ups, and writes for publications such as The Guardian, New Scientist, Wired Magazine and He produced the 2016 UNRISD report on blockchain technology and is a Senior Fellow of the Finance Innovation Lab, an Associate at the Institute of Social Banking and an advisory group member of the Brixton Pound. He tweets as @suitpossum

    Stefan Schwarzkopf is Associate Professor at Copenhagen Business School and specialises in historical-sociological approaches to the study of markets, marketing and consumption. He has a PhD in Modern History from Birkbeck College, University of London. Among his publications are an edited volume on post-war motivation research and the consumer researcher Ernest Dichter. His work has been published in Theory, Culture & Society, Marketing Theory, Organization, Management & Organizational History, BioSocieties, Journal of Macromarketing and in Business History. Recently, he has developed a particular interest in ‘economic theology’ as the study of the interplay between formalised religion, theological concepts and economic organisation.

    Sanjay Srivastava is Professor of Sociology at the Institute of Economic Growth, Delhi University North Campus and India-based director of the MS Merian – R. Tagore International Centre of Advanced Studies in the Humanities and Social Sciences. His publications include Constructing Postcolonial India: National Character and the Doon School (1998), Asia: Cultural Politics in the Global Age (2001, co-authored), Sexual Sites, Seminal Attitudes: Sexualities, Masculinities and Culture in South Asia (2004, contributing editor), Passionate Modernity, Sexuality, Class and Consumption in India (2007), Sexuality Studies (2013, contributing editor) and Entangled Urbanism: Slum, Gated Community and Shopping Mall in Delhi and Gurgaon (2015) From 2012–2016, he was co-editor of the journal Contributions to Indian Sociology.

    Meltem Türe received her PhD in marketing from Bilkent University in Turkey in 2013. She is currently working at Skema Business School – Université Lille in France as an Assistant Professor of Marketing. She conducts research in various domains including object disposal and sustainability, materialism, ethics and moral consumption, value and value co-creation and health and food consumption. Her research has been published in journals such as the Journal of Consumer Research, Journal of Business Research, Consumption Markets & Culture, and Marketing Theory.

    Tuba Üstüner is an Associate Professor of Marketing at Colorado State University. Her expertise includes marketing strategy, branding, business marketing, marketing in less industrialised countries and gender and social class. She has published in leading marketing journals such as the Journal of Consumer Research, as well as The Harvard Business Review. Tuba has received numerous awards for her research and teaching. Before joining Colorado State University, Tuba was an Associate Professor at the City University of London.

    Baskin Yeniciog˘lu is an Assistant Professor of Marketing at Istanbul Bilgi University. There he teaches at undergraduate, MBA and PhD levels and runs the Interactive Marketing MA programme. Before joining Bilgi, Baskin worked at Henley Business School in the UK leading the Strategic Marketing subject for the executive post-graduate programmes. And before even that, for as long as he can remember, he has been very much interested in consumers and brand worlds, and how these worlds collide through digital technologies. He would like to grow up to be a househusband.

    Detlev Zwick is an Associate Professor of Marketing and faculty in the Graduate Program in Communication & Culture at York University, Toronto. His research interests are cultural and social theories of consumption and critical cultural studies of marketing and management practice. His works have been published widely in marketing, communication, media culture, and sociology journals, as well as in several edited collections. His edited volume (with Julien Cayla) entitled Inside Marketing (Oxford University Press, 2011) explores marketing practice as ideological work.

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