Biography
My interests in Marketing and Consumer Research live in the domain of Consumer Culture Theory (CCT), which explores the dynamic interplay between consumers, society, and the marketplace. My research focuses primarily on two pivotal areas: collective consumption practices and sociocultural aspects of branding. I explore consumption rituals specifically examining how consumer groups use the market to facilitate these social practices, how these ritual practices respond to disruption, and how these actions prompt market evolution. Furthermore, my investigations into sociocultural branding reveal the complex narratives and disparate meanings that underpin brand communities and fandoms.
My work has been featured in notable journals such as Marketing Theory and the Journal of Current Issues and Research in Advertising, and I regularly present at conferences like the Association for Consumer Research Conference and the Consumer Culture Theory Conference.
Courses
MKT 803 - Advanced Consumer Behavior
Comm 357 - Marketing Research
Comm 458 - Branding
Comm 204 - Introduction to Marketing