Projects per year
Academic / Professional qualifications
My undergraduate degree is in Scots Law at the University of Strathclyde ( LLB Hons Scots Law). On graduation I began my career in marketing within Blue Chip FMCG and service organisations. While still a marketing practitioner I completed my MBA part-time at Heriot Watt University before returning to Strathclyde University where I completed my Masters of Research (MRes Research Methodlogy in Business and Management) and my PhD exploring consumers' identity construction within food culture. I have been teaching across all levels of the department of marketing programmes since 2008.
Expertise & Capabilities
- Consumer Culture Theory
- Consumer Behaviour
- Food Culture
- Marketing Communications
- Brand Management
I joined the University in 2008 after many years as a marketing practitioner in the fast moving consumer goods and energy markets and I am currently a lecturer in marketing.
My teaching concentrates on consumer behaviour, brand management and marketing communications and I endeavour to make strong links between these key tenets of marketing theory and their applications in marketing practice.
My research is focused within consumer culture theory where I have explored issues of identity and sociality within different contexts but I have an enduring interest in food and motherhood. Reflecting this interest I am currently co-convenor of the British Sociological Association Food Studies Group.
I work mainly within interpretive consumer research. I am particularly interested in issues of consumer personal and social identity and explored there in different everyday material culture contexts.
MY PhD work focused upon consumers' understanding of food within their everyday lives and this most universal of consumer culture domains was employed to build identity and social relations such as family and friendship. I am also concerned with representations of food within consumer culture and have explored traditional and contemporary written forms such as cookbooks and food blogs. I also consider issues of identity and sociality within new motherhood and particularly research how services can be transformative in this transitional lifestage.
More recently I have undertaken work considering the food producer/ consumer interface and exploring the practices involved in consumer self-provisioning and among small agricultural producers. I also consider the role of food in health and wellbeing and explore community approaches to tackling health inequalities.
I teach across the department of marketing's undergraduate, honours and masters programmes. My teaching encompasses three broad areas of the marketing discipline.
Consumer Behaviour - I teach fundamentals of consumers as individuals including perception, motivation, learning, attitudes and identity. I also consumer special instances of consumption including mundane consumer, collecting behaviour and the behaviour of different generations.
Marketing Communications - I have a strong focus upon practitioner involvement in this subject and work closely with both marketing clients and creative agencies to develop contemporary case-studies exploring communication planning, creativity, and evaluation.
Brand Management - I work to provide students with the most up-to- date thinking within industry and academia upon brands and brand management. I consider how brands are created and sustained and explore some key branding issue such as luxury brands and brand love.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Doctor of Philosophy, A study of consumers' identity construction within food culture, University of Strathclyde
Award Date: 1 Jan 2012
Master of Research, A Semiotic Analysis of Scottish Executive Marketing Communications, University of Strathclyde
Award Date: 1 Jan 2005
Master of Business Administration, Heriot-Watt University
Award Date: 1 Jan 2003
Bachelor of Laws, University of Strathclyde
Award Date: 1 Jan 1997
- 1 Similar Profiles
Collaborations and top research areas from the last five years
Dive into details
Select a country/territory to view shared publications and projects
Ghorbani, M., Tonner, A. & Tsougkou, E., 26 Jul 2023.
Research output: Contribution to conference › Abstract › peer-review
How social media platform affordances influence digital brand personality: a cross-platform comparison of user-generated contentGhorbani, M., Tonner, A. & Tsougkou, E., 26 May 2023. 10 p.
Research output: Contribution to conference › Paper › peer-review
28 Apr 2023
Activity: Talk or presentation types › Oral presentation