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Personal profile

Personal Statement

I joined the University of Strathclyde in 2006. I’m currently a reader in the Department of Marketing. 

I predominantly teach on consumer behaviour classes. This is reflective of my research interests which contribute to the Department’s “Consumption, Markets and Society” research stream. I am an Associate Editor for the Journal of Marketing Management. I was also part of an interdisciplinary team that initiated Strathclyde Solutions Exchange (SSE), an innovative opportunity for interdisciplinary interaction and knowledge exchange between organisations from a range of different sectors, including charity, government, health, and industry, and researchers from the University of Strathclyde.

Research Interests

My main areas of research concern Consumer Culture. In particular, I am interested in consumer research that has societal impact. I have an interest is consumer vulnerability, specifically I have conducted research related to low-income families. I am interested in gender issues and poverty, representations of poverty and coping strategies. I recently co-hosted an ESRC seminar series on the theme of consumer vulnerability with Dr Susan Dunnett (University of Edinburgh) and Prof Maria Piacentini (Lancaster University). The central aims of the series were firstly to provide a space to critically engage with the notion of consumer vulnerability in order to promote dialogue and interchange between researchers, practitioners and policy makers; and secondly, to create a supportive forum through which to foster methodological good practice and encourage collaborative research projects. As a follow up to the seminar series we have published an edited book (2016) entitled "Consumer Vulnerability: Conditions, Contexts and Characterisitcs" as part of the Routledge Studies in Critical Marketing Series.

I am also interested in therapeutic consumption and have an artilce forthcoming in the Journal of Consumer Research which focuses on theorising therapeutic servicescapes.

Another research interest relates to consumer community and I have explored this in various different contexts including both online and offline communities. Recent research centred on local community involvement in the regeneration of social spaces with key themes of place transformation, aesthetics and community tourism.

My work has been published in journals such as Journal of Consumer Research, European Journal of Marketing, Sociology, Annals of Tourism Research, Journal of Consumer Behaviour, Journal of Marketing Management and Advances in Consumer Research. I have also recently edited a 4 volume set on New Directions in Consumer Research (with Dr Paul Hewer and Dr Aliakbar Jafari, University of Strathclyde).

Expertise & Capabilities

  • Consumer Culture
  • Consumer Vulnerability
  • Consumer Poverty
  • Consumer Communities
  • Consumer research with social impact
  • Therapautic Consumption

Teaching Interests

I teach classes related to consumer behaviour at UG, Honours and Masters level and Advanced Qualitative Methods on our MRes programme. I have received regular nominations for the Strathclyde Teaching Excellence Awards. I am also a fellow of the Higher Education Academy.

Education/Academic qualification

Doctor of Philosophy, Queen's University Belfast

Fingerprint Dive into the research topics where Kathy Hamilton is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 3 Similar Profiles
consumer research Social Sciences
Research Medicine & Life Sciences
poverty Social Sciences
marketing Social Sciences
community Social Sciences
low income Social Sciences
cultural studies Social Sciences
nostalgia Social Sciences

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Selected Projects 2008 2016

ESRC Vulnerable Consumers Seminar series

Hamilton, K., Piacentini, M. & Dunnett, S.


Project: Non-funded project

Selected Research Output 2005 2019

Consumer vulnerability: conditions, contexts and characteristics

Hamilton, K. (ed.), Dunnett, S. (ed.) & Piacentini, M. (ed.), 2016, (Accepted/In press) 232 p. (Routledge Studies in Critical Marketing)

Research output: Book/ReportBook

Consumer vulnerability
Qualitative research

New Directions in Consumer Research

Hewer, P., Hamilton, K. & Jafari, A., Sep 2015, London. 408 p.

Research output: Book/ReportBook

Consumer research
Human geography
Cultural studies
Marketing research
6 Citations (Scopus)
Open Access
German Federal Railways
Sense of place
11 Citations (Scopus)

Mini-miracles: transformations of self from consumption of the Lourdes pilgrimage

Higgins, L. & Hamilton, K., 1 Jan 2016, In : Journal of Business Research. 69, 1, p. 25-32 8 p.

Research output: Contribution to journalArticle

Open Access
2 Citations (Scopus)

Recapturing place identification through community heritage marketing

Alexander, M. & Hamilton, K., 31 Aug 2016, In : European Journal of Marketing. 50, 7/8, p. 1118-1136 19 p.

Research output: Contribution to journalArticle

Open Access
Place marketing
Community involvement
10 Citations (Scopus)

Commercialised nostalgia: staging consumer experiences in small businesses

Hamilton, K. & Wagner, B. A., 1 May 2014, In : European Journal of Marketing. 48, 5/6, p. 813-832 20 p.

Research output: Contribution to journalArticle

Consumer experience
Small business

Faith, hope and love: doing family through consuming pilgrimage

Higgins, L. & Hamilton, K., 2014, (Accepted/In press) In : Journal of Marketing Management.

Research output: Contribution to journalArticle

30 Citations (Scopus)

Organic community tourism: a cocreated approach

Hamilton, K. & Alexander, M., Jul 2013, In : Annals of Tourism Research. 42, p. 169–190 22 p.

Research output: Contribution to journalArticle

Open Access
9 Citations (Scopus)

Exploring researcher vulnerability: contexts, complications and conceptualisation

Jafari, A., Dunnett, S., Hamilton, K. & Downey, H., Jul 2013, In : Journal of Marketing Management. 29, 9-10, p. 1182-1200 19 p.

Research output: Contribution to journalArticle

Knowledge generation
Consumer culture
49 Citations (Scopus)

Low-income families and coping through brands: inclusion or stigma?

Hamilton, K., Feb 2012, In : Sociology. 46, 1, p. 74-90 17 p.

Research output: Contribution to journalArticle

Open Access
low income
standard of living
6 Citations (Scopus)


Consuming Kate : unpacking the feminine ideologies surrounding the celebrity princess brand

Author: Logan, A., 1 Oct 2015

Supervisor: Hamilton, K. (Supervisor) & Hewer, P. (Supervisor)

Student thesis: Doctoral Thesis

Footsteps into the forgotten : consuming obsolescence

Author: Anderson, S. L., 1 Oct 2016

Supervisor: Hamilton, K. (Supervisor) & Tonner, A. (Supervisor)

Student thesis: Doctoral Thesis

Selected Activities 2010 2019

2014 ESRC Festival of Social Science

Kathy Hamilton (Participant)

Activity: Participating in or organising an event typesParticipation in workshop, seminar, course