Personal profile

Personal Statement

I am a member of the Consumption, Markets and Society research group within the Department of Marketing, a vibrant group of researchers with the ambition to further understanding of contemporary consumption and its tensions and consequences. I draw on a range of social theories around notions of consumption practices, celebrity brands, community, identity work and transformative consumption spaces to further understanding of marketing practices. Research leadership is clearly expressed through my ability to lead projects on a range of consumption topics to publication to enhance understanding of consumption practices.  Such projects have more recently included research around the notions of celebrity branding and celebrity culture, the disciplinary potential of critical marketing, vintage consumption, car consumption and practices of 'debadging', culinary consumption, dance (salsa magic), global football brands and consuming gardens. Work includes: Paul Hewer, Kathy Hamilton and Ali Jafari a Sage Library Series Four Volume set entitled New Directions in Consumer Research (2015).  I was the co-editor of the Journal of Marketing Management, a premier international journal in the marketing field which seeks to publish work at the forefront of marketing theory and practice from 2010 to 2016.  Book chapters which highlight my research thinking and focus include: Paul Hewer 'Fraught contexts and mediated culinary practices: ontological practices and politics' (2016) in Benedetta Cappellini, David Marshall and Elizabeth Parsons (eds) The Practice of the Meal: Food, Families and the market place (Routledge); Paul Hewer 'Thinking Waste Sociologically' in Karin Ekstrom Waste Management and Sustainable Consumption: Reflections on consumer waste' (Routledge). Recent Journal of Consumer Culture published papers include: Paul Hewer, Martin Gannon & Renzo Cordina "Discordant fandom and global football brands: 'let the people sing'" Journal of Consumer Culture (2017) and 'Reimagining the terrain of liquid times: reflexive marketing and the sociological imagination' (2022). I have also published work on passion in consumption (with Dr Ashleigh Logan and Professor Kathy Hamilton) in the European Journal of Marketing. And works in the 4* Annals of Tourism (with Professor Kathy Hamilton and Dr Andrea Tonner) on the home exchange experience. I am keen to hear from prospective PhD students in the areas of consumption, markets and culture, especially those looking to employ an ethnographic/visual lens to their research.


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):

  • SDG 3 - Good Health and Well-being
  • SDG 7 - Affordable and Clean Energy
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action

Education/Academic qualification

Doctor of Philosophy, Sociology of Consumer Behaviour and Men, University of York

Award Date: 1 Jan 1995

Master of Social Science, Sociology of Contemporary Culture, University of York

Award Date: 1 Jan 1991

Bachelor of Social Science, Sociology, University of Leeds

Award Date: 1 Jan 1989


  • Consumption
  • Consumer Culture Theory
  • Celebrity Culture
  • Critical Marketing


Dive into the research topics where Paul Hewer is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
  • Consumer Culture Theory conference

    Ashleigh Logan-McFarlane (Participant), Kathy Hamilton (Participant) & Paul Hewer (Participant)

    Jul 2017

    Activity: Participating in or organising an event typesParticipation in conference

  • Videography Workshop

    Paul Hewer (Organiser), Douglas Brownlie (Organiser), Joonas Rokka (Organiser) & Joel Hietanen (Organiser)

    30 Jun 20162 Jul 2016

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