• United Kingdom


Research output per year

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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 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. Current 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 (2010-2016).  Recent book chapters which highlight my current 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). And:  Paul Hewer, Martin Gannon & Renzo Cordina (2016) "Discordant fandom and global football brands: 'let the people sing'" Journal of Consumer Culture (forthcoming). I am keen to hear from prospective PhD students in the areas of consumer culture theory and consumption, markets and culture, especially those looking to employ an ethnographic/visual lens on their research.


Education/Academic qualification

Doctor of Philosophy, University of York

Master of Social Science, University of York

Bachelor of Social Science, University of Leeds


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

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Research Output

Reimagining the terrain of liquid times: reflexive marketing and the sociological imagination

Hewer, P., 8 Jun 2020, (Accepted/In press) In : Journal of Consumer Culture.

Research output: Contribution to journalArticle

  • Thesis

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

    Author: Logan, A., 2 Jun 2016

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

    Student thesis: Doctoral Thesis

    Exploring the meanings of alternative consumption spaces : a visual analysis of the Barras marketplace

    Author: Cydzik, A., 16 Dec 2016

    Supervisor: Hewer, P. (Supervisor) & Tagg, S. (Supervisor)

    Student thesis: Master's Thesis


    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