معرفی
Professor Christina Goulding is a leading academic in the Department of Marketing at Birmingham Business School, University of Birmingham. She holds the rank of Professor of Marketing and has previously held professorial positions at Keele University, Coventry University, and the University of Wolverhampton. Her extensive academic career is marked by significant contributions to consumer behavior and qualitative research methodologies.
Her research interests are primarily in consumer culture and qualitative research methodologies. Within consumer culture, she explores themes such as cultural and subcultural consumption, identity, marketplace exclusion, marginalization, resistance, and resilience. Her methodological expertise lies in Grounded Theory, on which she has authored a book published by SAGE, and she is also pioneering work in arts-based methodologies for disadvantaged populations in collaboration with Keele University and The New Vic Theatre.
Her recent publications, spanning journals like Consumption, Markets and Culture, Annals of Tourism Research, and Journal of Consumer Research, reflect a strong trend in studying atmosphere, authenticity, dark tourism, and the emotional and temporal dimensions of consumption. Her work often employs a critical, interpretivist lens to understand the deeper meanings consumers derive from their experiences.
Scientific Leadership and Recognition:
- Associate Editor for Qualitative Research, European Journal of Marketing
- Editorial Board Member, Consumption, Markets and Culture, Journal of Consumer Research, Marketing Theory, and Journal of Consumer Behaviour
- Co-editor of Critical Marketing: Defining the Field
- Founding member of the Critical Marketing Group
Christina Goulding is actively involved in research leadership, having led ESRC-funded seminar series on 'Resistance and the Market' and 'Critical Marketing'. She has supervised six successful PhD students and numerous Master’s dissertations. Her academic influence extends through frequent invitations as a keynote speaker and workshop leader at major conferences and institutions, including the British Academy of Management.
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