Christina Goulding

Christina Goulding is Professor of Marketing at Birmingham Business School, University of Birmingham, where she is affiliated with the Department of Marketing. She has previously held professorial positions at Keele University, Coventry University, and the University of Wolverhampton, reflecting a robust academic trajectory in marketing and consumer research.

Her research spans two major areas: consumer culture and qualitative research methodologies. Within consumer culture, she investigates cultural and subcultural consumption, identity, marketplace exclusion, marginalization, resistance, and resilience, contributing to the critical stream of consumer behaviour. Her methodological expertise centers on Grounded Theory, on which she has authored a SAGE book and numerous papers, and she is also advancing arts-based methodologies in collaboration with Keele University and The New Vic Theatre. Her recent publications in journals like Consumption, Markets and Culture and Annals of Tourism Research explore themes such as mellostalgia, dark tourism atmospheres, and community resilience, indicating a sustained focus on identity, emotion, and social dynamics in consumption.

Christina Goulding serves on multiple editorial boards, including as Associate Editor for Qualitative Research at the European Journal of Marketing, and on the boards of Journal of Consumer Research, Marketing Theory, and Consumption, Markets and Culture. She has co-edited Critical Marketing: Defining the Field and is a founding member of the Critical Marketing Group. She has received ESRC funding for seminar series on 'Resistance and the Market' and 'Critical Marketing', highlighting her leadership in shaping scholarly discourse.

• Six successful PhD supervisions
• Numerous Masters dissertation supervision

She is actively involved in research grants, editorial leadership, and academic community building, including organizing conferences and leading doctoral colloquia. Her work bridges theory and practice, particularly in developing methodologies for supporting disadvantaged groups and survivors of natural disasters.