Paul Hewer

Dr Paul Hewer is a Reader in Marketing at the University of Strathclyde's Department of Marketing, part of the Strathclyde Business School. He leads the Consumption, Markets and Society research group, focusing on contemporary consumption practices, celebrity branding, identity work, and transformative consumption spaces. Hewer holds a PhD in Sociology of Consumer Behaviour from the University of York (1995).

His research explores critical marketing theory, culinary consumption, vintage practices, and global branding. Notable works include the Sage Library Series New Directions in Consumer Research (2015) and co-editing the Journal of Marketing Management (2010–2016). Recent studies address zero-waste movements, home exchange experiences, and fan cultures in global football brands.

Hewer's academic contributions span 104 publications, including articles in Journal of Consumer Culture and European Journal of Marketing. He actively supervises PhD students researching consumption and culture using ethnographic/visual methods. Professional roles include editorial board memberships and peer review for journals like Journal of Brand Management.

Key collaborations include projects on relational engagement (EU-funded) and sustainability communications. His work intersects UN Sustainable Development Goals, particularly in education and sustainable consumption patterns.