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Dr Paul Hewer



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).



Discordant fandom and global football brands : 'let the people sing'
Hewer Paul, Gannon Martin, Cordina Renzo
Journal of Consumer Culture Vol 17, pp. 600-619, (2017)
Stepping into strangers’ homes : exploring the consumption phenomenon of home exchange
Tonner Andrea, Hamilton Kathy, Hewer Paul
Consumer Culture TheoryResearch in Consumer Behavior, (2016)
Fraught contexts and mediated culinary practices : ontological practices and politics
Hewer Paul
The Practice of the MealRoutledge Interpretive Marketing Research, (2016)
Spaces of hope, enlivenment and entanglement : explorations in the spatial logic of celebrity culinary brands
Hewer Paul, Brownlie Douglas
New Directions in Consumer Research Volume IVSAGE Library in Marketing, (2015)
Articulating consumers through practices of vernacular creativity
Brownlie Douglas, Hewer Paul
New Directions in Consumer ResearchNew Directions in Consumer Research, (2015)
Tribal mattering spaces : social networking sites celebrity affiliations and tribal innovations
Hamilton Kathleen, Hewer Paul
New Directions in Consumer Research Volume IVSAGE Library in Marketing, (2015)

more publications

Professional activities

John Schouten
Nil Toulouse-Ozcalgar
Youtube turn 10: Visual Storytelling for Affect
Journal of Brand Management (Journal)
Peer reviewer
Marketplace magic and Christmas Crackers Remembered
'Getting your work published in academic journals'

more professional activities


Scottish ESRC Doctoral Training Centre DTG 2011 | Logan, Ashleigh
Hamilton, Kathleen (Principal Investigator) Hamilton, Kathleen (Principal Investigator) Hewer, Paul (Co-investigator) Wagner, Beverly (Co-investigator) Logan, Ashleigh (Research Co-investigator)
Period 01-Oct-2012 - 02-Jun-2016
Hamilton, Kathleen (Principal Investigator) Hamilton, Kathleen (Principal Investigator) Hewer, Paul (Co-investigator) Hewer, Paul (Co-investigator) Higgins, Leighanne (Research Co-investigator)
Period 01-Oct-2010 - 24-Sep-2014

more projects