Mrs Amira Battle

Lecturer

Marketing

Personal statement

I joined the department as a lecturer in 2021. My research interests are primarily around sustainable consumption and social media. Specifcally, I focus on sustainable fashion and social media influencers. 

I have published my research in journals such as the European Journal of Marketing and the Journal of Fashion Marketing and Management.  

I am completing my PhD at the University of Strathclyde in 2021. 

Publications

Exploring the spectrum of fashion rental
Mukendi Amira, Henninger Claudia
Journal of Fashion Marketing and Management Vol 23, pp. 455-469 (2020)
https://doi.org/10.1108/JFMM-08-2019-0178
Sustainable fashion : current and future research directions
Mukendi Amira, Davies Iain, Glozer Sarah, McDonagh Pierre
European Journal of Marketing Vol 54, pp. 2873-2909 (2020)
https://doi.org/10.1108/EJM-02-2019-0132
Access-based consumption : a new business model for luxury and secondhand fashion business?
Battle Amira, Ryding Daniella, Henninger Claudia E
Vintage Luxury Fashion Exploring the Rise of the Secondhand Clothing Trade (2018) (2018)
https://doi.org/10.1007/978-3-319-71985-6_3

More publications

Research interests

  • Sustainable Fashion Consumption
  • Sustainable Consumption and Communication
  • Social Media/ Social Media Influencers
  • Consumer Culture