Dr Amira Mukendi




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. 

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How do social media influencers in sustainable markets try to create change in the fashion industry?
Battle Amira, McDonagh Pierre, Davies Iain, Glozer Sarah, Doherty Anne Marie
Academy of Marketing Conference 2022 (2022)
Exploring the spectrum of fashion rental
Mukendi Amira, Henninger Claudia
Journal of Fashion Marketing and Management Vol 23, pp. 455-469 (2020)
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)
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)

More publications

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Research Interests

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

Email: amira.mukendi@strath.ac.uk
Tel: 548 4378