Dr Andrea Tonner

Senior Lecturer

Marketing

Personal statement

I am a senior lecturer in the Department of Marketing and currently serve as Associate Dean (Learning Enhancement) for Strathclyde Business School. I previously worked for many years as a marketing practitioner in the fast moving consumer goods and energy markets.

My academic practice integrates research, teaching and leadership around the themes of consumer and marketplace inclusion and I lead the Academy of Marketing Food Marketing Special Interest Group. I teach across undergraduate, honours and postgraduate programmes, with a particular focus on consumer behaviour, brand management and marketing communications. My teaching is strongly research-informed, drawing on my work on food insecurity, digital vulnerability, body image, and inclusive marketplace design to help students connect consumer theory to contemporary social and marketing challenges.

Expertise

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Area of Expertise

Consumer vulnerability, wellbeing & marketplace exclusion
Digital culture, body image & algorithmic harm
Food culture, insecurity & community health
Learning disabilities, inclusion & participatory research methods
Interpretive, qualitative and community-engaged methodologies
Learning enhancement strategy, curriculum development & AACSB Assurance of Learning

Prize And Awards

The Mary Kinghorn Davies Award for Research Impact: Recipient; 2025
ESRC 3+ Studentship: Recipient; 2006

More prizes and awards

Qualifications

LLB (Hons), University of Strathclyde

MBA, Heriot-Watt University

MRes, University of Strathclyde

PhD (Marketing/Consumer Culture), University of Strathclyde

Publications

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Publications

Careless (food) marketing : a caring agenda for studying food: Tonner Andrea, Wilson Juliette, Cappellini Benedetta; European Journal of Marketing (2025); https://doi.org/10.1108/ejm-04-2024-0332
From Betty Crocker to the affective rise of the tradwife phenomena : a visual historical discourse of anti feminism: McGrath Marsaili, Tonner Andrea, Hewer Paul; Academy of Marketing Conference, 2025 (2025)
Reimagining maternal marketing legacies : from Betty Crocker to mumfluencers - a critical visual analysis of persistent maternal hegemonies: McGrath Marsaili, Tonner Andrea, Hewer Paul; Consumer Culture Theory Conference 2025 (2025)
What constitutes #healthyliving on Instagram? Longitudinal content analysis of posts during 2019-2021: Eckler Petya, Tonner Andrea; European Conference on Health Communication (2025)
Health literacy towards body image, eating disorders and social media among young adults in Bulgaria : an exploratory study: Tonner Andrea, Eckler Petya; European Conference on Health Communication (2025)
Battle against weight stigma : how body positivity advocates encounter fatphobia in NHS: Koroglu Melis, Eckler Petya, Tonner Andrea; Body Image (2024); https://doi.org/10.1016/j.bodyim.2024.101748

More publications

Teaching

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Teaching

I teach across undergraduate, honours and postgraduate levels, specialising in:

Consumer Culture - identity, motivation, perception, vulnerability, transitional consumption

Marketing Communications - creative strategy, agency collaboration, communication planning

Brand Management - brand equity, cultural branding, luxury, brand meaning and consumer -brand relationships

Advanced Qualitative Methods- particpatory methods, arts-based method and epistemic justice

I also contribute to staff development through Faculty-wide enhancement workshops and support for programme teams as part of my Associate Dean Learning Enhancement role.

Research

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Research Interests

My research sits at the intersection of Consumer Culture Theory (CCT) and Transformative Consumer Research (TCR), with a sustained focus on inclusion and wellbeing. I examine how consumers navigate identity, care and constraint across contexts including food poverty, learning disabilities, digital harms, rural deprivation, parenting, and water insecurity.

I have led and contributed to interdisciplinary projects funded by the Academy of Marketing and Marketing Trust, Wellcome Trust Collaborative Cultures and ESRC Impact Accelerator, working with partners in health, social care, third-sector organisations and international institutions. My research informs community practice, policy debates and academic understanding of marketplace exclusion. Recent publications include work in European Journal of Marketing, Annals of Tourism Research, Marketing Theory, Journal of Public Policy and Marketing and Journal of Rural Studies.

I supervise doctoral research in digital culture, marketplace exclusion, food poverty and global risk.