Dr Andrea Tonner
Reader
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.
Prize And Awards
- SBS Innovation with Future Impact Award (2024)
- Recipient
- 2025
- The Mary Kinghorn Davies Award for Research Impact
- Recipient
- 2025
- ESRC 3+ Studentship
- Recipient
- 2006
Qualifications
LLB (Hons), University of Strathclyde
MBA, Heriot-Watt University
MRes, University of Strathclyde
PhD (Marketing/Consumer Culture), University of Strathclyde
Publications
- Conceptualizing firms’ responses to inclusionary forces in the marketplace
- Tonner Andrea, Elkanova Elena, Ozkan Erciyas Fatos, Castilhos Rodrigo, Uduehi Esther, Primossi Valentina, Odile Peschel Anne, Minton Elizabeth A, Arcuri Adriana Guedes, Roberts Amelia
- Marketing Theory (2026)
- https://doi.org/10.1177/14705931261448257
- Careless (food) marketing : a caring agenda for studying food
- Tonner Andrea, Wilson Juliette, Cappellini Benedetta
- European Journal of Marketing Vol 60, pp. 589-612 (2026)
- https://doi.org/10.1108/ejm-04-2024-0332
- Studying food insecurity : theoretical and methodological reflections
- Tonner Andrea, Gibbs Juliette, Cappellini Benedetta, Gordon Kathryn, Scott Karen Anne, Hamilton Kathy, Kearney Treasa, Parsons E, Surman E
- Academy of Marketing Conference (2025)
- 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)
- 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)
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 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.
Professional Activities
- Evaluation of Entrepreneurs Pathway Lab
- Consultant
- 3/2026
- Response to UK Parliament Call for Evidence
- Contributor
- 19/2/2026
- Response to call for evidence - DWP Young People and Work
- Contributor
- 30/1/2026
- Body image in a socio-cultural, medical and other contexts in Bulgaria
- Organiser
- 10/12/2025
- Strathclyde Learning Disabilities Research Network -Research Symposium on Economic and Social Inclusion
- Participant
- 2/10/2025
- Reflections on Teaching Advanced Qualitative Methods to PhD Students
- Contributor
- 19/6/2025
Projects
- Building Resilience, Building Community: Empowering Vulnerable Communities for Climate Action
- Tonner, Andrea (Principal Investigator) Tomazos, Konstantinos (Co-investigator)
- 01-Jan-2026 - 28-Jan-2027
- Beyond Text: Using Collage as a Rigorous Visual Method in PhD Research
- Tonner, Andrea (Principal Investigator) Porteous, Holly (Co-investigator)
- 01-Jan-2026 - 05-Jan-2026
- ESRC IAA Building Resilient Migrant-Led Enterprises: Innovation, Inclusion, Impact
- Tonner, Andrea (Principal Investigator) Tomazos, Konstantinos (Co-investigator) Johnstone, Jane (Co-investigator)
- This project translates Strathclyde’s research on social enterprises, volunteering, and participatory approaches into tangible, community-led impact with Together Reaching Higher (TRH). Building on prior studies, we will co-produce scalable, place-based growth tools and frameworks that embed evidence in practice, mobilising knowledge inclusively around lived experience.
- 05-Jan-2026 - 05-Jan-2027
- Strathclyde Learning Disabilities Research Network: a collaborative bid development project
- Tonner, Andrea (Principal Investigator)
- 13-Jan-2025 - 30-Jan-2026
- Developing Stakeholders in Southeastern Europe around Body Image and Eating Disorders
- Eckler, Petya (Principal Investigator) Tonner, Andrea (Principal Investigator)
- The grant funded a scoping event in Bulgaria which aims to identify stakeholders around body image and eating disorders in the region
- 01-Jan-2025 - 31-Jan-2025
- Mapping Awareness and Attitudes towards Eating Disorders in Bulgaria: A Pilot Study
- Eckler, Petya (Principal Investigator) Tonner, Andrea (Principal Investigator)
- The grant funded a pilot research study via in-depth interviews of Bulgarian youth on the topic of eating disorders, mental health and social media.
- 01-Jan-2024 - 31-Jan-2024