Dr Andrea Tonner

Senior Lecturer

Marketing

Personal statement

I joined the University in 2008 after many years as a marketing practitioner in the fast moving consumer goods and energy markets and I am currently a lecturer in marketing.

My teaching concentrates on consumer behaviour, brand management and marketing communications and I endeavour to make strong links between these key tenets of marketing theory and their applications in marketing practice.

My research is focused within consumer culture theory where I have explored issues of identity and sociality within different contexts but I have an enduring interest in food and motherhood.  Reflecting this interest I am currently co-convenor of the British Sociological Association Food Studies Group.

Expertise

Has expertise in:

    • Consumer Culture Theory
    • Consumer Behaviour
    • Food Culture
    • Marketing Communications
    • Brand Management

Prizes and awards

ESRC 3+ Studentship
Recipient
2006

more prizes and awards

Qualifications

My undergraduate degree is in Scots Law at the University of Strathclyde ( LLB Hons Scots Law). On graduation I began my career in marketing within Blue Chip FMCG and service organisations. While still a marketing practitioner I completed my MBA part-time at Heriot Watt University before returning to Strathclyde University where I completed my Masters of Research (MRes Research Methodlogy in Business and Management) and my PhD exploring consumers' identity construction within food culture. I  have been teaching across all levels of the department of marketing programmes since 2008.

Publications

How can social enterprises impact health and wellbeing?
Gordon Katy, Wilson Juliette, Tonner Andrea, Shaw Eleanor
International Journal of Entrepreneurial Behaviour and Research Vol 24, pp. 697-713 (2018)
https://doi.org/10.1108/IJEBR-01-2017-0022
Consumer culture poetry : insightful data and methodological approaches
Tonner Andrea
Consumption, Markets and Culture (2018)
https://doi.org/10.1080/10253866.2018.1474110
The role of socially driven community food projects in a networked approach to tackling food insecurity
Gordon K, Wilson J, Tonner A, Shaw E
British Sociological Association Annual Conference 2018 (2018)
"They were built to last" : Anti-consumption and the materiality of waste in obsolete buildings
Anderson Stephanie, Hamilton Kathy, Tonner Andrea
Journal of Public Policy and Marketing (2018)
https://doi.org/10.1509/jppm.17.042
Death of buildings in consumer culture : natural death, architectural murder and cultural rape
Anderson Stephanie, Tonner Andrea, Hamilton Kathy
Consumption, Markets and Culture Vol 20, pp. 387-402 (2017)
https://doi.org/10.1080/10253866.2017.1367676
'We need to survive' : Integrating social enterprises within community food initiatives
Tonner Andrea, Wilson Juliette, Gordon Katy, Shaw Eleanor
5th British Sociological Association Food and Society Conference (2017)

more publications

Teaching

I teach across the department of marketing's undergraduate, honours and masters programmes. My teaching encompasses three broad areas of the marketing discipline.

Consumer Behaviour - I teach fundamentals of consumers as individuals including perception, motivation, learning, attitudes and identity. I also consumer special instances of consumption including mundane consumer, collecting behaviour and the behaviour of different generations.

Marketing Communications - I have a strong focus upon practitioner involvement in this subject and work closely with both marketing clients and creative agencies to develop contemporary case-studies exploring  communication planning, creativity, and evaluation.

Brand Management - I work to provide students with the most up-to- date thinking within industry and academia upon brands and brand management. I consider how brands are created and sustained and explore some key branding issue such as luxury brands and brand love. 

Research interests

I work mainly within interpretive consumer research. I am particularly interested in issues of consumer personal and social identity and explored there in different everyday material culture contexts.

MY PhD work focused upon consumers' understanding of food within their everyday lives and this most universal of consumer culture domains was employed to build identity and social relations such as family and friendship. I am also concerned with representations of food within consumer culture and have explored traditional and contemporary written forms such as cookbooks and food blogs.  I also consider issues of identity and sociality within new motherhood and particularly research how services can be transformative in this transitional lifestage.

More recently I have undertaken work considering the food producer/ consumer interface and exploring the practices involved in consumer self-provisioning and among small agricultural producers. I also consider the role of food in health and wellbeing and explore community approaches to tackling health inequalities.

Professional activities

Interface Project for Invereach Energy Drink
Consultant
2104
Routledge (Publisher)
Editor
2019
6th British Sociological Association Food and Society Conference
Organiser
2019
European Communication Research and Education Association (External organisation)
Member
2017
Community Food and Health Scotland Annual Networking Conference
Keynote/plenary speaker
2017
European Researcher Night 2017
Presenter
2017

more professional activities

Projects

Body Image and Social Media: Research and Practice in a Changing Environment
Eckler, Petya (Principal Investigator) Tonner, Andrea (Co-investigator) Cameron, Julie (Co-investigator)
The grant provided seed money for intensifying the impact of knowledge exchange activities related to my research on body image. Awarded £3,510.
01-Jan-2016 - 30-Jan-2019
Food insecurity and the impact of interventions.
Tonner, Andrea (Principal Investigator)
As part of an overall project considering food poverty and the impact of interventions which may impact it, I am currently working on three related studies. The first examines the lived experience of food poverty and its influence on wellbeing. The second looks at social enterprises, as a particular form of intervention tackling food poverty, and examines their impact on health inequalities. The third considers farm diversification and its impact on the food supply chain. Through these projects, with colleagues, I have secured three current funded PhD studentships.
Karen Anne Scott - Food Poverty - The research is to acquire knowledge within a community setting as to how food poverty influences eudiamonic wellbeing.
Afamafume Obi - Unpacking Structural Diversification in Family Farming Businesses
Katy Gordon - Understanding the impact of Food Social Enteprises
The projects have developed strong links with Scottish Government, NHS Scotland, individual social enterprises, and key disadvantaged communities. These links are critical in driving socially relevant research and in delivering both policy and behavioural change in the sector.
01-Jan-2014
Novel Consumption Practices: the sharing economy, placemaking, and mothers servicescapes
Tonner, Andrea (Principal Investigator)
I work with a range of colleagues on novel consumer practices within which I have three research studies. The first focuses on the sharing economy considering novel market practices in this domain and their disruption of theoretical, market and consumer norms. The second considers urban exploration, a subculture which consumes derelict buildings. The third considers how new mothers consume servicescapes for sociality and identity work.
With colleagues I have been successful in securing 2 funded studentships under this work stream.
With Dr K Hamilton an ESRC studentship for Stephanie Anderson's doctoral project: Footsteps into the forgotten : consuming obsolescence. Complete.
With Dr P Hewer a Stratchlyde University Student Excellence award for the project Instafame? The branding, identity and consumption of food and well-being 'Igers'
01-Jan-2011
Food as a a part of health and wellbeing
Tonner, Andrea (Principal Investigator)
This stream of work emanates from my doctoral research and considers the relationships between personal identity, social interactions and marketplaces in consumer food culture
01-Jan-2006

more projects