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Dr Andrea Tonner



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.


Has expertise in:

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


Consumer culture poetry : insightful data and methodological approaches
Tonner Andrea
Consumption, Markets and Culture, (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)
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)
How can social enterprises impact health and wellbeing?
Gordon Katy, Wilson Juliette, Tonner Andrea, Shaw Eleanor
International Journal of Entrepreneurial Behaviour and Research, (2017)
Stepping into strangers' homes : exploring the consumption phenomenon of home exchange
Tonner Andrea, Hamilton Kathy, Hewer Paul
Consumer Culture TheoryResearch in Consumer Behavior, (2016)
Mediatizing the naked truth - a re-conceptualisation of the ideal beach body in contemporary media
Kleim A., Eckler P., Tonner A.
6th European Communication Conference, (2016)

more publications


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

Journal of Marketing Management (Journal)
Peer reviewer
British Sociological Association (External organisation)
Invited talk to SCOFF seminar
Invited speaker

more professional activities


Body Image and Social Media: Research and Practice in a Changing Environment
Eckler, Petya (Principal Investigator) Tonner, Andrea (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.
Period 01-Feb-2016 - 30-Jun-2017

more projects