Christina Goulding is Professor of Marketing at Birmingham Business School. Her research interests are two-fold. The first is consumer culture, ranging from cultural production and consumption (i.e. heritage and the arts), to non-mainstream sub-cultural consumption. She is particularly interested in issues of exclusion and marginalization as well as strategies of resistance and tactics for developing resilience. She has published her research in a number of leading journals including Journal of Consumer Research, Annals of Tourism Research, Psychology and Marketing, European Journal of Marketing, Journal of Business Research, and Consumption, Markets and Culture.
Her second area of interest is the development and application of qualitative research methodologies with a particular focus on Grounded Theory. She is the author of a book on grounded Theory published by SAGE and has published numerous articles in respected journals on the subject. She has been an invited speaker at a number of universities and has also run workshops for BAM and for cross disciplinary audiences . She is also interested in the development of arts based methodologies and is working with colleagues from Keele University and The New Vic Theatre on methodologies for supporting disadvantaged groups and survivors of natural disasters.
She is currently part of an ESRC funded team looking at the issue of marketplace exclusion. This seminar based project has attracted an international group of scholars both as presenters and audience participants.
Christina is the Associate editor for qualitative research for the European Journal of Marketing and serves on the advisory board of Consumption, Markets and Culture. She is also on the editorial board of Journal of Consumer Research, Marketing Theory and the Journal of Consumer Behaviour.
She is interested in supervising qualitative PhDs in the following areas:
- Cultural consumption
- Place, space and consumption
- Non conformist or transgressive consumption
- The arts meets technology
- Consumer identity projects
- Consumption and loss
- The dark side of consumption
- Consumption and resilience