Dr Aleksandrina Atanasova

Dr Aleksandrina Atanasova

Department of Marketing
Lecturer in Marketing

Contact details

University House
Birmingham Business School
University of Birmingham
B15 2TT

Aleksandrina Atanasova is a Lecturer in Marketing at the Birmingham Business School.

Her research is situated within the tradition of culturally oriented consumer research scholarship known as Consumer Culture Theory (CCT) and focuses on the sociocultural, experiential, and symbolic aspects of consumption. Within this domain, Aleksandrina’s research advances perspectives on the effects of precarity, globalization and shifting social norms on consumers’ behaviors, particularly in relation to rising digitalization and dematerialization of consumption.

ORC profile


  • PhD in Marketing, Royal Holloway University of London, UK
  • MSc Economics & Business Administration - Marketing, Aalto University, Finland
  • BSc in Business Administration – Marketing & Management, University of Wisconsin, USA 


Alex Atanasova is an expert in consumer behavior, cultural insights and branding.

Prior to joining academia, Alex has worked as a marketing executive and a consultant for leading global brands. She draws on years of industry experience in strategy, branding and consumer insight worldwide, having worked across sectors and markets in North America and Europe.

In her academic work, she uses interpretive methodologies, such as ethnography, netnography, and depth interviewing, to capture how people, brands and communities navigate and interact with the marketplace. 

Her current projects focus on how contemporary sociocultural dynamics shape and are shaped by consumers’ lived experiences and interactions with the marketplace.


  • BSc Branding in the Digital Age
  • BSc Marketing Communications 


Research interests

  • Consumer behavior
  • Consumer Culture Theory
  • Status signaling and Symbolic consumption
  • Liquid consumption
  • Sharing and Access-based consumption
  • Consumer communities
  • Branding


Atanasova, Aleksandrina and Giana M Eckhardt (2021), “The Broadening Boundaries of Materialism,” Marketing Theory, 21 (4), 481–500. https://doi.org/10.1177/14705931211019077

Atanasova, Aleksandrina (2021), “Re-Examining Utopia in Contemporary Consumption: Conceptualization and Implications for Marketing,” AMS Review, 11 (1–2), 23–39. https://doi.org/10.1007/s13162-021-00193-0

Atanasova, Aleksandrina and Giana Eckhardt (2021b), “Nomadland: The New Frontiers of the American Dream at the Periphery of the Market,” Markets, Globalization & Development Review, 6 (1). https://doi.org/10.23860/MGDR-202106-01-02

Atanasova, Aleksandrina, Fleura Bardhi, Giana M Eckhardt, and Laetitia Mimoun (forthcoming), “Digital Nomadism as Temporal Privilege,” The Routledge Handbook of Digital Consumption, eds. Russ Belk & Rosa Llamas, Routledge.

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