Dr Rohan Venkatraman

Dr Rohan Venkatraman

Department of Marketing
Lecturer in Marketing

Contact details

Birmingham Business School
University House
University of Birmingham
B15 2TT

Rohan is a consumer culture researcher, who primarily examines how consumer identities challenge and are challenged by marketplaces. His primary stream of research examines the interplay between bodies, emotions, and practices that constitute consumer performances of identity. He is also interested in how marketplaces structure inclusion and exclusion of consumers through power hierarchies such as stigma, as well as aesthetic and taste hierarchies.

He specialises in using interpretive methodologies, such as ethnography and interviewing, to capture how consumers experience and navigate complex marketplaces. He also uses digital methodologies such as web scraping and content analysis to explore patterns of change across domains such as taste.


  • PhD in Marketing, University of Melbourne, Australia, 2021
  • Master of Commerce (Marketing), University of Melbourne, Australia, 2018
  • Master of Management (Marketing), University of Melbourne, Australia, 2015
  • BA (Hons) Business and Management, University of Exeter, UK, 2013


Introduction to Marketing and Communications


Recent publications


Cheded, M, Hutton, M, Steinfield, L, Bettany, S, Burchiellaro, O & Venkatraman, R 2024, 'Moving gender across, between and beyond the binaries: In conversation with Shona Bettany, Olimpia Burchiellaro and Rohan Venkatraman', Journal of Consumer Affairs. https://doi.org/10.1111/joca.12572

Venkatraman, R, Ozanne, J & Coslor, E 2024, 'Stigma Resistance through Body-in-Practice: Embodying Pride through Creative Mastery', Journal of Consumer Research. https://doi.org/10.1093/jcr/ucae015

Venkatraman, R, Hernández Ruiz, MP, Lawrence, AS, Lei, J & Nagpal, A 2023, 'Transforming practice chains through ideological objects: How plant-based meats impact consumers’ everyday food practices', Appetite, vol. 188, 106765. https://doi.org/10.1016/j.appet.2023.106765

Meshram, K & Venkatraman, R 2022, 'A transformative service research perspective on caste-based discrimination in microcredit lending in India', Journal of Services Marketing, vol. 36, no. 7, pp. 964-976. https://doi.org/10.1108/JSM-09-2021-0362

Kertcher, Z, Venkatraman, R & Coslor, E 2020, 'Pleasingly parallel: Early cross-disciplinary work for innovation diffusion across boundaries in grid computing', Journal of Business Research, vol. 116, pp. 581-594. https://doi.org/10.1016/j.jbusres.2020.04.018

Conference contribution

Venkatraman, R, Hartman, A, Coslor, E & Ojansivu, I 2020, The Meaning and Transformation of Taste Vocabulary. in NA - Advances in Consumer Research. vol. 48.


Venkatraman, R 2021, 'Consumer performances as territorial negotiations', Paper presented at ANZMAC 2021, Melbourne, Australia, 29/11/21 - 1/12/21 pp. 229.

Hartman, A, Venkatraman, R & Coslor, E 2021, 'Reproducing the whisky field: how consumer critics perform market work and symbolic-identity work in online reviews', Paper presented at 37th EGOS Colloquium 2021, Amsterdam, Netherlands, 8/07/21 - 10/07/21.

View all publications in research portal