Professor Eva Kipnis,
Professor in Marketing

Information about Professor Eva Kipnis at the University of Bradford.

: School of Management
(Faculty of Mgmt, Law & Social Sciences)
Email:: e.kipnis@bradford.ac.uk
Telephone:: +44 1274 232383

Biography

Professor Eva Kipnis joined the University of Bradford fromthe University of Sheffield. She holds a PhD inMarketing, for which she received a Best Thesis Award, and a MSc inInternational Marketing. Her research expertise interests culture-informedconsumer behaviour and cultural meanings conveyed by brands, Diversity andInclusion Engaged Marketing in multicultural marketplaces, TransformativeConsumer Research and the development and deployment of socially-inclusivetechnologies in product and service innovations. Eva’s work regularly featuresin recognized journals, such as the Journal of Service Research, Journal of Business Research, Journal ofPublic Policy and Marketing, Marketing Theory, Consumption, Markets &Culture, Journal of Macromarketing, editedcollections and books and international conferences. An active contributor to the Transformative Consumer Research movement since 2011, Eva currently serves on the advisory committee for the Transformative Consumer Research and will co-chair the 2023 Transformative Consumer Research conference. She mentored and supervised to graduation several doctoral students in her areas of research interest and expertise and welcomes interest from prospective doctoral candidates. From September 2023, Eva also hold the role of the School of Management Director for Postgraduate Research.

The impact of Eva's work on the social impacts of marketing activity, particularly in the area of multicultural inclusion and marketplace wellbeing, is recognised by the 2021 Women in Marketing Award in Marketing Scientist category which she received with an international team of collaborators forming a Multicultural Marketplaces research network she co-founded. She continues to co-chair the network, with the most recent project including Diversity and Inclusion Engaged Marketing (DIEM) Initiative – a collaborative platform bringing together researchers, industry and policy practitioners and educators working to advance Diversity, Inclusion and Equity in marketing discipline and actions. The initiative is supported by multiple funders including the Association for Consumer Research (USA), the University of Leicester ESRC Impact Accelerator, and IESEG School of Management (France). Across her academic career, Professor Kipnis secured and co-investigated research projects with a total value of over £2.2 million.

In teaching area of her academic practice, Eva brings her previous experience of a marketing practitioner where she worked with international brands across multiple industries to her philosophy of engaging non-academic stakeholders for developing research and education innovations. She led the development and delivery of several teaching andtraining programmes and components, including international schools for doctoral and earlycareer researchers and innovative modules and sessions for undergraduate andMasters students, such as Global/International/Multicultural Branding and Marketing, Marketing andSocial Inclusion, Advertising Psychology and Research Methods. She also supervises Masters and Executive MBA projects.

Research

Broadly, my research aligns with the United Nations’ Sustainable Development Goals of reducing inequalities and peace, justice and strong institutions. It is positioned at the intersection of international and multiculturalmarketing, consumer behaviour and wellbeing, and responsible managementpractice.

My current work comprises four strands: 1) the role and impact of (multi)cultural meanings expressed and exchanged by market actors (consumers, brands, organisations) on cultural identity dynamics and inclusion/exclusion perceptions and cognitions by individuals and communities, and on intercultural relations; 2) development of marketing strategy frameworks to enable organisations and brands ethically and meaningfully engage with culturally diverse consumer populations; 3) development of inclusive consumer-centred frameworks for digital transformation; and 4) the role of marketing and brand activism in social resilience, with a particular focus on war/conflict zones. From the theoretical development perspective, I draw from insights of social identity theory, acculturation theory, institutional theory, schema theory and such concepts as multicultural marketplaces, consumer discrimination and vulnerability, Diversity and Inclusion Engaged Marketing. A stream of my work is positioned in the Transformative Consumer Research paradigm.

Teaching

Details on teaching interests, highlights and modules are available for Professor Eva Kipnis as follows:

Teaching interests

Theoverarching philosophy I apply to my academic practice is underpinned by a firmbelief that organisational goals can, and should, be achieved while at the sametime serving to enhance social wellbeing and experience of consumers negotiatingcultural and socio-political complexities of the global society. This philosophy translates into my specific teaching interests and specialisms, which include: Marketing and Social Inclusion, Global/International/Multicultural Marketing, Transformative Consumer and Service Research, Advertising Psychology and/or Marketing Communications, Research Methods.

Publications

There are 42 publications involving or that are attributed to Professor Eva Kipnis. They are listed as:

book chapter (4)
conference publication (19)
edited book (1)
other journal (2)
peer reviewed journal (16)

Book Chapter

Professor Eva Kipnis has 4 publication(s) listed under book chapter.
Title	Year	Publication name	Journal	Authors	Publisher
On Decomposing the ‘Thick’ and the ‘Thin’ for Measuring Cosmopolitanism in Multicultural Marketplaces: Why Unpacking the Foreign and Global Aspects of Cosmopolitanism Matters	2018	Cosmopolitanism, Marketing and Consumption: A Critical Global Perspective	Cosmopolitanism, Marketing and Consumption: A Critical Global Perspective	Kipnis, E.	Palgrave
Toward Cultural Centrality in Mega-Event Urban Legacy: The Case of Porto Maravilha and the Rio 2016 Olympic Games	2017	Legacy of Mega-Events: Fact or Fairy Tale?	Legacy of Mega-Events: Fact or Fairy Tale?	Guerra, D., Ferreira, J., and Kipnis, E.	Routledge
Consumer multiculturation: Consequences of multi-cultural identification for brand knowledge	2015	Brands: Interdisciplinary Perspectives	Brands: Interdisciplinary Perspectives	Kipnis, E., Broderick, A. J., & Demangeot, C.	Routledge
The concept of place in international strategic marketing decisions	2012	Strategic International Marketing: An Advanced Perspective	Strategic International Marketing: An Advanced Perspective	Kipnis, E. and Broderick, A.J.	Palgrave

Conference Publication

Professor Eva Kipnis has 19 publication(s) listed under conference publication.
Title	Year	Publication name	Journal	Volume	Authors
Satisfying your preference for social change: conceptualising brand socio-political function and its role in consumer-brand relationships	2022	Academy of Marketing	Academy of Marketing	NA	He, J., Kipnis, E., De Monkhouse, L., and McLeay, F.
Examining the effects of multicultural integrated advertising message framing on perceived benefits of multiculturalism.	2019	Academy of Marketing Science World Marketing Congress	Academy of Marketing Science World Marketing Congress	NA	Kipnis, E., Pullig, C., Demangeot, C., Galalae, C., Emontspool, J., Ybarra, O., and Rios, K.
Why Multicultural Marketing is No Longer Enough for the Rainbow Nation: Conceptualising the Role of Marketing in Intercultural Relations in Post-Colonial Contexts	2019	Academy of Marketing Science World Marketing Congress	Academy of Marketing Science World Marketing Congress	NA	Vorster, L., Kipnis, E., Bebek, G., and Demangeot, C.
Examining implications of marketing (mis)representation on wellbeing of consumers with disabilities	2019	Academy of Marketing Science World Marketing Congress	Academy of Marketing Science World Marketing Congress	NA	Kearney, S., Kipnis, E., and Brittain, I.
A typology of consumer cultural (in)visibility in marketing representation: Consumer wellbeing implications	2018	European Marketing Academy (EMAC)	European Marketing Academy (EMAC)	NA	Kipnis, E., and Demangeot, C.
From the logic of identity work to an instrumental view on culturally diverse consumption: a utility theory perspective	2018	European Marketing Academy (EMAC)	European Marketing Academy (EMAC)	NA	Galalae, C., and Kipnis, E.
Consumer Multicultural Identity Affiliation: A Framework for Segmentation in Multicultural Markets	2018	Academy of Marketing Science World Marketing Congress	Academy of Marketing Science World Marketing Congress	NA	Kipnis, E., Demangeot, C., and Pullig, C.
Building Organizational Multicultural Competence for Sustainable Advantage in Multicultural Marketplaces	2017	European Marketing Academy (EMAC)	European Marketing Academy (EMAC)	NA	Kipnis, E., Demangeot, C., Pullig, C., Carrigan, M.
Towards a counter-branding framework: understanding branding in wholesale illicit drug supply chains to dismantle value of illicit brands	2016	Academy of Marketing Science World Marketing Congress	Academy of Marketing Science World Marketing Congress	NA	Kipnis, E., Pullig, C., and Bebek, G.
Re-thinking the Notion of Mobility in Multicultural Marketplace: Psychological Mobility	2016	Academy of Marketing Science World Marketing Congress	Academy of Marketing Science World Marketing Congress	NA	Galalae, C., Kipnis, E., and Demangeot, C.
Consumer or Consumption Activism? Theorising the Role and Motives of Organisations in Mediating Consumer Activism in a Political Conflict Zone: Early Findings from Ukraine	2016	Macromarketing	Macromarketing	NA	Kipnis, E. and Pisarenko, N.
Strategies for Reconciling Positionality Dynamics in a ‘Homecomer-Stranger’ International Research Team	2016	The European Conference on Research Methodology for Business Management	The European Conference on Research Methodology for Business Management	NA	Kipnis, E. and Broeckerhoff, A.
Urban Change, Multicultural Marketplaces and Consumer Adaptation	2015	Macromarketing	Macromarketing	NA	Broeckerhoff, A., Carrigan, M., Hardy, M., and Kipnis, E.
Affiliating with Japanese culture through American brands: assertions of multicultural identity through discursive reconfigurations of brand origin	2013	European Marketing Academy (EMAC)	European Marketing Academy (EMAC)	NA	Emonstpool, J., Kipnis, E., and Broderick. A. J.
Multicultural, Not Multinational: Emerging Branding Strategies in Culturally Diverse Societies	2011	European Marketing Academy (EMAC)	European Marketing Academy (EMAC)	NA	Kipnis, E., Broderick, A.J. and Demangeot, C.
Consumer Identity Acculturation Strategies: An Alternative Approach to Analysing Consumers’ Perceptions of Foreign and Domestic Brands	2009	Academy of Marketing	Academy of Marketing	NA	Kipnis, E. and Broderick, A.J.
National Consumer Acculturation: A Conceptual Framework	2009	European Marketing Academy (EMAC)	European Marketing Academy (EMAC)	NA	Kipnis, E. and Broderick, A.J.
The Changing Landscape of Consumer Ethnocentrism: Evidence from Kazakhstan and Poland	2009	Immigration, Consumption and Markets	Immigration, Consumption and Markets	NA	Kipnis, E., Kubacki, K. and Siemieniako, D.
Conceptualising consumers’ cultural and social self-concept: the mediating effects of national acculturation. Implications for international branding	2008	Academy of Marketing	Academy of Marketing	NA	Kipnis, E. and Broderick, A.J.

Edited Book

Professor Eva Kipnis has 1 publication(s) listed under edited book.
Title	Year	Publication name	Journal	Volume	Pages	Authors	Editors	ISSN	Publisher	DOI	Location
Marketing Cases from Emerging Markets	2014			NA		Mutum, D., Roy, S. and Kipnis, E.	Mutum, D., Roy, S. and Kipnis, E.		Springer

Other Journal

Professor Eva Kipnis has 2 publication(s) listed under other journal.
Title	Year	Publication name	Journal	Volume	Pages	Authors	Editors	ISSN	Publisher	DOI	Location
No Harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda	2011	Social Business	Social Business	1		Broderick, A.J., Demangeot, C., Kipnis, E., Zuñiga M., Roy, A., Pullig, C., Mueller, R.D., Mandiberg, J.M., Johnson, G., Henderson, G.R., Ferguson, N.S., and Adkins, N.R.
Consumer empowerment in multicultural marketplaces: navigating multicultural identities to reduce consumer vulnerability	2011					Broderick, A.J., Demangeot, C., Adkins, N.R., Henderson, G.R., Johnson, G., Kipnis E., Ferguson, N., Pullig C., Mandiberg, J.M., Mueller, R.D., Roy, A., and Zuñiga, M.

Peer Reviewed Journal

Professor Eva Kipnis has 16 publication(s) listed under peer reviewed journal.
Title	Year	Journal	Volume	Authors	DOI
Service Robots in Long-Term Care: A Consumer-Centric View	2022	Journal of Service Research	forthcoming	Kipnis, E., McLeay, F., Grimes, A., de Saille, S., and Potter, S.	https://doi.org/10.1177%2F10946705221110849
Improving Inclusivity in Robotics Design: An experiment in upstream co-creation	2022	Frontiers	published online	De Saille, S., Kipnis, E., Potter, S., Cameron, D., Webb, C. JR, Winter, P., O’Neill, P., Gold, R., Halliwell, K., Alboul, L., Bell, A.J., Stratton, A., and McNamara, J.	https://doi.org/10.3389/frobt.2022.731006
Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing	2021	Journal of Public Policy and Marketing	40	Kipnis, E., Demangeot, C., Pullig, C., Cross, S.N.N., Cui, C., Galalae, C., Kearney, S., Licsandru, T.C., Mari, C., Ruiz, V.M., Swanepoel, S., Vorster, L., Williams, J.D.
Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces	2021	Journal of Business Research	123	Kipnis, E., Bebek, G, and Broeckerhoff, A.
Reassessing positive dispositions for the consumption of products and services with different cultural meanings: a motivational perspective	2020	Journal of Business Research	115	Galalae, C., Kipnis, E., and Demangeot, C.
Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing	2020	Journal of Macromarketing	40	Vorster, L., Kipnis, E., Bebek, G., and Demangeot, C.
Consumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets	2019	Journal of Business Research	98	Kipnis, E., Demangeot, C., Pullig, C., and Broderick, A.J.
Constructing a Bridge to Multicultural Marketplace Well-Being: a Consumer-centered Framework for Marketer Action	2019	Journal of Business Research	100	Demangeot, C., Kipnis, E., Pullig, C., Cross, S.N.N., Emontspool, J., Galalae, C., Grier, S.A., Rosenbaum, M.S., and Best, S.F.
‘Super disabilities’ vs ‘Disabilities’? Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace	2019	Consumption Markets and Culture	22	Kearney, S., Brittain, I., and Kipnis, E.
Consumer mobility and well-being among changing places and shifting ethnicities	2015	Marketing Theory	15	Demangeot, C., Broeckerhoff, A., Kipnis, E., Pullig, C., and Visconti, L.M.
Consumer ethnicity three decades after: A TCR agenda	2014	Journal of Marketing Management	30	Visconti, L., Jafari, A., Batat, W…Kipnis, E., et al.
Consumer multiculturation: Consequences of multi-cultural identification for brand knowledge	2014	CONSUMPTION, MARKETS AND CULTURE	17	Kipnis, E., Broderick, A. J., & Demangeot, C.
Branding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces	2013	Journal of Business Research	66	Kipnis, E., Broderick, A.J., Demangeot, C., Adkins, N.R., Ferguson, N.F., Henderson, G.R., Johnson, G., Mandiberg, J.M., Mueller, R.D., Pullig, C., Roy, A., Zúñiga, M.
Towards Intercultural Competency in Multicultural Marketplaces	2013	Journal of Public Policy and Marketing	32	Demangeot, C., Mueller, R.D., Henderson, G.R., Ferguson, N., Mandiberg, J.M., Roy, A., Adkins, N.R., Johnson, G., Kipnis E., Pullig C., Broderick, A.J., and Zuñiga, M. A.
They don’t want us to become them: brand local integration and consumer ethnocentrism	2012	Journal of Marketing Management	28	Kipnis, E., Kubacki K., Broderick, A., Siemieniako, D. and Pisarenko, N.
Living Diversity. Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences for Consumption	2012	Advances in Consumer Research	40	Kipnis, E., Emontspool, J., and Broderick, A. J.

Professor Eva Kipnis,Professor in Marketing