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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
Photo of Professor Eva Kipnis

Biography

Professor Eva Kipnis joined the University of Bradford from the University of Sheffield. She holds a PhD in Marketing, for which she received a Best Thesis Award, and a MSc in International Marketing. Her research expertise interests culture-informed consumer behaviour and cultural meanings conveyed by brands, Diversity and Inclusion Engaged Marketing in multicultural marketplaces, Transformative Consumer Research and the development and deployment of socially-inclusive technologies in product and service innovations. Eva’s work regularly features in recognized journals, such as the Journal of Service Research, Journal of Business Research, Journal of Public Policy and Marketing, Marketing Theory, Consumption, Markets & Culture, Journal of Macromarketing, edited collections 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 and training programmes and components, including international schools for doctoral and early career researchers and innovative modules and sessions for undergraduate and Masters students, such as Global/International/Multicultural Branding and Marketing, Marketing and Social 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 multicultural marketing, consumer behaviour and wellbeing, and responsible management practice. 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

The overarching philosophy I apply to my academic practice is underpinned by a firm belief that organisational goals can, and should, be achieved while at the same time serving to enhance social wellbeing and experience of consumers negotiating cultural 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.

Professional activities

Information about education, employment and areas of particular interest for Professor Eva Kipnis is as follows:

  • Transformative Consumer Research, Advisory committee member, co-chair of funding subgroup
  • Association for Consumer Research, member
  • The Chartered Institute of Marketing, Chartered Marketer
  • Women in Marketing, Advisory board member, awards evaluator
  • American Marketing Association, member, faculty mentor

  • Research-inspired teaching in the year 01-JAN-17 (specified as 01/01/2017)
  • Marketing Scientist in the year 01-JAN-20 (specified as 01/01/2020)
  • Best Thesis Award in the year 01-JAN-15 (specified as 01/01/2015)
  • Research-inspired teaching in the year 01-JAN-16 (specified as 01/01/2016)
  • Vice Chancellor's Awards for Doctoral Supervision (nomination) in the year 01-JAN-22 (specified as 01/01/2022)

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 Volume Pages Authors Editors ISSN Publisher DOI Location
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 Pages Authors Editors ISSN Publisher DOI Location
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 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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
National Consumer Acculturation: A Conceptual Framework 2009 European Marketing Academy (EMAC) European Marketing Academy (EMAC) NA Kipnis, E. and Broderick, A.J.
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
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.
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.

Peer Reviewed Journal

Professor Eva Kipnis has 16 publication(s) listed under peer reviewed journal.
Title Year Publication name Journal Volume Pages Authors Editors ISSN Publisher DOI Location
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
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
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.
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.
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.
‘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.
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.
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.