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Professor Eva Kipnis

Professor in Marketing

Faculty/Dept/School School of Management
(Faculty of Management, Law and Social Sciences)
Telephone +441274 232383


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. 


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 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

  • Transformative Consumer Research, Advisory committee member, co-chair of funding subgroup
  • The Chartered Institute of Marketing, Chartered Marketer
  • Women in Marketing, Advisory board member, awards evaluator
  • Association for Consumer Research, member
  • American Marketing Association, member, faculty mentor
  • 01-JAN-15: Best Thesis Award
  • 01-JAN-16: Research-inspired teaching
  • 01-JAN-17: Research-inspired teaching
  • 01-JAN-20: Marketing Scientist
  • 01-JAN-22: Vice Chancellor's Awards for Doctoral Supervision (nomination)


TitleService Robots in Long-Term Care: A Consumer-Centric View (2022)
AuthorsKipnis, E., McLeay, F., Grimes, A., de Saille, S., and Potter, S.
JournalJournal of Service Research
TitleImproving Inclusivity in Robotics Design: An experiment in upstream co-creation (2022)
AuthorsDe 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.
TitleInstitutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing (2021)
AuthorsKipnis, 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.
JournalJournal of Public Policy and Marketing
TitleWithin, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces (2021)
AuthorsKipnis, E., Bebek, G, and Broeckerhoff, A.
JournalJournal of Business Research
TitleBrokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing (2020)
AuthorsVorster, L., Kipnis, E., Bebek, G., and Demangeot, C.
JournalJournal of Macromarketing
TitleReassessing positive dispositions for the consumption of products and services with different cultural meanings: a motivational perspective (2020)
AuthorsGalalae, C., Kipnis, E., and Demangeot, C.
JournalJournal of Business Research
TitleConsumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets (2019)
AuthorsKipnis, E., Demangeot, C., Pullig, C., and Broderick, A.J.
JournalJournal of Business Research
TitleConstructing a Bridge to Multicultural Marketplace Well-Being: a Consumer-centered Framework for Marketer Action (2019)
AuthorsDemangeot, C., Kipnis, E., Pullig, C., Cross, S.N.N., Emontspool, J., Galalae, C., Grier, S.A., Rosenbaum, M.S., and Best, S.F.
JournalJournal of Business Research
Title‘Super disabilities’ vs ‘Disabilities’? Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace (2019)
AuthorsKearney, S., Brittain, I., and Kipnis, E.
JournalConsumption Markets and Culture
TitleConsumer mobility and well-being among changing places and shifting ethnicities (2015)
AuthorsDemangeot, C., Broeckerhoff, A., Kipnis, E., Pullig, C., and Visconti, L.M.
JournalMarketing Theory
TitleConsumer multiculturation: Consequences of multi-cultural identification for brand knowledge (2014)
AuthorsKipnis, E., Broderick, A. J., & Demangeot, C.
TitleConsumer ethnicity three decades after: A TCR agenda (2014)
AuthorsVisconti, L., Jafari, A., Batat, W…Kipnis, E., et al.
JournalJournal of Marketing Management
TitleBranding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces (2013)
AuthorsKipnis, 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.
JournalJournal of Business Research
TitleTowards Intercultural Competency in Multicultural Marketplaces (2013)
AuthorsDemangeot, 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.
JournalJournal of Public Policy and Marketing
TitleThey don’t want us to become them: brand local integration and consumer ethnocentrism (2012)
AuthorsKipnis, E., Kubacki K., Broderick, A., Siemieniako, D. and Pisarenko, N.
JournalJournal of Marketing Management
TitleLiving Diversity. Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences for Consumption (2012)
AuthorsKipnis, E., Emontspool, J., and Broderick, A. J.
JournalAdvances in Consumer Research
TitleNo Harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda (2011)
AuthorsBroderick, 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.
JournalSocial Business
TitleConsumer empowerment in multicultural marketplaces: navigating multicultural identities to reduce consumer vulnerability (2011)
AuthorsBroderick, 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.
TitleOn Decomposing the ‘Thick’ and the ‘Thin’ for Measuring Cosmopolitanism in Multicultural Marketplaces: Why Unpacking the Foreign and Global Aspects of Cosmopolitanism Matters (2018)
AuthorsKipnis, E.
JournalCosmopolitanism, Marketing and Consumption: A Critical Global Perspective
TitleToward Cultural Centrality in Mega-Event Urban Legacy: The Case of Porto Maravilha and the Rio 2016 Olympic Games (2017)
AuthorsGuerra, D., Ferreira, J., and Kipnis, E.
JournalLegacy of Mega-Events: Fact or Fairy Tale?
TitleConsumer multiculturation: Consequences of multi-cultural identification for brand knowledge (2015)
AuthorsKipnis, E., Broderick, A. J., & Demangeot, C.
JournalBrands: Interdisciplinary Perspectives
TitleThe concept of place in international strategic marketing decisions (2012)
AuthorsKipnis, E. and Broderick, A.J.
JournalStrategic International Marketing: An Advanced Perspective
TitleMarketing Cases from Emerging Markets (2014)
AuthorsMutum, D., Roy, S. and Kipnis, E.
Title Author(s)
Satisfying your preference for social change: conceptualising brand socio-political function and its role in consumer-brand relationships (2022)He, J., Kipnis, E., De Monkhouse, L., and McLeay, F.
Examining implications of marketing (mis)representation on wellbeing of consumers with disabilities (2019)Kearney, S., Kipnis, E., and Brittain, I.
Examining the effects of multicultural integrated advertising message framing on perceived benefits of multiculturalism. (2019)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)Vorster, L., Kipnis, E., Bebek, G., and Demangeot, C.
Consumer Multicultural Identity Affiliation: A Framework for Segmentation in Multicultural Markets (2018)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)Galalae, C., and Kipnis, E.
A typology of consumer cultural (in)visibility in marketing representation: Consumer wellbeing implications (2018)Kipnis, E., and Demangeot, C.
Building Organizational Multicultural Competence for Sustainable Advantage in Multicultural Marketplaces (2017)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)Kipnis, E., Pullig, C., and Bebek, G.
Re-thinking the Notion of Mobility in Multicultural Marketplace: Psychological Mobility (2016)Galalae, C., Kipnis, E., and Demangeot, C.
Strategies for Reconciling Positionality Dynamics in a ‘Homecomer-Stranger’ International Research Team (2016)Kipnis, E. and Broeckerhoff, A.
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)Kipnis, E. and Pisarenko, N.
Urban Change, Multicultural Marketplaces and Consumer Adaptation (2015)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)Emonstpool, J., Kipnis, E., and Broderick. A. J.
Multicultural, Not Multinational: Emerging Branding Strategies in Culturally Diverse Societies (2011)Kipnis, E., Broderick, A.J. and Demangeot, C.
National Consumer Acculturation: A Conceptual Framework (2009)Kipnis, E. and Broderick, A.J.
Consumer Identity Acculturation Strategies: An Alternative Approach to Analysing Consumers’ Perceptions of Foreign and Domestic Brands (2009)Kipnis, E. and Broderick, A.J.
The Changing Landscape of Consumer Ethnocentrism: Evidence from Kazakhstan and Poland (2009)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)Kipnis, E. and Broderick, A.J.