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Eva Kipnis

Professor in Marketing

Area
School of Management
Faculty of Mgmt, Law & Social Sciences
E-mail
e.kipnis@bradford.ac.uk
Phone
+441274232383
Eva Kipnis
42 publications
5 awards

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

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

  • Vice Chancellor's Awards for Doctoral Supervision (nomination) (1 January 2022)
  • Marketing Scientist (1 January 2020)
  • Research-inspired teaching (1 January 2017)
  • Research-inspired teaching (1 January 2016)
  • Best Thesis Award (1 January 2015)

  • 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

Publications

  • On Decomposing the ‘Thick’ and the ‘Thin’ for Measuring Cosmopolitanism in Multicultural Marketplaces: Why Unpacking the Foreign and Global Aspects of Cosmopolitanism Matters

    Kipnis, E. (2018) Cosmopolitanism, Marketing and Consumption: A Critical Global Perspective. Palgrave.

  • Toward Cultural Centrality in Mega-Event Urban Legacy: The Case of Porto Maravilha and the Rio 2016 Olympic Games

    Guerra, D., Ferreira, J., and Kipnis, E. (2017) Legacy of Mega-Events: Fact or Fairy Tale?. Routledge.

  • Consumer multiculturation: Consequences of multi-cultural identification for brand knowledge

    Kipnis, E., Broderick, A. J., & Demangeot, C. (2015) Brands: Interdisciplinary Perspectives. Routledge.

  • The concept of place in international strategic marketing decisions

    Kipnis, E. and Broderick, A.J. (2012) Strategic International Marketing: An Advanced Perspective. Palgrave .

  • Satisfying your preference for social change: conceptualising brand socio-political function and its role in consumer-brand relationships

    He, J., Kipnis, E., De Monkhouse, L., and McLeay, F. (2022) Academy of Marketing. NA

  • Examining implications of marketing (mis)representation on wellbeing of consumers with disabilities

    Kearney, S., Kipnis, E., and Brittain, I. (2019) Academy of Marketing Science World Marketing Congress. NA

  • Why Multicultural Marketing is No Longer Enough for the Rainbow Nation: Conceptualising the Role of Marketing in Intercultural Relations in Post-Colonial Contexts

    Vorster, L., Kipnis, E., Bebek, G., and Demangeot, C. (2019) Academy of Marketing Science World Marketing Congress. NA

  • Examining the effects of multicultural integrated advertising message framing on perceived benefits of multiculturalism.

    Kipnis, E., Pullig, C., Demangeot, C., Galalae, C., Emontspool, J., Ybarra, O., and Rios, K. (2019) Academy of Marketing Science World Marketing Congress. NA

  • Consumer Multicultural Identity Affiliation: A Framework for Segmentation in Multicultural Markets

    Kipnis, E., Demangeot, C., and Pullig, C. (2018) Academy of Marketing Science World Marketing Congress. NA

  • From the logic of identity work to an instrumental view on culturally diverse consumption: a utility theory perspective

    Galalae, C., and Kipnis, E. (2018) European Marketing Academy (EMAC). NA

  • A typology of consumer cultural (in)visibility in marketing representation: Consumer wellbeing implications

    Kipnis, E., and Demangeot, C. (2018) European Marketing Academy (EMAC). NA

  • Building Organizational Multicultural Competence for Sustainable Advantage in Multicultural Marketplaces

    Kipnis, E., Demangeot, C., Pullig, C., Carrigan, M. (2017) European Marketing Academy (EMAC). NA

  • Towards a counter-branding framework: understanding branding in wholesale illicit drug supply chains to dismantle value of illicit brands

    Kipnis, E., Pullig, C., and Bebek, G. (2016) Academy of Marketing Science World Marketing Congress. NA

  • Re-thinking the Notion of Mobility in Multicultural Marketplace: Psychological Mobility

    Galalae, C., Kipnis, E., and Demangeot, C. (2016) Academy of Marketing Science World Marketing Congress. NA

  • Strategies for Reconciling Positionality Dynamics in a ‘Homecomer-Stranger’ International Research Team

    Kipnis, E. and Broeckerhoff, A. (2016) The European Conference on Research Methodology for Business Management. NA

  • Consumer or Consumption Activism? Theorising the Role and Motives of Organisations in Mediating Consumer Activism in a Political Conflict Zone: Early Findings from Ukraine

    Kipnis, E. and Pisarenko, N. (2016) Macromarketing. NA

  • Urban Change, Multicultural Marketplaces and Consumer Adaptation

    Broeckerhoff, A., Carrigan, M., Hardy, M., and Kipnis, E. (2015) Macromarketing. NA

  • Affiliating with Japanese culture through American brands: assertions of multicultural identity through discursive reconfigurations of brand origin

    Emonstpool, J., Kipnis, E., and Broderick. A. J. (2013) European Marketing Academy (EMAC). NA

  • Multicultural, Not Multinational: Emerging Branding Strategies in Culturally Diverse Societies

    Kipnis, E., Broderick, A.J. and Demangeot, C. (2011) European Marketing Academy (EMAC). NA

  • Consumer Identity Acculturation Strategies: An Alternative Approach to Analysing Consumers’ Perceptions of Foreign and Domestic Brands

    Kipnis, E. and Broderick, A.J. (2009) Academy of Marketing. NA

  • The Changing Landscape of Consumer Ethnocentrism: Evidence from Kazakhstan and Poland

    Kipnis, E., Kubacki, K. and Siemieniako, D. (2009) Immigration, Consumption and Markets. NA

  • National Consumer Acculturation: A Conceptual Framework

    Kipnis, E. and Broderick, A.J. (2009) European Marketing Academy (EMAC). NA

  • Conceptualising consumers’ cultural and social self-concept: the mediating effects of national acculturation. Implications for international branding

    Kipnis, E. and Broderick, A.J. (2008) Academy of Marketing. NA

  • Marketing Cases from Emerging Markets

    Mutum, D., Roy, S. and Kipnis, E. (2014) Springer.

  • Consumer empowerment in multicultural marketplaces: navigating multicultural identities to reduce consumer vulnerability

    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. (2011)

  • No Harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda

    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. (2011) Social Business. 1

  • Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces

    Kipnis, E., Bebek, G, and Broeckerhoff, A. (2021) Journal of Business Research. 123

  • Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing

    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. (2021) Journal of Public Policy and Marketing. 40

  • Reassessing positive dispositions for the consumption of products and services with different cultural meanings: a motivational perspective

    Galalae, C., Kipnis, E., and Demangeot, C. (2020) Journal of Business Research. 115

  • Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

    Vorster, L., Kipnis, E., Bebek, G., and Demangeot, C. (2020) Journal of Macromarketing. 40

  • Consumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets

    Kipnis, E., Demangeot, C., Pullig, C., and Broderick, A.J. (2019) Journal of Business Research. 98

  • ‘Super disabilities’ vs ‘Disabilities’? Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace

    Kearney, S., Brittain, I., and Kipnis, E. (2019) Consumption Markets and Culture. 22

  • Constructing a Bridge to Multicultural Marketplace Well-Being: a Consumer-centered Framework for Marketer Action

    Demangeot, C., Kipnis, E., Pullig, C., Cross, S.N.N., Emontspool, J., Galalae, C., Grier, S.A., Rosenbaum, M.S., and Best, S.F. (2019) Journal of Business Research. 100

  • Consumer mobility and well-being among changing places and shifting ethnicities

    Demangeot, C., Broeckerhoff, A., Kipnis, E., Pullig, C., and Visconti, L.M. (2015) Marketing Theory. 15

  • Consumer ethnicity three decades after: A TCR agenda

    Visconti, L., Jafari, A., Batat, W…Kipnis, E., et al. (2014) Journal of Marketing Management. 30

  • Consumer multiculturation: Consequences of multi-cultural identification for brand knowledge

    Kipnis, E., Broderick, A. J., & Demangeot, C. (2014) CONSUMPTION, MARKETS AND CULTURE. 17

  • Branding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces

    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. (2013) Journal of Business Research. 66

  • Towards Intercultural Competency in Multicultural Marketplaces

    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. (2013) Journal of Public Policy and Marketing. 32

  • They don’t want us to become them: brand local integration and consumer ethnocentrism

    Kipnis, E., Kubacki K., Broderick, A., Siemieniako, D. and Pisarenko, N. (2012) Journal of Marketing Management. 28

  • Living Diversity. Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences for Consumption

    Kipnis, E., Emontspool, J., and Broderick, A. J. (2012) Advances in Consumer Research. 40