Fleura Bardhi

Fleura Bardhi is a Professor of Marketing at Cass Business School, City University London, UK. Fleura has a Ph.D. from the University of Nebraska-Lincoln, USA, a MSc in International Business from Norwegian School of Management, Norway, and a B.A. in Management from University of Tirana, Albania. Prior to joining Cass Business School, Fleura was an associate professor at Northeastern University, Boston, USA.

Fleura’s research falls into consumer behavior, specifically consumer culture theory (CCT). Methodologically, Fleura is a qualitative researcher and utilizes qualitative interviews, ethnography, observations, and projective techniques in her research. Her research interests are in three areas:

1) Global Brands and Global Consumers: Fleura’s research examines how the role of materiality and brands changes when we travel or in conditions of a global nomadic lifestyle. This work unpacks the ways globalization has shaped our identities, relationship to places, and consumption tastes.

2) Access Based Consumption and Sharing: This stream of research examines how we consume differently when we do not purchase or own things, but rather access them through the market (via traditional rental, peer-to-peer rental, or market mediated sharing) or outside the market (via public services or peer-to-peer sharing and borrowing). Her research has implications about the notions of collaborative consumption and the sharing economy.

3) Life transitions and Consumption: This research examines how we manage the challenges associated with life transitions including divorce, relocation, migration, and long-distant families, through consumption as well as the role of the marketplace in such life transitions. A current project is looking at how single mothers manage downward social mobility post-divorce or family separation.

Fleura teaches at the undergraduate and graduate and postgraduate level programs. Her teaching interest includes modules in Consumer Behavior, Qualitative Market Research, Consumer Insights, and Consumer Culture Theory.

Fleura’s work has been published in Journal of Consumer Research, Harvard Business Review, Sloan Management Review, International Marketing Review, Consumption, Markets & Culture, Psychology and Marketing, Journal of Consumer Behaviour, etc. She has presented her work at numerous international and national conferences. Fleura is a member of the Editorial Review Board for Journal of Consumer Research, Consumption, Markets, & Culture journal, Mercati & Competitività, and a Board Member for the International Society for Markets and Development (ISMD) (2012-2014). She has co-chairs twice the Consumer Culture Theory PhD Workshop (2011, 2013) and has been invited as a faculty mentor at several methodology and theory related PhD Workshops. Her work has received attention and cited in the Wall Street Journal, The Financial Times, The Economist, The Guardian, Boston Globe, etc. She has also been a visiting professor at Schulich School of Business, York University, Toronto, Canada; University of Sydney, Australia; and California State University, Long Beach, US.

Qualifications

PhD.

Memberships of Professional Organisations

• Faculty, Consumer Culture Theory Consortium (CCTC), 2013 – 2016
• Faculty, Advances in Consumer Research (ACR), 2001 – 2016
• Faculty, American Marketing Association (AMA), 2000 – 2016

Award

• Consumer Culture Theory (CCT) Conference (2015) Best Special Session Award
• “Families in Transition: Struggling With Consumption in Times of Marriage, Mothering, and Marital Divorce,” co-authored with Marius Ludicke, Consumer Culture Theory (CCT) Conference, Arkansas, USA.

Languages

Albanian.

Expertise

Primary Topics

• Consumer Behaviour
• E-Marketing
• Marketing
• Services Marketing

Industries/Professions

• consumer goods
• fashion
• food & drink
• leisure/recreation
• marketing
• retailing
• tourism
• travel & tourism

Geographic Areas

• Americas - North
• Europe
• Europe - Eastern
• Scandinavia

Research Topics

• Review, Critique and Extension of the Sharing Economy Concept
• Liquid Consumption: Conceptualising Consumption in Late Modernity
• Downward Social Mobility and Consumption Practices
• Performing Precarity: Consumption as a Reflexive Adaptation to Displaced Performative Capacities (Unwanted Agency)
• Liquid Consumption: How can we use it in consumer research
• Post-Subcultural Consumption: Germany’s Gay Subculture in Times of Institutional Acceptance
• Mutation as an Alternative Model of Social Innovations

Chapter

Bardhi, F. and Askegaard, S. (2008). Home away from home: Home-as-order and dwelling in mobility. In Sherry, J.F. and Fischer, E. (Eds.), Explorations in Consumer Culture Theory (pp. 57–57). Routledge. ISBN 978-1-135-97134-2.

Conference Papers and Proceedings (10)

• Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2016). Money as a Tool for Innovation. Consumer Culture Theory Conference 6-9 July, Lille, France.
• Bardhi, F., Corciolani, M. and Dalli, D. (2016). Consumption Acquisition Practices. 45th EMAC Annual Conference 24-27 May, Oslo, Norway.
• Bardhi, F. and Eckhardt, G. (2015). Liquid Consumption. North American Conference of the Association for Consumer Research, (ACR) New Orleans, USA.
• Bardhi, F. and Samsioe, E. (2014). Consumer Sensemaking of Fast Markets. Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
• Bardhi, F. and Eckhardt, G. (2014). "Liquid Consumption" Round Table. Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
• Bardhi, F. and Dalli, D. (2014). Access Based Consumption: Critique and Development (Special Session). Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
• Bardhi, F., Corciolani, M. and Dalli, D. (2014). Examination of Resource Acquisition Practices. Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
• Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2014). Counterperformativity of Alternative Exchange Systems, Poster presentation. Consumer Culture Theory Conference Helsinki, Finland.
• Bardhi, F. and Henry, P. (2013). Keeping the Family Together Post-Divorce: Role of Mundane Con- sumption in Managing Life Transitions. Consumer Culture Theory (CCT) Conference 2013 13-16 June, Tucson, Arizona.
• Bardhi, F. (2003). Thrill of the hunt: Thrift shopping for pleasure. 33rd Annual Conference of the Association-for-Consumer-Research 16 Oct 2002 – 20 Oct 2002, ATLANTA, GEORGIA.

Journal Articles (22)

• Bardhi, F. and Eckhardt, G.M. (2017). Liquid consumption. Journal of Consumer Research, 44(3), pp. 582–597. doi:10.1093/jcr/ucx050.
• Eckhardt, G.M. and Bardhi, F. (2016). The Relationship between Access Practices and Economic Systems. Journal of the Association for Consumer Research, 1(2), pp. 210–225. doi:10.1086/684684.
• Bardhi, F. and Eckhardt, G.M. (2015). The Sharing Economy Isn’t About Sharing at All. Harvard Business Review .
• Fournier, S., Eckhardt, G.M. and Bardhi, F. (2013). Learning to Play in the New "Share Economy". HARVARD BUSINESS REVIEW, 91(7-8), pp. 125–129.
• Bardhi, F. and Eckhardt, G.M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), pp. 881–898. doi:10.1086/666376.
• Bardhi, F., Eckhardt, G.M. and Arnould, E.J. (2012). Liquid relationship to possessions. Journal of Consumer Research, 39(3), pp. 510–529. doi:10.1086/664037.
• Bardhi, F., Eckhardt, G. and Arnould, E. (2011). Understanding the Changing Role of Possessions in Global Mobility. European Advances in Consumer Research, 9, pp. 46–47.
• Bengtsson, A., Bardhi, F. and Venkatraman, M. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), pp. 519–540. doi:10.1108/02651331011076572.
• Bardhi, F., Rohm, A.J. and Sultan, F. (2010). Tuning in and tuning out: Media multitasking among young consumers. Journal of Consumer Behaviour, 9(4), pp. 316–332. doi:10.1002/cb.320.
• Bardhi, F., Ostberg, J. and Bengtsson, A. (2010). Negotiating cultural boundaries: Food, travel and consumer identities. Consumption Markets and Culture, 13(2), pp. 133–157. doi:10.1080/10253860903562148.
• Bardhi, F. (2010). Market-Mediated Collaborative Consumption in the Context of Car Sharing. NA - Advances in Consumer Research, 37, pp. 65–68.
• Bardhi, F., Eckhardt, G. and Arnould, E. (2010). Beyond Acculturation: Understanding Nomadic Consumption. European Advances in Consumer Research, 9 .
• Rohm, A.J., Sultan, F. and Bardhi, F. (2009). Multitasking youth. Marketing Management, 18(6), pp. 20–25.
• Mulki, J., Bardhi, F., Lassk, F. and Navaty-Dahl, J. (2009). Set up remote workers to thrive. MIT Sloan Management Review, 51(1), pp. 63–69.
• Bardhi, F., Bengtsson, A. and Ostberg, J. (2009). Encounters of Accidental Tourists: Maintaining Boundaries Through Food Consumption. NA - Advances in Consumer Research, 36, pp. 683–683.
• Bardhi, F., Rohm, A. and Sultan, F. (2009). An Exploratory Study of Media Multitasking Practices and Experiences Among Young Consumers. NA - Advances in Consumer Research, 36, pp. 612–612.
• Bardhi, F., Venkatrama, M. and Coulter, R. (2009). From Tool to Transformation: Consuming Technology to Negotiate Identity. AP - Asia-Pacific Advances in Consumer Research, 8, pp. 27–29.
• Bardhi, F. (2009). An Examination of Market-Mediated Collective Consumption: The Case of Car Sharing. American Marketing Association 2009 Summer Educators’ Conference Proceedings, 19 .
• Johnson, D.S., Bardhi, F. and Dunn, D.T. (2008). Understanding how technology paradoxes affect customer satisfaction with self-service technology: The role of performance ambiguity and trust in technology. Psychology and Marketing, 25(5), pp. 416–443. doi:10.1002/mar.20218.
• Garcia, R., Bardhi, F. and Friedrich, C. (2007). Overcoming consumer resistance to innovation. MIT SLOAN MANAGEMENT REVIEW, 48(4), pp. 82–+.
• Bardhi, F. (2006). A life on the road: Experience of geographical mobility and acculturation among transnational mobile professionals. Tourism Analysis, 11(3), pp. 171–180.
• Bardhi, F. and Arnould, E.J. (2005). Thrift shopping: Combining utilitarian thrift and hedonic treat benefits. Journal of Consumer Behaviour, 4(4), pp. 223–233. doi:10.1002/cb.12.