Ms Alex Atanasova

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Personal profile

Alex is a PhD Candidate at Royal Holloway, University of London and a graduate of the University of Wisconsin, USA (BS in Business Administration) and Aalto University, Finland (MSc in Marketing). She is also a marketing professional with years of industry experience in brand strategy and consumer behavior insight. Her academic interests revolve around social consumer culture theories and new qualitative methodologies that capture how people, brands and communities negotiate and interact with a dynamic globalized marketplace. Currently, Alex is working on projects that investigate how acculturation, mobility, and migration shape new social dynamics and affect the makeup of both business and cultural landscapes. 

You can read more about Alex and get in touch here:

Research interests

Consumer culture theory
Consumer behavior
Identity & materiality
Acculturation & cultural dynamics
Consumption practices
Sociology of consumption
Qualitative methodologies
Marketplace communities & subcultures


Association for Consumer Research
American Marketing Association
Consumer Culture Theory Consortium

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