Professor Giana M. Eckhardt

Personal profile

Giana M. Eckhardt is Professor of Marketing at Royal Holloway, University of London. She was formerly on the faculty at Suffolk University, Boston and the Australian Graduate School of Management, Sydney and was recently visiting faculty at CEIBS in Shanghai. She received her B.S. in Marketing from the University of Connecticut and her Ph.D. in Marketing from the University of Minnesota. Giana has published widely in the field of consumer culture theory; in particular on issues related to consumer behavior in Asia, branding, globalization and consumer ethics. She has published in journals such as Harvard Business Review, Journal of Consumer Research, Journal of International Marketing, Journal of Macromarketing, Marketing Theory, Consumption Markets and Culture, Journal of Consumer Behavior, International Marketing Review and Qualitative Market Research. She is co-author of The Myth of the Ethical Consumer (Cambridge University Press). She is a past co-chair of the Consumer Culture Theory conference, and has guest edited special issues of Consumption, Markets and Culture, Qualitative Market Research and Journal of Macromarketing. Her research has won awards from the Sheth Foundation and the Marketing Science Institute, and been featured in outlets such as The Economist, Euromonitor, Asiaweek, The Atlantic, Scientific American, Boston Globe, and on National Public Radio. Giana has received research grants from the Australian Research Council and the Marketing Science Institute, and has worked closely with companies such as McKinsey in Asia and Dunkin’ Brands in China. She has presented her work at top institutions and conferences around the world, including at the United Nations CSR Global Forum. She teaches global marketing and brand management to MBA and executive MBA students.

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