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School of Business and Management

Dr Zahra Sharifonnasabi


Lecturer in Marketing

Telephone: +44 (0)20 7882 6458
Room Number: Francis Bancroft Building: 3.05A


Zahra Sharifonnasabi is a Lecturer (Assistant Professor) in Marketing at Queen Mary University of London, School of Business and Management. 

PhD in Management (Marketing) at Cass Business School, City, University of London, UK.

MSc in Marketing (2012) at Queen’s School of Business, Queen’s University, Canada.

MBA (2009) at Sharif University of Technology, Iran.

BSc in Industrial Engineering (2007) at Sharif University of Technology, Iran.

Postgraduate Teaching

Introduction to Marketing Management (BUSM137)


Research Interests:

  • Globalization and consumer behavior
  • Global brands
  • Consumer empowerment
  • Consumer behavior in social media and digital spaces

Zahra’s research falls into the field of consumer behaviour and she takes an interpretivist, qualitative approach in her studies. Her research tends to be multi-disciplinary in nature and she uses qualitative interviews, ethnography, observations, and projective techniques in her studies. Zahra’s research interests are in two areas:

1) The impact of globalization on different aspects of consumers’ lives. In her studies, Zahra particularly examines globalizations’ impact on three domains: consumption of global brands, consumer mobility (e.g., migration, nomadism, transnationalism), and consumer empowerment. Zahra is particularly interested in implications of globalization on everyday consumers’ lives including consumers’ relation with places and consumer markets, consumer identity, and consumption taste.

2) Consumption in digital and social media spaces. This research investigates the empowering (and disempowering) impact of social media and digital spaces on consumers’ everyday lives. This work unpacks the ways that digital platforms influence consumers’ access to other consumers and consumer markets and offer new ways that consumers form their identities and express control over their decisions.


Journal publications

  • Sharifonnasabi, Zahra, Fleura Bardhi, and Marius Luedicke, “How globalisation affects consumers: Insights from thirty years of CCT globalisation research”(September 2019),Marketing Theory.  

Book chapters

  • Bardhi, Fleura, Marius Luedicke, andZahraSharifonnasabi, (2018), “Consumer Mobility”, In Eric J. Arnould and Craig J. Thompson (Eds.),Consumer Culture Theory, Sage.

Selected Conference Papers and Proceedings

  • Sharifonnasabi, Zahraand Fleura Bardhi, “Consumer Acculturation in Transnationalism”,Consumer Culture Theory Conference (CCTC),University of Concordia, Montreal, Canada, July 2019.
  • Sharifonnasabi, Zahra and Fleura Bardhi, “Transnational Consumption” (2017), in Advances in Consumer Research Volume 45, eds. Association for Consumer Research (ACR).
  • Sharifonnasabi, Zahra, Fleura Bardhi, and Marius Luedicke, “Global Consumer Behavior: A Review of Interpretivist Studies,”Winter AMA 2017, Orlando, Florida, USA.
  • Sharifonnasabi, Zahra and Fleura Bardhi, “Social Media as Global Public Sphere: The Case of Iranian Women’s Social Movement”,Consumer Culture Theory Conference (CCTC),University of California, Anaheim, California, July 9-12, 2017
  • Sharifonnasabi, Zahra and Mehdi Sheikhzadeh (May 2011), “Determining the Launch Time for New Products with Risk Considerations in a Competitive Market Situation,40th Anniversary Conference of Academy of Marketing Science (AMS).