Dr Zahra Sharifonnasabi
Lecturer in Marketing
Email: email@example.comTelephone: +44 (0)20 7882 6458Room Number: Room 3.05a, Francis Bancroft Building, Mile End Campus
- Lecturer in Marketing
- Member of the Department of Marketing
Dr Zahra Sharifonnasabi is a Lecturer (Assistant Professor) in Marketing at the School of Business and Management, Queen Mary University of London. Previously, she held a visiting Lecturer position at The Business School (formerly Cass), City, University of London, UK. Zahra holds a PhD in Management (Marketing) from The Business School (formerly Cass), an MSc in Marketing from Queen’s School of Business, Queen’s University, Canada, and an MBA and a BSc in Industrial Engineering.
Currently, Zahra’s main research interests lies in the areas of globalization and consumer behaviour, internationalization of emerging market firms, and consumer interactions with smart products. Zahra takes a mixed-method approach in her studies and her research tends to be multi-disciplinary in nature.
Zahra has taught modules on Introduction to Marketing and Communications, Persuasive Strategies in Marketing, Social Media Marketing, and Market Research at undergraduate and graduate levels.
- Globalization and consumer behaviour
- Internationalization of emerging market firms
- Consumer interactions with smart products
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 current research interests and projects are in the following areas:
- The impact of globalization on different aspects of consumers’ lives. 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.
- Internationalization of emerging market firms (EMF). Currently Zahra is working on a project to explore branding and internationalization processes of small and medium size (SME) firms in Moldova and ways in which they can be improved.
- Consumer interactions with smart products and smart technologies. This work unpacks the ways that smart products influence consumers’ everyday lives and how consumers perceive them. Currently, Zahra is working on a project that explores the new generation of smart-retro products.
Centre and Group Membership:
- Member of the Marketing Interactions & Consumer Behaviour Group (MICB)
- Sharifonnasabi, Z., Bardhi, F. and Luedicke, M.K. (2020). How globalization affects consumers: Insights from 30 years of CCT globalization research. Marketing Theory, 20(3), pp. 273–298. DOI:1177/1470593119887469.
- Sharifonnasabi, Z., Bardhi F., and Luedicke, M. (2017). Global Consumer Behaviour: A Synthesis and Managerial Implications of Interpretivist Studies, Proceedings of Winter American Marketing Association Conference, pp. I18.
- Sharifonnasabi, Z., and Bardhi F. (2017). Transnational Consumption, Proceedings of Advances in Consumer Research, 45, pp. 1058-1058.
- Sharifonnasabi, Z., and Sheikhzadeh M., (2015), Determining the Best Launch Time for New Products with Risk Considerations in a Competitive Market Situation, Proceedings of the Academy of Marketing Science, pp. 63-63. DOI: 1007/978-3-319-10873-5.
- Bardhi, F., Luedicke, M. and Sharifonnasabi, Z. (2018). 10 - Global Mobilities.In Arnould, E. and Thompson, C.J. (Eds.), Consumer Culture Theory (pp. 225–252). London: Sage.
Selected conference papers
- Barbu, M., Sharifonnasabi, Z., and Gheorghita, M. The Use of Brands in Promoting the Domestic Fashion Industry in the Republic of Moldova, RSA Russia Division Workshop
(2019, Yekaterinburg, Russia).
- Sharifonnasabi, Z., and Bardhi, F. Consumer Acculturation in Transnationalism, Consumer Culture Theory Conference (2019, Montreal, Canada).
- Sharifonnasabi, Z., and Bardhi F. Transnational Consumer Lifestyle, Advances in Consumer Research (2018, Dallas, USA).
- Sharifonnasabi, Z., and Bardhi, F. Social Media as Global Public Sphere: The Case of Iranian Women’s Social Movement, Consumer Culture Theory Conference (2017, Anaheim, California, USA).
- Sharifonnasabi, Z., Bardhi, F., and Luedicke, M. Globalization’s Impact on Consumer Empowerment, Identity and Brands: Inquiry into CCT Research, 9th Workshop on Interpretive Consumer Research (2017, Stockholm, Sweden).
Zahra is a member of the Association for Consumer Research and an ad-hoc reviewer for the Journal of Global Scholars of Marketing Science, Advances in Consumer Research, and Consumer Culture Theory Conference.
Her work has been published in Marketing Theory and presented at various international conferences, such as Consumer Culture Theory (CCT), Advances in Consumer Research (ACR), and American Marketing Association (AMA).