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School of Business and Management

Dr Zahra Sharifonnasabi


Lecturer in Marketing and Co-Director of Research Group MINDS

Telephone: +44 (0)20 7882 6458
Room Number: Room 3.05a, Francis Bancroft Building, Mile End Campus




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. 


Research Interests:

  • 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:

  1. 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.
  2. 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.
  3. 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:



Peer-reviewed articles


Book chapters

  • Sharifonnasabi, Z., Luedicke, M., Bardhi, F., and Veresiu E. (2022). 12 - Global Mobilities. In Eric J. Arnould, Craig J. Thompson, Michelle Weinberger & David Crockett (Eds.), Consumer Culture Theory (pp. 249–270). London: Sage.
  • 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

  • Sharifonnasabi, Z., Product Liminality: A Complementary Approach to Product Hybridity, Consumer Culture Theory Conference (2023, Lund, Sweden).
  • ‘Towards a Multilevel Understanding of Brand (de)Legitimation’, Consumer Culture Theory Conference (2022, Oregon, USA).
  • Sharifonnasabi, Z., Heirati, N., Retro-smart Products: When Paradoxes Enhance Evaluation of Incongruent new Products, 12th SERVSIG Conference (2022, Glasgow, UK).
  • Sharifonnasabi, Z and Barbu, M., Sectorial Brands as a Legitimation Tool for Emerging Market Firm’s Internationalization: The Case of ‘Din Inimă’ Umbrella Brand in Moldova, Advances in Consumer Research (2021, online).
  • 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).


Awards, Honours, and distinctions 

  • 2023; Talent and Stabilization funding from Research England, £6,810.
  • 2023; IHSS large grant Seed-corn, £4,650.
  • 2023; SBM small grants fund, £2,410.
  • 2023; IHSS Student Research Project Bursary, £1,000.
  • 2022; Queen Mary University of London, Seed-corn grant, £2,000. 
  • 2022; IHSS Student Research Project Bursary, £2,000. 
  • 2021; Queen Mary University of London, Seed-corn grant, £2,500. 
  • 2018; Best Working Paper Award, The Association for Consumer Research (ACR).


PhD Supervision

  • Jiawei Huang
  • Mohd Adderly 
  • Adele Howes 

Public Engagement

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). 

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