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Dr Christina Ferreira
Senior Lecturer in Marketing and Operations

Research area(s)

Christina is an academic researcher in the field of marketing and consumer behaviour. Her research is embedded in the interpretive research paradigm, often combining interviews and fieldwork with social media and other qualitative online data.

Her work has been published in leading international journals, including the Academy of Management Learning and Education, the Journal of Business Research, and the Advances in Consumer Research (CABS 2) as well as multiple book chapters at Consumer Culture Theory book series by Emerald and The SAGE Handbook of Digital Marketing.

Christina has presented prestigious international conferences has also participated in many international conferences, like the Annual Meeting of the Academy of Management, the Academy of Marketing and Science, the Association for Consumer Research Conference (ACR), the AMA Marketing and Public Policy Conference, the AMA Winter Academic Conference, the Academy of Marketing Conference, the Consumer Culture Theory Conference, and the Macromarketing Conference.

She was a speaker at the ANZMAC Doctoral Colloquium 2021, co-chairing the session "Academic Isolation vs. Integration. How to become an active member of your research field". Guest speaker at International Workshops: Contemporary Consumer Behavior delivering the training "Codes and coding: a practical data analysis workshop". Speaker at the III CCB – Brazilian Culture and Consumption Summit, presenting the session "Sociological Perspective in Culture and Consumption Studies" and presenter at the II CCB – Brazilian Culture and Consumption Summit, participating in the session "Theoretical and methodological developments".

Christina and co-authors were awarded the Best Paper in the Consumer Culture Theory track at ANZMAC Conference, in 2015 and 2017. She is also an active member of the Marketing and Corporate Brand Management Research Group (MCBM) at Brunel Business School.

Research Interests

Christina primarily works with qualitative research methods and has an interest in the following research topics:

  • Consumer activism and marketplace exclusion
  • Materiality, fashion, and consumption misbehaviour
  • Consumption risk management practices and social legitimacy
  • Serial brand collection and online community engagement
  • Creative practices and resistance to markets
  • Early-career researchers' isolation in academic fields

Research grants and projects


Engaged and Integrated: a Professional Development Workshop for Early Career Researchers on Mitigating Academic Isolation
Funder: Techne AHRC Doctoral Training Partnership
Duration: January 2020 - July 2021
Global Lives Fund 2018/19 - Pilot Project: From junk to treasure
Funder: Brunel University London
Duration: February 2019 - July 2019