University of Bath School of Management University of Bath School of Management

Professor Pierre McDonagh

Pierre McDonagh
Contact

telephone +44 (0)1225 386486
email Pierre McDonagh

Publications

Leading Refereed Journal Papers
Other Outputs

BSocSc (QUB) MBA (QUB) PhD (Cardiff)

Job Title:

Professor in Marketing

Affiliated Research Centre:

Centre for Research in Advertising & Consumption (CRIAC)

Division:

Marketing, Business & Society

Key Research Interests:

Sustainability; Sustainable Communication; Sustainable Brands; Sustainable Consumption & Production; Transformative Consumer Research; Consumer Culture Theory; Co-creation & Activism, Dark Marketing

Research Interests

Pierre’s research primarily focuses on the (im)possibility of sustainability within the prevailing order and oppositional counter culture. He has published widely on the interactions among Markets, Marketing and Society; dark marketing; critical marketing; and transformative consumer research. A current research project considers the experiences of lead users of electric vehicles.

Pierre’s research has been published widely and includes articles in the Journal of Consumer Research, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and others. Pierre Guest Edited the first double Special Issue of the Journal of Macromarketing (with Andrea Prothero, University College Dublin) on ‘Sustainability as Megatrend’ (Sept 2014 and March 2015). Currently he is Guest Editing a Journal of Marketing Management Special Issue on ‘Sustainable Consumption, Activism, Innovation and Brands’ (with Diane Martin, Aalto University).

Pierre is Associate Editor for the Journal of Macromarketing, serves on the Advisory Committee for Transformative Consumer Research for the American Association for Consumer Research, and sits on the editorial boards of the Journal of Marketing Management and Consumption Markets & Culture.


Pierre McDonagh and Andy Prothero on marketing sustainability.
Video courtesy of BehaviourWorks Australia external website

PhD Supervision

I am interested in supervising new research students in the following areas: Sustainability; Sustainable Communication; Sustainable Brands; Sustainable Consumption & Production; Transformative Consumer Research; Consumer Culture Theory; Co-creation & Activism, Dark Marketing

Please contact me to discuss your proposal.

Publications

Jump to:
Leading Refereed Journals Papers | Other Outputs

Leading Refereed Journal Papers

McDonagh, P. & Prothero, A. Forthcoming. Sustainability Marketing Research: Past, Present and Future. Journal of Marketing Management, 30th Anniversary Issue.

Brown, S., McDonagh, P. & Shultz II, C. J. 2014. Titanic : Consuming the Myths, Meanings of an Ambiguous Brand. Journal of Consumer Research, 40(4): 595-614.

Healy, J. & McDonagh, P. 2013. Consumer Roles in Brand Culture and Value Co-Creation in Virtual Communities. Journal of Business Research, 66(9): 1528–1540.

Brown, S., McDonagh, P. & Shultz II, C. J. 2013. A Brand So Bad It’s Good: The Paradoxical Place Marketing of Belfast. Journal of Marketing Management, 29(11–12): 1251–1276.

Other Outputs

Tillmanns, T., Holland, C., Lorenzi, F. & McDonagh, P. 2014. Interplay of rhizome and education for sustainable development. Journal of Teacher Education for Sustainability, 16(2): p. 5-17.

McDonagh, P. & Prothero, A. 2014. Introduction to the Special Issue: Sustainability as Megatrend I. Journal of Macromarketing.

McDonagh, P., Kilbourne, W. E. & Prothero, A. 2013. Re-affirming the prevailing order: the Dominant Social Paradigm in 2013. In R. Varey and M. Pirson (Eds.), Humanistic Marketing:29-38. London: Palgrave Macmillan Series on Humanistic Management (online). DOI: 10.1057/9781137353290.0007.

Brown, S., McDonagh, P. & Shultz II, C. J. 2012. Dark Marketing: Skeleton in the Cupboard or Ghost in the Machine? European Business Review, 24(3): 196 – 215.

 Kozinets, R. V., Belz-Martin, F. & McDonagh, P. 2011. Social Media for Social Change: A Transformative Consumer Research Perspective. In D. G. Mick, S. Pettigrew, C. Pechmann, J. L. Ozanne (Eds.), Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers: 203-219. Oxford: Routledge Publishing.

McDonagh, P., Dobscha, S. & Prothero, A. 2011. Sustainable Consumption and Production: Challenges for Transformative Consumer Research. In D. G. Mick, S. Pettigrew, C. Pechmann, J. L. Ozanne (Eds.), Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers: 263-277. Oxford: Routledge Publishing.

McDonagh, P. & Brereton, P. 2010 Screening Not Greening: An Ecological Reading of the Greatest Business Movies.Journal of Macromarketing, 30(2): 133-146.

Prothero, A., McDonagh, P. & Dobscha, S. 2010. Is Green the New Black? Reflections on a Green Commodity Discourse.Journal of Macromarketing, 30(2): 147-159.

Kilbourne, W. E., McDonagh, P. & Prothero, A. 2009. Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm. In S. Shapiro, M. Tadajewski & C. J. Shultz II (Eds.), Macromarketing Volume 4: 248-274.

Bradshaw, A., McDonagh, P. & Marshall, D. W. 2009. Finding an Irish Voice; Reflections on Celtic Consumer Society and Social Change. Irish Marketing Review, 20(1): 3-5.

Kilbourne, W. E., McDonagh, P. & Prothero, A. 2009. Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm.  In P. Maclaran, M. Saren & M. Tadajewski (Eds.), Sage Major Works Marketing Theory: A 3-Volume Set: 239-265. Sage Library in Marketing.

Kilbourne, W. E., Dorsch, M. J., McDonagh, P., Urien, B., Prothero, A., Grunhagen, M., Polonsky, M. J., Marshall, D. W., Foley, J. & Bradshaw, A. 2009. The Institutional Foundations of Materialism in Western Societies: A Conceptualization and Empirical Test. Journal of Macromarketing, 29(3): 259-278. DOI:10.1177/0276146709334298.

► older publications

de Coverly, E., McDonagh, P., O'Malley, L. & Patterson, M. 2008. Hidden Mountain: The Social Avoidance of Waste. Journal of Macromarketing, 28(3): 289-303.