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

Professor Richard Elliott

Professor Richard Elliott

telephone +44 (0) 1225 386632
email Email Professor Richard Elliott


Leading Refereed Journal Papers
Other Outputs

BSc, PhD, DipM, DipSW, MCIM

Job Title:

Professor Emeritus of Marketing and Consumer Research

Affiliated Research Centre:

Centre for Research in Advertising and Consumption (CRiAC)

Key Research Interests:

Symbolic meaning of brands, consumer culture and identity, and the dynamics of brand ecology.

Research Interests

My research focuses on the symbolic meaning of brands, advertising, consumer culture and identity. My recent publications include: The Evolution of the Empowered Consumer (European Journal of Marketing); Idealised Images of the Male Body in Advertising: A Reader Response Exploration (Journal of Marketing Communications); Peer Pressure and Poverty: Exploring Fashion Brands and Consumption Symbolism Amongst Children of the British Poor (Journal of Consumer Behaviour). I have carried out consultancy work in ethnography and consumer insight for BT, Diageo, Capital One Bank, Unilever, Asda and Orange. On the MSc in Marketing programme, I teach Strategic Brand Management.


Jump to:
Leading Refereed Journals Papers | Books | Other Outputs

Leading Refereed Journal Papers

Al-Mutawa, F. S., Elliott, R. & Nuttall, P. 2015. Foreign brands in local cultures: A socio-cultural perspective of postmodern brandscapes. Journal of Consumer Behaviour, 14(2): 137-144, DOI: 10.1002/cb.1508.

Liu, M. J., Yannopoulou, N., Bian, X. & Elliott, R. 2015. Authenticity Perceptions in the Chinese Marketplace. Journal of Business Research, 68(1): 27-33.

Huang, H., Mitchell, V. & Elliott, R. 2012. Are Consumer and Brand Personalities the Same? Pyschology and Marketing, 29(5): 334-349, DOI: 10.1002/mar.20525.

Gylling, C., Elliott, R. & Toivonen, M. 2012. Co-Creation of Meaning As a Prerequisite For Market-Focused Strategic Flexibility. European Journal of Marketing, 46(10): 1283-1301, DOI: 10.1108/03090561211248035.

Yannopoulou, N., Koronis, E., & Elliott, R. 2010. Media Amplification of Brand Crisis and its affect on Brand Trust. Journal of Marketing Management 27(5): 530-546, DOI: 10.1080/0267257X.2010.498141.

Goulding, C., Shankar, A., Elliott, R. & Canniford, R. 2009. Market Place Management of Illicit  Pleasure. Journal of Consumer Research, 35(5): 759-771, DOI: 10.1086/592946.

► older publications

Goulding, C., Shanker, A., Elliott, R. & Canniford, R. 2008. Contained illegality and biosocial pleasure in club culture. Journal of Consumer Research.

Elliott, R. & Cova, B. 2008. Interpretive consumer research as cultural critique. Consumption, Markets and Culture, 11(2): 71-72, DOI: 10.1080/1025860802033563.

Cova, B. & Elliott, R. 2008. Everything you always wanted to know about interpretive consumer research but were afraid to ask. Qualitative Market Research: An International Journal, 11(2): 121-129, DOI: N/A.

Yannopoulou, N. & Elliott, R. 2008. Open verses closed advertising texts and interpretive communities. International Journal of Advertising, 27(1): 35-49.

Elliott, R. & Yannopoulou, N. 2007. The nature of trust in brands: A psychosocial model. European Journal of Marketing, 41(9/10): 988-998, DOI: 10.1108/03090560710773309.

Davies, A. & Elliott, R. 2006. The evolution of the empowered consumer. European Journal of Marketing, 40(9/10): 1106-1121, DOI: 10.1108/03090560610681032.

Woodruffe-Burton, H. & Elliott, R. 2005. Compensatory consumption and narrative identity theory. Advances in consumer research. Association for Consumer Research, 32(1): 461-465, DOI: N/A.

Millan, E. & Elliott, R. 2004. Offensive advertising, public policy and the law: the rulings on the zagorka case. Journal of Consumer Policy, 27(4): 475-494, DOI: 10.1007/s10603-004-2719-0.

Worren, N., Moore, K., & Elliott, R. 2002. When theories become tools: toward a framework for pragmatic validity. Human Relations, 55(10): 1227-1249, DOI: 10.1177/0018726702055010082.

Patterson, M. & Elliott, R. 2002. Negotiating masculinities: advertising and the inversion of the male gaze. Consumption Markets & Culture, 5(3): 231-246, DOI: 10.1080/10253860290031631.

Auty, S. & Elliott, R. 2001. Being like or being liked: identity vs. approval in a social context. Advances in Consumer Research, 28(1): 235-241, DOI: N/A.


Elliott, R. (Eds.). 2008. Brands and Brand Management. London: Routledge.

Saren, M., Maclaren, P., Goulding, C., Elliot, R., Shankar, A. & Catterall, M. (Eds.). 2007.Critical Marketing: Defining the Field. Oxford: Butterworth-Heinemann.

Elliott, R. & Percy, L. 2006. Strategic Brand Management, Oxford: Oxford University Press.

Percy, L. & Elliott, R. 2005. Strategic Advertising Management, 2nd Edition. Oxford: Oxford University Press.

Percy, L., Rossiter, J. & Elliott, R. 2001. Strategic Advertising Management. Oxford: Oxford University Press.

Other Outputs

Elliott, R & Davies, A. 2006. Using Oral History Methods in Consumer Research. In R. Belk (Eds.), Handbook of Qualitative Research Methods in Marketing. London: Edward Elgar.

Elliott, R. & Davies, A. 2005. Symbolic Brands and Authenticity of Identity Performance. In J. Schroeder & M. Salzer-Morling (Eds.), Brand Culture. London: Routledge.

Elliott, R. 2004. Consumer Behaviour. In A. Kuper & J. Kuper (Eds.), The Social Science Encyclopædia, (3rd ed.). London: Routledge.

Elliott, R. 2004. Making Up People: Consumption as a Symbolic Vocabulary for the Construction of Identity. In K. Ekstrom & H. Brembek (Eds.), Elusive Consumption: Tracking New Research Perspectives, Oxford: Berg.

Mark, A., Pencheon, D. & Elliott, R. 2001. Demanding to Manage or Managing to Demand? In M. Tavakoli, H. T. O. Davies & M. Malek (Eds.), Health Policy and Economics: Strategic Issues in Health Care Management. London: Ashgate.