Aleksandrina Atanasova is an Assistant Professor / Lecturer in Marketing at Bayes Business School.
Alex is an expert in consumer behavior, cultural insights and branding. Her research is situated within the tradition of culturally oriented consumer research scholarship known as Consumer Culture Theory (CCT) and focuses on the sociocultural, experiential, and symbolic aspects of consumption. Within this domain, she studies the effects of precarity, globalization and shifting social norms on consumers’ behaviors, particularly in relation to rising digitalization and dematerialization of consumption. Her most recent projects focus on the growing lifestyle movement of digital nomadism, where she explores topics such as symbolic consumption, materialism, status and consumer security in conditions of global mobility and minimal possessions.
Alex specializes in interpretive methodologies, such as ethnography, netnography, and depth interviewing to capture how people, brands and communities navigate and interact with the marketplace.
Prior to joining academia, Alex has worked as a marketing executive and a consultant for leading global brands worldwide. She draws on years of industry experience in strategy, branding and consumer insight, having worked across sectors and markets in North America and Europe.
- PhD, Royal Holloway, University of London, United Kingdom
- MSc, Aalto University, Finland
- BSc, University of Wisconsin, United States
- Associate Fellow, Higher Education Academy (Advance HE)
Bulgarian and French.
- Consumer Behaviour
- Digital Marketing
- Marketing Management
- Qualitative Research Methods
- Design Thinking
- Innovation & Creativity
- consumer goods
- food & drink
- travel & tourism
- Americas - North
- Atanasova, A., Bardhi, F., Eckhardt, G.M. and Mimoun, L. (2022). Digital nomadism as temporal privilege. The Routledge Handbook of Digital Consumption (pp. 22–34). Routledge.
Journal articles (4)
- Atanasova, A., Eckhardt, G.M. and Husemann, K.C. (2023). Liquid Consumer Security. Journal of Consumer Research. doi:10.1093/jcr/ucad047.
- Atanasova, A. and Eckhardt, G.M. (2021). The broadening boundaries of materialism. Marketing Theory, 21(4), pp. 481–500. doi:10.1177/14705931211019077.
- Atanasova, A. (2021). Re-examining utopia in contemporary consumption: conceptualization and implications for marketing. AMS Review, 11(1-2), pp. 23–39. doi:10.1007/s13162-021-00193-0.
- Atanasova, A. and Eckhardt, G. (2021). Nomadland: The New Frontiers of the American Dream at the Periphery of the Market. Markets, Globalization & Development Review, 6(1). doi:10.23860/mgdr-2021-06-01-02.