Dr Zahra Sharifonnasabi

Profile

Roles:

• Senior Lecturer in Marketing
• Member of the Department of Marketing

Biography:

Dr Zahra Sharifonnasabi is a Senior Lecturer (Associate Professor) in Marketing at the School of Business and Management, Queen Mary University of London. Previously, she held a visiting Lecturer position at Bayes Business School (formerly Cass), City, University of London, UK. Zahra holds a PhD in Management (Marketing) from Bayes Business School, 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 lie 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. 

Teaching

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

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:

• Member of the Marketing Interactions & Consumer Behaviour Group (MICB)
• Co-Director of Research Group MINDS

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).

Publications

Peer-reviewed articles

• Howes, A., Brokalaki, Z.,Sharifonnasabi, Z., & Licsandru, T. C. (2024). Towards an understanding of domestic practice as commodified work. Journal of Marketing Management, 1–41. Https://doi.org/10.1080/0267257X.2024.2406940 
• Sharifonnasabi, Z., Mimoun, L., and Bardhi, F., (2024), Home and psychological well-being in global consumer mobility, Journal of Consumer Psychology. https://doi.org/10.1002/jcpy.1440
• Sharifonnasabi, Z., Mimoun, L., and Bardhi, F., (2023), Transnational Market Navigation: Living and Consuming Across Borders. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucad049
• Sharifonnasabi, Z.,Bardhi, F. and Luedicke, M.K. (2020). How globalization affects consumers: Insights from 30 years of CCT globalization research. Marketing Theory, 20(3), pp. 273–298. DOI:1177/1470593119887469.
• Sharifonnasabi, Z., and Bardhi F. (2017). Transnational Consumption, Proceedings of Advances in Consumer Research, 45, pp. 1058-1058.
• Sharifonnasabi, Z.,Bardhi F., and Luedicke, M. (2017). Global Consumer Behaviour: A Synthesis and Managerial Implications of Interpretivist Studies, Proceedings of Winter American Marketing Association Conference, pp. I18.
• Sharifonnasabi, Z., and Sheikhzadeh M., (2015), Determining the Best Launch Time for New Products with Risk Considerations in a Competitive Market Situation, Proceedings of the Academy of Marketing Science, pp. 63-63. DOI: 1007/978-3-319-10873-5.

Peer-reviewed book chapters

• Sharifonnasabi, Z., Luedicke, M., Bardhi, F., and Veresiu E. (2022). 12 - Global Consumer 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 peer-reviewed conference presentations

• Sharifonnasabi, Z., Bardhi. F, and Mimoun. L., (2024). Making Home in a Digitized, Global and Neoliberal Society, Association for Consumer Research Conference,
• Howes, A., Brokalaki. Z, Sharifonnasabi, Z., and Liscandru. T., (2024). The evolution of the commodification of domestic practice: lessons for consumer researchers, Association for Consumer Research Conference,
• Howes, A., Brokalaki. Z, Sharifonnasabi, Z., and Liscandru. T., (2024) Exploring the impact of the platformization of domestic practice on women’s identities - the case of ‘cleanfluencing, Association for Consumer Research Conference,
• Sharifonnasabi, Z., (2023) Product Liminality: A Complementary Approach to Product Hybridity, Consumer Culture Theory Conference (CCTC), Lund, Sweden.
• Sharifonnasabi, Z., Trujillo Torres, L. and Barbu, M., (2022). Multi-brand Market Legitimation: The Case of ‘Din Inimă’ Sectorial Brand in Moldova, Consumer Culture Theory Conference (CCTC), Oregon, USA
• Sharifonnasabi, Z., Heirati, N., (2022). Retro-smart Products: When Paradoxes Enhance Evaluation of Incongruent new Products, 12th SERVSIG Conference.
• Sharifonnasabi, Z and Barbu, M., (2021). 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 (ACR).
• Barbu, M., Sharifonnasabi, Z., and Gheorghita, M. (2019). The Use of Brands in Promoting the Domestic Fashion Industry in the Republic of Moldova, RSA Russia Division Workshop.
• Sharifonnasabi, Z., and Bardhi, F. (2019). Consumer Acculturation in Transnationalism, Consumer Culture Theory Conference (CCTC).
• Sharifonnasabi, Z., and Bardhi F. (2018). Transnational Consumer Lifestyle, Advances in Consumer Research (ACR).
• Sharifonnasabi, Z., Bardhi, F., and Luedicke, M. (2017). Global Consumer Behavior: A Review of Interpretivist Studies, Winter AMA.
• Sharifonnasabi, Z. and Bardhi, F., (2017). Social Media as Global Public Sphere: The Case of Iranian Women’s Social Movement”, Consumer Culture Theory Conference (CCTC).
• Sharifonnasabi, Z., Bardhi, F., and Luedicke, M (2017). Globalization’s Impact on Consumer Empowerment, Identity and Brands: Inquiry into CCT Research, 9th Workshop on Interpretive Consumer Research (ICR).

Supervision

PhD Supervision

• Mohd Adderly (identity multiplication in consumer movements)
• Adele Howes (marketization of domestic practices: the case of cleanfluencers)
• Fozan Alfarshouty (slow tourism)
• Bente Fatema (postcolonial consumerism)

Public Engagement

Zahra is a member of the Association for Consumer Research and an ad-hoc reviewer for the Marketing Theory, Journal of Marketing Management, Journal of Global Scholars of Marketing Science, Advances in Consumer Research, and Consumer Culture Theory Conference.

Her work has attracted various media engagements in the fields of marketing, business, human resources and has appeared in Spotlight Magazine, Migrate, Nation, Head Topics, WN, Knowledia, PHYS Org, LivaRava Technology, Health Medicine Network, PHYS Org, and School of Business and Management Newsletter.