麻豆传媒

Andrew’s research interests focus on consumer behaviour and social marketing, predominately taking a CCT approach to the marginalised consumer, i.e., consumers who feel unable or unwilling to identify with the consumer market, or who the market intentionally excludes owing to cultural, economic, political, religious, or social reasons. An interest that has led to researching consumers in Britain, China, France, India, Kenya, and the United States on a variety of consumption topics ranging from: ethnic minorities and alcoholism, how colonial narratives of tribal structures perpetuate societal hierarchies, and how David Bowie fans use his music to reimagine their own past and futures. Research interests drawing upon a variety of research fields, including anthropology, post-colonial studies, psychotherapy, psychology, and sociology. His current research takes a post-colonial lens to understanding consumption and societal structures within Africa and South Asia. 

Andrew’s work has received numerous awards for his research, including the 2021 Shelby D. Hunt/ Harold H. Maynard Award for Best Paper in Journal of Marketing. His research has been funded by The British Academy, and the ESRC. His research has appeared in a variety of refereed journals, including: the Journal of Marketing, Annals of Tourism, The European Journal of Marketing, Journal of Business Research, and Marketing Theory. He has presented his research at a variety of conferences, including: The Association of Consumer Research (ACR), European Marketing Association Conference (EMAC), and Consumer Culture Theory (CCT). 

Andrew has previously been the Editor for Qualitative Market Research: An International Journal, and an Associate Editor for The Journal of Marketing Management where he now serves on the editorial board, along with The Journal of Consumer Behaviour.

Teaching is an important aspect of any academic’s work. Andrew has delivered through face to face teaching in Britain, France, Germany, Hong Kong, and Singapore, as well as long-distance learning for The Open University, and The University of Sunderland. He has previously taught at Manchester Business School, and The Open University. He also holds or has held visiting academic positions in Germany, and is currently a Visiting Professor for Duale Hochschule Baden-Württemberg (DHBW), Stuttgart, Germany.

He is currently supervising five PhD students and has undertaken several management consultancy projects.

Andrew obtained his PhD from Warwick Business School.

Andrew's research focuses on consumer diversity within the areas of consumer behaviour and social marketing, with a focus on those who do not conform to the dominant societal ideal. Diverse consumers exist in several areas, including: ethnicity, migration, religion, sexuality, social class, and socio-economic status. Consequently, diverse consumers may be unable or unwilling to identify with the consumer market, or who the market intentionally excludes owing to cultural, economic, political, religious, or social reasons.

Andrew's research has focussed on diverse consumers ranging from cultural and religious minorities (Nigerians, African-Caribbean’s, South Asia, China, Hong Kong, and Taiwan), religion (Hindus, Muslims, and Sikhs), socio-economic deprivation (Glaswegian parents and their children’s oral health) to celebrity branding (how marginalised consumers buy into the market created celebrity). Research interests that fall within consumer behaviour and social marketing themes, leading to over 100 publications focussing on three themes: (i) Culture and Religion, (ii) Socio-Economic and (iii) Reimagining One’s Diversity.

I believe in creating creating a supportive learning environment that achieves three learning goals: (i) understanding and application, (ii) critical appraisal, and (iii) marketing ethics.

Understanding and application focusses on marketing concepts and encouraging students to consider the underpinning assumptions of the people / organisations who proposed them and their relevance. Typically, marketing students learn how to apply concepts with minimal understanding. My approach is to encourage students to consider marketing decisions within the wider socio-cultural context that will assist them in their future careers. Using historical marketing examples, students are encouraged to apply their marketing knowledge to the example and then reflect upon the consequences of the decisions made. An approach that stimulates both understanding and recognition of the difficulties in making marketing decisions.

Critical appraisal is an essential aspect of my teaching. In particular, students are encouraged through personal reflection, examples and statistical data to offer differing interpretations of the market. For example, the rise of neo-liberal economics and the unprecedented focus on consumption offers ample teaching opportunities. For example, the 1980s banking deregulation led to increased credit card usage, with statistics indicating that deprived socio-economic groups inherently hold credit card debt. Accompanying this deregulation was the emergence of exclusive brands. Students are encouraged to consider to the extent banking deregulation and the rise of the brand manipulate consumers’ self-esteem encouraging materialistic behaviours.

Marketing ethics encourages students’ to recognise marketing’s cultural, economic, political and social consequences. From a European perspective, marketing ethics is an important aspect of marketing. As future marketing managers, students should be able to articulate the consequences and rationale for their marketing decisions. In particular, marketing issues such as profit and market share versus public cost. One case study I encourage students to consider is The National Rifle Association of America (NRA). A pro-gun lobby who uses marketing to encourage children under 10 years old to become gun owners. (NRA achieves through marketing ‘pink’ coloured rifle for girls and for boys, a comic book with an animated talking gun).

• Articles

  • Preece C, Cappellini B, Larsen G, Bhogal-Nair A, Bradshaw A, Chatzidakis A, Goulding C, Isobel Keeling D, Lindridge AM, Maclaran P, Marshall GW, Parsons L. . Journal of Marketing Management 2023, 39(9-10), 841-851.
  • Kerrane K, Dibb S, Lindridge A, Kerrane B. . Sociology 2024, 58(3), 552-570.
  • Bhogal-Nair B, Lindridge AM, Tadajewski M, Moufahim M, Alcoforado D, Cheded M, Figueiredo B, Liu C. . Journal of Marketing Management 2024, 40(5-6), 512-541.
  • Coffin J, Eichert CA, Bettany S, Lindridge AM, Oakenfull FG, Ostberg J, Penaloza L, Rinallo D, Rowe D, Santana J, Visconti LM, Walther L. . Marketing Theory 2022, 22(2), 275-292.
  • Eagar T, Lindridge AM, Martin D. . European Journal of Marketing 2022, 56(12), 3617-3651.
  • Kerrane K, Lindridge AM, Dibb S. . European Journal of Marketing 2021, 55(4), 1177-1202.
  • Siebert A, Gopaldas A, Lindridge AM, Simoes C. . Journal of Marketing 2020, 84(4), 45-66.
  • Khan A, Lindridge AM, Pusaksrikit T. . Journal of Business Research 2018, 82, 290-299.
  • Lindridge AM, Penaloza L, Worlu O. . The European Journal of Marketing 2016, 50(9/10), 1652 - 1671.
  • Lindridge AM, Eagar T. . The Journal of Marketing Management 2015, 31(5-6), 546-576.
  • Lindridge AM, Henderson GR, Ekpo AE. . Marketing Theory 2015, 15(2), 279-285.
  • Visconti LM, Jafari A, Batamangeot C, Kipnis E, Lindridge AM, Peñaloza LN, Pullig C, Regany F, Ustundagli E, Weinberger MF. . The Journal of Marketing Management 2014, 30(17-18), 1882-1922.

• Book Chapters

  • Bhogal-Nair A, Lindridge AM. . In: Minowa Y; Belk R, ed. Consumer Culture Theory in Asia : History and Contemporary Issues. New York: Routledge, 2021, pp.225-241.
  • Eager T, Lindridge AM. . In: Belk R, ed. Consumer Culture Theory. Wakefield: Emerald, 2016, pp.311-330.
  • Lindridge A. . In: Jamal,A;Laroche,M;Penaloza, L, ed. The Routledge Companion to Ethnic Marketing. London: Routledge Companions, 2015, pp.235-253.

• Conference Proceedings (inc. Abstracts)

  • Lindridge AM, Eagar T. . In: Consumer Culture Theory Conference (CCT 2023). 2023, Lund, Sweden.
  • Christidi S, Lindridge AM, Gregory-Smith D. . In: European Association of Consumer Research. 2023.
  • Misra G, Lindridge AM. Recognising uncertainty, risk, and the need for promises: securing vulnerable Bottom of the Pyramid consumers well-being. 2023. In Preparation.
  • Lindridge AM, Bhogal-Nair A, Swati K. . In: Consumer Culture Theory Conference 2022. 2022, Corvallis, OR.
  • Eagar T, Lindridge AM, Martin D. . In: Consumer Culture Theory Conference 2022. 2022, Corvallis, Oregon, USA.
  • Eagar T, Lindridge AM. . In: ANZMAC 2019. 2019, Wellington, New Zealand.
  • Michuki G, Lindridge AM, Simoes C, Abohalasani M. . In: Consumer Culture Theory Conference 2019. 2019, Montreal, Canada.
  • Alkayyali R, Lindridge AM. Maghreb intra- and inter racism within the marketplace. 2019. In Preparation.
  • Bhogal A, Lindridge AM. . In: Consumer Culture Theory Conference 2018. 2018, Odense, Denmark.
  • Kerrane K, Lindridge AM, Dibb S. ‘Liminality and the transition to motherhood for ethnic minority consumers: examining the experiences of South Asian mothers in the UK’. In: The European Association of Consumer Research. 2018, Ghent, Belgium. In Preparation.
  • Bhogal A, Lindridge AM. . In: Association of Consumer Research Conference. 2017, San Diego, CA, USA.
  • Eager T, Lindridge AM. . In: Consumer Culture Theory Conference 2017. 2017, Anaheim, CA, USA: UCI Paul Merage School of Business.
  • Bhogal A, Lindridge AM. . In: NA - Advances in Consumer Research. 2016, Association for Consumer Research.
  • Siebert A, Lindridge AM, Simoes C, Gopaldas A. . In: Association of Consumer Research Conference. 2016, Berlin, Germany.
  • Eager T, Lindridge AM. . In: The Stardom and Celebrity of David Bowie - A Fantastic Voyage. 2015, Melbourne: Australian Centre for the Moving Image.
  • Davis L, Glenn R, Tesper W, Lindridge AM. . In: Cross Cultural Research Conference. 2015, Playa del Carmen, Mexico.
  • Eager T, Lindridge AM. . In: Consumer Culture Theory 2015. 2015, University of Arkansas, Fayetteville, AK.
  • Khan A, Pusaksrikit T, Lindridge AM. ‘Understanding Christmas through the lens of British Muslims’. In: Royal Bank International Research Seminar. 2015.
  • Lindridge AM, Eager T. ‘Crossing the boundary between performance persona and the real person: David Bowie, semantics and an (apparent) dislike of racism’. 2015.
  • Lindridge AM, Eager T. . In: 9th Consumer Culture Theory Conference. 2014, Aalto University, Helsinki, Finland.