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Dr Victoria Rodner


Marketing & Retail University of Stirling, Stirling, FK9 4LA

Dr Victoria Rodner

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My main areas of research include branding narratives, consumer behaviour, institutional change and organisational analysis, legitimization of discourse and practice, value creation, the visual arts market, the impact of the macro-environment on industry, emerging markets,  and qualitative research methodologies with a special interest in Grounded Theory and Constructivism. 

For my PhD I focused on the case of the Venezuelan art market, where I explored how value is created and managed by institutional inhabitants in cultural organizations. Given its context, my doctoral research revealed how macro-level pressures can affect the workings of local industry, such as the art market, and how alternative organisational fields are able to emerge from less-than-ideal environmental settings.  My most recent fieldwork (based in Sao Paulo, Brazil) focuses on competitive spirituality, religious consumption, and branding strategies of Pentecostal churches. From this research I have recently applied for funding to the British Academy and Leverhulme Foundation to carry out further fieldwork on spirit possession and medium-centred faith systems.  I have already published my work in international journals including the Journal of Macromarketing, the European Journal of Marketing, Nonprofit and Voluntary Sector Marketing, Arts and the Market, Marketing Intelligence and Planning, and Society. I also regularly present my ongoing research at conferences including the Academy of Marketing (UK), Macromarketing Annual Conference (USA), Consumer Culture Theory (USA), Association of Consumer Research (Latin American and Europe) and the International Society of Market Development (ISMD). 


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