“Consumer-Brand relationship and Responsible Consumption in Liquid versus Solid Consumption” (Advert Reference: RDF19/BL/MOS/CUI)

In the current transformation to digitalisation and social media in marketing and consumption, consumers are getting more involved in ephemeral, access based, and dematerialised consumption (liquid consumption) in contrast to enduring, ownership-oriented and tangible consumption (solid consumption) (Bardhi & Eckhardt 2017). This new phenomenon has aroused conflicting views and evidence regarding consumers’ change in attitudes towards identity, materialism, sustainable consumption, brand equity and meanings, and consumer-brand relationships (Bardhi & Eckhardt 2017; Rindfleisch, Burroughs, & Wong 2009). For marketers and academic researchers, new research is needed for understanding the boundary conditions and mechanism that underlie this phenomenon. For example, do consumers assume greater importance of the practical benefit in liquid consumption than connecting to their own or other consumers’ identities in solid consumption? How does access-based and quick-circulation consumption impact on consumers’ materialism and sustainable consumption values? If liquid consumption associates less with tangible materials, will consumers become less concerned about sustainable consumption? How is liquid consumption reshaping materialistic value and how does it interact with sustainability value? In liquid consumption, consumers value networks, virtual relationships and semidetached relationships. Will this decrease consumers’ emotional, long-term bond with brands such as brand love and brand addiction?

This research project will address the above questions by investigating how consumers’ values of materialism and sustainable consumption and attitudes towards relationships with brands vary between liquid and solid consumption among millennial consumers in developing and developed countries. Knowledge in consumer psychology, branding and sustainable consumption/marketing will be involved and developed through the work of the project. The methods may include focus-group or individual interviews with qualitative data analysis at the early stage, followed by developing and testing theoretical models by experimental/survey design and statistical analysis. The research outcomes are expected to be published in top tier academic journals and create important impacts for marketing practice.

Eligibility and How to Apply:
Please note eligibility requirement:

• Academic excellence of the proposed student i.e. 2:1 (or equivalent GPA from non-UK universities [preference for 1st class honours]); or a Masters (preference for Merit or above); or APEL evidence of substantial practitioner achievement.
• Appropriate IELTS score, if required.
• Applicants cannot apply for this funding if currently engaged in Doctoral study at Northumbria or elsewhere.

For further details of how to apply, entry requirements and the application form, see
https://www.northumbria.ac.uk/research/postgraduate-research-degrees/how-to-apply/

Please note: Applications that do not include a research proposal of approximately 1,000 words (not a copy of the advert), or that do not include the advert reference (e.g. RDF19/BL/MOS/CUI) will not be considered.

Deadline for applications: Friday 25 January 2019
Start Date: 1 October 2019

Northumbria University is an equal opportunities provider and in welcoming applications for studentships from all sectors of the community we strongly encourage applications from women and under-represented groups.