Portrait of Professor Fleura Bardhi

Professor Fleura Bardhi

Professor of Marketing

Bayes Business School, Faculty of Management

Contact

Visit Fleura Bardhi

Room BR4056, Bunhill Row

Postal address

City St George's, University of London
Northampton Square
London
EC1V 0HB
United Kingdom

About

Overview

Fleura Bardhi is a Professor of Marketing at Bayes Business School (formerly Cass), City University London, UK.

Fleura is a consumer behavior scholar that uses qualitative methods and sociological approaches in her research. Her research falls into these three areas of research: 1) access, sharing, ownership and possessions; 2) digital consumption; and 3) consumer life transitions (e.g., geographical mobility, rituals, etc.). Broadly, she aims to advance understanding of the ways that the shift to a digital and knowledge economy in post-industrial urban society has shaped consumer behaviour and the implications for marketing strategy. She has coined the concepts of access-based consumption and liquid consumption, and is considered among the top two thought leaders among her cohort based on the impact of her publications in JCR. Fleura’s work has been published in Journal of Consumer Research, Journal of Consumer Psychology, Harvard Business Review, Psychology and Marketing, Marketing Theory, etc.

She serves as an Associate Editor (AE) at Journal of Marketing and Journal of Consumer Psychology (JCP), as well as an ERB member Journal of Consumer Research and International Journal of Research in Marketing. She is in the Policy Board of the Journal of Advances in Consumer Research (J-ACR), and an advisory board member for the Center for Empirical Philosophy and Behavioral Insights (CEPBI), Wharton Business School.

Fleura has a Ph.D. from the University of Nebraska-Lincoln, USA, a MSc in International Business from Norwegian School of Management (BI), Norway, and a B.A. in Management from University of Tirana, Albania. Prior to joining Bayes Business School (formerly Cass), Fleura was an associate professor at Northeastern University, Boston, USA. Fleura’s career spans multiple continents with prior academic positions in the US, Canada, Australia as well as currently a visiting professorship at Copenhagen Business School, Denmark.

Qualifications

PhD.

Memberships of professional organisations

  • Faculty, Consumer Culture Theory Consortium (CCTC), 2013 – 2016
  • Faculty, Advances in Consumer Research (ACR), 2001 – 2016
  • Faculty, American Marketing Association (AMA), 2000 – 2016

Award

  • Consumer Culture Theory (CCT) Conference (2015) Best Special Session Award
    “Families in Transition: Struggling With Consumption in Times of Marriage, Mothering, and Marital Divorce,” co-authored with Marius Ludicke, Consumer Culture Theory (CCT) Conference, Arkansas, USA.

Languages

Albanian.

Expertise

Primary topics

  • Consumer Behaviour
  • E-Marketing
  • Marketing
  • Services Marketing

Industries

  • consumer goods
  • fashion
  • food & drink
  • leisure/recreation
  • marketing
  • retailing
  • tourism
  • travel & tourism

Geographic Areas

  • Americas - North
  • Europe
  • Europe - Eastern
  • Scandinavia

Research

Research topics

Review, Critique and Extension of the Sharing Economy Concept

Liquid Consumption: Conceptualising Consumption in Late Modernity

Downward Social Mobility and Consumption Practices

Performing Precarity: Consumption as a Reflexive Adaptation to Displaced Performative Capacities (Unwanted Agency)

Liquid Consumption: How can we use it in consumer research

Post-Subcultural Consumption: Germany’s Gay Subculture in Times of Institutional Acceptance

Mutation as an Alternative Model of Social Innovations

Research students

1st supervisor

Varala Maraj

Attendance: Jan 2016 – present, full-time

Thesis title: Digital Consumption among Millennials

Role: 1st Supervisor

Christian Eichert

Attendance: Sep 2014 – present, full-time

Thesis title: How does subcultural consumption changes?

Role: 2nd Supervisor

Zahra Sharifonnasabi

Attendance: May 2014 – present, full-time

Thesis title: Transnational Consumption

Role: 1st Supervisor

Florentine Rosemeyer

Thesis title: Valuation of Art

Role: 2nd Supervisor

Publications

Book

  1. Wilkenfeld, J., Beardsley, K. and Quinn, D. (Eds.), (2019). Research Handbook on Mediating International Crises. Edward Elgar Publishing. ISBN 978-1-78811-069-3.

Chapters (5)

  1. 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.
  2. Bardhi, F., Eckhardt, G.M. and Samsioe, E. (2020). Liquid luxury. Research Handbook on Luxury Branding Edward Elgar Publishing. ISBN 978-1-78643-634-4.
  3. Belk, R.W., Eckhardt, G.M. and Bardhi, F. (2019). Introduction to the Handbook of the Sharing Economy: the paradox of the sharing economy. Handbook of the Sharing Economy Edward Elgar Publishing. ISBN 978-1-78811-053-2.
  4. 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.
  5. Bardhi, F. and Askegaard, S. (2008). Home away from home: Home-as-order and dwelling in mobility. In Sherry, J.F. and Fischer, E. (Eds.), Explorations in Consumer Culture Theory (pp. 57–57). Routledge. ISBN 978-1-135-97134-2.

Conference papers and proceedings (15)

  1. Mimoun, L. and Bardhi, F. (2018). Permanent Liminality in Flexible Consumer Lifestyles. Association for Consumer Research 11-14 October, Dallas, TX, USA.
  2. Sharifonnasabi, Z., Bardhi, F. and Luedicke, M. (2017). "Social Media as Global Public Sphere”. Consumer Culture Theory Conference (CCTC) 9-12 July, University of California, Anaheim, California.
  3. Sharifonnasabi, , bardhi, and luedicke, (2017). "Global Consumer Behavior: A Review of Interpretivist Studies". Winter AMA 19-21 February, Orlando, Florida, USA.
  4. Mimoun, L. and Bardhi, F. (2017). Liminality in Consumer Research.
  5. Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2016). Money as a Tool for Innovation. Consumer Culture Theory Conference 6-9 July, Lille, France.
  6. Bardhi, F., Corciolani, M. and Dalli, D. (2016). Consumption Acquisition Practices. 45th EMAC Annual Conference 24-27 May, Oslo, Norway.
  7. Sharifonnasabi, and bardhi, (2015). "Transnational Consumers Lifestyle”. Consumption, Markets, and Culture Theorisation 8-13 June, Bilkent University, Ankara, Turkey.
  8. Bardhi, F. and Eckhardt, G. (2015). Liquid Consumption. North American Conference of the Association for Consumer Research, (ACR) New Orleans, USA.
  9. Bardhi, F. and Samsioe, E. (2014). Consumer Sensemaking of Fast Markets. Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
  10. Bardhi, F. and Eckhardt, G. (2014). "Liquid Consumption" Round Table. Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
  11. Bardhi, F. and Dalli, D. (2014). Access Based Consumption: Critique and Development (Special Session). Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
  12. Bardhi, F., Corciolani, M. and Dalli, D. (2014). Examination of Resource Acquisition Practices. Consumer Culture Theory (CCT) Conference 2014 26-29 June, Helsinki, Finland.
  13. Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2014). Counterperformativity of Alternative Exchange Systems, Poster presentation. Consumer Culture Theory Conference Helsinki, Finland.
  14. Bardhi, F. and Henry, P. (2013). Keeping the Family Together Post-Divorce: Role of Mundane Con- sumption in Managing Life Transitions. Consumer Culture Theory (CCT) Conference 2013 13-16 June, Tucson, Arizona.
  15. Bardhi, F. (2003). Thrill of the hunt: Thrift shopping for pleasure. 33rd Annual Conference of the Association-for-Consumer-Research 16 Oct 2002 – 20 Oct 2002, ATLANTA, GEORGIA.

Journal articles (33)

  1. Kromidha, E., Eckhardt, G.M., Bardhi, F. and Imami, D. (2025). Collaborative market formation in transition economies. European Journal of Marketing, 59(5), pp. 1167–1194. doi:10.1108/ejm-04-2023-0304.

    [publisher’s website]

  2. Gruen, A. and Bardhi, F. (2025). Consumptive Work in Coworking: Using Consumption Strategically for Work. Journal of Consumer Research. doi:10.1093/jcr/ucaf009.

    [publisher’s website]

  3. Sharifonnasabi, Z., Mimoun, L. and Bardhi, F. (2024). Home and psychological well‐being in global consumer mobility. Journal of Consumer Psychology. doi:10.1002/jcpy.1440.

    [publisher’s website]

  4. Atanasova, A., Bardhi, F. and Eckhardt, G.M. (2024). The democratization of the status game. Consumption Markets & Culture, 27(4), pp. 325–334. doi:10.1080/10253866.2024.2369090.
  5. Sharifonnasabi, Z., Mimoun, L. and Bardhi, F. (2024). Transnational Market Navigation: Living and Consuming across Borders. Journal of Consumer Research, 50(6), pp. 1198–1220. doi:10.1093/jcr/ucad049.

    [publisher’s website]

  6. Whitley, S.C., Garcia‐Rada, X., Bardhi, F., Ariely, D. and Morewedge, C.K. (2022). Relational Spending in Funerals: Caring for Others Loved and Lost. Journal of Consumer Psychology, 32(2), pp. 211–231. doi:10.1002/jcpy.1240.

    [publisher’s website]

  7. Mimoun, L. and Bardhi, F. (2021). Chronic Consumer Liminality: Being Flexible in Precarious Times. Journal of Consumer Research, 49(3), pp. 496–519. doi:10.1093/jcr/ucab073.
  8. Eckhardt, G.M. and Bardhi, F. (2020). The value in de-emphasizing structure in liquidity. Marketing Theory, 20(4), pp. 573–580. doi:10.1177/1470593120941038.

    [publisher’s website]

  9. 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:10.1177/1470593119887469.

    [publisher’s website]

  10. Eckhardt, G.M. and Bardhi, F. (2020). New dynamics of social status and distinction. Marketing Theory, 20(1), pp. 85–102. doi:10.1177/1470593119856650.

    [publisher’s website]

  11. Thompson, C.J., Henry, P.C. and Bardhi, F. (2018). Theorizing Reactive Reflexivity: Lifestyle Displacement and Discordant Performances of Taste. Journal of Consumer Research. doi:10.1093/jcr/ucy018.

    [publisher’s website]

  12. Bardhi, F. and Eckhardt, G.M. (2017). Liquid Consumption. Journal of Consumer Research, 44(3), pp. 582–597. doi:10.1093/jcr/ucx050.

    [publisher’s website]

  13. Eckhardt, G.M. and Bardhi, F. (2016). The Relationship between Access Practices and Economic Systems. Journal of the Association for Consumer Research, 1(2), pp. 210–225. doi:10.1086/684684.

    [publisher’s website]

  14. Bardhi, F. and Eckhardt, G.M. (2015). The Sharing Economy Isn’t About Sharing at All. Harvard Business Review.
  15. Fournier, S., Eckhardt, G.M. and Bardhi, F. (2013). Learning to Play in the New "Share Economy". HARVARD BUSINESS REVIEW, 91(7-8), pp. 125–129.
  16. Bardhi, F. and Eckhardt, G.M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), pp. 881–898. doi:10.1086/666376.
  17. Bardhi, F., Eckhardt, G.M. and Arnould, E.J. (2012). Liquid relationship to possessions. Journal of Consumer Research, 39(3), pp. 510–529. doi:10.1086/664037.
  18. Bardhi, F., Eckhardt, G. and Arnould, E. (2011). Understanding the Changing Role of Possessions in Global Mobility. European Advances in Consumer Research, 9, pp. 46–47.
  19. Bengtsson, A., Bardhi, F. and Venkatraman, M. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), pp. 519–540. doi:10.1108/02651331011076572.
  20. Bardhi, F., Rohm, A.J. and Sultan, F. (2010). Tuning in and tuning out: Media multitasking among young consumers. Journal of Consumer Behaviour, 9(4), pp. 316–332. doi:10.1002/cb.320.
  21. Bardhi, F., Ostberg, J. and Bengtsson, A. (2010). Negotiating cultural boundaries: Food, travel and consumer identities. Consumption Markets and Culture, 13(2), pp. 133–157. doi:10.1080/10253860903562148.
  22. Bardhi, F. (2010). Market-Mediated Collaborative Consumption in the Context of Car Sharing. NA - Advances in Consumer Research, 37, pp. 65–68.
  23. Bardhi, F., Eckhardt, G. and Arnould, E. (2010). Beyond Acculturation: Understanding Nomadic Consumption. European Advances in Consumer Research, 9.
  24. Rohm, A.J., Sultan, F. and Bardhi, F. (2009). Multitasking youth. Marketing Management, 18(6), pp. 20–25.
  25. Mulki, J., Bardhi, F., Lassk, F. and Navaty-Dahl, J. (2009). Set up remote workers to thrive. MIT Sloan Management Review, 51(1), pp. 63–69.
  26. Bardhi, F., Bengtsson, A. and Ostberg, J. (2009). Encounters of Accidental Tourists: Maintaining Boundaries Through Food Consumption. NA - Advances in Consumer Research, 36, pp. 683–683.
  27. Bardhi, F., Rohm, A. and Sultan, F. (2009). An Exploratory Study of Media Multitasking Practices and Experiences Among Young Consumers. NA - Advances in Consumer Research, 36, pp. 612–612.
  28. Bardhi, F., Venkatrama, M. and Coulter, R. (2009). From Tool to Transformation: Consuming Technology to Negotiate Identity. AP - Asia-Pacific Advances in Consumer Research, 8, pp. 27–29.
  29. Bardhi, F. (2009). An Examination of Market-Mediated Collective Consumption: The Case of Car Sharing. American Marketing Association 2009 Summer Educators’ Conference Proceedings, 19.
  30. Johnson, D.S., Bardhi, F. and Dunn, D.T. (2008). Understanding how technology paradoxes affect customer satisfaction with self-service technology: The role of performance ambiguity and trust in technology. Psychology and Marketing, 25(5), pp. 416–443. doi:10.1002/mar.20218.
  31. Garcia, R., Bardhi, F. and Friedrich, C. (2007). Overcoming consumer resistance to innovation. MIT SLOAN MANAGEMENT REVIEW, 48(4), p. 82.
  32. Bardhi, F. (2006). A Life on the Road: Experience of Geographical Mobility and Acculturation Among Transnational Mobile Professionals. Tourism Analysis, 11(3), pp. 171–180. doi:10.3727/108354206778689853.

    [publisher’s website]

  33. Bardhi, F. and Arnould, E.J. (2005). Thrift shopping: Combining utilitarian thrift and hedonic treat benefits. Journal of Consumer Behaviour, 4(4), pp. 223–233. doi:10.1002/cb.12.

    [publisher’s website]

Education

Course Directorship

- 2015 - 2015, Marketing group, Head

Professional activities

Editorial activity (17)

  1. Journal of Consumer Research, Member of Editorial Board, 2014 – present.
  2. Journal of Consumer Culture, Referee, 2014 – present.
  3. Journal of Macromarketing, Referee, 2014 – present.
  4. Psychology & Marketing, Referee, 2014 – present.
  5. Mercati & Competitività, Member of Editorial Board, 2013 – present.
  6. Journal of Service Research, Referee, 2013 – present.
  7. Scandinavian Journal of Management, Referee, 2011 – 2012.
  8. Consumption, Markets & Culture, Member of Editorial Board, 2011 – present.
  9. Journal of Marketing Management, Referee, 2011 – present.
  10. Journal of Small Business Management, Referee, 2011 – present.
  11. New Media and Society, Referee, 2011 – present.
  12. Journal of Consumer Research, Referee, 2010 – present.
  13. European Journal of Marketing, Referee, 2009 – present.
  14. International Marketing Review, Referee, 2009 – present.
  15. Marketing Theory, Referee, 2009 – present.
  16. Consumption, Markets, and Culture, Referee, 2007 – present.
  17. Journal of Consumer Behavior, Referee, 2007 – present.

Events/conferences (32)

  1. 3rd Essec Marketing Winter Camp. (Workshop) Paris, France (2016). Invited speaker.
    Paper: Liquid Consumption: Conceptualizing Consumption in Late Modernity
    Author: Bardhi F.
  2. "Consumer Culture Theory (CCT) Conference", Roundtable. (Conference) Lille, France (2016).
    Paper: Postmodernism: Is it still useful? What is next?
    Author: Bardhi F.
    Co-authors: G. Eckhardt
  3. Consumer Culture Theory (CCT) Conference. (Conference) Lille, France (2016).
    Paper: Advancing the Conversation in Liquid Consumption
    Author: Bardhi F.
    Co-authors: G. Eckhardt
  4. Consumer Culture Theory (CCT) Conference. (Conference) Lille, France (2016).
    Paper: Money as a Tool for Social Innovation
    Author: Campana M.
    Co-authors: C. Wiertz, S. Feiereisen, F. Bardhi
  5. 45th EMAC Annual Conference. (Conference) Oslo, Norway (2016).
    Paper: Consumption Acquisition Practices
    Author: Bardhi F.
    Co-authors: M. Corciolani, and D. Dalli
  6. ACR Asia Pacific Conference. (Conference) Hong Kong (2015).
    Paper: Liquid Consumption
    Author: Eckhardt G.
    Co-authors: F. Bardhi
  7. 8th Interpretivist Consumer Research (ICR) Workshop. (Conference) University of Edinburgh, Edinburgh, UK (2015).
    Paper: Social Media as Public Sphere: The Case of Iranian Women’s Movement for Freedom
    Author: Sharifonnasabi Z.
    Co-authors: F. Bardhi
  8. Research Seminar, Marketing Department. (Seminar) Lancaster University, UK (2015). Invited speaker.
    Paper: Understanding Consumption in Downward Economic Mobility
    Author: Bardhi F.
  9. Research Seminar, Marketing Department. (Seminar) King's College, London, UK (2015). Invited speaker.
    Paper: Liquid Consumption: Conceptualizing Consumption in Late Modernity
    Author: Bardhi F.
  10. Research Seminar, Marketing Department. (Seminar) York University, Toronto, Canada (2015). Invited speaker.
    Paper: Liquid Consumption: Conceptualizing Consumption in Late Modernity
    Author: Bardhi F.
  11. Research Talk at The Impact Academy. (Public lecture) Utrecht, Amsterdam, Netherlands (2015). Invited speaker.
    Paper: Myths of the Sharing Economy: Sharing and/or Sustainability?
    Author: Bardhi F.
  12. ACR Doctoral Symposium, ACR Conference. (Workshop) New Orleans, USA (2015). Invited speaker.
    Paper: Academic Career: The Stranger’s Perspective
    Author: Bardhi F.
  13. 8th Interpretivist Consumer Research (ICR) Workshop. (Workshop) University of Edinburgh, Edinburgh, UK (2015).
    Paper: Liquid Consumption
    Author: Bardhi F.
    Co-authors: G. Eckhardt
  14. North American Conference of the Association for Consumer Research, (ACR). (Conference) New Orleans, USA (2015).
    Paper: Liquid Consumption
    Author: Bardhi F.
    Co-authors: G. Eckhardt
  15. Consumer Culture Theory (CCT) Conference. (Conference) Arkansas, USA (2015).
    Paper: Consumption in Downward Social Mobility
    Author: Henry P.
    Co-authors: F. Bardhi
  16. Consumer Culture Theory (CCT) Conference. (Conference) Arkansas, USA (2015).
    Paper: Social Media as Public Sphere: The Case of Iranian Women’s Movement for Freedom
    Author: Sharifonnasabi Z.
    Co-authors: F. Bardhi
  17. Academy of Marking Science (AMS) World Congress, Lima, Peru August 5-8, 2014. (Conference) (2014). Session/Day Chair.
  18. Qualitative Methods and Research Design PhD Workshop. (Workshop) Univ Lille Nord de France - SKEMA Business School, Lille, France (2014). Invited speaker.
    Paper: Qualitative Data Analysis
    Author: Bardhi F
  19. Interpretive Research in Social Science Summer School. (Workshop) Kings College, London, UK (2014). Invited speaker.
    Paper: Telling Stories with Qualitative Data
    Author: Bardhi F.
  20. ACR Doctoral Symposium, ACR Conference. (Workshop) Baltimore, MD, USA (2014). Invited speaker.
    Paper: Chosen Exile: ”The Academic Career from the Perspective of the Stranger,”
    Author: Bardhi F.
  21. Consumer Culture Theory (CCT) Conference. (Conference) Helsinki, Finland (2014).
    Paper: Consumer Sensemaking of Fast Markets
    Author: Samsioe E.
    Co-authors: F. Bardhi
  22. Consumer Culture Theory (CCT) Conference. (Conference) Helsinki, Finland (2014).
    Paper: "Liquid Consumption" Round Table
    Author: Bardhi, F.
    Co-authors: G. Eckhardt
  23. Consumer Culture Theory (CCT) Conference. (Conference) Helsinki, Finland (2014).
    Paper: “Access Based Consumption: Critique and Development,” Special Session
    Author: Bardhi, F.
    Co-authors: D. Dalli
  24. Consumer Culture Theory (CCT) Conference. (Conference) Examination of Resource Acquisition Practices (2014).
    Paper: Examination of Resource Acquisition Practices
    Author: Bardhi, F.
    Co-authors: M. Corciolani, D. Dalli
  25. Consumer Culture Theory (CCT) Conference. (Conference) Helsinki, Finland (2014).
    Paper: "Counterperformativity of Alternative Exchange Systems,” Poster Presentation
    Author: Campana, M
    Co-authors: C. Wiertz, S. Feiereisen, and F. Bardhi
  26. Consumer Culture Theory (CCT) PhD Workshop, University of Arizona, Tucson, AZ, USA. (Conference) (2013). Chair.
  27. Interpretive Consumer Research Workshop (ICR) 7. (Conference) Brussels, Belgiue (2013).
    Paper: Non-Ownership Consumption
    Author: Corciolani M.
    Co-authors: D. Dalli ,and F. Bardhi
  28. Consumer Culture Theory (CCT) Conference. (Conference) University of Arizona, Tucson, AZ, USA (2013).
    Paper: Keeping the Family Together Post-Divorce: Role of Mundane Consumption in Managing Life Transitions
    Author: Henry P.
    Co-authors: F. Bardhi
  29. Consumer-Brands-Relationships Conference. (Conference) Boston, MA, USA (2013). Invited speaker.
    Paper: How do Brands Travel with Us?”
    Author: Bardhi F.
  30. "Economic Significance of Tribes in Developing Economies: Case of Albania,” Poster Presentation. (Conference) Oxford University, Oxford, UK (2012).
    Author: Bardhi F.
    Co-authors: V. Kapllani
  31. Consumer Brand Relationships Conference. (Conference) Boston, MA, USA (2012). Invited speaker.
    Paper: The Lack of Brand Community in Access Based Consumption
    Author: Eckhardt, G.
    Co-authors: F. Bardhi
  32. Consumer Culture Theory (CCT) PhD Workshop, Northwestern University, Chicago, IL. (Conference) (2011). Chair.

Media appearances (5)

  1. The business of education. (2014) Daily Express (Saturday) (newspaper).
  2. Sharing economy's selfish soul. (2014) www.ft.com (website).
  3. Four Myths on How Consumers React to the Share Economy. (2014) www.wsj.com (website).
  4. Garlic not Gucci. (2014) The Guardian (newspaper).
  5. Garlic not Gucci: If being in Generation Y means struggling for cash, it's also about road-testing new ways to save it. (2014) 4-Traders.