Staff Profile
Professor Andrew Lindridge
Professor of Marketing&Consumer Research
- Email: andrew.lindridge@ncl.ac.uk
- Telephone: +44(0)191 208 1500
- Address: Newcastle University Business School
5 Barrack Rd,
Newcastle upon Tyne
NE1 4SE
UK
Andrew’s research interests focus on 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 marginalised consumers in Britain, China, France, India, and the United States on a variety of consumption topics ranging from: ethnic minorities and alcoholism, inter-generational rifts within ethnic minorities, and how David Bowie fans use his music to reimagine their own past. He is currently supervising five PhD students and has undertaken several management consultancy projects.
Andrew’s work has received numerous awards and 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 is currently the Editor for Qualitative Market Research: An International Journal, and previously an Associate Editor for The Journal of Marketing Management where he now serves on the editorial board.
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 position in Germany.
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).
- Eagar T, Lindridge AM, Martin D. ‘Artist Brand Transformations: A Geological Perspective’. In: Consumer Culture Theory Conference 2022. 2022, Corvallis, Oregon, USA. In Press.
- Coffin J, Eichert CA, Bettany S, Lindridge AM, Oakenfull FG, Ostberg J, Penaloza L, Rinallo D, Rowe D, Santana J, Visconti LM, Walther L. Crossing Wires: Short-Circuiting (A)sexual Hierarchies of Knowledge in Marketing Theory. Marketing Theory 2022, Epub ahead of print.
- Lindridge AM, Bhogal-Nair A, Swati K. How the Market Perpetuates and Challenges Historical Socio-Cultural Marginalization: The Case of Middle-Class Dalits in India. In: Consumer Culture Theory Conference 2022. 2022, Corvallis, OR.
- Kerrane K, Lindridge AM, Dibb S. Negotiating liminality following life transitions: reflexive bricolage and liminal hotspots. European Journal of Marketing 2021, 55(4), 1177-1202.
- Siebert A, Gopaldas A, Lindridge AM, Simoes C. Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals. Journal of Marketing 2020, 84(4), 45-66.
- Edirisinghe D, Nazarian A, Foroudi P, Lindridge AM. Establishing psychological relationship between female customers and retailers: a study of the small to medium scale clothing retail industry. Qualitative Market Research: An International Journal 2020, 23(3), 447-477.
- Michuki G, Lindridge AM, Simoes C, Abohalasani M. Reclaiming the ‘tribe’ from ‘consumer tribes’: Consumption, modernization and Kenya’s tribes. In: Consumer Culture Theory Conference 2019. 2019, Montreal, Canada.
- Eagar T, Lindridge AM. Recovering marketplace acceptance following an unsuccessful brand transformation. In: ANZMAC 2019. 2019, Wellington, New Zealand.
- Alkayyali R, Lindridge AM. Veil De-Racialization through Consumption: The Case of Veiled Muslim Women in France. In: RIM Paris Forum. 2019, Paris, France.
- 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.
- Lindridge AM, Beatty S, Northington WN. Do gambling game choices reflect a recreational gambler's motivations?. Qualitative Market Research: An International Journal 2018, 21(3), 296-315.
- Bhogal A, Lindridge AM. The Myths of the Market: A Skin-Deep, Discursive Analysis of the Fairness Phenomena in India. In: Consumer Culture Theory Conference 2018. 2018, Odense, Denmark.
- Khan A, Lindridge AM, Pusaksrikit T. Why some South Asian Muslims celebrate Christmas: Introducing 'Acculturation Trade-offs'. Journal of Business Research 2018, 82, 290-299.
- Eager T, Lindridge AM. ‘David Bowie is different and I can be different too: Enacting difference across identities’. In: Consumer Culture Theory Conference 2017. 2017, Anaheim, CA, USA: UCI Paul Merage School of Business.
- Bhogal A, Lindridge AM. Ephemeral Consumerism: Crossing Territories of the Indian Female Body. In: Association of Consumer Research Conference. 2017, San Diego, CA, USA.
- Siebert A, Lindridge AM, Simoes C, Gopaldas A. ‘Consumer Emotionology: Toward a Framework for Socio-Cultural Consumer Research on Emotion’. In: Association of Consumer Research Conference. 2016, Berlin, Germany.
- Lindridge AM, Penaloza L, Worlu O. Agency and empowerment in consumption in relation to a patriarchal bargain: The case of Nigerian immigrant women in the UK. The European Journal of Marketing 2016, 50(9/10), 1652 - 1671.
- Lindridge AM. Closing the skills gap – the recurring challenge. HR Magazine 2016.
- Bhogal A, Lindridge AM. Don’t Freak, I’m a Sikh: Stigma, Styled Identities and Social Distancing of the Turbaned Sikh Male. In: NA - Advances in Consumer Research. 2016, Association for Consumer Research.
- Walsh G, Lindridge A, Mitchell V-W, Kilian T. Investigating Consumer Confusion Proneness Cross-Culturally: Empirical Evidence from the United States, Germany, and Thailand. In: 4th International Symposium “Governing Business Systems: Theories and Challenges for Systems Thinking in Practice”. 2016, Vilnius, Lithuania.
- Walsh G, Lindridge A, Mitchell V-W, Deseniss A, Lippold A. Investigating consumer confusion proneness cross-culturally: empirical evidence from the USA, Germany, and Thailand. International Journal of Markets and Business Systems 2016, 2(3), 226-242.
- Eager T, Lindridge AM. Resolving Contradictions in Human Brand Celebrity and Iconicity. In: Belk R, ed. Consumer Culture Theory. Wakefield: Emerald, 2016, pp.311-330.
- Eagar T, Beekhuyzen CJ, Lindridge AM. The Influence of Product Category on Brand Identity. 2016.
- Lindridge AM, Henderson GR, Ekpo AE. (Virtual) ethnicity, the Internet, and well-being. Marketing Theory 2015, 15(2), 279-285.
- Lindridge AM, Eagar T. ‘And Ziggy played guitar’: Bowie, the market, and the emancipation and resurrection of Ziggy Stardust. The Journal of Marketing Management 2015, 31(5-6), 546-576.
- Lindridge AM, Eager T. ‘Crossing the boundary between performance persona and the real person: David Bowie, semantics and an (apparent) dislike of racism’. 2015.
- Khan A, Pusaksrikit T, Lindridge AM. ‘Understanding Christmas through the lens of British Muslims’. In: Royal Bank International Research Seminar. 2015.
- Lindridge A. Market segmentation by ethnicity: is it really feasible?. In: Jamal,A;Laroche,M;Penaloza, L, ed. The Routledge Companion to Ethnic Marketing. London: Routledge Companions, 2015, pp.235-253.
- Eager T, Lindridge AM. Resolving Contradictions in Human Brand Celebrity and Iconicity. In: Consumer Culture Theory 2015. 2015, University of Arkansas, Fayetteville, AK.
- Davis L, Glenn R, Tesper W, Lindridge AM. The Marijuana Marketplace: Cultural beliefs and its effect on legislation, the legitimate supply chain, and black markets. In: Cross Cultural Research Conference. 2015, Playa del Carmen, Mexico.
- Eager T, Lindridge AM. What Ziggy Stardust and David Bowie tells us about celebrity and market emancipation?. In: The Stardom and Celebrity of David Bowie - A Fantastic Voyage. 2015, Melbourne: Australian Centre for the Moving Image.
- Lindridge AM, Eager T. ‘Can celebrities ever escape their celeactor: The case of David Bowie and Ziggy Stardust’. In: Academy of Marketing. 2014, Bournemouth, UK.
- Eager T, Lindridge AM. Becoming Iconic: David Bowie from Man to Icon. Advances in Consumer Research 2014, 42, 302-306.
- Visconti LM, Jafari A, Batamangeot C, Kipnis E, Lindridge AM, Peñaloza LN, Pullig C, Regany F, Ustundagli E, Weinberger MF. Consumer ethnicity three decades after: a TCR agenda. The Journal of Marketing Management 2014, 30(17-18), 1882-1922.
- Lindridge AM, Dibb S, Vijaygopal R. The manifestation of culture in product purchase: A cross-cultural comparison. Journal of Marketing Analytics 2014, 2(4), 250-263.