Background

Dr. Klara Scheurenbrand is a Lecturer in Marketing and current Module Leader for MKT2009 Strategic Marketing (BSc Marketing and BSc Marketing and Management), NBS8519 Digital Marketing (MSc International Marketing and Digital Business/E-Marketing) as well as the London based capstone module NUL Consultancy Project (BSc Marketing & Management/BSc International Business). 

Before moving to Newcastle University London, she completed her Post-Doc at Emlyon Business School in France and received her PhD from University of Liverpool in 2018. She has published in the Journal of Public Policy and Marketing and the Journal of Business Research.

Her significant professional experience as account manager and freelancer in international advertising agencies such as Serviceplan Group, BBDO Proximity, Select NY and Hundertgrad Kommunikation rounds her academic profile in regard to managerial impact and action learning. She also acquired intercultural leadership experience in retail through her position as assistant store manager at Abercrombie and Fitch in Munich.

Having a strong international outlook, Klara is fluent in German, English, Spanish and is able to communicate in French.

Research

Research Interests and Communities

Research Interests: Digital Marketing, Sustainability, Practice Theory, Consumer Lifestyle, Activist Ethnography, Qualitative Research Methods  

I study practice dynamics in different socially relevant contexts. Practices belong to the flat ontological movement in consumer research, pioneering a revolutionary view on consumption possibilities by decentering consumer agency.

I am currently expanding my research interest into the digital marketing sphere by looking at influencer marketing and #-related phenomena.

My research generates relevant insights for a plethora of marketing research areas such as Interpretive Consumer Research, Transformative Consumer- and Service Research, Macromarketing as well as Consumer Culture Theory.

Teaching

MKT2009 Strategic Marketing

NBS8519 Digital Marketing

LBU3081 NUL Consultancy Project 

MKT2010 Integrated Digital Marketing Communications

Publications

• Scheurenbrand K, Parsons E, Cappellini B, Patterson A. Cycling into Headwinds: Analyzing Practices That Inhibit Sustainability. Journal of Public Policy & Marketing 2018, 37(2), 227-244.
• Parsons E, Kearneya T, Surman E, Cappellini B, Moffat S, Harmane V, Scheurenbrand K. Who really cares? Introducing an ‘Ethics of Care’ to debates on transformative value co-creation. Journal of Business Research 2021, 122, 794-804.
• Scheurenbrand K. A practice-based approach to consumption: Ethnographic insights into the emerging practice of cycling in Las Palmas de Gran Canaria. In: 9th Annual Doctoral Colloquium Northern Advanced Research Training Initiative. 2014, Keele, UK: Keele University. In Preparation.