Dr Rungpaka Amy Hackley — Birkbeck, University of London

Overview

Biography

Dr Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck, University of London. Prior to this she was Lecturer in Marketing at Queen Mary, University of London, Durham University, and before that at University of Surrey. Dr Hackley obtained her PhD from the School of Management, Royal Holloway, University of London, where she also worked as a Teaching and Research Associate. Her PhD entailed a cross-cultural study of young consumers’ experiences of TV product placement, and her first publication from her PhD research was the only UK paper cited by the ITV companies in their response to the UK government’s first consultation on UK TV product placement regulation.

Dr Hackley’s other qualifications include a MSc Marketing from the University of Birmingham, UK and a first degree in Mass Communications. She is a Fellow of the Higher Education Academy (HEA) and a member of Consumer Culture Theory (CCT).

Dr Hackley has presented her research at international conferences in Asia, North America, Australasia, Europe and the UK, and her work has been published in journals such as Journal of Business Research, Marketing Theory, Consumption, Markets and Culture, Journal of Marketing Management, Qualitative Market Research: An International Journal, International Journal of Advertising, Advances in Consumer Research, Marketing Intelligence and Planning, Asian Journal of Business Research, Business Ethics: A European Review, among others.

The 5th edition of her Advertising and Promotion textbook will be published in February 2021.

Qualifications

PhD Management, Royal Holloway University of London, 2008
MSc Marketing, University of Birmingham, 2003
BA Mass Communications, Chulalongkorn University, 2001
Fellow of the Higher Education Academy (FHEA), Higher Education Academy, 2008

Web profiles

Marketing and Consumer Research Group

Administrative responsibilities

UG BSc Business Programme Director and Admissions Tutor

Research

Research interests

integrated marketing communications (IMC), advertising, product placement, branded content, experiential consumption, brand symbolism, consumer identity, social media, promotional regulation and ethics, critical marketing, consumer research, and death rituals

Research overview

Dr Hackley is a known international authority on Asian perspectives in interpretive consumer research. Her work has generated unique insights into Asian cultures, values and contradictions from a consumer perspective, and also into digital sociology, promotional strategy, media regulation, creative production and marketing ethics in international markets. She is interested in accessing and theorising consumer experience with particular regard to how consumption (of brands, experiences, media) inflects consumers’ senses of identity and meaning. She is very interested in taking a multi-disciplinary approach. Her approach to consumer research falls broadly within the area that has become known as Consumer Culture Theory (CCT) research. Her research interests cut across issues of integrated marketing communications (IMC), advertising, product placement, branded content, experiential consumption, brand symbolism, consumer identity, social media, promotional regulation and ethics, critical marketing, consumer research, and death rituals.

Research clusters and groups

Marketing and Consumer Research Group

Supervision and teaching

Supervision

Current Supervisions

Principal Supervisor for 1 Birkbeck students

Teaching

I teach PG Marketing Communications module and MBA Marketing, Marketing Communications and Social Media (on our joint MBA programme between Birkbeck and Central Saint Martins).

I am also online tutor for University of London Distance Learning programmes.

Publications

Article

Hackley, C. and Hackley, Rungpaka and Bassiouni, D. (2019) Imaginary futures: liminoid advertising and consumer identity. Journal of Marketing Communications ISSN 1466-4445. (In Press)
Hackley, C. and Hackley, Amy Rungpaka (2019) Advertising at the threshold: paratextual promotion in the era of media convergence. Marketing Theory 19 (2), pp. 195-215. ISSN 1470-5931.
Hackley, C. and Hackley, Amy Rungpaka and Bassiouni, D. (2017) Implications of the selfie for marketing management practice in the era of celebrity. Marketing Intelligence and Planning 36 (1), pp. 49-62. ISSN 0263-4503.
Hackley, C. and Hackley, Amy Rungpaka (2015) The iconicity of celebrity and the spiritual impulse. Consumption Markets & Culture 19 (3), pp. 269-274. ISSN 1025-3866.
Hackley, Amy Rungpaka and Hackley, C. (2015) How the hungry ghost mythology reconciles materialism and spirituality in Thai death rituals. Qualitative Market Research: An International Journal 18 (4), pp. 427-441. ISSN 1352-2752.
Hackley, C. and Hackley, Amy Rungpaka and Bengry-Howell, A. and Griffin, C. and Szmigin, I. and Mistral, W. (2015) Transgressive drinking practices and the subversion of proscriptive alcohol policy messages. Journal of Business Research 68 (10), pp. 2125-2131. ISSN 0148-2963.
Hackley, C. and Hackley, Amy Rungpaka (2015) Marketing and the cultural production of celebrity in the era of media convergence. Journal of Marketing Management 31 (5/6), pp. 461-477. ISSN 0267-257X.
Hackley, C. and Hackley, Amy Rungpaka and Bengry-Howell, A. and Griffin, C. and Mistral, W. and Szmigin, I. (2013) Young adults and ‘binge’ drinking: A Bakhtinian analysis. Journal of Marketing Management 29 (7-8), pp. 933-949. ISSN 0267-257X.

Book

Hackley, C. and Hackley, Amy Rungpaka (2018) Advertising and promotion. London, UK: Sage. ISBN 9781473997998.