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Olivier Sibai

  • Overview

    Overview

    Biography

    Olivier Sibai joined Birkbeck in 2014 and completed his PhD at Aston University, Birmingham. His research interests revolve broadly around Consumer Culture and Transformative Consumer Research.  He has a particular interest in consumer collectives and the exercise of power in the marketplace. His current research projects focus on brand activism, anti-racism consumer movements, market-place exclusion, violence in consumer communities, deviance in consumer communities, marginal consumption practices, and consumer isolation. While Olivier conducts mainly interpretivist research, he is interested in various methodologies and approaches. Olivier currently convenes postgraduate dissertations in the Management department. He teaches Strategic Brand Management and Digital Marketing.

    Qualifications

    • PhD in Marketing, Aston Business School, UK , 2015
    • MSc Marketing, Aston Business School, UK, 2010
    • MA in Business management, Audencia Nantes, France, 2010

    Administrative responsibilities

    • Postgraduate dissertation convenor

    Visiting posts

    • Visiting Scholar , Cass Business School, 02-2019 to 06-2019
    • Visiting Scholar, EM Lyon, 01-2019 to 01-2019
    • Visiting Scholar , Cass Business School, 09-2013 to 08-2014
    • Visiting PhD, HEC Paris, 06-2012 to 12-2012
    • Teaching Assistant, Aston Business School, 09-2011 to 08-2014

    Professional activities

    Ad hoc academic journal reviewer

    British Journal of Management (ABS 4*), Journal of Business Research, Psychology & Marketing, International Marketing Review (ABS 3*), Journal of Product & Brand Management, Recherche et Application en Marketing (ABS 2*)

    Ad hoc conference reviewer

    Association of Consumer Research (ACR), Consumer Culture Theory (CCT), Academy of Marketing Science (AMS), European Marketing Academy Conference (EMAC)


    Professional memberships

    • Teaching Association

      Higher Academy Fellow 

      Research Associations

      The American Association for Consumer Research
      The Consumer Culture Theory Consortium
      The Academy of Marketing Science
      The European Academy of Marketing

  • Research

    Research

    Research interests

    • Consumer Culture Theory
    • Transformative Consumer Research
    • Branding
    • Digital Marketing
    • Interpretive methodologies

    Research overview

    Olivier’s research interests revolve broadly around Consumer Culture and Digital Marketing.

    Olivier has a particular interest in (dis)harmony, (dis)order and power relations in consumption and the marketplace. In his projects, Olivier has investigated deviance in consumer collectives, community management, polarizing brands, isolation in the academic market. He has also published on market-based solutions to peace making.

    Olivier also entertains a secondary interest for issues related games and gamification in the market, the role of the body in consumption and consumer self-presentation.

    While Olivier enjoys various methodologies and approaches to research, he conducts mainly interpretivist research, with a particular focus on ethnographic methods.

     
     
    Individuals interested in doing a PhD in the broad areas of Consumer Culture Theory and Transformative Consumer Research, or the domains of Qualitative Digital Marketing and Branding are welcome to email Olivier. In your email, please make sure you indicate why you would like to do a PhD, what you would like to research on (short summary of your intended research topic), and how your research fits with Olivier's research expertise or interests. Please make sure you also attach a copy of your CV. If you already wrote a first draft of a PhD proposal, you can also attach it to the email.

    Msc students interested in doing their dissertations on branding topics such as brand misbehaviors, polarizing brands or human brand dynamics are also welcome.

    Research clusters and groups

    Research projects

    The Brutalization of Online Consumer Communities

    Authenticating Brand Activism through Controversy

    #MyBlackReceipt: Fighting Racial Exclusion Through the Marketing Place

    Marketplace exclusion

  • Supervision and teaching

    Supervision and teaching

    Supervision

    Individuals interested in doing a PhD in the broad areas of Consumer Culture Theory and Transformative Consumer Research, or the domains of Qualitative Digital Marketing and Branding are welcome to email Olivier. In your email, please make sure you indicate why you would like to do a PhD, what you would like to research on (short summary of your intended research topic), and how your research fits with Olivier's research expertise or interests. Please make sure you also attach a copy of your CV. If you already wrote a first draft of a PhD proposal, you can also attach it to the email.

    Msc students interested in doing their dissertations on branding topics such as brand misbehaviors, polarizing brands or human brand dynamics are also welcome.

    Teaching

    Teaching modules

    • MSc Dissertation (BUMN061D7)
  • Publications

    Publications

    Article

  • Business and community

    Business and community

    I have media training.

    Media

    I am happy to receive enquiries from the media on the following topics:

    • Activist branding
    • Digital and social media marketing
    • Brutality in online communities
    • Deviance in consumer communities
    • Academic isolation
    • How consumers cope with racial exclusion
    • Consumer collectives