Portrait of Dr Fiona Cheetham Dr Fiona Cheetham

f.cheetham@hud.ac.uk | 01484 473090


Position: Senior Lecturer in Marketing, Department of Logistics, Operations, Hospitality and Marketing
Qualifications:BA, PhD, Dip CIM

Fiona joined the Business School as Senior Lecturer in Marketing in 2012 after ten years at Salford Business School, where she was Lecturer in Marketing and Consumer Research. Prior to this she held academic posts at Keele University, where she completed her PhD, and the University of Hong Kong. Before embarking on an academic career Fiona worked for a number of years in marketing for International Computers Ltd (ICL) in the UK.

Fiona is currently conducting research focusing on the dynamics of community, charity and the voluntary sector in tackling poverty at a local level in the UK. She has recently worked on a number of research projects commissioned by Kirklees Council. One of these involved the implementation of Comoodle and new approaches to public service provision based on the collaborative economy.

Fiona is a Fellow of the Higher Education Academy (FHEA).

Research and Scholarship

Sustainable Consumption Practices
I am currently undertaking a collaborative ethnography with a local charity to explore ways in which the charity can achieve long-term sustainability and thereby address the social and material needs of those living in poverty within Kirklees. The study focuses on concepts of community, charity, volunteering, and recycling (of consumer durables) as well as considering the potential that the ‘collaborative/sharing economy’ holds for the charity. Ultimately, the research seeks to understand the role of community in the context of consumption and to investigate what community means in practice in a local context.

Consumption of Space and Place
Working with both Dr Morven McEachern from the University of Salford and Dr Gary Warnaby from Manchester Metropolitan University, this research project investigates the territorialised consumption of space and place. The study is based on a methodological approach in which documentary film-making, photography and walking interviews are used to develop a ‘non-representational’ approach to the analysis of territorialisation practices in the consumption of urban green spaces.

Consumption Practices and Human-Animal Relationships
Working with Dr Morven McEachern from the University of Salford, this study used photo-elicitation techniques to explore consumption-related practices within the context of the relationships between consumers and their household pets.

Doctoral Research
My PhD explored the social and material practices that constitute the consumer collectables market. Using ethnographic research methods and drawing on ideas from actor-network theory and cultural anthropology the study analysed the dynamics of how mass produced artefacts are constructed as collectable and valuable objects.

Publications and Other Research Outputs


Cheetham, F., McEachern, M. and Warnaby, G. (2017) ‘A kaleidoscopic view of the territorialised consumption of placeMarketing Theory . ISSN 1470-5931

Lever, J. and Cheetham, F. (2017) ‘Food waste and sustainability: distributed responsibility – constructing a sharing economy?’. In: The Circular Economy: Transitioning to Sustainability?, 11 July 2017, Techno Centre, CBiS, Coventry University


Lever, J. and Cheetham, F. (2015) ‘Kirklees, Comoodle and the Collaborative Economy: The Politics of Sharing’. In: Lunchtime Seminar, Centre for Sustainable and Resilient Communities: Stuff Space Skills Comoodle, 13th October 2015, University of Huddersfield

Lever, J. and Cheetham, F. (2015) Case study report(s), Comoodle and the Collaborative Economy N/A (Unpublished)

Hadley, C. and Cheetham, F. (2015) ‘Negotiating Sustainable Consumption Practices in Online Communities’. In: Academy of Marketing Conference 2015, The Magic in Marketing, 7th - 9th July 2015, Limerick, Ireland

Cheetham, F (2015) ‘One Good Turn: Tackling Poverty through the Circulation of Goods in Kirklees’. In: Academy of Marketing Conference 2015, The Magic in Marketing, 7th - 9th July 2015, Limerick, Ireland


Jack, A. and Cheetham, F. (2014) ‘A phenomenological study of home baking: The ‘Rebirth of Romanticism' and the rise of the craft consumer’. In: Academy of Marketing Conference, Marketing Dimensions: People, places and spaces, 7th - 10th July 2014, Bournemouth, UK


McEachern, M. and Cheetham, F. (2013) ‘A Conception of Moral Sensitivity and Everyday Consumption Practices: Insights from the Moralising Discourses of Pet OwnersInternational Journal of Consumer Studies , 37 (3), pp. 337-343. ISSN 1470-6423

Cheetham, F. and McEachern, M. (2013) ‘Extending Holt's consuming typology to encompass subject–subject relations in consumption: lessons from pet ownershipConsumption Markets & Culture , 16 (1), pp. 91-115. ISSN 1025-3866


McEachern, M., Warnaby, G. and Cheetham, F. (2012) ‘Producing & Consuming Public Space: A ‘Rhythmanalysis’ of the Urban Park’. In: (ACR) Association for Consumer Research 2012: Appreciating Diversity, 4th - 7th October 2012, Vancouver, Canada

Cheetham, F (2012) ‘An actor-network perspective on collecting and collectables’. In: Narrating Objects, Collecting Stories. : Routledge. pp. 125-135. ISBN 978-0-415-69271-7


McEachern, M. and Cheetham, F. (2011) ‘Pet Ownership and Related Consumption Practices: The Role of Moralization’. In: European Advances in Consumer Research. : Association for Consumer Research. pp. 225-230. ISBN 9780915552665

McEachern, M. and Cheetham, F. (2011) ‘Visualising the Role of the Public Urban Park: Consumer Perspectives’. In: 2nd International Visual Methods Conference, 13th - 15th September 2011, Milton Keynes, UK

Cheetham, F. and McEachern, M. (2011) ‘Uncovering Covert Consumer Resistance in the UK Pet Marketplace’. In: 40th EMAC Annual Conference 2011, 24th - 27th May 2011, Ljubljana, Slovenia

McEachern, M. and Cheetham, F. (2011) ‘Transforming the Health and Wellbeing of Consumers: The Role of the Public Park’. In: 7th CRAWS Conference “Emerging Issues in Transformative Consumer Research and Social Marketing”, 14th - 15th April 2011, Manchester, UK


McEachern, M. and Cheetham, F. (2010) ‘Pet Ownership & Related Consumption Practices: The Role of Morality’. In: 2010 European Conference of the Association for Consumer Research, 30th June - 3rd July 2010, London, UK


Cheetham, F (2009) ‘Out of control? An ethnographic analysis of the disposal of collectable objects through auctionJournal of Consumer Behaviour , 8 (6), pp. 316-326. ISSN 1472-0817

McEachern, M. and Cheetham, F. (2009) ‘Photo-elicitation and its Value in Uncovering Pet Owner’s Stories of their Consumption Experiences’. In: 1st International Visual Methods Conference, 15th September 2009, Leeds, UK

Cheetham, F. and McEachern, M. (2009) ‘The Dynamic Relationship between Pet Owners, the Pet Marketplace and Cultural Meanings: continuing the dialogue between consumer behaviour and other disciplines’. In: 38th EMAC Annual Conference 2009, 26th - 29th May 2009, Nantes, France


Cheetham, F (2008) ‘The value of collectable objects: an actor-network approach’. In: Material Worlds Conference, 15th - 17th December 2008, Leicester, UK

McEachern, M. and Cheetham, F. (2008) ‘Consumer Resistance in the Pet Marketplace’. In: 1st International Conference on “Consumption and Consumer Resistance", 28th November 2008, Paris, France

McEachern, M. and Cheetham, F. (2008) ‘Exploring Cultural Blueprints of Companion Animal Consumption Practices in the UK: A Photoelicitation Approach’. In: 6th CRAWS Conference: Emerging Issues in Customer Behaviour in Multi-Cultural Societies, 2nd - 4th April 2008, Manchester, UK


Cheetham, F (2003) ‘Totally Teapots: The Material Culture of Novelty Teapot Collecting’. In: European Advances in Consumer Research. : Association for Consumer Research. pp. 176-180.


  • Roundtable Discussant at the EACR Conference (4th -7th July, 2013): Consumption in and of Space and Place; Chairs: Andreas Chatzidakis, Royal Holloway University of London, UK & Morven McEachern, University of Salford, UK.
    • Participants: Russell Belk, York University, Canada; Stefania Borghini, Bocconi University, Italy; Adriana Campelo, Cardiff University, UK; Fiona Cheetham, University of Huddersfield, UK; Alain Debenedetti, Université Paris-Est (IRG), France; Massimo Giovanardi, Stockholm University School of Business, Sweden; Olga Kravets, Bilkent University, Turkey ; Gretchen Larsen, Kings College London, UK; Pauline Maclaran, Royal Holloway, University of London, UK; Killian O’Leary, University of Limerick, Ireland; Luca Visconti, ESCP Europe, France.
  • Roundtable discussant at the “Ambiguous Goods” seminar at the Geffrye Museum of the Home in London - Seminar three in the Doing and Theorising Marketing Work series, 23rd March, 2012.

Examiner – Doctoral Research

  • External Examiner for candidate at University of South Wales (2014). Thesis entitled: A Study of the Macro to Micro Process of Persuasion for Advertising in Context: Towards a Meso Dominant Logic Model of Consumer Behaviour
  • External Examiner for candidate at Durham Business School (2012). Thesis entitled: To Buy Or Not To Buy?: A Behavioral Approach to Examine Consumer Impulse Buying Choice in Various Situations.
  • Internal Examiner for doctoral candidates at the Universities of Huddersfield and Salford.

Research Degree Supervision

Fiona welcomes applications from prospective students wishing to adopt an interpretive/qualitative approach to consumer research, particularly in the following areas:

  • Sustainable Consumption
  • Community, the Voluntary Sector and Consumption
  • Collaborative/Sharing Economy and Consumption
  • Disposal in Consumer Research
  • Consumer Resistance to Ethical/Green Consumption
  • Moral Dimensions of Consumption
  • Consumption of Place and Space
  • Emotional Dimensions of Consumption

Currently Supervising

  • Joanne Blake, enrolled April 1st 2012, Provisional title of thesis: Women’s clothing disposal behaviours
  • Charlotte Hadley, enrolled October 1st 2013, Provisional title of thesis: An Ethnographic Study of Allotmenteering: Practicing Sustainability
  • Sarah Swidan, enrolled October 1st 2013, Provisional title of thesis: Consumer Socialisation in the New Connected Society: Generation Y Consumers in the Egyptian Market.
  • Somaya Saleh, enrolled October 1st 2013, Provisional title of thesis: Qualitative Analysis of the Purchase and Consumption of Organic Food in an Emerging Economy: A Case Study in the Egyptian Market.
  • Lisa Du Lieu, enrolled October 1st 2014, Provisional title of thesis: Consumers’ Emotional Responses to the Use of Music in Advertising.
  • Glynis Jones, enrolled October 1st 2014, Provisional title of thesis: Consumer Experience in the context of UK Garden Centres
  • Cecilia Ibarra Cantu, enrolled October 1st 2016 Provisional title of thesis: Latin American Consumers’ Resistance to Ethical Consumption: The Role of Information

Previously Supervised

  • Nico Meissner awarded doctoral degree September 2012 - Thesis entitled: The impact of the Internet on the marketing and distribution of independent films, Co-supervision - student registered in the School of Media, Music and Performance, University of Salford.
  • Alan Baron awarded doctoral degree December 2011 – Thesis entitled: Culture, Identity and Image in an English Hospice: An ethnographic study. University of Salford.
  • Ayantunji Gbadamosi awarded doctoral degree April 2008 – Thesis entitled: An Exploratory Analysis of Low-Income Women Consumers and their Consumption of ‘Low Involvement’ Grocery Products. University of Salford.

Teaching and Professional Activities

Fiona is passionate about consumer research both in terms of her academic research and her teaching. She is the Course Leader for the MSc Marketing suite of courses and currently teaches the following modules on this course:

  • Behavioural Analysis.
  • Marketing Communications.

Fiona adopts a qualitative research methodology in her research and is therefore delighted to lead the following module for PhD students who are undertaking a PG Certificate in Research Methods:

  • Qualitative Research Methods for Business

She also teaches the following module on undergraduate courses:

  • Market Research and Consultancy.

Understanding customers is at the heart of Marketing and Marketing is vital to the success of all organisations, whether they are large or small, and whether they operate in the private, public or third sector. Fiona firmly believes that students will find the opportunity to develop an in-depth understanding of consumer research not only interesting and rewarding but that it will also help to make them highly employable whatever their career aspirations either in the world of business or the world of academia.