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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).
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.
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.
Cheetham, F., McEachern, M. and Warnaby, G. (2017) ‘A kaleidoscopic view of the territorialised consumption of place’ Marketing 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 Owners’ International 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 subjectsubject relations in consumption: lessons from pet ownership’ Consumption 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 auction’ Journal 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 Owners 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.
Examiner – Doctoral Research
Fiona welcomes applications from prospective students wishing to adopt an interpretive/qualitative approach to consumer research, particularly in the following areas:
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:
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:
She also teaches the following module on undergraduate courses:
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.