Centre for Research in Advertising and Consumption (CRiAC)
The Centre for Research in Advertising and Consumption (CRiAC) explores a broad range of consumption practices that constitute consumer culture in both developed and developing economies, and the role of advertising in the development of brands. Brands are ubiquitous in consumer culture and have evolved from a simple signal of quality to a potent symbol of meaning. A brand can evoke feelings of trust and even be part of a relationship between people. The study of brands thus encompasses theoretical perspectives from psychology, sociology and anthropology, as well as economics. Recently however brands have been the target for critical attacks from anti-globalisation organisations and through the best-selling book No-Logo. The centre conducts both managerially-oriented research as well as that which adopts a critical perspective.
The research philosophy of the centre can be characterised as:
Applying theory to practice: drawing on social science knowledge from the core disciplines and using it to solve strategic issues concerning consumers and markets whilst using information from business outcomes to extend underlying theory.
Managerial: concerned with improving the effectiveness of advertising and other strategic marketing activities.
International: working with partners in universities around the world to develop a comparative perspective.
Collaborative: working with commercial partner organisations to develop understanding of current and emerging business issues relating to consumers through the use of leading-edge marketing research techniques such as applied market ethnography.
Critical: advertising and brands are implicated in the development of materialism and dysfunctional consumer behaviour such as addictive shopping and gambling as well as inequitable distribution of resources.
Members of staff in CRiAC are closely involved with the MSc in Marketing and The Bath MBA. We encourage applications for postgraduate study at the doctoral level.
Further information about CRiAC can be obtained from Dr Avi Shankar – Director or Professor Brett Martin – Deputy Director